How can you feed google additional information to make your google ads work harder for you and your business

1. Why Google isn't as
smart as you think it is
William Levitt
connective3
Slideshare.Net/WilliamLevitt
@LevittW

4. WHAT IS
AUTOMATED
BIDDING?

5. BUYING SIGNALS
SIGNALS AVAILABLE WITH BID
ADJUSTMENT
EXCLUSIVE SIGNALS FOR GOOGLE ADS
AUTOMATED BIDDING
COMBINATIONS BETWEEN 2+
SIGNALS
BID
Time of Day Audiences
Location Devices
OS
Language Language Ad Creative
Apps
Search
Partner
Browser

6. WHY
USE
IT?
WHEN IT
WORKS SALES
GO UP
20%
*When compared to manual bidding

7. “
80%
OF CONSUMERS WHO
STARTED SHOPPING
ONLINE IN 2020 PLAN
TO CONTINUE DOING
SO AFTER THE
PANDEMIC.

8. DIGITAL MATURITY
Volume
Adopt basic Smart Bidding
(if you don't know the value of
your conversions).
Revenue /
lead values
Differentiate your customers
based on the revenue they
bring to your business.
Margin values
Target your most
profitable potential
customers.
Lifetime
values (LTV)
Note: Recommended
for our most advanced
customers with robust
data predictions!
DIGITAL MATURITY

9. OPTIMISE
STRUCTURED DATA
Account Structure
tCPA or tROAS
OPTIMISE
CONVERSION DATA
OPTIMISE
TARGETS
Leads -> Customers
Sales -> Profits
Feeds & Ad
Components
Audience
Segment
Ad Creative
Device
Day Of Week
Conversion Path
Time
Conversion Rate &
Value
Search Network
Partner
Operating System
NEXT
LEVEL

10. WHAT’S MOST
VALUABLE TO YOU
1

11. NOT ALL
CONVERSIONS
ARE EQUAL
£50 £600
vs

12. £600 £600
vs
Buying purchase is
different
ARE THESE THE
SAME?

13. £600 £600
PRICE
MARGIN
STOCK
OFFERS
5%
10
STANDARD
DELIVERY
20%
1000
FREE
DELIVERY

14. VALUE
INCREASE
BROCHURES NEWSLETTER SIGNUPS
PHONE CALL
SHOWROOM
APPOINTMENT
FORM
FILLS/QUOTE
LEAD / SALE
EVERYTHING
HAS A VALUE

15. LIFETIME
VALUE
£100
NEW
£100
RETURNING
vs

16. WHAT IMPACTS
YOUR BUSINESS
2

17. WEATHER SEASONAL DEMAND PAY DAY
MULTIPLE FACTORS CAN
IMPACT YOUR BUSINESS

18. WEATHER
283% INCREASE IN
SEARCHES DUE TO
WEATHER CHANGES

19. LAY THE
FOUNDATIONS
3

20. STRUCTURE IS
EVERYTHING
ACCOUNT
Brand
X ROAS
Product
X ROAS
Best Seller
X ROAS
New
Customers
X ROAS
Seasonal
X ROAS
Stock
X ROAS
ROI
X ROAS

21. £349 £2700
NOT EVERYTHING IS
THE SAME

22. +30%
REV
-23%
COS
RESTRUCTURED
SHOPPING ACCOUNT FOR
INCREASED VISIBILITY

23. TELL GOOGLE
4

24. EMAILS HIGH VALUE CUSTOMERS CONVERTORS
YOUR MOST VALUED
CUSTOMERS

25. STOCK BEST SELLER MARGIN NEW ITEMS
FEED THE MACHINE

26. LATEST DATA
TRACKING
GA4 CONSENT MODE
SERVER 2 SERVER

27. +343%
CVR
+117%
ROI
FOCUSING ON STOCK

28. 55% Increase in local searches YoY
OMNI CHANNEL
STRATEGY

29. CAPITALISE ON
DEMAND
5

30. HOT WEATHER BLACK FRIDAY PROFITABILITY
PULL THE LEVERS

31. WHAT’S MOST VALUABLE TO YOU
WHAT IMPACTS YOUR BUSINESS
LAY THE FOUNDATIONS
TELL GOOGLE
CAPITALISE ON DEMAND