1. Google Adwords 2. Key Changes: a. Enhanced Campaigns b. Google Shopping c. Endless Integration 3. Introducing the Adwords Layers 4. Capitalising on the Layers 5. Next Steps

1. Awesome Adwords
Seminar Series
Part 1
Chloë Thomas

2. Me and indium
● 6 years
● Effective Online
Marketing
● done for you
● Team of 5
Services:
● Adwords & Remarketing
● LinkedIn Pages & Ads
● Email

3. Awesome Adwords
Seminar Programme
1. Introduction - the changes and how to capitalise
Wed, Aug 7th @ 2pm
2. Bidding Options - get more quality traffic for less
Wed, Aug 14th @ 2pm
3. Remarketing - overlaying it with “normal” Adwords
Thur, Aug 22nd @ 2pm
4. Image and Video Ads - lower click costs, a different type of traffic
Wed, Aug 28th @ 2pm
http://indiumonline.co.uk/awesome-adwords

4. Introduction
the changes and how to capitalise
1. Google Adwords
2. Key Changes:
a. Enhanced Campaigns
b. Google Shopping
c. Endless Integration
3. Introducing the Adwords Layers
4. Capitalising on the Layers
5. Next Steps

5. What is Google Adwords?

6. Lots of Changes:
● Enhanced Campaigns
● Google Shopping
● Endless Integrations

7. What are Enhanced Campaigns?
● Biggest change to Adwords ever
○ Definitely for 8 years!
● A new campaign format that affects
everything you do in Google Adwords
● But should streamline your activity

8. What's new and cool?
Bidding
● Change bid at campaign level as a %age
○ by device
○ by time
○ by location

9. What's new and cool?
Scheduling
● Turn on / off options for extensions and
promos
○ Start dates and end dates
○ times
○ day of week etc
○ and do this by device, not just at campaign level
● Target ads by time of day

10. What's new and cool?
● You can reach customers with fewer
campaigns:
○ No more managing 'duplicate' campaigns
○ eg in one campaign:
■ 50 locations
■ 2 day parts
■ 2 devices
● The streamlining opens up new testing and
audience areas

11. Introduction
the changes and how to capitalise
1. Google Adwords
2. Key Changes:
a. Enhanced Campaigns
b. Google Shopping
c. Endless Integration
3. Introducing the Adwords Layers
4. Capitalising on the Layers
5. Next Steps

12. Google Shopping / PLAs
● Product Listing Ads
● From Free ---> Paid
● Much better performance than keywords
● New visits 24% better
● Cost per Conversion down 14%
● Conversion Rate up 28%
● AOV up 38%

13. The Old World
The New World

14. Your Website
"Product Feed"
File of your product
information in the
Google specified format
Google
Merchant
Centre
an account to
manage the
submission of
your feed to
Google
The System
Google
Adwords
an account to
manage the
display of your
product ads

15. Introduction
the changes and how to capitalise
1. Google Adwords
2. Key Changes:
a. Enhanced Campaigns
b. Google Shopping
c. Endless Integration
3. Introducing the Adwords Layers
4. Capitalising on the Layers
5. Next Steps

16. Endless Integration
● 6/2/13 - Enhanced Campaigns Announced
● Q2 2013 - Google Shopping Integrated
● 24/6/13 - Shopping Integrated with
Remarketing
● 25/6/13 - Remarketing Integrated with
Keywords
● 22/7/13 - Enhanced Campaigns Auto
Upgrade Begins
● 2/8/13 - Display Planner Launched

17. Endless Integration
1. Enhanced Bidding Optimisation
a. Device / Time / Geography
2. Google Shopping
a. balance with keywords / layer over with remarketing
3. Video Ads & Image Ads
a. balance with text ads
4. Remarketing
a. image, text etc / layer over keywords

18. Introduction
the changes and how to capitalise
1. Google Adwords
2. Key Changes:
a. Enhanced Campaigns
b. Google Shopping
c. Endless Integration
3. Introducing the Adwords Layers
4. Capitalising on the Layers
5. Next Steps

19. Adwords Layering
Text Ads
Video Ads
Image Ads
Remarketing
Enhanced
Bidding
Targeting
Method
Core Keywords PLAs Remarketing
Lists
Display
Advertising Lists

20. Adwords Layering by Network
Layer Search Network Display Network
Core Keywords Y Y
Product Listing Ads Y Y
(if with Remarketing)
Remarketing Y
(if used to target keywords)
Y
Display Advertising Y
Image Ads Y
Video Ads Y

21. Remarketing Layers

22. Silos are Dead
Core
Keywords
Google
Base/
Shopping
Remarketing
Display
Advertising

23. It’s all about Layers

24. 1. Integrate your Thinking
2. Start Simple, and Build
How to Capitalise on Layers
And then try pure Display Advertising

25. Next Steps
1. Are your Enhanced Campaign settings right?
2. Audit which layers you are currently using?
3. Come along to the rest of the Seminars to
find out more about the Layers
4. Want help?
a. Free Adwords Clinics
http://indiumonline.co.uk/awesome-adwords
Next Seminar:
Bidding Options - get more quality
traffic for less
Wed, Aug 14th @ 2pm