GPeC AdWords presentation 2014

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My presentation at GPeC in Rumania 2014 - "10 valuable AdWords features you should use to increase performance"

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GPeC AdWords presentation 2014

  1. 1. 8 Valuable AdWords features you should not overlook >> Increase your AdWords ROI <<
  2. 2. >> What is HOT in AdWords? << 1. Dynamic Search Ads 2. Google Shopping Ads 3. Automized optimization 4. Campaign tracking – offline also 5. Gender and age in Analytics and AdWords 6. Segmentation and remarketing 7. Remarketing on Search 8. Dynamic Remarketing 8 hot topics
  3. 3. Master of Science (MSc) in Business Administration and Management Science >> Me… << @Webanalytiker
  4. 4. >> Kleenex moments <<
  5. 5. Search ”Normal” Company Brand Product Brands Generic RLSA RLSA Dynamic Google Shopping DSA Display Display Remarketing Display Dynamic Remarketing YouTube >> AdWords campaign types <<
  6. 6. >> Let Google do your setup << Extend with Dynamic Campaigns 1
  7. 7. >> Dynamic Search Ads<< 1 2 Google matches the search with the searchterms found on your website Google creates an ad like this: {Dynamic headline} (Search term) Wonderful TXT about your products More selling points XYC.com Google searches your website 1
  8. 8. >> DSA Tips! << DSA is an investment 1 Use DSA to inspire and develop the account1 Remember negative pages, areas and Keywords2 To increase ROI – only target by remarketing list3
  9. 9. >> Google Shopping Ads << 2
  10. 10. >> Google Shopping Ads << Merchant 1 2 You create a productlist with all your products and specifications defined by Google You upload your productfeed to the Google Merchant Center When people search and the search matches your product Google shows the picture, price and the link to your shop 2
  11. 11. >> DSA & Shopping ads Case << Client wanted more sale December share for DSA + PLA: 25% of spend 22% of Revenue – all extra 2
  12. 12. >> Optimize while you drink beer << Use rules and scripts! Automized optimization: 3
  13. 13. >> The ”Drink beer” optimization << //Use rules for 100% automization Promotion Ads • Use rules for activating and pausing promotions Low performing • Decrease bids for low performing keywords • Stop bad performing ads Ad positions • Increase bid to ensure position 3
  14. 14. Scripts are advanced rules! • Check for dead links • Ad keywords from ”search terms” • QS average • Ad negative keywords in dynamic campaigns www.freeadwordsscripts.com >> The ”Drink beer” optimization << 3
  15. 15. >> Track all campaigns! << ”If it is not worth tracking, it is not worth paying for” 4 Normal campaign tracking – UTM on all links1 QR codes – use UTM codes on the link2 Offline? Use shortlink and redirect3 Yourdomain.ro/offer1 >> yourdomain.ro/LonglinkWith?utm_source=offline
  16. 16. >> Demographics in Analytics << 5
  17. 17. >> Segment your users << 6
  18. 18. >> Segment your users << 6 AdWords SEO Newsletter Conversion Rate Optimization
  19. 19. >> Segment your users << 6
  20. 20. >> Segment your users << 6 News
  21. 21. >> Segments << Avinash : Google Whales Simo: Abandoment segment Me: Get first visitors back 6
  22. 22. >> Segments << Avinash : Google Whales Simo: Abandoment segment Me: Get first visitors back 6
  23. 23. >> Segments << Avinash : Google Whales Simo: Abandoment segment Me: Get first time visitors back 6
  24. 24. >> Segments << Avinash : Google Whales Simo: Abandoment segment Me: Get first time visitors back www.webjuice.dk/gpec 6
  25. 25. >> Remarketing<< People visit your website Visitor are added to your remarketing list Show them your ads while they browse the web Remarketing 6
  26. 26. >> RLSA << 1. Visit your shop 2. They are added to Remarketing list 1 2 1. Next time people search 2. You can bid higher for a better position – you’re only shown to people interested 7 Remarketing List for Search Ads!
  27. 27. >> Dynamic Remarketing << People visit your website Visitor are added to your remarketing list Show them your ads while they browse the web Connect your google merchant center account Show them tailbred ads based on products that thyve viewed on your site Dynamic remarketingRemarketing 8 Great for relevant Display ads1 Not optimal if products is not replaceable – like cables2
  28. 28. >> Summing up << • Use DSA for growth and keyword research • Be ready for Google Shopping Ads • Automize the optimization and drink beer instead • Track everything, also offline campaigns • Target your AdWords on age and gender with high CR • Segment your remarketing and see magic • Remarketing on search – great stuff! • Dynamic remarketing, give it a try Learn and earn:
  29. 29. Jacob Kildebogaard Jk @webjuice.dk @Webanalytiker

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