Adwords Seminar 1: What the changes are, and how you can capitalise on them

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1. Google Adwords
2. Key Changes:
a. Enhanced Campaigns
b. Google Shopping
c. Endless Integration
3. Introducing the Adwords Layers
4. Capitalising on the Layers
5. Next Steps

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Adwords Seminar 1: What the changes are, and how you can capitalise on them

  1. 1. Awesome Adwords Seminar Series Part 1 Chloë Thomas
  2. 2. Me and indium ● 6 years ● Effective Online Marketing ● done for you ● Team of 5 Services: ● Adwords & Remarketing ● LinkedIn Pages & Ads ● Email
  3. 3. Awesome Adwords Seminar Programme 1. Introduction - the changes and how to capitalise Wed, Aug 7th @ 2pm 2. Bidding Options - get more quality traffic for less Wed, Aug 14th @ 2pm 3. Remarketing - overlaying it with “normal” Adwords Thur, Aug 22nd @ 2pm 4. Image and Video Ads - lower click costs, a different type of traffic Wed, Aug 28th @ 2pm http://indiumonline.co.uk/awesome-adwords
  4. 4. Introduction the changes and how to capitalise 1. Google Adwords 2. Key Changes: a. Enhanced Campaigns b. Google Shopping c. Endless Integration 3. Introducing the Adwords Layers 4. Capitalising on the Layers 5. Next Steps
  5. 5. What is Google Adwords?
  6. 6. Lots of Changes: ● Enhanced Campaigns ● Google Shopping ● Endless Integrations
  7. 7. What are Enhanced Campaigns? ● Biggest change to Adwords ever ○ Definitely for 8 years! ● A new campaign format that affects everything you do in Google Adwords ● But should streamline your activity
  8. 8. What's new and cool? Bidding ● Change bid at campaign level as a %age ○ by device ○ by time ○ by location
  9. 9. What's new and cool? Scheduling ● Turn on / off options for extensions and promos ○ Start dates and end dates ○ times ○ day of week etc ○ and do this by device, not just at campaign level ● Target ads by time of day
  10. 10. What's new and cool? ● You can reach customers with fewer campaigns: ○ No more managing 'duplicate' campaigns ○ eg in one campaign: ■ 50 locations ■ 2 day parts ■ 2 devices ● The streamlining opens up new testing and audience areas
  11. 11. Introduction the changes and how to capitalise 1. Google Adwords 2. Key Changes: a. Enhanced Campaigns b. Google Shopping c. Endless Integration 3. Introducing the Adwords Layers 4. Capitalising on the Layers 5. Next Steps
  12. 12. Google Shopping / PLAs ● Product Listing Ads ● From Free ---> Paid ● Much better performance than keywords ● New visits 24% better ● Cost per Conversion down 14% ● Conversion Rate up 28% ● AOV up 38%
  13. 13. The Old World The New World
  14. 14. Your Website "Product Feed" File of your product information in the Google specified format Google Merchant Centre an account to manage the submission of your feed to Google The System Google Adwords an account to manage the display of your product ads
  15. 15. Introduction the changes and how to capitalise 1. Google Adwords 2. Key Changes: a. Enhanced Campaigns b. Google Shopping c. Endless Integration 3. Introducing the Adwords Layers 4. Capitalising on the Layers 5. Next Steps
  16. 16. Endless Integration ● 6/2/13 - Enhanced Campaigns Announced ● Q2 2013 - Google Shopping Integrated ● 24/6/13 - Shopping Integrated with Remarketing ● 25/6/13 - Remarketing Integrated with Keywords ● 22/7/13 - Enhanced Campaigns Auto Upgrade Begins ● 2/8/13 - Display Planner Launched
  17. 17. Endless Integration 1. Enhanced Bidding Optimisation a. Device / Time / Geography 2. Google Shopping a. balance with keywords / layer over with remarketing 3. Video Ads & Image Ads a. balance with text ads 4. Remarketing a. image, text etc / layer over keywords
  18. 18. Introduction the changes and how to capitalise 1. Google Adwords 2. Key Changes: a. Enhanced Campaigns b. Google Shopping c. Endless Integration 3. Introducing the Adwords Layers 4. Capitalising on the Layers 5. Next Steps
  19. 19. Adwords Layering Text Ads Video Ads Image Ads Remarketing Enhanced Bidding Targeting Method Core Keywords PLAs Remarketing Lists Display Advertising Lists
  20. 20. Adwords Layering by Network Layer Search Network Display Network Core Keywords Y Y Product Listing Ads Y Y (if with Remarketing) Remarketing Y (if used to target keywords) Y Display Advertising Y Image Ads Y Video Ads Y
  21. 21. Remarketing Layers
  22. 22. Silos are Dead Core Keywords Google Base/ Shopping Remarketing Display Advertising
  23. 23. It’s all about Layers
  24. 24. 1. Integrate your Thinking 2. Start Simple, and Build How to Capitalise on Layers And then try pure Display Advertising
  25. 25. Next Steps 1. Are your Enhanced Campaign settings right? 2. Audit which layers you are currently using? 3. Come along to the rest of the Seminars to find out more about the Layers 4. Want help? a. Free Adwords Clinics http://indiumonline.co.uk/awesome-adwords Next Seminar: Bidding Options - get more quality traffic for less Wed, Aug 14th @ 2pm

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