Learn how advertisers can use Google Ads automation to drive more of the right conversions, both online and over the phone.

1. 60-Minute Masterclass: Google
Ads Automation Best Practices

2. Presenters
Will Larcom
Sr. Account Manager
Blair Symes
Sr. Director, Content Marketing

3. About Hanapin
Hanapin also produces PPC Hero and Hero Conf
The digital marketing experts
who create unique solutions to
empower you to be the hero
at your business.

4. AI-Driven Conversation Intelligence
Platform for Marketers
Marketers at leading brands use DialogTech to
analyze, attribute, and route
inbound phone calls for better business results

5. Join the Conversation
Include the hashtag #thinkppc
in your Twitter tweets, or use
the webinar question box to
send us questions.

6. What is your
estimated monthly
advertising
budget?
A. $1 - $5000
B. $5,001 - $10,000
C. $10,001 - $50,000
D. $50,001+

7. AGENDA
● Automated Rules
● Smart Bidding
● Dynamic Search Ads
● Responsive Search Ads
● Smart Display Campaigns
● Scripts
● Conversion Actions
● Data-Driven Strategies for Phone Call Conversions

8. Save Time with Automated Rules

9. Automated Rules
● General Background: Automatically make changes within
your account (budget, bids, etc) based on the conditions you
choose
● Use Cases
○ Turn on/off time sensitive campaigns
○ Turn on/off ads for promotion
○ Adjust daily budgets
○ Simple bid changes
■ High/low ROI terms
■ Increase bids to first position/top of page

10. Automated Rules
● Expert Tips
○ Repetitive tasks are easily automated
○ Set up email reminders
○ Don’t forget about your existing rules!
■ Audit and monitor
○ Use restraint when utilizing daily rules
○ Exclusions are your friend

11. Save Money via Smart Bidding

12. Smart Bidding
● General Background: Automated bid strategies use machine
learning to adjust auction-time keyword level bids
● Use Cases
○ Accounts with sufficient conversion data
○ Semi-consistent demand for product/service
○ Complex accounts

13. Smart Bidding
● Smart Strategies
○ Enhanced CPC: Automatically adjusts manual bids when certain indicators make a
conversion appear more or less likely
○ Maximize Clicks: Optimize for clicks at a given budget
○ Maximize Conversions: Optimize for conversions at a given budget
○ Maximize Conversion Value: Optimize for conversion value at a given budget
○ Target ROAS: Adjust bids based on ROAS goal
○ Target CPA: Adjust bids based on CPA goal
○ Target Impression Share: Adjust bids to achieve an impression share goal

14. Smart Bidding
● Expert Tips
○ Match bid strategy towards account goals
○ For any “Max” strategy, be very careful with existing budgets when testing
■ Know that it WILL spend your budget
■ Set upper bid limits
■ When switching, consider setting budgets to average of L7 spend (for even more
conservative approach, lower by 20%)
○ Have patience, the algorithms take time

15. Mine for Keywords with DSA

16. Dynamic Search Ads
● General Background: Automated campaign that
analyzes a landing page or category to dynamically
determine keyword targeting
● Use Cases
○ Keyword “mining”
■ Identify gap areas
■ Account expansion
○ E-commerce accounts with large product
inventory
■ Ex] Travel, Retail

17. Dynamic Search Ads
● Expert Tips
○ Segment major categories at campaign level
○ Segment minor categories at ad group level
○ Implement all existing keywords as negative keywords
■ Avoid overlap
■ Ensure the campaign really is achieving expansion
○ Don’t forget your account-wide negative lists!
○ Test with lower initial CPC
○ Run Search Query Reports frequently
■ Keep expanding your negatives
■ Move top performers into evergreen search
campaigns
○ Do not use if your website changes rapidly -- think
“daily deals”

18. Optimize Ad Copy with RSA

19. Responsive Search Ads
● General Background: Use combination of multiple headlines
and multiple descriptions to algorithmically determine best
ad configuration
● Use Cases
○ Save time with large scale ad copy testing
○ Increases # of auctions your ad is competing in
○ Boost CTR
○ Increase ad relevance

20. Responsive Search Ads
● Expert Tips
○ RSA to ETA performance comparisons are sometimes “apples to oranges”
■ Look at CTR change of ENTIRE account since launch
○ Provide at least 5 unique headline options
○ Avoid redundant headlines and descriptions
○ Test anchoring certain headlines (such as your branding)
○ Worth testing sooner than later --- likely the ad format of the future
○ Limited ad performance transparency

21. How to Create Awareness with Smart
Display

22. Smart Display Campaigns
● General Background: Fully automated Display campaign
● Use Cases
○ Dynamic prospecting
○ Brand awareness
● Expert Tips
○ Small budget, conservative bid for a low-risk test
○ Machine learning takes time to optimize
○ When changing bids/budgets, use restraint
■ Too big or too frequent fluctuations could negatively impact performance
○ Consider brand safety
■ Category and specific URL placement exclusions

23. Become a Master of Automation With
Scripts

24. Scripts
● General Background: JavaScript code that
allows for automation of certain procedures
● Use Cases
○ Link checker
○ Budget management
○ Weather based bidding
○ Quality score tracker
○ ….and so much more!

25. Many of the Best Conversions from
Google Ads Are Phone Calls

26. The Customer Journey Is Calling
61 billion
calls to businesses
from search in 2019
Source: BIA/Kelsey
113%
increase in calls from
search since 2014
Source: BIA/Kelsey
Callers to
businesses convert
30% faster
Source: Forrester
Callers to
businesses spend
28% more
Source: Forrester

27. Percent of Consumers Who Say They Called After Searching
93%
ACCOUNTING
58%
AUTO PARTS
73%
AUTO REPAIR
61%
AUTO SALES
38%
BANKING
64%
CABLE TV
70%
CRUISE LINES
86%
DENTAL SERVICES
55%
FLORISTS
70%
FUNERAL HOMES
33%
FURNITURE
39%
HOME REMODELING
92%
HOSPITALS
61%
HOTELS & RESORTS
84%
HVAC REPAIR
78%
INSURANCE
45%
INTERNET
PROVIDERS
24%
JEWELERS
67%
LAWN CARE
75%
LAWYERS
58%
LOCKSMITHS
67%
MASSAGES
13%
MATTRESSES
67%
MORTGAGES
70%
MOVING
COMPANIES
70%
PEST CONTROL
60%
REAL ESTATE
70%
SENIOR CARE
75%
TAX RETURNS
35%
TRAVEL AGENCIES
Sources: LSA, DialogTech

28. Local Mobile Searches Drive Calls that Drive Customers
Mobile searchers are
39% more likely to
call a business
Source: Google
Mobile Search
Drives Calls
These callers are
51% more likely to
make a purchase
Source: Google
Callers Make
Purchases
78% searching on
mobile make a
purchase within a day
Source: Comscore
Local Searches
Have Urgency
73% in a store, 16%
over the phone, and
11% online
Source: Comscore
Most Purchases
Made Offline

29. How to Optimize Google Ads
Smart Bidding for Offline Conversions

30. Offline Data Google Ads Can Provide Some Advertisers
Store Visits
What Google Can Provide:
● Estimates into the number of people who visited
your store within 30 days of engaging with one
of your ads
Limitations:
● You must meet Google’s eligibility requirements
(multiple locations, sufficient volumes, etc) to get
this data
● Data is aggregated -- not tied to a specific person
● Not tied to an actual purchase
Inbound Phone Calls
What Google Can Provide:
● Number of phone calls driven by Google Ads
Limitations:
● Doesn’t provide analytics on what happened on the
call -- Was it a quality sales lead? For what
product/service? Did it result in a conversion?
● Can’t tie the call to the consumer making it
● Doesn’t work for pages with multiple phone
numbers, like a Store Locator page
● Without accurate data, Google’s machine
learning algorithm optimizes on bad calls and
incomplete datasets, leading to potentially poor
results

31. Not Every Call from Google Ads Are Good Leads
32%
AUTO RETAIL
Do You Know What
Calls You Are
Optimizing For?
● Caller is not a sales lead
● Caller hangs up
● Location didn’t answer
● Spam calls
26%
SENIOR CARE
50%
AUTO SERVICE
26%
DENTAL
22%
FINANCIAL SERVICES
16%
HEALTHCARE
44%
TOURISM
39%
ARBORIST
20%
APPLIANCE REPAIR
14%
ROOFING
20%
STORAGE
21%
HOME SERVICES
Percent of Calls that Are Quality Leads by Industry
Source: DialogTech

32. Value of Calls from Call Extensions vs. Webpages Can Vary
Source: DialogTech
For One
Logistics
Customer
90%
of calls from call
extensions in
search ads for
branded keywords
were from job-
seekers
For One Pest
Control
Customer
2x
as many calls from
call extensions
converted to
customers than calls
from landing pages
VS

33. The Better the Analytics on Calls, the Better the Optimizations
A call happened from
keyword A
after a visit to
webpage B on a desktop
Good

34. The Better the Analytics on Calls, the Better the Optimizations
A call happened from
keyword A
after a visit to
webpage B on a desktop
Good
Data from Google Ads

35. The Better the Analytics on Calls, the Better the Optimizations
A call happened from
keyword A
after a visit to
webpage B on a desktop
Good
A call happened from
keyword A
after a visit to
webpage B on a desktop
from Emily Tran in
Chicago from number
630-450-0361
Better
Data from Google Ads

36. The Better the Analytics on Calls, the Better the Optimizations
A call happened from
keyword A
after a visit to
webpage B on a desktop
Good
A call happened from
keyword A
after a visit to
webpage B on a desktop
from Emily Tran in
Chicago from number
630-450-0361
Better
Data from Call Tracking
Data from Google Ads

37. The Better the Analytics on Calls, the Better the Optimizations
A call happened from
keyword A
after a visit to
webpage B on a desktop
Good
A call happened from
keyword A
after a visit to
webpage B on a desktop
from Emily Tran in
Chicago from number
630-450-0361
Better
A call happened from
keyword A
after a visit to
webpage B on a desktop
from Emily Tran in
Chicago from number
630-450-0361
who was a quality lead
and booked an
appointment for higher-
priced service
Best
Data from Call Tracking
Data from Google Ads

38. The Better the Analytics on Calls, the Better the Optimizations
A call happened from
keyword A
after a visit to
webpage B on a desktop
Good
A call happened from
keyword A
after a visit to
webpage B on a desktop
from Emily Tran in
Chicago from number
630-450-0361
Better
A call happened from
keyword A
after a visit to
webpage B on a desktop
from Emily Tran in
Chicago from number
630-450-0361
who was a quality lead
and booked an
appointment for higher-
priced service
Best
Data from Call Tracking
Data from Google Ads
Data from Conversation Intelligence

39. How Conversation Intelligence Solutions Work for Calls

40. Lead Score Signals Can Be Customized to Fit Your Business
Hospital System
Caller Has Existing Appointment
Appointment Discussed
Frustrated/Upset Caller
Calling About Billing Issue
Calling About Radiology
Calling About Orthopedics
First-Time Caller
Caller Expressed Urgency
Booked Appointment
Inquiring About Employment
-5
+3
-2
-5
+4
+3
+1
+2
+5
-10
Auto Dealer Group
Caller Expressed Buying Intent
Agent Provided a Quote
Calling About a Recall
Caller Expresses Price Sensitivity
Calling About Luxury Vehicle
Calling About Used Car
Calling About Maintenance
Caller Expressed Urgency
Booked Test Drive
Inquiring About Employment
+1
+2
-10
+1
+4
+2
+1
+3
+4
-5

41. Optimize with Accurate Call Conversion Data in Google Ads
Passing not just volumes of calls, but data on lead
quality and conversions, helps Google optimize for
what drives the best results

42. Stop Google from Wasting Your Budget on Bad Calls
Bad calls are separated out from actual sales-
related calls so Google doesn’t count non-sales
calls as conversions to optimize for
● For example, now Google’s “Maximize
Conversions” strategy can optimize for
what drives actual call conversions
● Also helps Google select the responsive
ad variations driving the most actual
phone call conversions

43. Enable Google Ads to Automate Bidding for Higher-Value
Calls
Google can take into account each call’s
lead score and if they converted to optimize for
what drives the most valuable phone calls
● For example, “Target ROAS” could factor
in the value of calls to drive more
conversion value for your target spend
● Google can select the responsive ad
variations driving the most valuable phone
call conversions

44. The Difference Optimizing with Accurate Call Data Can Make
300+ Locations
Dental Practice
Before
First used call duration
(1 min+) to indicate a good call.
Resulted in inaccurate metrics.
Now
Uses AI to analyze conversations to
accurately determine if a call is a
true lead and converted to a patient.
Optimized with accurate lead data
helped them cut cost per patient by
25% in 1st month
Call Center
Appliance Repair
Before
Only measured volume of calls from
Google Ads -- did not get analytics on
lead quality.
Now
Uses AI to analyze conversations to
determine ads & keywords driving
calls that convert to appointments.
In 5 months, increased phone leads
by 42% without increasing CPL

45. Other Ways that Insights from
Phone Conversations Can Improve
Search and Digital Advertising ROI

46. Put Callers in the Best Audiences Based on Conversations
Put callers who didn’t convert into
retargeting campaigns
Put callers who bought products into
upsell or cross-sell campaigns
Use your best callers to find more
valuable lookalike audiences
Suppress callers from seeing ads
that aren’t relevant to them

47. Marketers Can Analyze Conversations for Trends to Action On
Largest tree care
company in
North America
Home Services
AI shows the marketing
team whenever calls
about a particular pest
or infestation spike in a
specific geography
The marketing team
can then run targeting
search and social ads
in those geographies
for those services
30%
more clicks
0%
increase in spend

48. Personalize Caller Experiences to Increase
Conversion Rates and Revenue from Calls

49. The Experience You Provide Callers Impacts Marketing ROI
Sources: DialogTech, OnBrand Group
1 in 5
calls from paid
search go
unanswered or to
voicemail
84%
of callers cease
doing business with
a company after a
bad call experience
Top Caller
Pain Points
● Unanswered calls
● Lengthy wait times
● Speaking to
unhelpful agents
or locations

50. Marketers Need Call Handling Data for Locations & Call Centers
1. Understand the volume of quality
phone leads you send each
locations and their value.
2. Understand how well each
location is answering calls and
converting quality phone leads.
3. Detect and correct issues
impacting conversion rates.
Your marketing ROI depends on
locations answering and converting
calls. But are they?

51. Marketers Need Call Handling Data for Locations & Call Centers
1. Understand the volume of quality
phone leads you send each
locations and their value.
2. Understand how well each
location is answering calls and
converting quality phone leads.
3. Detect and correct issues
impacting conversion rates.
Your marketing ROI depends on
locations answering and converting
calls. But are they?

52. Marketers Need Call Handling Data for Locations & Call Centers
1. Understand the volume of quality
phone leads you send each
locations and their value.
2. Understand how well each
location is answering calls and
converting quality phone leads.
3. Detect and correct issues
impacting conversion rates.
Your marketing ROI depends on
locations answering and converting
calls. But are they?

53. Examples of Marketers Helping Correct Call Handling Issues
Call Center
Online Retailer
Marketing team generates weekly
list of good phone leads that
didn’t convert. Uses call
recordings for sales coaching.
Increased call-to-sales
conversion rates by 18%
Call Center
Appliance Repair
AI analyzes calls and showed
marketing team that many callers
hung up during IVR – it was too
long. So they shortened it.
Cut abandoned calls by 50%
and increased leads by 30%
1,200+ Service Centers
Auto Repair
Marketing team began
monitoring unanswered call rates
for each location and reporting
results to leadership team.
Missed calls went from 30% to
20%, resulting in an estimated
$6 million in monthly revenue

54. Marketers Can Set Up Rules to Route Callers Based on Data
By Marketing Source By Sales vs Support CallBy Caller Location

55. Pass Insights on Each Caller in Real Time to Call Center
Agents
Search ad generates a call Analytics on the caller presented to sales agent
Agent knows
who the
caller is
And why
they are
calling

56. Examples of Marketers Routing Callers by Type of Call
Call Center + 200 Locations
Child Tutoring
Franchise
Home Warranty
Provider
Multiple Call
Centers
New sales leads routed to call
center while existing customers
routed to closest location.
Increased enrollments from
calls to contact center by 150%
IVR asks callers if they are for
sales or customer service.
Routes call to best agent.
Improved call center sales
conversion rates by 21%
Press 1 for Sales
Press 2 for Support

57. Prioritize Your Higher-Value Calls to Be Answered First
Call Center
Online Retailer Insurance Provider
Call Center
Find out what
attributes make up
your most valuable
callers.
Set up rules to route
callers with those
attributes to a
priority queue to be
answered right
away.
Callers from online shopping cart
pages routed to a live agent right
away – bypassing IVR.
Provided best audience with
immediate assistance,
increasing sales
Route callers from historically
high-value ZIP codes to VIP call
queue to be answered first.
Converted 2% more callers to
customers = millions in
additional monthly revenue

58. Putting in All Together -- A Data-Driven Approach to Calls
2. Caller is routed to
best agent/location to
assist them based on
their data
3. AI analyzes
conversation to
determine intent,
urgency, interest,
and outcome
1. A call is
generated from
Google Ads
4. Caller is added to most relevant
audiences for retargeting and
lookalikes
5. You (or Google) optimize for:
• bid strategies
• messaging
• audience targeting
• call routing
driving the most customers
at the lowest costs
ONLINE INTERACTION &
CALLER PROFILE
DETERMINE
BEST CALL EXPERIENCE
AGENT OR LOCATION
ASSISTS CALLER
CONVERSATION &
RESULT DETERMINE
NEXT STEPS ONLINE

59. Visit DialogTech.com for More Information
Request a personal walkthrough of the
DialogTech conversation intelligence platform
Access best practice guides, on-demand
webinars, and customer success stories

60. For our webinar
attendees today:
A. I’d like a demo of DialogTech.
B. I’d like more information about
Hero Conf Austin.
C. All of the above.
D. No, thanks.