Google adwords-enhanced-campaigns-explained

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Google Adwords have made their most significant change in years. The new platform called enhanced campaigns will be default settings in June. There is a lot for businesses to consider to make sure they are ready for the changes. We are already seeing the benefits to Adwords for the accounts we have moved over. This presentation should help to understand what the change means.

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Google adwords-enhanced-campaigns-explained

  1. 1. • Who are Push and what do we do?• The EXPLOSION of mobile.• Enhanced Campaigns Explained.• Strategies for maximising success.• The importance of Responsive Design.
  2. 2. • Who are Push and what do we do?• The EXPLOSION of mobile.• Enhanced Campaigns Explained.• Strategies for maximising success.• The importance of Responsive Design.
  3. 3. Push have been at the forefrontof online marketing since 2005.• We have taken start-ups to over £1mturnover in less than 12 months.• A Google Adwords specialist since 2005and an accredited Google certified partner.• Delivered successful social mediacampaigns on Facebook since 2009.• Designed & launched over 250 websites• Greater London based design andmarketing team. Our offices are 5 minutesfrom M25/M40 junction.
  4. 4. See what our clientshave to say......
  5. 5. We hold key Google &Bing accreditations.
  6. 6. Internet Advertising Spendis Dominated by Search
  7. 7. Search is dominated byGoogle
  8. 8. • Who are Push and what do we do?• The EXPLOSION of mobile.• Enhanced Campaigns Explained.• Strategies for maximising success.• The importance of Responsive Design.
  9. 9. QuestionWhy would business want to make it difficultfor 1 In 4 of their website visitors to come totheir website?Many businesses are currently getting asmuch as 25% of their visitors viewing theirsites on mobile devices such as Iphones andother smart phones.
  10. 10. Mobile Explosion…• Companies realised they needed websites circa 1996.• History is now repeating itself – This year (2013) mobileinternet will be more widely used then PC’s.• Mobile payment, commerce and banking are making iteasier to electronically transact via mobile.• 40% of users have turned to a competitor’s site after a badmobile experience.• Google - Large advertisers early in 2012 found only 21%have launched a mobile site.
  11. 11. Marketing to mobiledevices.• Think about your own behaviour.• Marketers have a broad mix of mobiletactics planned in 2013:– 52% plan to create a mobile- or tablet-optimized website– 48% plan to increase engagement in mobile advertising– 41% hope to develop a mobile app– 39% are planning to market a mobile app
  12. 12. Mobile is taking off.
  13. 13. Think about your ownbehaviour.....
  14. 14. Big ‘game changer’ inretail
  15. 15. Mobile is transforming everydaybuying decisions
  16. 16. Mobile is local.
  17. 17. Surveys show that UK businessesare slow in designing for mobile.Have you designed your website specifically for either of the following?
  18. 18. The opportunity gap• 44% of retailers expect mobilerevenues to overtake online(AIM/IAB/IMRG)• 64% of UK retailers dont have amobile site (mBlox) !!!!
  19. 19. ...& it will just keepgrowing• By 2015 there will be more searches onmobile devices than PCs & laptops.• M-commerce set to account for almost 25%of online purchases by 2017 (Verdict)
  20. 20. • Who are Push and what do we do?• The EXPLOSION of mobile.• Enhanced Campaigns Explained.• Strategies for maximising success.• The importance of Responsive Design.
  21. 21. Google have introduced EnhancedCampaigns for Adwords.Google’s objective is to make it easier foradvertisers to promote marketing messagesbased on people’s context such as• .... their location• .... the device they are using (PC/Tablet/Mobile)• .... the time of dayall within a single campaign.
  22. 22. Enhanced CampaignsExplained.• Up till now, it was considered best practiceto create separate campaigns for mobileand desktop targeting.• This effectively doubled the advertiser’sworkload as well as the complexityassociated with managing the campaigns.
  23. 23. Enhanced campaigns• PAST - One of the reasons for separatingmobile and desktop campaigns was theability to specify different keywords.• NOW – With EC, it’s not possible to targetdevice- or tablet-only campaigns.i.e. You cannot stop an increasing number ofvisitors looking at your site on a mobiledevice!!!
  24. 24. • Who are Push and what do we do?• The EXPLOSION of mobile.• Enhanced Campaigns Explained.• Strategies for maximising success.• The importance of Responsive Design.
  25. 25. Three strategies to respondto Enhanced Campaigns.1. Do nothing.2. Build a mobile site.3. Change your main website design to aresponsive design.
  26. 26. 1. Do nothing.• In this instance you risk an ever increasingproportion of your current site visitorsviewing your website on a mobile device.• If your current site is not optimised formobile they will have a less than idealexperience.• Mobile visitors are likely to just ‘clickaway’ (and potentially take a look at acompetitor).
  27. 27. 2. Build a Mobile site.• Dedicated mobile site.• Mobile friendly experience regardless of auser visiting from an iPhone, Androidphone, Blackberry etc.1. User visits via PC/Mac they see your main website.2. User visits via a tablet they see your main website.3. User visits via a smart phone they see your mobile site.
  28. 28. 2. Build a Mobile site.
  29. 29. • Who are Push and what do we do?• The EXPLOSION of mobile.• Enhanced Campaigns Explained.• Strategies for maximising success.• The importance of Responsive Design.
  30. 30. Responsive Design• Rather than having your own main site (forPCs) and a separate dedicated mobile sitemake just ONE website.• A single RESPONSIVE site will adapt to thedevice regardless of whether it’s a PC, Mac,Ipad, Nexus, Ipad mini, Android phone,Blackberry etc.
  31. 31. • If you are thinking about moving to a newplatform, having a major design update orjust changing your site now is the time toimplement Responsive Design.
  32. 32. Example of ResponsiveDesign.
  33. 33. Contact Push to find outmore.• www.pushgroup.co.uk• 0203 005 9877• steve@pushgroup.co.uk

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