SlideShare a Scribd company logo
1 of 26
Download to read offline
Keywords
“Half the money I spend on
advertising is wasted; the trouble
is I don't know which half.”
John Wanamaker (1838-1922)
@ClarkStJames - @SeanClark
Keywords
Keywords
Keywords
Why can’t I get
an ROI from
AdWords?!?
V
Keywords
Test, test & test again
“The man who wins out and survives does so only because of superior
science and strategy.”
Claude C. Hopkins, author of Scientific Advertising published February 1923
http://bit.ly/hopkinsbook
Keywords
Google's Free Testing Tools
http://bit.ly/experiments2018
http://bit.ly/goptimise2018
Keywords
Things You Can Test With AdWords Experiments
You can use Drafts and Experiments for any Search and
Display Network campaign:
● Target CPA
● Bid strategies (automated bidding strategies)
● Device settings
● Location adjustments
● Ad extensions
● Negative keywords
● Structural campaign changes
Display & Remarketing targeting:
● Remarketing audiences
● Display interests
● Display placements
● Display topics
Tests that will impact your quality score and you will
want to allow additional time to build up history and
quality score:
● Ad copy
● Ad landing pages
● Ad copy display paths
● Keyword changes or additions
Keywords
Things You Can Test With Google Optimize
A/B tests
An A/B test of two
variants of a product
page (A and B). Variant A
has a blue photo, while
variant B has a red
photo.
Multivariate tests (MVT)
You can test two headlines (original "H1" and
variant "H2") and three hero images (original "A"
and variants "B" and "C") simultaneously, which
would produce:
2 sections (the headline and the images), with
3 and 2 variants (respectively), for a total of
6 combinations (the number of variants
multiplied by each other, or 3 x 2)
Redirect tests
Test two different landing pages, with different URLs:
Original – www.example.com/landing1
Variant – new.example.com/landing2
Introducing...
http://g.co/brain
Ad Suggestions
Dynamic Search Ads
Responsive Search Ads
Smart Display Campaigns
Toyota - test results
40% of all display conversions came
from Smart display campaigns
33% lower cost per acquisition than
other Google Display Network
campaigns
Smart Bidding
AdWords Smart Bidding uses Google’s machine learning to help you set the right bid for every auction
through three core capabilities:
1. Auction-time bidding
2. Cross-signal analysis
3. Query-level learning
Data-driven Attribution
In-Market Audiences for Search
WHAT’S NEXT?
Thank You

More Related Content

Similar to Leveraging the Google brain for improved Adwords ROI - Sean Clark - SearchNorwich #1

Search Marketing in China- Where do we start?
Search Marketing in China- Where do we start?Search Marketing in China- Where do we start?
Search Marketing in China- Where do we start?Dr Matt McDougall
 
MCN2017 Workshop: Web Analytics and SEO
MCN2017 Workshop: Web Analytics and SEOMCN2017 Workshop: Web Analytics and SEO
MCN2017 Workshop: Web Analytics and SEOBrian Alpert
 
DFW-State of-Search-succeeding_with_google_display_network_van_wagner
DFW-State of-Search-succeeding_with_google_display_network_van_wagnerDFW-State of-Search-succeeding_with_google_display_network_van_wagner
DFW-State of-Search-succeeding_with_google_display_network_van_wagnerMatt Van Wagner
 
Introduction to Search Engine Marketing (SEM)
Introduction to Search Engine Marketing (SEM)Introduction to Search Engine Marketing (SEM)
Introduction to Search Engine Marketing (SEM)Craig Bailey
 
Google Adwords
Google AdwordsGoogle Adwords
Google AdwordsSriju Nair
 
Frederick Vallaeys - Will Robots Take Over PPC? What the Future of the Indust...
Frederick Vallaeys - Will Robots Take Over PPC? What the Future of the Indust...Frederick Vallaeys - Will Robots Take Over PPC? What the Future of the Indust...
Frederick Vallaeys - Will Robots Take Over PPC? What the Future of the Indust...Marketing Festival
 
AUTOMATION & CROSS-CHANNEL
AUTOMATION & CROSS-CHANNELAUTOMATION & CROSS-CHANNEL
AUTOMATION & CROSS-CHANNELTinuiti
 
Google Adwords Advanced Display Exam Answers
Google Adwords Advanced Display Exam AnswersGoogle Adwords Advanced Display Exam Answers
Google Adwords Advanced Display Exam AnswersCertification Answers
 
Case study price strategy-website
Case study price strategy-websiteCase study price strategy-website
Case study price strategy-websiteCraig Halliday
 
Ad Extensions as a Lever for Powerful Text Ads
Ad Extensions as a Lever for Powerful Text AdsAd Extensions as a Lever for Powerful Text Ads
Ad Extensions as a Lever for Powerful Text AdsHanapin Marketing
 
Speaker: Getting The Most Out of Google Analytics for Higher Education
Speaker: Getting The Most Out of Google Analytics for Higher EducationSpeaker: Getting The Most Out of Google Analytics for Higher Education
Speaker: Getting The Most Out of Google Analytics for Higher EducationChristine Osazuwa
 
How to Use the New Google AdWords UI Like a Boss
How to Use the New Google AdWords UI Like a BossHow to Use the New Google AdWords UI Like a Boss
How to Use the New Google AdWords UI Like a BossHanapin Marketing
 
Marketplace in motion - AdKDD keynote - 2020
Marketplace in motion - AdKDD keynote - 2020 Marketplace in motion - AdKDD keynote - 2020
Marketplace in motion - AdKDD keynote - 2020 Roelof van Zwol
 
SEO Tactics for Startups - Making Your Funnel Work program - Startupbootcamp
SEO Tactics for Startups - Making Your Funnel Work program - StartupbootcampSEO Tactics for Startups - Making Your Funnel Work program - Startupbootcamp
SEO Tactics for Startups - Making Your Funnel Work program - StartupbootcampJoost Hoogstrate
 
Google AdWords Shopping Advertising Exam Questions and Answers
Google AdWords Shopping Advertising Exam Questions and AnswersGoogle AdWords Shopping Advertising Exam Questions and Answers
Google AdWords Shopping Advertising Exam Questions and AnswersAlessandro Rapisarda
 

Similar to Leveraging the Google brain for improved Adwords ROI - Sean Clark - SearchNorwich #1 (20)

Search Marketing in China- Where do we start?
Search Marketing in China- Where do we start?Search Marketing in China- Where do we start?
Search Marketing in China- Where do we start?
 
MCN2017 Workshop: Web Analytics and SEO
MCN2017 Workshop: Web Analytics and SEOMCN2017 Workshop: Web Analytics and SEO
MCN2017 Workshop: Web Analytics and SEO
 
DFW-State of-Search-succeeding_with_google_display_network_van_wagner
DFW-State of-Search-succeeding_with_google_display_network_van_wagnerDFW-State of-Search-succeeding_with_google_display_network_van_wagner
DFW-State of-Search-succeeding_with_google_display_network_van_wagner
 
Introduction to Search Engine Marketing (SEM)
Introduction to Search Engine Marketing (SEM)Introduction to Search Engine Marketing (SEM)
Introduction to Search Engine Marketing (SEM)
 
Google Adwords
Google AdwordsGoogle Adwords
Google Adwords
 
Frederick Vallaeys - Will Robots Take Over PPC? What the Future of the Indust...
Frederick Vallaeys - Will Robots Take Over PPC? What the Future of the Indust...Frederick Vallaeys - Will Robots Take Over PPC? What the Future of the Indust...
Frederick Vallaeys - Will Robots Take Over PPC? What the Future of the Indust...
 
AUTOMATION & CROSS-CHANNEL
AUTOMATION & CROSS-CHANNELAUTOMATION & CROSS-CHANNEL
AUTOMATION & CROSS-CHANNEL
 
Google Adwords Advanced Display Exam Answers
Google Adwords Advanced Display Exam AnswersGoogle Adwords Advanced Display Exam Answers
Google Adwords Advanced Display Exam Answers
 
GoogleAnalytics
GoogleAnalyticsGoogleAnalytics
GoogleAnalytics
 
How We Train Robots: A Practical Guide To Data-Driven Automation in Google & ...
How We Train Robots: A Practical Guide To Data-Driven Automation in Google & ...How We Train Robots: A Practical Guide To Data-Driven Automation in Google & ...
How We Train Robots: A Practical Guide To Data-Driven Automation in Google & ...
 
Case study price strategy-website
Case study price strategy-websiteCase study price strategy-website
Case study price strategy-website
 
Google Analytics Exam Answers
Google Analytics Exam AnswersGoogle Analytics Exam Answers
Google Analytics Exam Answers
 
Ad Extensions as a Lever for Powerful Text Ads
Ad Extensions as a Lever for Powerful Text AdsAd Extensions as a Lever for Powerful Text Ads
Ad Extensions as a Lever for Powerful Text Ads
 
Speaker: Getting The Most Out of Google Analytics for Higher Education
Speaker: Getting The Most Out of Google Analytics for Higher EducationSpeaker: Getting The Most Out of Google Analytics for Higher Education
Speaker: Getting The Most Out of Google Analytics for Higher Education
 
How to Use the New Google AdWords UI Like a Boss
How to Use the New Google AdWords UI Like a BossHow to Use the New Google AdWords UI Like a Boss
How to Use the New Google AdWords UI Like a Boss
 
Marketplace in motion - AdKDD keynote - 2020
Marketplace in motion - AdKDD keynote - 2020 Marketplace in motion - AdKDD keynote - 2020
Marketplace in motion - AdKDD keynote - 2020
 
SEO Tactics for Startups - Making Your Funnel Work program - Startupbootcamp
SEO Tactics for Startups - Making Your Funnel Work program - StartupbootcampSEO Tactics for Startups - Making Your Funnel Work program - Startupbootcamp
SEO Tactics for Startups - Making Your Funnel Work program - Startupbootcamp
 
Conjoint Analysis
Conjoint AnalysisConjoint Analysis
Conjoint Analysis
 
MATH 533 Entire Course NEW
MATH 533 Entire Course NEWMATH 533 Entire Course NEW
MATH 533 Entire Course NEW
 
Google AdWords Shopping Advertising Exam Questions and Answers
Google AdWords Shopping Advertising Exam Questions and AnswersGoogle AdWords Shopping Advertising Exam Questions and Answers
Google AdWords Shopping Advertising Exam Questions and Answers
 

More from SearchNorwich

Empowering In-house Content Projects with AI - Yagmur Simsek - Search Norwich 14
Empowering In-house Content Projects with AI - Yagmur Simsek - Search Norwich 14Empowering In-house Content Projects with AI - Yagmur Simsek - Search Norwich 14
Empowering In-house Content Projects with AI - Yagmur Simsek - Search Norwich 14SearchNorwich
 
ChatGPT's Code Interpreter: Your secret weapon for SEO automation success - S...
ChatGPT's Code Interpreter: Your secret weapon for SEO automation success - S...ChatGPT's Code Interpreter: Your secret weapon for SEO automation success - S...
ChatGPT's Code Interpreter: Your secret weapon for SEO automation success - S...SearchNorwich
 
Connecting the dots: link building strategies and best practices - Floor Jans...
Connecting the dots: link building strategies and best practices - Floor Jans...Connecting the dots: link building strategies and best practices - Floor Jans...
Connecting the dots: link building strategies and best practices - Floor Jans...SearchNorwich
 
Content MVP: How to grow your organic visibility by treating content as a pro...
Content MVP: How to grow your organic visibility by treating content as a pro...Content MVP: How to grow your organic visibility by treating content as a pro...
Content MVP: How to grow your organic visibility by treating content as a pro...SearchNorwich
 
Google helpful content and shift away from traditional SEO - Daniel Foley Car...
Google helpful content and shift away from traditional SEO - Daniel Foley Car...Google helpful content and shift away from traditional SEO - Daniel Foley Car...
Google helpful content and shift away from traditional SEO - Daniel Foley Car...SearchNorwich
 
Natalie Mott - Common SEO myths and misconceptions
Natalie Mott - Common SEO myths and misconceptionsNatalie Mott - Common SEO myths and misconceptions
Natalie Mott - Common SEO myths and misconceptionsSearchNorwich
 
Aleyda Solis: How to develop actionable and impactful SEO audits
Aleyda Solis: How to develop actionable and impactful SEO auditsAleyda Solis: How to develop actionable and impactful SEO audits
Aleyda Solis: How to develop actionable and impactful SEO auditsSearchNorwich
 
Hannah Rampton: Getting started with Query in Google Sheets
Hannah Rampton: Getting started with Query in Google SheetsHannah Rampton: Getting started with Query in Google Sheets
Hannah Rampton: Getting started with Query in Google SheetsSearchNorwich
 
SEO disasters: the good, the bad and the taboo: Steven van Vessum
SEO disasters: the good, the bad and the taboo: Steven van VessumSEO disasters: the good, the bad and the taboo: Steven van Vessum
SEO disasters: the good, the bad and the taboo: Steven van VessumSearchNorwich
 
Tips for big site SEO - Andrew Smith - SearchNorwich 9
Tips for big site SEO - Andrew Smith - SearchNorwich 9Tips for big site SEO - Andrew Smith - SearchNorwich 9
Tips for big site SEO - Andrew Smith - SearchNorwich 9SearchNorwich
 
Fail-free marketing that builds links and influence - Lexi Mills - SearchNorw...
Fail-free marketing that builds links and influence - Lexi Mills - SearchNorw...Fail-free marketing that builds links and influence - Lexi Mills - SearchNorw...
Fail-free marketing that builds links and influence - Lexi Mills - SearchNorw...SearchNorwich
 
Wish List Bikers - Marco Barra - SearchNorwich 8
Wish List Bikers - Marco Barra - SearchNorwich 8Wish List Bikers - Marco Barra - SearchNorwich 8
Wish List Bikers - Marco Barra - SearchNorwich 8SearchNorwich
 
Tips and tactics that generate clicks and impressions - Daniel Brooks
Tips and tactics that generate clicks and impressions - Daniel BrooksTips and tactics that generate clicks and impressions - Daniel Brooks
Tips and tactics that generate clicks and impressions - Daniel BrooksSearchNorwich
 
Honey I Shrunk the Content Marketing Budget - Stacey MacNaught
Honey I Shrunk the Content Marketing Budget - Stacey MacNaughtHoney I Shrunk the Content Marketing Budget - Stacey MacNaught
Honey I Shrunk the Content Marketing Budget - Stacey MacNaughtSearchNorwich
 
Jack of all Trades, Master of One - Marco Barra
Jack of all Trades, Master of One - Marco BarraJack of all Trades, Master of One - Marco Barra
Jack of all Trades, Master of One - Marco BarraSearchNorwich
 
Awesome audiences: Eva Wilkes - SearchNorwich 5
Awesome audiences: Eva Wilkes - SearchNorwich 5Awesome audiences: Eva Wilkes - SearchNorwich 5
Awesome audiences: Eva Wilkes - SearchNorwich 5SearchNorwich
 
Getting the right angles for outreach: Jack Bamfield - SearchNorwich 5
Getting the right angles for outreach: Jack Bamfield - SearchNorwich 5Getting the right angles for outreach: Jack Bamfield - SearchNorwich 5
Getting the right angles for outreach: Jack Bamfield - SearchNorwich 5SearchNorwich
 
St Edmunds Society - Lorraine Bliss - SearchNorwich 4
St Edmunds Society - Lorraine Bliss - SearchNorwich 4St Edmunds Society - Lorraine Bliss - SearchNorwich 4
St Edmunds Society - Lorraine Bliss - SearchNorwich 4SearchNorwich
 
Won't somebody think of the robots? - Mark Williams-Cook - SearchNorwich 4
Won't somebody think of the robots? - Mark Williams-Cook - SearchNorwich 4Won't somebody think of the robots? - Mark Williams-Cook - SearchNorwich 4
Won't somebody think of the robots? - Mark Williams-Cook - SearchNorwich 4SearchNorwich
 
Keeping Abreast - Lisa Becker - SearchNorwich 3
Keeping Abreast - Lisa Becker - SearchNorwich 3Keeping Abreast - Lisa Becker - SearchNorwich 3
Keeping Abreast - Lisa Becker - SearchNorwich 3SearchNorwich
 

More from SearchNorwich (20)

Empowering In-house Content Projects with AI - Yagmur Simsek - Search Norwich 14
Empowering In-house Content Projects with AI - Yagmur Simsek - Search Norwich 14Empowering In-house Content Projects with AI - Yagmur Simsek - Search Norwich 14
Empowering In-house Content Projects with AI - Yagmur Simsek - Search Norwich 14
 
ChatGPT's Code Interpreter: Your secret weapon for SEO automation success - S...
ChatGPT's Code Interpreter: Your secret weapon for SEO automation success - S...ChatGPT's Code Interpreter: Your secret weapon for SEO automation success - S...
ChatGPT's Code Interpreter: Your secret weapon for SEO automation success - S...
 
Connecting the dots: link building strategies and best practices - Floor Jans...
Connecting the dots: link building strategies and best practices - Floor Jans...Connecting the dots: link building strategies and best practices - Floor Jans...
Connecting the dots: link building strategies and best practices - Floor Jans...
 
Content MVP: How to grow your organic visibility by treating content as a pro...
Content MVP: How to grow your organic visibility by treating content as a pro...Content MVP: How to grow your organic visibility by treating content as a pro...
Content MVP: How to grow your organic visibility by treating content as a pro...
 
Google helpful content and shift away from traditional SEO - Daniel Foley Car...
Google helpful content and shift away from traditional SEO - Daniel Foley Car...Google helpful content and shift away from traditional SEO - Daniel Foley Car...
Google helpful content and shift away from traditional SEO - Daniel Foley Car...
 
Natalie Mott - Common SEO myths and misconceptions
Natalie Mott - Common SEO myths and misconceptionsNatalie Mott - Common SEO myths and misconceptions
Natalie Mott - Common SEO myths and misconceptions
 
Aleyda Solis: How to develop actionable and impactful SEO audits
Aleyda Solis: How to develop actionable and impactful SEO auditsAleyda Solis: How to develop actionable and impactful SEO audits
Aleyda Solis: How to develop actionable and impactful SEO audits
 
Hannah Rampton: Getting started with Query in Google Sheets
Hannah Rampton: Getting started with Query in Google SheetsHannah Rampton: Getting started with Query in Google Sheets
Hannah Rampton: Getting started with Query in Google Sheets
 
SEO disasters: the good, the bad and the taboo: Steven van Vessum
SEO disasters: the good, the bad and the taboo: Steven van VessumSEO disasters: the good, the bad and the taboo: Steven van Vessum
SEO disasters: the good, the bad and the taboo: Steven van Vessum
 
Tips for big site SEO - Andrew Smith - SearchNorwich 9
Tips for big site SEO - Andrew Smith - SearchNorwich 9Tips for big site SEO - Andrew Smith - SearchNorwich 9
Tips for big site SEO - Andrew Smith - SearchNorwich 9
 
Fail-free marketing that builds links and influence - Lexi Mills - SearchNorw...
Fail-free marketing that builds links and influence - Lexi Mills - SearchNorw...Fail-free marketing that builds links and influence - Lexi Mills - SearchNorw...
Fail-free marketing that builds links and influence - Lexi Mills - SearchNorw...
 
Wish List Bikers - Marco Barra - SearchNorwich 8
Wish List Bikers - Marco Barra - SearchNorwich 8Wish List Bikers - Marco Barra - SearchNorwich 8
Wish List Bikers - Marco Barra - SearchNorwich 8
 
Tips and tactics that generate clicks and impressions - Daniel Brooks
Tips and tactics that generate clicks and impressions - Daniel BrooksTips and tactics that generate clicks and impressions - Daniel Brooks
Tips and tactics that generate clicks and impressions - Daniel Brooks
 
Honey I Shrunk the Content Marketing Budget - Stacey MacNaught
Honey I Shrunk the Content Marketing Budget - Stacey MacNaughtHoney I Shrunk the Content Marketing Budget - Stacey MacNaught
Honey I Shrunk the Content Marketing Budget - Stacey MacNaught
 
Jack of all Trades, Master of One - Marco Barra
Jack of all Trades, Master of One - Marco BarraJack of all Trades, Master of One - Marco Barra
Jack of all Trades, Master of One - Marco Barra
 
Awesome audiences: Eva Wilkes - SearchNorwich 5
Awesome audiences: Eva Wilkes - SearchNorwich 5Awesome audiences: Eva Wilkes - SearchNorwich 5
Awesome audiences: Eva Wilkes - SearchNorwich 5
 
Getting the right angles for outreach: Jack Bamfield - SearchNorwich 5
Getting the right angles for outreach: Jack Bamfield - SearchNorwich 5Getting the right angles for outreach: Jack Bamfield - SearchNorwich 5
Getting the right angles for outreach: Jack Bamfield - SearchNorwich 5
 
St Edmunds Society - Lorraine Bliss - SearchNorwich 4
St Edmunds Society - Lorraine Bliss - SearchNorwich 4St Edmunds Society - Lorraine Bliss - SearchNorwich 4
St Edmunds Society - Lorraine Bliss - SearchNorwich 4
 
Won't somebody think of the robots? - Mark Williams-Cook - SearchNorwich 4
Won't somebody think of the robots? - Mark Williams-Cook - SearchNorwich 4Won't somebody think of the robots? - Mark Williams-Cook - SearchNorwich 4
Won't somebody think of the robots? - Mark Williams-Cook - SearchNorwich 4
 
Keeping Abreast - Lisa Becker - SearchNorwich 3
Keeping Abreast - Lisa Becker - SearchNorwich 3Keeping Abreast - Lisa Becker - SearchNorwich 3
Keeping Abreast - Lisa Becker - SearchNorwich 3
 

Recently uploaded

Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxSahil Srivastava
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligenceHinde Lamrani
 
What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?Partnercademy
 
Infographics about SEO strategies and uses
Infographics about SEO strategies and usesInfographics about SEO strategies and uses
Infographics about SEO strategies and usesbhavanirupeshmoksha
 
Codes and Conventions of Film Magazine Websites.pptx
Codes and Conventions of Film Magazine Websites.pptxCodes and Conventions of Film Magazine Websites.pptx
Codes and Conventions of Film Magazine Websites.pptxGeorgeCulica
 
McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)DEVARAJV16
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...sowmyrao14
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management NotesKiranTiwari42
 
Prezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media TrendsPrezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media TrendsCristian Manafu
 
14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptx14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptxswarajkoli3
 
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...LazarinaStoyanova
 
Fiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview AssignmentFiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview AssignmentFarrel Brest
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxGeorgeCulica
 
Understanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guideUnderstanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guidePartnercademy
 
Miss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMiss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMagdalena Kulisz
 
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...Ahrefs
 
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdfMost Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdfCIO Business World
 
Michael Kors marketing assignment swot analysis
Michael Kors marketing assignment swot analysisMichael Kors marketing assignment swot analysis
Michael Kors marketing assignment swot analysisjunaid794917
 
Master the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfMaster the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfHigher Education Marketing
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessLiv Day
 

Recently uploaded (20)

Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptx
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligence
 
What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?
 
Infographics about SEO strategies and uses
Infographics about SEO strategies and usesInfographics about SEO strategies and uses
Infographics about SEO strategies and uses
 
Codes and Conventions of Film Magazine Websites.pptx
Codes and Conventions of Film Magazine Websites.pptxCodes and Conventions of Film Magazine Websites.pptx
Codes and Conventions of Film Magazine Websites.pptx
 
McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management Notes
 
Prezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media TrendsPrezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media Trends
 
14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptx14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptx
 
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
 
Fiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview AssignmentFiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview Assignment
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptx
 
Understanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guideUnderstanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guide
 
Miss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMiss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdf
 
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
 
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdfMost Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
 
Michael Kors marketing assignment swot analysis
Michael Kors marketing assignment swot analysisMichael Kors marketing assignment swot analysis
Michael Kors marketing assignment swot analysis
 
Master the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfMaster the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdf
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise Success
 

Leveraging the Google brain for improved Adwords ROI - Sean Clark - SearchNorwich #1

  • 1.
  • 2. Keywords “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wanamaker (1838-1922) @ClarkStJames - @SeanClark
  • 5. Keywords Why can’t I get an ROI from AdWords?!?
  • 6.
  • 7.
  • 8. V
  • 9.
  • 10.
  • 11. Keywords Test, test & test again “The man who wins out and survives does so only because of superior science and strategy.” Claude C. Hopkins, author of Scientific Advertising published February 1923 http://bit.ly/hopkinsbook
  • 12. Keywords Google's Free Testing Tools http://bit.ly/experiments2018 http://bit.ly/goptimise2018
  • 13. Keywords Things You Can Test With AdWords Experiments You can use Drafts and Experiments for any Search and Display Network campaign: ● Target CPA ● Bid strategies (automated bidding strategies) ● Device settings ● Location adjustments ● Ad extensions ● Negative keywords ● Structural campaign changes Display & Remarketing targeting: ● Remarketing audiences ● Display interests ● Display placements ● Display topics Tests that will impact your quality score and you will want to allow additional time to build up history and quality score: ● Ad copy ● Ad landing pages ● Ad copy display paths ● Keyword changes or additions
  • 14. Keywords Things You Can Test With Google Optimize A/B tests An A/B test of two variants of a product page (A and B). Variant A has a blue photo, while variant B has a red photo. Multivariate tests (MVT) You can test two headlines (original "H1" and variant "H2") and three hero images (original "A" and variants "B" and "C") simultaneously, which would produce: 2 sections (the headline and the images), with 3 and 2 variants (respectively), for a total of 6 combinations (the number of variants multiplied by each other, or 3 x 2) Redirect tests Test two different landing pages, with different URLs: Original – www.example.com/landing1 Variant – new.example.com/landing2
  • 15.
  • 20. Smart Display Campaigns Toyota - test results 40% of all display conversions came from Smart display campaigns 33% lower cost per acquisition than other Google Display Network campaigns
  • 21. Smart Bidding AdWords Smart Bidding uses Google’s machine learning to help you set the right bid for every auction through three core capabilities: 1. Auction-time bidding 2. Cross-signal analysis 3. Query-level learning
  • 24.