In this presentation we look into the advanced ad optimisation strategies and techniques available for brands to take advantage of across multiple ad platforms. Some of the strategies covered include: dynamic search ads, dynamic keyword insertion, ad customers, IF function ads, countdown ads, dynamic remarketing — and much more.
28. 1
3
2
Take yourself out of competitions you can’t win
Users click without reading what you can actually
offer them
Review once a week without fail
Key Takeaways
37. 1
3
2
This will plug the gaps in your account, whilst also
shortening the path to conversion
Use core extensions to improve quality score
Add negatives to ensure you only bid on valuable
content
Key Takeaways
44. £0.00
£5.00
£10.00
£15.00
DSA RDSA
Cost Per Conversion
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
DSA RDSA
Conversion Rate
-65%
Significantly better results than standard DSA
+97%
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3
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This feels a bit like cheating (don’t tell anyone)
Reach your audience when they search in a way
your account isn’t set up for
You can use ‘bid only’ and reach users outside of
your remarketing lists as well
Key Takeaways
52. Add DKI to the 2nd headline for the best results
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Headline 1 Headline 1 & Desc Description Headline 2
CTR by DKI Placement
54. However, our data says slightly less
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
Non DKI DKI
CTR by Ad Type
+24%
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Google is clamping down on ad relevance; this can
help you achieve it quickly
Review your historical quality score to see how
you’re doing at the moment
Google wants 3 ads per group; This is a quick way to
get your 3rd one
Key Takeaways
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You can use the power of psychology to trigger
urgency with users
Quick, easy and simple set-up
They always pass our conversion rate tests
Key Takeaways
73. Lots of user groups could receive
tailored messaging to them
Regular
customers
Completed
‘mini’
conversion
Requested
demo
Business
travellers
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Tailor ads depending on audience and device
Multiple outputs from the same ad
Downside: can’t control how much budget is spent
on each audience / device
Key Takeaways
75. R E M A R K E T I N G L I S T S
F O R S E A R C H A D S
76. RLSA is also a great way of adapting to
the user...
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Control how much spend goes to acquiring clicks
from existing customers
Encourage users to interact with new features
Measure the right metrics for these users
Key Takeaways
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Saves you from creating new ad copy every time a
price changes
Attributes can be inserted anywhere in your ad copy
except the final URL
Feeds can be kept and managed in the ‘business
data’ section of AdWords
Key Takeaways
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Some technical steps to carry out first, but from then
on it is simple to manage
This can be used to drive further revenue by cross-
selling or up-selling on Facebook and Instagram
Don’t forget frequency capping
Key Takeaways
103. L O C A T I O N &
D E M O G R A P H I C T A R G E T I N G
109. Who is buying this bag?
Handmade in Italy
Free Delivery & Returns
Update on our best-seller
Five Star Reviews
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These settings can be used for much more than just
adjusting bids (also a good move though!)
It is not always your target audience purchasing
from you
Users have various needs depending on where/who
they are. Keep the user in mind & all else will follow!
Key Takeaways