1.
How to create an audience list - Step 1

2.
How to create an audience list - Step 2

3.
How to create an audience list - Step 3

4.
How to create an audience list - Step 4

5.
How to assign an audience list

6.
So what do you need to do?
● Ensure you’ve created audience lists in Google Ads -
https://www.adzooma.com/blog/customer-lists-for-customer-match/
● Use the data from visitors to your site to identify the most prominent and
lucrative audience categories
● Begin creating more granular lists based on these criteria and create
different campaigns and ad groups for each
● You should be maximising your budget towards these audience based
campaigns

7.
But what will be different in 2020?
● Currently, not enough automation is being used in the industry
● In 2020, there will be an even bigger light shined on marketing performance,
with clients and businesses requiring more data analysis, reporting, planning
and servicing
● With more businesses advertising online, it will become more difficult to cut
through the clutter
● There will also be a higher prominence of automation tools to help you with
optimisation, daily tasks, reporting, project & account management

8.
And what should you be doing about it?
1. Use scripts in Google and Bing to automate account management alerts and changes -
https://www.adzooma.com/blog/google-ads-scripts/
2. Invest in optimisation servicing tools (OSTs), such as Adzooma, Search Squared or GOA
3. Use bidding rules to manage performance of your campaigns
4. Set up alerts across all your activity to inform you of major changes
5. Set up automated reporting, reduce manual reporting time
6. Spend more time analysing your data and audiences to deliver the best experience for your
customers
7. Test Smart Campaigns in Google Ads to hit your target KPIs

9.
Example of a smart use of automation
Marketing
Automation
● Improve CPC
● Increase CTR
● Lower CPA
● Higher CVR

10.
What’s the best way to do this?
● Use PPC data to inform SEO of the most viable and profitable keywords to
target for organic ranking boosts
● Use SEO ranking data alongside PPC bidding to identify which keywords
you should be paying for and which ones you shouldn’t
● Use PPC copy data to help identify the best messaging to use for meta data
in SEO
● Use PPC advertising alongside SEO organic listings to make your brand
more prominent on the SERP against competitors

11.
Example of how to use PPC & SEO together
PPC
SEO

12.
Attribution measurement will be your
key performance identifier in 2020
● Attribution is key to understanding the true value of your PPC spend
● Use Google analytics or other analytics tools to measure the direct and
indirect effect of your target keywords on your overall business
● Do Generic keywords play a part in brand awareness?
● Do upper funnel keywords drive people to their end goal?
● What other channels are effecting my PPC activity?
● Answer these questions and use the data to plan your marketing spend