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

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Sean Clark, Director at Clark St. James takes you on a tour of the new artificial intelligence tools available within Google Adwords (Google Ads) and how embracing them can improve your return on investment (ROI).

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

  1. 1. 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
  2. 2. Keywords
  3. 3. Keywords
  4. 4. Keywords Why can’t I get an ROI from AdWords?!?
  5. 5. V
  6. 6. 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
  7. 7. Keywords Google's Free Testing Tools http://bit.ly/experiments2018 http://bit.ly/goptimise2018
  8. 8. 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
  9. 9. 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
  10. 10. Introducing... http://g.co/brain
  11. 11. Ad Suggestions
  12. 12. Dynamic Search Ads
  13. 13. Responsive Search Ads
  14. 14. 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
  15. 15. 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
  16. 16. Data-driven Attribution
  17. 17. In-Market Audiences for Search
  18. 18. WHAT’S NEXT?
  19. 19. Thank You

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