Presentation by Nick Trueman, Head of Search Marketing, Collider, delivered at the Digital Marketing Show 2014.

1. LG | Ultra HD Communications Strategy
CREATING REACTIONS
The Liquid Way © 2013
COLLIDER © 2014
AUTOMATING ADWORDS
DIGITAL MARKETING SHOW
NICK TRUEMAN
HEAD OF SEARCH MARKETING

2. CREATING REACTIONS
The Liquid Way © 2013
COLLIDER © 2014
AUTOMATING ADWORDS

3. CREATING REACTIONS
COLLIDER © 2014
COMPANY | PROJECT TITLE WHAT IS ADWORDS?
GOOGLE SEARCH GOOGLE SEARCH
PARTNERS
GOOGLE DISPLAY
NETWORK
GOOGLE SHOPPING

4. CREATING REACTIONS
COLLIDER © 2014
COMPANY | PROJECT TITLE HIDDEN AUTOMATION
WHAT’S ALREADY AUTOMATED ON ADWORDS:
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Search term selection
- Your Keywords will trigger ‘related’ terms
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Quality Score calculation
- Google’s rating your account
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Position auctioning - Quality Score x CPC
- How Google determines which position you appear in
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Placement selection
- 3rd party websites that your display ads appear on

5. CREATING REACTIONS
COLLIDER © 2014
COMPANY | PROJECT TITLE WHAT CAN WE AUTOMATE
ENHANCED CPC’S & CPA OPTIMISER
Google can take control of your maximum CPC bids to
automate the process. This can be based on ‘Enhancing
CPC’s’ or ‘Cost per Acquisition’.
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AD ROTATION
Creating multiple adverts and testing them against each
other on a rotation basis. You can also tell AdWords to
automatically begin using the best performing advert after
a certain time frame.
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ADVERT SCHEDULING
Got a sale starting at midnight but plan on sleeping this
evening? You can use the advert scheduling tool to
automate the end of your ‘general’ Campaigns and launch
your new ‘sale’ Campaigns while you softly sleep through.

6. CREATING REACTIONS
COLLIDER © 2014
COMPANY | PROJECT TITLE AUTOMATED RULES
CREATE RULES ON GOOGLE TO AUTOMATE THE MANAGEMENT OF YOUR CAMPAIGNS.
HERE ARE SOME OF OUR TOP USES FOR THESE:
- Schedule ads for special promotions, events or product launches
- Pause low-performing ads or keywords before they cost you too much budget
- Change keyword bids to maintain a desired average position or stay at the top
- Send yourself an email if a Campaign budget is running out early in the day

7. CREATING REACTIONS
COLLIDER © 2014
COMPANY | PROJECT TITLE AUTOMATED RULES
EXAMPLE SCENARIO
You decide you want to pause an AdGroup when the cost per conversion gets too high, or increase the Campaign budget
when the cost per conversion drops below a certain amount.
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Challenge: The Campaign needs to convert below £20 / conversion to make a profit
!
Solution: Pausing all AdGroups that convert under this target
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Result: Profitable marketing!

8. CREATING REACTIONS
COLLIDER © 2014
COMPANY | PROJECT TITLE WHAT YOU SHOULDN’T AUTOMATE
LANGUAGE / TONE OF VOICE
Messaging and language used in adverts should always be hand-written,
grammatically correct and make sense to users.
CAMPAIGN PRODUCTION
Although we may automate some tasks when creating a
Campaign, the core build needs to be made manually to
ensure best performance during Campaign launch.
TRANSLATIONS
Ensure you’re writing content that makes sense to your target audience.
Translations do not work for this, you have to create new localised
content for each language.
PLANNING
Be strategic in your planning, put the ‘goal’ at the
heart of what you say and don’t cut corners!

9. CREATING REACTIONS
The Liquid Way © 2013
COLLIDER © 2014
GOOGLE SHOPPING AUTOMATING ECOMMERCE

10. CREATING REACTIONS
COLLIDER © 2014
COMPANY | PROJECT TITLE GOOGLE SHOPPING
1. HOW IT WORKS
Google look at your Products, and automatically choose
your keywords and descriptions.
2. HOW TO SETUP
Live XML feed from products to Google
3. YOUR BIT
Managing the CPC bids and website products
4. REPORTING & MONITORING
Report through AdWords and Analytics with Conversion
Goal Tracking

11. CREATING REACTIONS
COLLIDER © 2014
COMPANY | PROJECT TITLE OPTIMISE GOOGLE SHOPPING
BID SIMULATOR
Maximise profitability by using Google’s Bid Simulator
tool to test new CPC’s and see what results you could get
from these
CONVERSION TRACKING & ECPC
Using ‘Conversion Tracking’ and ‘Enhanced Cost Per
Click’ bidding, you can automate your bids on Shopping
whilst maintaining profitability

12. CREATING REACTIONS
The Liquid Way © 2013
COLLIDER © 2014
MAXIMISING ROI GET THE MOST FROM ADWORDS

13. CREATING REACTIONS
COLLIDER © 2014
COMPANY | PROJECT TITLE MAXIMISING ROI PART 1
MONITORING ADWORDS
Here are 5 ways you can effectively monitor ROI:
- Google Analytics Goal Tracking
- Google Analytics Ecommerce Tracking
- Google Analytics Custom Reporting
- Conversion Tracking
- Google AdWords reports
!
!
COMMON MISTAKE - NOT TRACKING CONVERSIONS

14. CREATING REACTIONS
COLLIDER © 2014
COMPANY | PROJECT TITLE MAXIMISING ROI PART 2
!
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CUT THE WASTE - OPTIMISE OR DELETE
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ITEMS TO REVIEW:
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• Keywords
• Adverts
• Placements
• Impression Share
• User Journeys (Analytics)
• Return on Investment (ROI)

15. CREATING REACTIONS
COLLIDER © 2014
COMPANY | PROJECT TITLE MAXIMISING ROI PART 3
NEVER STOP BUILDING
Here are just a few things you can do to keep your
Campaign moving forward:
• Find new keywords
• Research new target markets
• Try new channels (Display, Shopping, YouTube Video)
• Get creative with your ads
• Use bid simulator to plan budget increases
!
!
!
KEEP THE MOMENTUM!

16. LG | Ultra HD Communications Strategy
CREATING REACTIONS
The Liquid Way © 2013
COLLIDER © 2014
ANY QUESTIONS?

17. CREATING REACTIONS
COLLIDER © 2014
COMPANY | PROJECT TITLE IN SUMMARY
KEEP THE MAIN THING, THE MAIN THING
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CREATE YOUR CAMPAIGN STRATEGY
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USE AUTOMATION WITHIN THAT STRATEGY
!
DON’T CUT CORNERS

18. Text
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COLLIDER © 2014
THANK YOU
CREATING REACTIONS