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Your London Google Ads Conference
- 1. Your London Google Ads Conference Mabo | www.mabo.co.uk | ppc@mabo.co.uk | 01287 244080
- 3. 6 Years Old 350+ Managed Accounts £2.5m Monthly Managed Spend We Are Paid Search Specialists
- 4. Google Premier Partner 97.5% Retention Rate in 2018 CSS First 30 Google CSS Partners We Are Paid Search Specialists
- 5. Today’s Speakers Rob Jackson Matthew Soakell Michelle Flaherty Anna Reintjes
- 6. First Speaker Rob Jackson Operations Director Mabo Get To Know Your Audience
- 7. Get To Know Your Audience Rob Jackson, Operations Director
- 8. About… Rob Jackson, Operations Director 8 Years in Digital Marketing 5 Years at Mabo Media Been responsible for leading PPC teams and strategy at 2 leading UK agencies
- 9. How well do you know your customers?
- 10. Person One Person Two
- 14. Brittany Female 26 Top 10% household income Alf Male 62 Under UK ave. household income
- 15. Brittany Female 26 Top 10% household income Kensington Alf Male 62 Under UK ave. household income Yorkshire Mining Town
- 16. Brittany Female 26 Top 10% household income Kensington No Children Alf Male 62 Under UK ave. household income Yorkshire Mining Town Parent
- 17. Brittany Female 26 Top 10% household income Kensington No Children Rugby Fan Alf Male 62 Under UK ave. household income Yorkshire Mining Town Parent Shopaholic
- 18. Brittany Female 26 Top 10% household income Kensington No Children Rugby Fan Looking for accessories for Saturday night Alf Male 62 Under UK ave. household income Yorkshire Mining Town Parent Shopaholic Looking for a Valentines gift for his partner
- 19. Brittany Female 26 Top 10% household income Kensington No Children Rugby Fan Looking for accessories for Saturday night Silver Fashion Jewellery Alf Male 62 Under UK ave. household income Yorkshire Mining Town Parent Shopaholic Looking for a Valentines gift for his partner Engagement Rings
- 20. Alf Male 62 Under UK ave. household income Yorkshire Mining Town Parent Shopaholic Looking for a Valentines gift for his wife Engagement Rings
- 21. Alf Male 62 Under UK ave. household income Yorkshire Mining Town Parent Shopaholic Looking for a Valentines gift for his wife Engagement Rings Gender
- 22. Alf Male 62 Under UK ave. household income Yorkshire Mining Town Parent Shopaholic Looking for a Valentines gift for his wife Engagement Rings Gender Age
- 23. Alf Male 62 Under UK ave. household income Yorkshire Mining Town Parent Shopaholic Looking for a Valentines gift for his wife Engagement Rings Gender Age Household Income
- 24. Alf Male 62 Under UK ave. household income Yorkshire Mining Town Parent Shopaholic Looking for a Valentines gift for his wife Engagement Rings Gender Age Household Income Location
- 25. Alf Male 62 Under UK ave. household income Yorkshire Mining Town Parent Shopaholic Looking for a Valentines gift for his wife Engagement Rings Gender Age Household Income Location Parental Status
- 26. Alf Male 62 Under UK ave. household income Yorkshire Mining Town Parent Shopaholic Looking for a Valentines gift for his wife Engagement Rings Gender Age Household Income Location Parental Status Affinity Audience
- 27. Alf Male 62 Under UK ave. household income Yorkshire Mining Town Parent Shopaholic Looking for a Valentines gift for his wife Engagement Rings Gender Age Household Income Location Parental Status Affinity Audience In-Market Audience
- 28. Alf Male 62 Under UK ave. household income Yorkshire Mining Town Parent Shopaholic Looking for a Valentines gift for his wife Engagement Rings Gender Age Household Income Location Parental Status Affinity Audience In-Market Audience Search Term (Intent)
- 29. How do you use your audience data?
- 30. MALE Gender
- 31. MALE Age
- 34. MALE Location
- 36. Thank You!
- 37. Second Speaker Matthew Soakell Senior PPC Trainer Mabo Measuring & Optimising Your Google Ads Performance
- 38. Measuring & Optimising Your Google Ads Performance Matthew Soakell, Senior PPC Trainer
- 39. About… Matthew Soakell, Senior PPC Trainer 4.5 Years in Digital Marketing 3 Years at Mabo Media Responsible for training all new and existing staff members, prior to this my role was PPC Account Manager Named ‘Rising Star of the Year’ at the UK Biddable Media Awards
- 40. Theory of Optimisation: Measure, Act, Attribute
- 41. What Do We Measure? What gets measured / tracked on a day-to-day basis?
- 42. What Do We Measure? What gets measured / tracked on a day-to-day basis? Gas/electricity/water meters
- 43. What Do We Measure? What gets measured / tracked on a day-to-day basis? Gas/electricity/water meters Online banking
- 44. What Do We Measure? What gets measured / tracked on a day-to-day basis? Gas/electricity/water meters Online banking Speed cameras
- 45. What Do We Measure? What gets measured / tracked on a day-to-day basis? Gas/electricity/water meters Online banking Speed cameras Fitness progress
- 46. What Do We Measure?
- 47. Why Do We Measure These? Day-to-day measurement: Control spend
- 48. Why Do We Measure These? Day-to-day measurement: Control spend Security / safety
- 49. Why Do We Measure These? Day-to-day measurement Control spend Security / safety Optimise / improve
- 50. Why Is Bid Management Necessary? To increase bids across areas that are performing well To decrease bids across areas that aren’t performing well To stay in control of where and how budget is being spent
- 51. Theory of Optimisation: Measure, Act, Attribute
- 52. Measurement Within A Google Ads Account Why we measure - our Account Managers thoughts: “Making the most efficient use of the budget available”
- 53. Measurement Within A Google Ads Account Why we measure - our Account Managers thoughts: “Making the most efficient use of the budget available” “Maximise potential, minimise waste”
- 54. Measurement Within A Google Ads Account Why we measure - our Account Managers thoughts: “Making the most efficient use of the budget available” “Maximise potential, minimise waste” “Optimising the account so we can allocate spend in the most effective and profitable manner”
- 55. Measurement Within A Google Ads Account Why measure / track? Control spend Optimise / improve
- 56. Measurement Within A Google Ads Account Why measure / track? Control spend Optimise / improve We measure, so we can act
- 57. Manual Bid Management | CPA & ROAS
- 58. CPA - Cost Per Acquisition
- 59. ROAS - Return On Ad Spend
- 60. Bid Adjustments | Locations, Ad Schedule, Devices & RLSA
- 61. Locations
- 62. Ad Schedule
- 63. Devices
- 65. Theory of Optimisation: Measure, Act, Attribute
- 66. Attribution
- 67. Automation and The Future of Bid Management
- 68. Google Ads Smart Bidding Strategies Target CPA: You specify how much you are willing to spend to produce a certain action Target ROAS: You specify what sort of return on ad spend you want from your ads Maximise clicks: Google will try to get you as many clicks as possible from your budget Maximise conversions: Similar to Maximize clicks, except Google tries to maximize conversions, not clicks Target search page location: Google optimises your bids to get you a specific ad rank Target outranking share: Allows you to pick how often you want to outrank the competition Enhanced CPC: Adjusts your bid up or down in order to optimize for conversions (still requires manual bid management)
- 69. Client Success From Target ROAS
- 70. ‘Entities should not be multiplied beyond necessity’ ‘Entia non sunt multiplicanda praeter necessitatem’
- 71. Thank you!
- 72. Michelle Flaherty Agency Lead Google The Future Of Search & Google Ads Keynote Speaker
- 73. The Future of Search and Google Ads
- 74. Consumer change One internet minute
- 75. “The year of mobile” StatCounter Global Stats
- 76. The Age of Assistance
- 78. Proprietary + Confidential Just take my morning yesterday, for example... 7:00am I want to contact... 12:00pm I want to find... 9:00am I want to know... 11:00am I want to watch... Proprietary + Confidential
- 79. Confidential + ProprietaryProprietary + Confidential
- 80. Our Consumers are more empowered than ever before
- 82. More Curious 80% increase in mobile searches for ‘best’ in past 2 years Searches for ‘best toothbrush’ grew by over 100% over the past 2 years
- 83. More Demanding More Curious Since early 2017, the number of local searches without ‘near me’ have outgrown searches that include ‘near me’
- 84. More Impatient More Demanding More Curious Searches for ‘open now’ have tripled Travel-related queries for ‘today’ or ‘tonight’ have grown 150% on mobile
- 85. Confidential + Proprietary All News Images Books Maps More Settings as·sis·tance /ˈəˈsistəns/ noun 1. helping people to get things done. 2. ..MARKETING.. a digital strategy focused on understanding what people want and helping them to succeed throughout the consumer journey. About 63,000,000 results (0.58 seconds) define: assistance Tools Proprietary + Confidential
- 86. Proprietary + Confidential Technology should enhance customer experience, and improve marketing Proprietary + Confidential
- 87. Confidential + Proprietary Proprietary + Confidential Tennis rackets
- 88. Confidential + Proprietary Tennis rackets Tennis racket reviewsTennis shops Dublin Proprietary + Confidential
- 89. Confidential + Proprietary Best tennis racket Tennis racket reviewsTennis shops Dublin Proprietary + Confidential Tennis Rackets Searches in the UK Over the Past 5 Years
- 90. Confidential + Proprietary Tennis rackets Proprietary + Confidential Keyword intent Human intent Tennis rackets
- 91. Be smart Be quickBe there for your customers throughout the entire purchase journey 3 key principles in the age of assistance through meaningful engagement with your audience wherever they are by delivering on customer needs in real-time
- 92. Search
- 93. It all begins with the search term s e a r c h q u e r y
- 94. The Audience revolution in Search: Fundamentally changing how we engage with our customers YouTube RLSA Remarketing Lists for Search Ads Demographics for Search Ads Google Analytics with RLSA Customer Match 2013 2014 2015 2016 2017 RLSA in Shopping RLSA in Doubleclick Similar Audiences In-market Audiences & Household income* Ad Customizers 2018 *not yet released
- 96. How do you connect with consumers when they aren’t necessarily searching for you? 79% of time online is spent outside search 21% of time online is spent searching across websites, mobile, YouTube and Gmail Source: go-gulf.com; “How People Spend Their Time Online”; February 2, 2012 Online Publishing Association; Nielsen, Comscoredatamine.com, Tnsdigitallife.com, Pewinternet.org
- 97. An Overview of the Google Display Network 90%of global internet users Source: ComScore 2M+websites Ads are served across
- 98. Auto-Targeting Gmail Ads Mobile App Installs Placement Targeting *Note: These targeting types can also be used for branding purposes* Build Awareness Influence Consideration Drive Action Grow Loyalty Audience Keywords In-Market Audiences Similar Audiences Display/Dynamic Remarketing Content Keywords Search Network with Display Select Connect throughout the purchase process and drive results with the Google Display Network
- 99. YouTube
- 100. Confidential + Proprietary Reach was scarce and attention plentiful Now reach is plentiful and attention scarce
- 101. ‘Peak moments’ have changed. What were the most viewed TV shows on Christmas Day over the years? 2000 2013 2015 13.7m viewers 9.4m viewers 7.4m viewers 11.4m viewers 2006
- 102. Confidential + Proprietary There are more digital video viewers than smartphone users... Emarketer UK digital video and TV 2017
- 103. By 2021 we expect video to make up 82% of the global data traffic Source: Cisco
- 104. Source: Cisco By 2021 5 million years Of video watched online every month
- 105. YouTube reaches 82% of total online pop in UK 82% 78% 41% 37% 16% 18%36% 17% 15%
- 106. YouTube Formats Branding Goals Performance Goals Bumpers Masthead TrueView Google Preferred Store VisitsTrueView for Action TrueView for Shopping
- 107. TrueView for Action ad TrueView for Action Drive click actions right from a video, like: GET QUOTE BUY NOW LEARN MORE New YouTube ad format: (Max. 10 characters)
- 109. Proprietary + Confidential Now you can target people on YouTube soon after they search specific keywords on Google Search. best mattresses lunch spots near me 2018 toyota camry
- 110. Confidential + Proprietary searches for your product/service clicks to your website conversions on your website untapped in-market consumers Even strong Search campaigns miss many undecided shoppers The majority (85%) of these people are also reachable on YouTube unconverted site visitors
- 111. Confidential + Proprietary Anna Reintjes Associate Account Strategist Google The Future Of Search & Google Ads Keynote Speaker
- 112. Attribution
- 113. Proprietary + Confidential I Example: How did you make your last meal? Making last night’s meal involved multiple touchpoints Step 1 Step 2 Step 3 Step 4 Conversion Do the grocery Shopping online Grocery shopping is delivered You prepare the meal The oven cooks the meal Bon appetit!
- 114. Proprietary + Confidential I So how was it attributed? Treating search with the same logic will give you better insight and understanding First Click (The website) Last Click (The oven) Data Driven 0.2 0.30.30.3 1 00 1 Do the grocery Shopping online Grocery shopping is delivered You prepare the meal The oven cooks the meal Step 2 Step 3 Step 4Step 1
- 115. Have you ever booked a holiday in one sitting, on one device? Proprietary + Confidential
- 116. Chances are, your booking process looked more like this: ‘Week in Italy ideas’ Sunday AM ‘Bed and breakfast Naples, Italy’ Tuesday AM Viewed Hotel Piazza Carta display ad Wednesday PM Friday AM Booked reservation! Friday AM ‘Hotel Piazza Carta reservation 1/10 to 10/10’
- 117. The first click introduced the customer to your business... ‘Week in Italy ideas’ Sunday AM ‘Bed and breakfast Naples, Italy’ Tuesday AM Viewed Hotel Piazza Carta display ad Wednesday PM Friday AM Booked reservation! Friday AM ‘Hotel Piazza Carta reservation 1/10 to 10/10’
- 118. ...but the last click was the final interaction before the purchase. ‘Week in Italy ideas’ Sunday AM ‘Bed and breakfast Naples, Italy’ Tuesday AM Viewed Hotel Piazza Carta display ad Wednesday PM Friday AM Booked reservation! Friday AM ‘Hotel Piazza Carta reservation 1/10 to 10/10’
- 119. The middle clicks, meanwhile, influenced you when you were looking at options! ‘Week in Italy ideas’ Sunday AM ‘Bed and breakfast Naples, Italy’ Tuesday AM Viewed Hotel Piazza Carta display ad Wednesday PM Friday AM Booked reservation! Friday AM ‘Hotel Piazza Carta reservation 1/10 to 10/10’
- 120. Attribution helps you connect these dots ‘Week in Italy ideas’ Sunday AM ‘Bed and breakfast Naples, Italy’ Tuesday AM Viewed Hotel Piazza Carta display ad Wednesday PM Friday AM Booked reservation! Friday AM ‘Hotel Piazza Carta reservation 1/01 to 10/10’
- 121. Attributing value across your users’ paths fuels growth for your business
- 122. Machine Learning
- 123. Computer Web Mobile Machine Learning We are entering the 4th evolution in computing
- 124. Artificial intelligence (AI) is a broad term for getting computers to perform human tasks; it’s the science of making computers smart. Machine learning is a type of artificial intelligence that provides computers with the ability to learn without being explicitly programmed. It focuses on the development of computer programs that can change when exposed to new data.
- 125. 100 tries100 tries
- 127. 400 tries400 tries
- 128. 400 tries
- 129. 600 tries600 tries
- 130. 600 tries
- 131. Proprietary + Confidential We are now an AI-first company. - Sundar Pichai, CEO, Google “ ”
- 132. Confidential & Proprietary Search Search ranking Speech recognition Android Keyboard & speech input Play App recommendations Game developer experience Gmail Smart reply Spam classification Drive Intelligence in Apps Chrome Search by image Photos Photos search YouTube Video recommendations Better thumbnails Maps Parsing local search Translate Text, graphic and speech translation Cardboard Smart stitching Streetview Imaging
- 135. Confidential & Proprietary dad and me
- 136. 40%Saving on energy used for cooling in all the Google Data Centers
- 137. 10,000% ROI4X Faster at responding to urgent emails With minimal system cost of ~£100 / month ML now embedded in customer service
- 138. Snapsheet app (http://www.snapsheetapp.com) perhaps image of a damaged car with a person taking a picture of it with a phone.
- 139. Summary
- 140. Consumers are Curious, Demanding & Impatient Final Thoughts Reach potential customers before they have fully decided Technology can help with these challenges and opportunities Things move quickly, you need expertise on your side
- 141. Thank You