Find out how latest Google AdWords features can boost your PPC campaigns. Slide deck from OAConf 2017 in Sofia, Bulgaria.

1. 10 Hacks for Successful
Google AdWords Campaigns
Stanislav Dimitrov, Konversa

2. Skills & expertise
Technical
SEO
Google
AdWords
Analytics CRO
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3. Loves
Belgian beer, English football, Rock music
Lives
London > Dublin > Helsinki > Sofia > Plovdiv
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4. 1. Responsive ads
Hybrid of image, text & native ads
Creative adapts to the ad unit available
Test different ad components
No designer required - crawl site
Which ad version appeared?
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5. 2. Device level
bidding
Tablet bidding is back
Set base bids for any device
Beneficial for app ads
All devices vs pure device campaigns
Device modifiers vs keyword bids
Test Smart bidding
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6. 3. Demographics for
search ads
Purchase intent + demographics
Demographic info is hard to obtain
Google Ad settings
Users signed-in their Google Account, or
Based on their activity on Google Display
Ability to increase/decrease targeting
towards specific ages & genders
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7. Demographics combination + Bid adjustment
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8. 4. Price extension
Available on mobile and desktop
24 languages & currencies
Only shows in position #1 (massive)
100% screen real estate
Work w/ other extensions but sitelinks
Pro tip: Use w/ call & location extensions
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9. 5. Promo extension
Another retired (offer) extension
Official name TBC
Available in several countries
Both desktop and mobile
Percent / monetary discount
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10. Promo extension (Search)
Available on search campaigns for mobile devices only
Merchant promotions (Shopping)
Available on Shopping campaigns for both desktop and
mobile devices
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11. 6. Visual sitelinks
More interactive, more reasons to click
Delivered in carousel format
Mobile only (beta), US/UK available
Needed at least 4 images w/ 16:9 ratio
Min. image size 1280 x 720px
Titles up to 25 chars, descr. up to 50 chars
No logo/graphics/text overlay
Must be keyword-relevant
Work best w/ non-brand campaigns
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12. Visual sitelinks available in different verticals
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13. The power of ad extensions
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14. Showcase Shopping
ads
Replicates real life shopping experience
Triggered on broad, non-brand searches
40% of all product queries (Google)
Main image + 2 smaller images
Promo message or distance to location
Advertises charged on product listing click
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15. 7. Campaign groups
Group campaigns w/ common targets
Monitor performance against goals
Clicks or conversions targeting
No management functionality (yet)
High-level analysis w/o labels, pivots, etc.
Saves time & efforts for advertisers
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16. Most online conversions involve more than
one device
Big change from Google - an attempt to
solve the attribution model
Target same ads to same (sign-in) users
across different devices
Gmail alone has 1B monthly users
More control over frequency capping
Clean campaign-by-device segmentation
8. Cross-device
remarketing
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17. Customize ad message based on who’s
searching & on what device
Highly relevant, more personalized ads
Available only on Search Network
Can be used anywhere but final URL
Mobile specific text (ETA)
Easy implementation w/o using a feed
New A/B testing possibilities
9. AdWords IF
functions
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18. AdWords IF functions - Device
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19. AdWords IF functions - Audience
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20. Highlight upcoming events / sales
Dynamically updates time remaining
Creates FOMO effect
Available in all languages
Time zone selection
Easy implementation w/o using a feed
10. AdWords
Countdown function
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21. 11. Dynamic Search Ads (DSA) get page feeds & ETA
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22. Safe test environment to make changes
Works for Search / Search with Display
When ready, launch a 50/50 split test
Experiment dates not extendable
For changes that reset QS - allow extra time
If experiment a success, pause the original
Work best for high-traffic campaigns
12. Campaign Drafts
& Experiments
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23. Choose your visualization carefully
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24. Path length - how many ad clicks to conversion
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25. Time lag - how many days/hours to conversion
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26. MCF - How channels work together
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27. Google Data Studio - free, beautiful customizable reports
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28. AdWords ads get more visual, look like organic but w/ more information
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29. What is right balance SEO vs. PPC?
● Use PPC data for faster SEO targeting
● Use remarketing to get hard-earned SEO traffic back
● Test meta data through ad copies
● Structured markup for products - SEO & AdWords
● Bidding on brand terms
SEO: rankings are for ego, traffic is for making money
PPC: profit is more important than Quality Score
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30. Contact
Stanislav Dimitrov
hello@konversa.net
www.konversa.net
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