1. Layers recap 2. Bidding Layers a. Display b. Geographic c. Time d. Device 3. Bidding Warnings - Stacking 4. Next Steps

1. Awesome Adwords
Seminar Series
Part 2 - Bidding
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
Available on the website
2. Bidding Options - get more quality traffic for less
Wed, Aug 14th @ 2pm
3. Product Listing Ads - how to do and optimise
Fri, Aug 16th @ 3pm
4. Remarketing - overlaying it with “normal” Adwords
Thur, Aug 22nd @ 2pm
5. Image and Video Ads - lower click costs, a different type of traffic
Wed, Aug 28th @ 2pm
http://indiumonline.co.uk/awesome-adwords

4. Enhanced Bidding
get more quality traffic for less
1. Layers recap
2. Bidding Layers
a. Display
b. Geographic
c. Time
d. Device
3. Bidding Warnings - Stacking
4. Next Steps

5. What is Google Adwords?

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

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

8. It’s all about Layers

9. How to Capitalise on Layers
And then try pure Display Advertising

10. Enhanced Bidding
get more quality traffic for less
1. Layers recap
2. Bidding Layers
a. Display
b. Geographic
c. Time
d. Device
3. Bidding Warnings - Stacking
4. Next Steps

11. Enhanced Campaigns =>
Enhanced Bidding
● We have always been able to:
○ Manage Search Network and Display Network bids
separately
● We can now:
○ Manage multiple device types in one campaign
○ Manage multiple locations in one campaign
○ Manage multiple times in one campaign
● All using just one set of keywords

12. Enhanced Bidding
another set of layers

13. Enhanced Bidding Layers
Bid Type Level Set At Method
Network Adgroup £1.45
Device
- Mobile
- Desktop (inc Tablets)
Campaign +/- %
Geographic
- Region/Country etc
Campaign +/- %
Time
- Day / Hour
Campaign +/- %

14. Geographic Bidding Layer
● Targets:
○ UK, “Region” = Eng,Scot,Wal,N.Ire,Islands
○ UK, “City” = the cities, some boroughs too
○ Most Specific Location = all the above
○ UK - can’t do county
● THINK
○ Where are you? - head office, shops, etc
○ Where are your customers?
○ Where can you ship? (want to ship)
● Beware overlaps

15. Device Bidding Layer
● Targets:
○ Mobile
● Reporting:
○ Computers
○ Tablets
○ Mobile devices with full browsers
● THINK
○ Does your site work on mobiles?
○ When in buying process do they use mobiles?

16. Ad Schedule Bidding Layer
● Targets:
○ Days
○ Days and Hours
● THINK
○ When does your marketing hit?
○ When are the phone answered?
○ When do your customers buy?
○ When do you want them to buy?

17. Example - MultiChannel Retailer
● Within Store Drive Time
○ Bid Up Brand Campaign
● Outside Store Drive Time
○ Bid Up eCommerce Campaign
● Most sales on a Monday
○ Bid up on Mondays
● TV Ad Campaign
○ Bid Up at the times Ads Showing

18. Enhanced Bidding
get more quality traffic for less
1. Layers recap
2. Bidding Layers
a. Display
b. Geographic
c. Time
d. Device
3. Bidding Warnings - Stacking
4. Next Steps

19. Bidding Layers - Stacking
● Within each bidding layer, they don’t stack
○ Bid on Cambridge = +20%
○ Bid on Cambridgeshire = +5%
● Between the bidding layers they do:
○ Bid = 50p
○ Monday = +20%
○ London = +10%
○ Mobile = +40%
○ Max click cost for someone in London, on a mobile,
on a Monday = 50p x 20% x 10% x 40% = 92p

20. Tracking Your Results
● Adwords - Conversion Tracking
○ Includes past performance
● Google Analytics
○ Adwords / Bid Adjustments - only tracks the
adjustments you set up

21. Next Steps
1. Check your existing bidding settings
2. THINK - and map out your plan
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:
PLAs - set up and optimisation
Fri, Aug 16th @ 3pm