Topic: PPC – Finding the lost Profit
PPC advertising often accounts for the greatest share of online marketing budgets however many advertisers miss golden opportunties to maximise their profit margin. In particular, recent ‘Enhanced Campaigns’ campaigns in Adwords have thrown advertisers a new curve ball to deal with.
Key takeaways:
- Adwords Enhanced Campaigns: How to adapt and tactics to make them work for you
- PPC quick wins: Areas of PPC campaigns that are frequently overlooked yet contain massive profit potential
- Nurturing Quality Score: Quality score is the key to unlocking increased traffic and cheaper click costs in both Adwords and Bing Ads.
This document discusses some reasons for SWF files. SWF files are described as awesome, compact, and fun for the whole family in a concise three sentence summary of the key points.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Commercial Projects on Dwarka Expressway, Commercial Property, Commercial Shops, Office space on Dwarka Expressway, commercial space in dwarka expressway.
O documento discute a importância da aprendizagem para o comportamento humano, explicando que o ser humano depende mais da aprendizagem do que outros animais devido à sua evolução. Também diferencia entre comportamento instintivo e aprendido, e discute conceitos-chave da aprendizagem como mudança de comportamento, experiência e durabilidade.
This session will demonstrate a new approach to LIMS implementations eliminates the complexities, excessive customization and lengthy associated validation requirements inherent with legacy LIMS—offering fast, “out-of-the-box” deployment capabilities, no custom coding, easy integration into existing software platforms and enterprise-wide data management capabilities.
Each Accelrys LIMS application comes with Workflow Editors that eliminate traditional software custom-coding processes, enabling your own internal system administrator to deploy needed applications, workflows and procedures using a simple drag-and-drop process and dialog interface.
When finished with the workflow editing, a single mouse click generates a complete validation document for the application, workflow or procedure created. Built-in compliance at the “core technology” level turns qualification/validation into a simple, fast document review with no need for external validation consultants, even in regulated environments.
This document discusses some reasons for SWF files. SWF files are described as awesome, compact, and fun for the whole family in a concise three sentence summary of the key points.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Commercial Projects on Dwarka Expressway, Commercial Property, Commercial Shops, Office space on Dwarka Expressway, commercial space in dwarka expressway.
O documento discute a importância da aprendizagem para o comportamento humano, explicando que o ser humano depende mais da aprendizagem do que outros animais devido à sua evolução. Também diferencia entre comportamento instintivo e aprendido, e discute conceitos-chave da aprendizagem como mudança de comportamento, experiência e durabilidade.
This session will demonstrate a new approach to LIMS implementations eliminates the complexities, excessive customization and lengthy associated validation requirements inherent with legacy LIMS—offering fast, “out-of-the-box” deployment capabilities, no custom coding, easy integration into existing software platforms and enterprise-wide data management capabilities.
Each Accelrys LIMS application comes with Workflow Editors that eliminate traditional software custom-coding processes, enabling your own internal system administrator to deploy needed applications, workflows and procedures using a simple drag-and-drop process and dialog interface.
When finished with the workflow editing, a single mouse click generates a complete validation document for the application, workflow or procedure created. Built-in compliance at the “core technology” level turns qualification/validation into a simple, fast document review with no need for external validation consultants, even in regulated environments.
Topic: Give P’s a chance: Planning, Platforms and Pulling leads via social media
Learn how to:
- Create a successful social media strategy
- Get content moving
- Avoid the biggest social media mistakes
(ATS6-APP07) Configuration of Accelrys ELN to Clone to the Latest Template Ve...BIOVIA
The document discusses Accelrys ELN's new capability to clone experiments to the latest template version in release 6.8. It explains that the cloned document will now pull data from corresponding sections in the latest template rather than copying the source experiment exactly. It provides instructions for configuring this clone-to-latest behavior and maintaining templates to include the latest sections. The demonstration shows how sections in the new cloned experiment are matched and inherited from either the source or template.
The document summarizes research comparing the Carl Zeiss VisuMax femtosecond laser system to other laser systems for creating flaps in LASIK procedures. Key findings include:
1) The VisuMax system demonstrated high reproducibility in flap thickness, with 87.5% of flaps within 10 microns of the intended thickness and a standard deviation of only 7.89 microns.
2) Patient comfort was higher with the VisuMax system compared to other systems, as it applies minimal corneal suction and pressure for only about 20 seconds.
3) The VisuMax system can create extremely thin flaps as low as 80 microns, opening up LASIK as an option for more eyes that
This 8-page document discusses how to be happy and includes photos on pages 5 through 7. While the full details are not provided across the pages, the overall topic is finding fulfillment and joy in life.
(ATS6-PLAT07) Managing AEP in an enterprise environmentBIOVIA
Deployments can range from personal laptop usage to large enterprise environments. The installer allows both interactive and unattended installations. Key folders include Users for individual data, Jobs for temporary execution data, Shared Public for shared resources, and XMLDB for the database. Logs record job executions, authentication events, and errors. Tools like DbUtil allow backup/restore of data, pkgutil creates packages for application delivery, and regress enables test automation. Planning folder locations and maintenance is important for managing resources in an enterprise environment.
Make an Impressive Powerpoint PresentationElina Laukka
This document provides tips for creating an effective PowerPoint presentation. It recommends focusing on fonts and colors, using flat colors that look good together. Pictures should be used to tell stories and engage the audience, as most people prefer visuals over text alone. Key points to focus on include using a mix of fonts for variety, treating slides like a magazine with headings and text, and adding text overlays on slides to emphasize important messages. Pictures from free sources like Pixabay are recommended to respect copyright. The overall goal is to create a presentation that is visually appealing and keeps the audience engaged.
This document provides an overview of modern options for correcting presbyopia. It discusses both static and dynamic correction techniques. Static techniques include glasses, contact lenses, corneal procedures like inlays/onlays, and intraocular lenses using monovision or being multifocal. Dynamic techniques aim to restore accommodation and include accommodating intraocular lenses, lens refilling procedures, and scleral expansion techniques. The document provides details on many of these specific procedures.
The document is a 13-slide presentation titled "7 Habits +1" that was created with Haiku Deck presentation software by Oficina Psicologia. Each slide contains an image and caption identifying it as part of the presentation.
El documento ofrece recomendaciones sobre qué hacer en caso de sismo, incluyendo revisar las estructuras de los edificios e identificar rutas de evacuación, preparar un botiquín de primeros auxilios y simular evacuaciones. También recomienda mantener despejados los pasillos, asegurar objetos que puedan caer, designar roles a los integrantes del hogar o trabajo, y determinar un punto de reunión después del sismo.
On The Edge - Legal Marketing Conference - Sarah-Jane Howitt - Internal Engag...Edge Global Media Group
Topic: Internal engagement & adding value
- Internal engagement and adding value
- Where’s the value?
- Building strong internal relationships
- Sometimes you have to say no
- Processes and reporting
On The Edge - Legal Marketing Conference - Keith Hardie - Maximising the Valu...Edge Global Media Group
Topic: Maximising the value of your digital presence
- How to extend your reach through website and social channels
- The importance of collecting & analysing data to learn more about your audience
- Integrating the digital experience to deliver a seamless experience across every client touch point
On The Edge - Legal Marketing Conference - Lee Grunnell - Being Distinctive i...Edge Global Media Group
Topic: Being distinctive in the modern legal marketplace
- How most law firms are failing in their quest to stand out
- Exploring the disconnection between saying what you do and doing what you say
- How all legal marketing falls into one of eight groups.
- The ingredients of a distinctive market proposition
Charity Marketing Conference - Meredith Niles - Behavioural Economics to Turb...Edge Global Media Group
Topic: How Behavioural economics can turbocharge your fundraising results
* What fundraisers and marketers can learn from leading behavioural economists (e.g. Daniel Kahneman, Robert Cialdini)
* How insight from behavioural economics can be applied to fundraising to increase conversion and average donation levels
* Examples of how charities have used principles such as social proof, reciprocity, and framing successfully in their appeals
* Practical tips for applying behavioural economics in your work - achieve quick wins today!
Charity Marketing Conference - Mathew Neville - Value vs Volume - Donor Acqui...Edge Global Media Group
The document discusses frameworks for optimizing donor acquisition for non-profits. It analyzes different metrics like cost per acquisition, lifetime donor value, and internal rate of return to determine which channels provide the best financial value. While online channels consistently perform best, the interplay between channels is complex, as TV advertising may drive online sign-ups. The framework emphasizes strategic value, optimizing the channel mix based on metrics, maintaining multiple channels, and exceeding the minimum donor replacement rate needed for growth.
Charity Marketing Conference - Lindsay Herbert - A British Heart Foundation C...Edge Global Media Group
Topic: Using technology to power your online activity: A British Heart Foundation Case Study
* Discover how BHF used their content management and digital marketing platforms in creative ways to boost fundraising
* How to integrate your internal and external systems to improve data capture
* Three key steps to keep your visitors and donors engaged and interacting with your digital channels
* Why delivering a seamless, connected experience is the route to get the results your organisation deserves
Charity Marketing Conference - Emily Munford - Digital Reputation ManagementEdge Global Media Group
Topic: How To Keep Your Reputation Spotless – Even During The Most Hard-Hitting Campaigns
* Changing perception for better brand reputation while campaigning on controversial issues
* How to create brilliant content for accelerated SEO rankings
* The importance of social media for monitoring sensitive issues
* What happens when campaigns go wrong?
* How to turn a crisis into an opportunity
Topic: How to inspire a meaningful connection with your community – an innocent drinks story
Joe tells the inspiring story of the innocent brand from West London start up fourteen years ago to its position as number one smoothie brand in Europe today, demonstrating that a willingness to communicate openly and naturally with consumers at every touch point is key to building an engaged community of consumers.
* The secrets behind innocent’s success at engaging consumers
* How to implement and sustain an outstanding customer-engagement strategy
* How to combine the online vs offline interaction for optimal results
* Top 5 community development lessons that can be transferred across any industry
On The Edge Reading - Silverstone Pancentric - Hannah Bodley & Sibbs SinghEdge Global Media Group
Topic: How Silverstone’s New Digital Approach Gained Them Pole Position
* Unlocking the data to understand customer behaviour patterns
* How to recognise, and better serve, your customer
* Why a "mobile first” strategy was crucial fro Silverstone
* Their focus on integration, responsivity and commitment to a data driven approach
* What’s next for Silverstone’s customer-centric approach
Topic: The reinvention of Marketing
* How to understand, measure and optimise Big Data
* Analysing the audience: How they are using current trends in digital marketing and solutions and what you should be doing
* Comparing and Competing: How to use “Digital Index Reports” to benchmark sectors and companies for awesome results!
Topic: Stories aren’t just for kids
* How you can use the power of storytelling to Connect, Energise and Re-Invent your brand.
* How story telling drove purchase consideration better than traditional demand gen activity.
* Case studies of how story telling has been used effectively, including; Ben Saunders the Polar Explorer; Girl Rising – a movement to support educating girls in developing countries; and Francois Gabart – a professional sailor who used data to make better decisions.
Topic: Give P’s a chance: Planning, Platforms and Pulling leads via social media
Learn how to:
- Create a successful social media strategy
- Get content moving
- Avoid the biggest social media mistakes
(ATS6-APP07) Configuration of Accelrys ELN to Clone to the Latest Template Ve...BIOVIA
The document discusses Accelrys ELN's new capability to clone experiments to the latest template version in release 6.8. It explains that the cloned document will now pull data from corresponding sections in the latest template rather than copying the source experiment exactly. It provides instructions for configuring this clone-to-latest behavior and maintaining templates to include the latest sections. The demonstration shows how sections in the new cloned experiment are matched and inherited from either the source or template.
The document summarizes research comparing the Carl Zeiss VisuMax femtosecond laser system to other laser systems for creating flaps in LASIK procedures. Key findings include:
1) The VisuMax system demonstrated high reproducibility in flap thickness, with 87.5% of flaps within 10 microns of the intended thickness and a standard deviation of only 7.89 microns.
2) Patient comfort was higher with the VisuMax system compared to other systems, as it applies minimal corneal suction and pressure for only about 20 seconds.
3) The VisuMax system can create extremely thin flaps as low as 80 microns, opening up LASIK as an option for more eyes that
This 8-page document discusses how to be happy and includes photos on pages 5 through 7. While the full details are not provided across the pages, the overall topic is finding fulfillment and joy in life.
(ATS6-PLAT07) Managing AEP in an enterprise environmentBIOVIA
Deployments can range from personal laptop usage to large enterprise environments. The installer allows both interactive and unattended installations. Key folders include Users for individual data, Jobs for temporary execution data, Shared Public for shared resources, and XMLDB for the database. Logs record job executions, authentication events, and errors. Tools like DbUtil allow backup/restore of data, pkgutil creates packages for application delivery, and regress enables test automation. Planning folder locations and maintenance is important for managing resources in an enterprise environment.
Make an Impressive Powerpoint PresentationElina Laukka
This document provides tips for creating an effective PowerPoint presentation. It recommends focusing on fonts and colors, using flat colors that look good together. Pictures should be used to tell stories and engage the audience, as most people prefer visuals over text alone. Key points to focus on include using a mix of fonts for variety, treating slides like a magazine with headings and text, and adding text overlays on slides to emphasize important messages. Pictures from free sources like Pixabay are recommended to respect copyright. The overall goal is to create a presentation that is visually appealing and keeps the audience engaged.
This document provides an overview of modern options for correcting presbyopia. It discusses both static and dynamic correction techniques. Static techniques include glasses, contact lenses, corneal procedures like inlays/onlays, and intraocular lenses using monovision or being multifocal. Dynamic techniques aim to restore accommodation and include accommodating intraocular lenses, lens refilling procedures, and scleral expansion techniques. The document provides details on many of these specific procedures.
The document is a 13-slide presentation titled "7 Habits +1" that was created with Haiku Deck presentation software by Oficina Psicologia. Each slide contains an image and caption identifying it as part of the presentation.
El documento ofrece recomendaciones sobre qué hacer en caso de sismo, incluyendo revisar las estructuras de los edificios e identificar rutas de evacuación, preparar un botiquín de primeros auxilios y simular evacuaciones. También recomienda mantener despejados los pasillos, asegurar objetos que puedan caer, designar roles a los integrantes del hogar o trabajo, y determinar un punto de reunión después del sismo.
On The Edge - Legal Marketing Conference - Sarah-Jane Howitt - Internal Engag...Edge Global Media Group
Topic: Internal engagement & adding value
- Internal engagement and adding value
- Where’s the value?
- Building strong internal relationships
- Sometimes you have to say no
- Processes and reporting
On The Edge - Legal Marketing Conference - Keith Hardie - Maximising the Valu...Edge Global Media Group
Topic: Maximising the value of your digital presence
- How to extend your reach through website and social channels
- The importance of collecting & analysing data to learn more about your audience
- Integrating the digital experience to deliver a seamless experience across every client touch point
On The Edge - Legal Marketing Conference - Lee Grunnell - Being Distinctive i...Edge Global Media Group
Topic: Being distinctive in the modern legal marketplace
- How most law firms are failing in their quest to stand out
- Exploring the disconnection between saying what you do and doing what you say
- How all legal marketing falls into one of eight groups.
- The ingredients of a distinctive market proposition
Charity Marketing Conference - Meredith Niles - Behavioural Economics to Turb...Edge Global Media Group
Topic: How Behavioural economics can turbocharge your fundraising results
* What fundraisers and marketers can learn from leading behavioural economists (e.g. Daniel Kahneman, Robert Cialdini)
* How insight from behavioural economics can be applied to fundraising to increase conversion and average donation levels
* Examples of how charities have used principles such as social proof, reciprocity, and framing successfully in their appeals
* Practical tips for applying behavioural economics in your work - achieve quick wins today!
Charity Marketing Conference - Mathew Neville - Value vs Volume - Donor Acqui...Edge Global Media Group
The document discusses frameworks for optimizing donor acquisition for non-profits. It analyzes different metrics like cost per acquisition, lifetime donor value, and internal rate of return to determine which channels provide the best financial value. While online channels consistently perform best, the interplay between channels is complex, as TV advertising may drive online sign-ups. The framework emphasizes strategic value, optimizing the channel mix based on metrics, maintaining multiple channels, and exceeding the minimum donor replacement rate needed for growth.
Charity Marketing Conference - Lindsay Herbert - A British Heart Foundation C...Edge Global Media Group
Topic: Using technology to power your online activity: A British Heart Foundation Case Study
* Discover how BHF used their content management and digital marketing platforms in creative ways to boost fundraising
* How to integrate your internal and external systems to improve data capture
* Three key steps to keep your visitors and donors engaged and interacting with your digital channels
* Why delivering a seamless, connected experience is the route to get the results your organisation deserves
Charity Marketing Conference - Emily Munford - Digital Reputation ManagementEdge Global Media Group
Topic: How To Keep Your Reputation Spotless – Even During The Most Hard-Hitting Campaigns
* Changing perception for better brand reputation while campaigning on controversial issues
* How to create brilliant content for accelerated SEO rankings
* The importance of social media for monitoring sensitive issues
* What happens when campaigns go wrong?
* How to turn a crisis into an opportunity
Topic: How to inspire a meaningful connection with your community – an innocent drinks story
Joe tells the inspiring story of the innocent brand from West London start up fourteen years ago to its position as number one smoothie brand in Europe today, demonstrating that a willingness to communicate openly and naturally with consumers at every touch point is key to building an engaged community of consumers.
* The secrets behind innocent’s success at engaging consumers
* How to implement and sustain an outstanding customer-engagement strategy
* How to combine the online vs offline interaction for optimal results
* Top 5 community development lessons that can be transferred across any industry
On The Edge Reading - Silverstone Pancentric - Hannah Bodley & Sibbs SinghEdge Global Media Group
Topic: How Silverstone’s New Digital Approach Gained Them Pole Position
* Unlocking the data to understand customer behaviour patterns
* How to recognise, and better serve, your customer
* Why a "mobile first” strategy was crucial fro Silverstone
* Their focus on integration, responsivity and commitment to a data driven approach
* What’s next for Silverstone’s customer-centric approach
Topic: The reinvention of Marketing
* How to understand, measure and optimise Big Data
* Analysing the audience: How they are using current trends in digital marketing and solutions and what you should be doing
* Comparing and Competing: How to use “Digital Index Reports” to benchmark sectors and companies for awesome results!
Topic: Stories aren’t just for kids
* How you can use the power of storytelling to Connect, Energise and Re-Invent your brand.
* How story telling drove purchase consideration better than traditional demand gen activity.
* Case studies of how story telling has been used effectively, including; Ben Saunders the Polar Explorer; Girl Rising – a movement to support educating girls in developing countries; and Francois Gabart – a professional sailor who used data to make better decisions.
Topic: How you can get the most from your agencies
* The most damaging client behaviours - and how to avoid them
* Achieve superior work through a true agency partnership
* Improve your partnerships with key guiding principles
* Simple steps to effectively run a Briefing & Pitch process
Topic: Unlocking the Potential of Search
* How is your future being inhibited by a lack of imagination? How can you overcome this?
* Understand why your expectations of Search are not advancing in step with the pace of technology
* Discover the future: A world of Search with searching
* How Search stitches together the fabric of your digital life and how to re-imagine this intelligent thread
* The way we market ourselves today won’t work on the younger generation
* How can we change that and tap into the right social networks, content types and youth culture
* A look at new channels such as SnapChat, Jelly, WhatsApp and more.
This document discusses trends in mobile media usage and provides best practices for brands to engage mobile users. It notes that 20% of media time is now spent on mobile devices, with smartphones being very common. It then outlines four key strategies for brands: 1) Understand the mobile user landscape, 2) Get the basic web, social and email experiences right, 3) Focus on providing useful services rather than just apps, and 4) Prioritize engaging content over technology. The document advocates that brands learn from startups who are innovating in areas like gamification and the sharing economy to better serve mobile customers.
Topic: Email marketing best practice and why you should be investing in marketing automation
* Dealing with the F’in Email
* Why your email only has 2 seconds to live
* Making the move to marketing automation
This document outlines an agenda for a series of Buzz discussions at EdgeBrum with four 15-minute sessions on different digital marketing topics led by discussion leaders. Attendees are instructed to log on to the Wi-Fi splash page and listen for a bell to signal when to move to the next session.
Topic: Implementing SEO as part of a complex Marketing Strategy
* How to assess and implement changes to improve your SEO visibility.
* How to integrate SEO as part of a complex Marketing Strategy including PPC, Email, Social and Affiliate Marketing
* How content is the key to expanding search visibility
Topic: How can your digital content cater for all your customers?
* What assumptions are you making about your who your site visitors are? What data/evidence do you have to show to support it?
* Find out what your visitor/followers are after (stop guessing!)
* Recognise the cumulative benefit of the long-tail of interactions with different customers
* Take steps to get on top of your Digital Comms to-do list
* You'll never get everything, to everyone in every channel. It is OK to admit it. Break your activities down into blocks in your main channels- run them for a period, reassess, improve, branch out where necessary.
This document discusses influencer marketing guidelines and best practices for B2B brands. It covers establishing the nature and importance of influence, understanding what influencer marketing is and how B2B brands can benefit, identifying and ranking influencers, communicating with influencers, and measuring influencer marketing programs. The document provides tips on finding influencers, rating them, developing an influencer marketing plan, engaging with influencers, selecting platforms, and evaluating effectiveness. Examples of influencer marketing campaigns from trade media, distributors, and IBM are also included.
ProSocial Behaviour - Applied Social Psychology - Psychology SuperNotesPsychoTech Services
A proprietary approach developed by bringing together the best of learning theories from Psychology, design principles from the world of visualization, and pedagogical methods from over a decade of training experience, that enables you to: Learn better, faster!
Understanding of Self - Applied Social Psychology - Psychology SuperNotesPsychoTech Services
A proprietary approach developed by bringing together the best of learning theories from Psychology, design principles from the world of visualization, and pedagogical methods from over a decade of training experience, that enables you to: Learn better, faster!
Aggression - Applied Social Psychology - Psychology SuperNotesPsychoTech Services
A proprietary approach developed by bringing together the best of learning theories from Psychology, design principles from the world of visualization, and pedagogical methods from over a decade of training experience, that enables you to: Learn better, faster!
As we navigate through the ebbs and flows of life, it is natural to experience moments of low motivation and dwindling passion for our goals.
However, it is important to remember that this is a common hurdle that can be overcome with the right strategies in place.
In this guide, we will explore ways to rekindle the fire within you and stay motivated towards your aspirations.
You may be stressed about revealing your cancer diagnosis to your child or children.
Children love stories and these often provide parents with a means of broaching tricky subjects and so the ‘The Secret Warrior’ book was especially written for CANSA TLC, by creative writer and social worker, Sally Ann Carter.
Find out more:
https://cansa.org.za/resources-to-help-share-a-parent-or-loved-ones-cancer-diagnosis-with-a-child/
Procrastination is a common challenge that many individuals face when it comes to completing tasks and achieving goals. It can hinder productivity and lead to feelings of stress and frustration.
However, with the right strategies and mindset, it is possible to overcome procrastination and increase productivity.
In this article, we will explore the causes of procrastination, how to recognize the signs of procrastination in oneself, and effective strategies for overcoming procrastination and boosting productivity.
Best Way to Overcome Procrastination and Increase Productivity.pdf
Ben Wightman - OTE Bristol - PPC Marketing
1. PPC
MARKETING
FINDING THE
LOST PROFIT
JUNE 2013
Presented by Ben Wightman to:
On The Edge Digital Bristol
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
LATITUDE
9. PPC CHALLENGES
• Audience > mobile
• Competition > increasing
• Technology > evolving
• SERPs > fragmenting
Google are hoping to simplify PPC
management and help advertisers to adapt to
changing trends…
11. ABOUT
ENHANCED CAMPAIGNS
“An AdWords enhanced campaign makes it
easier to reach people across all devices with
the right ads, based on their specific
location, time of day and device type.”
12. KEY
CHANGES
- Tablet targeting
- Smartphone-only campaigns
- Mobile keyword-level bids
- OS targeting
- Combined Desktop/Tablet bids
- Mobile customised messages
- Mobile bid multipliers (AdGroup level)
- Stackable location & time bid multipliers
- Upgraded Sitelinks
- Call & App download tracking
- Ad extension scheduling
- Cross-device tracking (late June)
Going
Out
Coming
In
Added
Benefits
13. 3 TIPS
FOR E.C.
SUCCESS1. Focus on User Context;
• Merge desktop & mobile keyword lists
• De-duplicate and group keywords by search query intent
• Arrange into tightly themed adgroups (<15 keywords) and campaigns
• Create mobile-preferred ads to improve CTR & Quality Score
Campaign Ad Group Keyword Desktop Ad Mobile Preferred Ad
Red BMX Bikes Red BMX Bikes red bmx bikes Latest Red BMX Bikes Latest Red BMX Bikes
Red BMX Bikes Red BMX Bikes bmx bikes red Shop our BMX Bike range online. Reserve on mobile & collect today,
Red BMX Bikes Red BMX Bikes bmx red frame Your Dream Red BMX is waiting! Your Dream Red BMX is waiting!
Red BMX Bikes Red BMX Bikes red bmx www.bmxbikeplace.co.uk www.bmxbikeplace.co.uk
Blue BMX Bikes Blue BMX Bikes blue bmx bikes Latest Blue BMX Bikes Latest Blue BMX Bikes
Blue BMX Bikes Blue BMX Bikes bmx bikes blue Shop our BMX Bike range online. Reserve on mobile & collect today,
Blue BMX Bikes Blue BMX Bikes bmx blue frame Your Dream Blue BMX is waiting! Your Dream Blue BMX is waiting!
Blue BMX Bikes Blue BMX Bikes blue bmx www.bmxbikeplace.co.uk www.bmxbikeplace.co.uk
14. 3 TIPS
FOR E.C.
SUCCESS2. Enrich Ads with Ad Extensions
• Sitelinks
• Social Extensions
• Seller Ratings
• Location Extensions
• Click-to-call
• Offer extensions
• Image extensions (in beta)
Use extension scheduling to show different ad extensions at different times of day
Great for switching click-to-call to sitelinks when phone lines close for the night
The reporting options are awesome!
15. 3 TIPS
FOR E.C.
SUCCESS3. Mobile Bid Adjustments
• Mobile bid multipliers can be set at adgroup level
• Adwords will automatically recommend bid adjustments
• Use a spreadsheet to set your own adgroup level bid multipliers if you
already have performance data
• Google‟s „Full Value of Mobile‟ calculator
is handy for quick calculations
www.google.com/think/tools/full-value-of-
mobile-calculator.html
17. A MEASUREMENT OF UX
60%
25%
10%
5%
CTR
Landing Page
Ad & KW
Relevance
Other factors
Quality Score Factors (estimated)
“Quality Score is an estimate of
how relevant your ads, keywords
and landing page are to a person
seeing your ad.”
Quality Score is one factor in Ad
Rank, which decides where ads
appear on the SERPs
Improving Quality Score helps to
reduce CPC and increase
average ad position…
…leading to more clicks, lower
costs and more conversions!
19. QS IN ACTION
Max CPC Bid Quality Score Ad Rank Ad Position Avg CPC
Advertiser A £10.00 x 3 30 3 £10.00
Advertiser B £8.00 x 7 56 2 £4.43
Advertiser C £6.00 x 10 60 1 £5.70
The Auction Formula: Ad Rank = Max CPC bid * QS
Let‟s suppose an advertiser in P4 has an Ad Rank of 29. Three advertisers
compete for the top-of-page ad placements as follows;
Advertiser C wins top ad position, while Advertiser A pays the highest cost-
per-click!
21. 1. QS REPORTS
Know where you‟re starting from and measure your progress…
Adwords does not provide an historical QS report. Download and save
keyword reports to chart QS progress. Pivot tables are your friend…
1 2 3 4 5 6 7 8 9 10
CTR 0.3% 0.3% 0.9% 0.8% 0.7% 0.7% 1.0% 0.0% 1.5% 1.8%
CPC £0.5 £0.6 £0.6 £0.5 £0.5 £0.5 £0.5 £0.0 £0.5 £0.5
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
1.6%
1.8%
2.0%
£0.00
£0.10
£0.20
£0.30
£0.40
£0.50
£0.60
£0.70
£0.80
Quality Score
Quality Score: Avg CPC vs CTR
£0
£500
£1,000
£1,500
£2,000
£2,500
£3,000
£3,500
£4,000
£4,500
£5,000
£0
£2
£4
£6
£8
£10
£12
1 2 3 4 5 6 7 8 9 10
Quality Score
Quality Score vs Spend / CPA
Cost
CPA
22. 2. AD EXTENSIONS
Ad Extensions are one of the fastest ways to increase CTR. They assist
users and the uplift in Ad performance can be surprisingly high;
Pro Tips:
- Use site search query reports to find ideas for CTR-boosting sitelinks
- Develop a Google+ strategy to enhance Adwords performance
- Cultivate positive reviews on trusted sites to get seller ratings
Social Extensions > +5-10% Sitelinks > +30%
23. 3. SEARCH QUERY
REPORTS
Negative Keywords are always a quick win. Review SQRs regularly and
exclude any search phrases you don‟t wish to pay for;
-”logo”
-”returns”
-”recruitment”
-”jpeg”
-”head office”
-”news”
-”jobs”
-”pictures”
-”careers”
-”reviews”
-”videos”
24. 4. ACCOUNT STRUCTURE
Exact match has the best keyword-search
relevance and allows ads to be optimised
for superior keyword-ad relevance
It’s ~15% cheaper to pick up a search query
with Exact than with phrase/broad match
Segment campaigns by keyword match
type. Use embedded negatives for
phrase/broad match campaigns to prevent
cannibalisation of Exact match traffic
Campaign Keyword Keyword Type
BMX Bikes | Exact bmx bikes exact
BMX Bikes | Exact blue bmx bikes exact
BMX Bikes | Exact bmx bikes blue exact
BMX Bikes | Exact red bmx bikes exact
BMX Bikes | Exact bmx bikes red exact
BMX Bikes | Phrase bmx bikes phrase
BMX Bikes | Phrase blue bmx bikes phrase
BMX Bikes | Phrase bmx bikes blue phrase
BMX Bikes | Phrase red bmx bikes phrase
BMX Bikes | Phrase bmx bikes red phrase
BMX Bikes | Phrase bmx bikes negative exact
BMX Bikes | Phrase blue bmx bikes negative exact
BMX Bikes | Phrase bmx bikes blue negative exact
BMX Bikes | Phrase red bmx bikes negative exact
BMX Bikes | Phrase bmx bikes red negative exact
25. 5. AD TESTING
Ad testing is a long-term strategy for
increasing CTR
• Be a scientist –
analyse, hypothesise, test, & refine
• Conduct tests in controlled conditions
• Tight keyword themes
• Exact Match only
• Even rotation
• Measure profit-per-impression for a
true end-to-end comparison
• End tests before they become
unprofitable!
0%
1%
1%
2%
2%
1 2 3 4 5 6 7 8 9 10
Avg CTR by Quality Score
26. 6. LANDING PAGES
• Landing page quality is a key
component in Quality Score
• Find clues about landing page
quality in the Keywords tab under
the speech bubble
• Deep link to the most relevant
landing page for each keyword &
advert
• Use A/B testing and conversion
rate optimisation to improve both
landing page performance and
Quality Score
27. 7. THE CUTTING EDGE
Follow official blogs to stay on
the cutting edge…
…and increase campaign
performance by testing new
features as soon as they are
released
Add to bookmarks;
http://adwords.blogspot.co.uk/
http://googlemobileads.blogspot.co.uk/
http://adwordsagency.blogspot.co.uk/
http://analytics.blogspot.co.uk/
http://community.bingads.microsoft.com
http://www.kaushik.net/avinash/