Adwords Seminar 2: Get more quality traffic for less

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1. Layers recap
2. Bidding Layers
a. Display
b. Geographic
c. Time
d. Device
3. Bidding Warnings - Stacking
4. Next Steps

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Adwords Seminar 2: Get more quality traffic for less

  1. 1. Awesome Adwords Seminar Series Part 2 - Bidding 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 Available on the website 2. Bidding Options - get more quality traffic for less Wed, Aug 14th @ 2pm 3. Product Listing Ads - how to do and optimise Fri, Aug 16th @ 3pm 4. Remarketing - overlaying it with “normal” Adwords Thur, Aug 22nd @ 2pm 5. Image and Video Ads - lower click costs, a different type of traffic Wed, Aug 28th @ 2pm http://indiumonline.co.uk/awesome-adwords
  4. 4. Enhanced Bidding get more quality traffic for less 1. Layers recap 2. Bidding Layers a. Display b. Geographic c. Time d. Device 3. Bidding Warnings - Stacking 4. Next Steps
  5. 5. What is Google Adwords?
  6. 6. Lots of Changes: ● Enhanced Campaigns ● Google Shopping ● Endless Integrations
  7. 7. Silos are Dead Core Keywords Google Base/ Shopping Remarketing Display Advertising
  8. 8. It’s all about Layers
  9. 9. How to Capitalise on Layers And then try pure Display Advertising
  10. 10. Enhanced Bidding get more quality traffic for less 1. Layers recap 2. Bidding Layers a. Display b. Geographic c. Time d. Device 3. Bidding Warnings - Stacking 4. Next Steps
  11. 11. Enhanced Campaigns => Enhanced Bidding ● We have always been able to: ○ Manage Search Network and Display Network bids separately ● We can now: ○ Manage multiple device types in one campaign ○ Manage multiple locations in one campaign ○ Manage multiple times in one campaign ● All using just one set of keywords
  12. 12. Enhanced Bidding another set of layers
  13. 13. Enhanced Bidding Layers Bid Type Level Set At Method Network Adgroup £1.45 Device - Mobile - Desktop (inc Tablets) Campaign +/- % Geographic - Region/Country etc Campaign +/- % Time - Day / Hour Campaign +/- %
  14. 14. Geographic Bidding Layer ● Targets: ○ UK, “Region” = Eng,Scot,Wal,N.Ire,Islands ○ UK, “City” = the cities, some boroughs too ○ Most Specific Location = all the above ○ UK - can’t do county ● THINK ○ Where are you? - head office, shops, etc ○ Where are your customers? ○ Where can you ship? (want to ship) ● Beware overlaps
  15. 15. Device Bidding Layer ● Targets: ○ Mobile ● Reporting: ○ Computers ○ Tablets ○ Mobile devices with full browsers ● THINK ○ Does your site work on mobiles? ○ When in buying process do they use mobiles?
  16. 16. Ad Schedule Bidding Layer ● Targets: ○ Days ○ Days and Hours ● THINK ○ When does your marketing hit? ○ When are the phone answered? ○ When do your customers buy? ○ When do you want them to buy?
  17. 17. Example - MultiChannel Retailer ● Within Store Drive Time ○ Bid Up Brand Campaign ● Outside Store Drive Time ○ Bid Up eCommerce Campaign ● Most sales on a Monday ○ Bid up on Mondays ● TV Ad Campaign ○ Bid Up at the times Ads Showing
  18. 18. Enhanced Bidding get more quality traffic for less 1. Layers recap 2. Bidding Layers a. Display b. Geographic c. Time d. Device 3. Bidding Warnings - Stacking 4. Next Steps
  19. 19. Bidding Layers - Stacking ● Within each bidding layer, they don’t stack ○ Bid on Cambridge = +20% ○ Bid on Cambridgeshire = +5% ● Between the bidding layers they do: ○ Bid = 50p ○ Monday = +20% ○ London = +10% ○ Mobile = +40% ○ Max click cost for someone in London, on a mobile, on a Monday = 50p x 20% x 10% x 40% = 92p
  20. 20. Tracking Your Results ● Adwords - Conversion Tracking ○ Includes past performance ● Google Analytics ○ Adwords / Bid Adjustments - only tracks the adjustments you set up
  21. 21. Next Steps 1. Check your existing bidding settings 2. THINK - and map out your plan 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: PLAs - set up and optimisation Fri, Aug 16th @ 3pm

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