5 AdWords Mistakes I Always See and How to Avoid Them by Michelle R...

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www.finch.com

What new feature did
AdWords recently rollout
for search retargeting?
Hint: It’s a list display has had for
awhile

What percent of
customers bounce if a
site takes more than 3
seconds to load?

How many attribution
models does AdWords
support?
Disclaimer: Only the models currently
available to everyone

www.finch.com

The 5
Biggest
Mistakes
Poor Metric Measurement
Attribution Mistakes
Letting Google Take Over
Mishandled Remarketing
Dismis...

Not Tying Overall
Business Goals to
AdWords Conversions
Mistake #1

Align goals
to metrics

More Leads/
Sales
vs.
CPCs/
Impressions

1. CPA is calculated by dividing the total cost of
conversions by the total number of
conversions.
2. Use only if all cost...

1. CPV is the total value of your conversions
divided by the total cost for all the ad clicks
that can be tracked.
2. Use ...

1. Optimizing for what you really want more of:
PROFIT.
2. Use when products/services have variable
information for each.
...

Align What You Measure
With Your Goals
The Solution

Not Giving Attribution
Any Thought
Mistake #2

WHAT IS ATTRIBUTION?
HOW ATTRIBUTION MODELS ARE USUALLY CHOSEN
Eenie-meenie-miny-moe…

WHAT IS ATTRIBUTION?
FEBRUARY
How do you know where to spend
money to improve performance?
Where are you looking
to know h...

AN EXAMPLE
Last click
Last ad
click
Cross
device
Last ad
click
Cross
device
Phone
calls
Off-line
Last ad
click
Cross
devic...

ATTRIBUTION MODELS
Last Click First ClickLinear Position-basedTime Decay

LAST CLICK
Direct response companies
Want to know what ‘closes’ the sale
Non-direct last click:
Similar to last click, if ...

FIRST CLICK
Which source is generating new prospects.
Useful to determine where to spend more time with
branding efforts.

LINEAR
Long sales cycles. What is pushing the user
forward?
Before removing a channel; see if it’s contributing.

TIME DECAY
Focused on both awareness and sales.
Helps value the middle clicks pushing a user
forward.

POSITION-BASED
Every interaction gets some credit, but we
focus more heavily on what brought a
customer to your site and w...

AN EXAMPLE

Which Model is
Right For Me?
Last Click First ClickLinear Position-basedTime Decay
Conservative Growth-oriented

Decide What You’re Trying
To Achieve And Choose
Accordingly!
The Solution

Not giving
customer value
any thought
Mistake #2 (continued)

How many
products?
Lifetime
value?
What
products?
How
frequently?
Cost of
acquired
customer?
Why is lifetime value so hot?...

CPA LTV ROAS
Arya
Jon
CUSTOMER VALUE
85
150
76%
3500
8400
140%
41x
56x
37%
LTV VS. CPA
IS CPA MISLEADING?
LTV PRINCIPLES

Customer Centricity
reveals how to increase
profits from your best
customers, find more like
them, and avoid over-
investi...

Top 20% of Buyers
Top 10% of Buyers
Top 1% of Buyers
70%
50%
20%
In these ecommerce
business examples, top
20% of their cu...

THE GROUNDWORK - WHAT IS NEEDED?
LTV PRINCIPLES
Customer
CRM ID
Client ID
User ID
Google ID
Lifetime
Historical
Predictive...

LTV
The Path to
Lifetime Value
Based Targeting
and Bidding
Identify
your most
valuable
customers
Personalize
content for y...

Confidential + ProprietaryConfidential + Proprietary
Using a flexible budget to reach as many
profitable customers as poss...

Letting Google Make
Choices For You
Mistake #3

Not Ryder’s choice

Ryder’s choice

Our compromise

GRANULARITY

ACCOUNT STRUCTURE
Ad groups
Single Keyword
EXACT PHRASE BROAD+ BROAD

MATCH TYPE
Ad groups
Single Keyword
EXACT PHRASE BROAD+ BROAD
5% 3% 2% 0.25%
Conversion
Rate
THE GOLDEN CLICK!

NOW…
Grow your
campaigns
efficiently

KEYWORD EXPANSION
Converse red shoes
white shoes
red shoes
black shoes
comfortable shoes
inexpensive shoes
high top shoes
...

MARKET EXPANSION HOW TO
In AdWords, select a campaign
1
Go to the Keywords Tab, click the
‘Search Terms’

MARKET EXPANSION HOW TO
In AdWords, select a campaign
1
Go to the Keywords Tab, click the
‘Search Terms’
2 Add the Convers...

MARKET EXPANSION HOW TO
In AdWords, select a campaign
1
Go to the Keywords Tab, click the
‘Search Terms’
2 Add the Convers...

MARKET EXPANSION HOW TO
In AdWords, select a campaign
1
Go to the Keywords Tab, click the
‘Search Terms’
2 Add the Convers...

HIGHER
BID
HIGHER
POSITION
HIGHER
CTR
HIGHER
QUALITY
SCORE
HIGHER
AD RANK
HIGHER
CONVERSION
RATE
Google Wheel of
Goodness
...

Exact Match produced a
increase!
78.2%

Granular Structure &
Influence Quality Score
with Exact Match
The Solution

Not Maximizing
Remarketing
Mistake #4

DATA ORGANIZATION
Ad groups
Single Keyword
EXACT PHRASE BROAD+ BROAD

Which website visitor is worth the most?
A B C

Now which website visitor is worth the most?
A B C
New visitor
Returning with item in cart
Visited within 7 days
Past cust...

Conversion Rate Example
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
New Visitor
Home Page
2+ Pages
Product Page
Product
in Cart
Beg...

3 PILLARS FOR
AUDIENCE
SUCCESS
Identify:
Find your most valuable online
audiences by using client data
plus Google insight...

AUDIENCE INSIGHTS REPORT
Interests + Intent
Demo + Device
New Customers
to Target
Available Reach
Action
Using your
remark...

Increasing customer
retention rates by
just 5% increases profits
by 25% to 95%1
KEEP EXISTING CUSTOMERS AND GAIN NEW ONES
...

INCREASING BIDS CAN LOWER CPA, WHILE GROWING CONVERSIONS
Similar
Audience
conversions
RLSA
conversions
Customer
Match
NEW ...

INCREASING BIDS CAN LOWER CPA, WHILE GROWING CONVERSIONS
Increasing bids for audience lists increases ad rank and grows co...

Use The Data & Remarket
Wisely
The Solution

Dismissing Mobile
Mistake #5

Mistake #5
Did you know?
66% of the
population
suffers from
Nomophobia

Source: Google/lAB “Our Mobile Planet,” May 2013
40%

150
But only spends
The average person
checks their phone
177minutes on their phonetimes per day

What does this mean for
your business?

Develop a strategy specific to mobile.
Be there!
What can you do to succeed in a micro-
moment world?

● Mobile only
● We live in a visual world
● Take up majority of the screen
● Be there FIRST
MOBILE PHOTO EXTENSION BETA

Blank space vs. Experiential
GOOGLE PHOTO TIPS

Collage vs. Single
GOOGLE PHOTO TIPS

Mobile Audits

Must Be Present To Win
The Solution

The 5
Biggest
Mistakes
Poor Metric Measurement
Attribution Mistakes
Letting Google Take Over
Mishandled Remarketing
Dismis...

Come talk to us at our booth or
at the Opening Party tonight!

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