SMXL Milan - How to Predict Your Quality Score before you have your first imp...Booster Box
Quality score is the magic behind Google Ads. Quality Score can be reverse engineered in the main components. CTR is a big portion of it. We present a script to predict ad-query relevancy and CTR on Ads that have never been run before.
The Search Term Report is at the core of optimization. This is getting harder due to changes to match types. Boost your keywords by mastering the Google Search Term Report and find key ways to automate the STR.
[SMX ADVANCED - BERLIN 2019] Automate & Scale STR Treasure Hunt - Marco Fri...Marco Frighetto
Search term reports optimisation can be a tedious process. A PPC Specialist will invest many hours do dive in into each campaigns trying to extract the most and worst performing keywords. In this presentation, we will share how the heavy lifting of the Search Term report can be automated and how technology can help to identify trends invisible to the human eye.
The document provides an agenda for a presentation on bidding strategies and automation. It includes sections on auditing current assets for bidding, an overview of Google bidding strategies, choosing the right bid, segmenting campaigns and adjusting bids, and implementing an automated bidding strategy script. It also introduces the presenter and scientific digital marketing agency. The presentation aims to help audiences optimize bidding and automation.
HeroConf London 2019 - Why your attribution model sucks how to step beyond da...Booster Box
The choice of the right attribution model is a challenge for most advertisers. We all know the limitation of Last Click attribution model. We will illustrate the limitations of other, more comprehensive pre-defined attribution models such as Time Decay and Position Based or Data Driven. We will share a solution to implement a Markov Chains based approach and will introduce an approach to test a new attribution model.
3 Key Learnings
Overview of attribution models and their limitations
How to implement a Markov Chains
How to test the impact of an attribution model
Lucie Sperkova - Pioneering multi-channel attribution for the lack of compreh...Marketing Festival
This document discusses marketing attribution and compares different attribution models. It summarizes:
- Traditional attribution models like last-click and first-click attribution have limitations and do not capture the full customer journey across channels.
- Data-driven attribution models use algorithms and machine learning on large datasets to analyze customer paths and attribute conversions more accurately across channels.
- The document evaluates several attribution models and presents results from applying different models to a client's marketing data, showing how budgets can be optimally reallocated across channels based on each model's findings.
- A data-driven attribution approach using multiple channels and algorithms provides more insights into the customer journey and funnel, allows for more accurate budget allocation, and can improve
Bing It On: Making the Migration to Shopping Campaignssemrush_webinars
In the summer of 2015, Bing launched Bing Ads Shopping Campaigns. Migrating means increased functionality and features, ease of management and of course, continuing to be seen in shopping results. With 540 million retail searches happening a month on the Bing/Yahoo network and 29% lower CPC and 49% higher conversion rate than text ad counterparts, let’s face it – shopping ads are where it’s at.
Elizabeth Marsten of CommerceHub shows you how to make the migration, pitfalls to avoid, and some tips to make the most of the transition.
Highlights include:
*How to transition your current Bing Ads/product feed set up to Bing Ads Shopping Campaigns
*New features/functionality available for Bing Ads shopping campaigns
*Best practice tips to launching on the right path
SMXL Milan - How to Predict Your Quality Score before you have your first imp...Booster Box
Quality score is the magic behind Google Ads. Quality Score can be reverse engineered in the main components. CTR is a big portion of it. We present a script to predict ad-query relevancy and CTR on Ads that have never been run before.
The Search Term Report is at the core of optimization. This is getting harder due to changes to match types. Boost your keywords by mastering the Google Search Term Report and find key ways to automate the STR.
[SMX ADVANCED - BERLIN 2019] Automate & Scale STR Treasure Hunt - Marco Fri...Marco Frighetto
Search term reports optimisation can be a tedious process. A PPC Specialist will invest many hours do dive in into each campaigns trying to extract the most and worst performing keywords. In this presentation, we will share how the heavy lifting of the Search Term report can be automated and how technology can help to identify trends invisible to the human eye.
The document provides an agenda for a presentation on bidding strategies and automation. It includes sections on auditing current assets for bidding, an overview of Google bidding strategies, choosing the right bid, segmenting campaigns and adjusting bids, and implementing an automated bidding strategy script. It also introduces the presenter and scientific digital marketing agency. The presentation aims to help audiences optimize bidding and automation.
HeroConf London 2019 - Why your attribution model sucks how to step beyond da...Booster Box
The choice of the right attribution model is a challenge for most advertisers. We all know the limitation of Last Click attribution model. We will illustrate the limitations of other, more comprehensive pre-defined attribution models such as Time Decay and Position Based or Data Driven. We will share a solution to implement a Markov Chains based approach and will introduce an approach to test a new attribution model.
3 Key Learnings
Overview of attribution models and their limitations
How to implement a Markov Chains
How to test the impact of an attribution model
Lucie Sperkova - Pioneering multi-channel attribution for the lack of compreh...Marketing Festival
This document discusses marketing attribution and compares different attribution models. It summarizes:
- Traditional attribution models like last-click and first-click attribution have limitations and do not capture the full customer journey across channels.
- Data-driven attribution models use algorithms and machine learning on large datasets to analyze customer paths and attribute conversions more accurately across channels.
- The document evaluates several attribution models and presents results from applying different models to a client's marketing data, showing how budgets can be optimally reallocated across channels based on each model's findings.
- A data-driven attribution approach using multiple channels and algorithms provides more insights into the customer journey and funnel, allows for more accurate budget allocation, and can improve
Bing It On: Making the Migration to Shopping Campaignssemrush_webinars
In the summer of 2015, Bing launched Bing Ads Shopping Campaigns. Migrating means increased functionality and features, ease of management and of course, continuing to be seen in shopping results. With 540 million retail searches happening a month on the Bing/Yahoo network and 29% lower CPC and 49% higher conversion rate than text ad counterparts, let’s face it – shopping ads are where it’s at.
Elizabeth Marsten of CommerceHub shows you how to make the migration, pitfalls to avoid, and some tips to make the most of the transition.
Highlights include:
*How to transition your current Bing Ads/product feed set up to Bing Ads Shopping Campaigns
*New features/functionality available for Bing Ads shopping campaigns
*Best practice tips to launching on the right path
Offline Data: high octane fuel for your performance marketing engineBooster Box
This document discusses how offline data can be used to improve performance marketing. It provides examples of using K-means clustering to target areas with high densities of car dealers, micro-targeting neighborhoods based on income data from census records, incorporating weather data to target ads for weather-sensitive products, and using Google Maps busy-ness data to target ads towards busy retail locations. The overall message is that offline data sources can provide valuable location and context information to improve targeting for online advertising campaigns.
The Secret to Mobile Advertising? Location Location LocationBooster Box
This document discusses four ways to improve location targeting in online advertising:
1. Use clustering algorithms to target areas with high densities of specific business types like car dealerships.
2. Leverage granular demographic data from census records to target neighborhoods by income level or other attributes.
3. Create dynamic ad campaigns tailored to real-time weather conditions in targeted locations.
4. Target busy areas based on foot traffic data to drive more visitors to retail locations during peak periods.
Daniel Gilbert - How to build your own automated bidding system in less than ...Marketing Festival
Bidding has become more difficult. With over 1000 changes in AdWords last year, there is a new level of complexity that cannot be managed by any humanoid. With automation now a necessity, Daniel will run through a number of real-world examples of bidding automation. Once you've finished this session you'll have all the tools you need to bid better than 90% of advertisers.
1. Каквo е Attribution и защо да ме интересува?
2. Какви решения за Attribution предлага Google?
3. Как да извлека максимална полза от инструментите, които са ми на разположение?
Advanced PPC: Hit, Hit, Hit & Then Sell by Samantha NobleAnton Shulke
The document discusses strategies for paid media marketing using the RACE framework: Reach, Act, Convert, Engage. It provides examples of how to target each step, such as using Facebook lookalike audiences for reach, responsive Google search ads to act, and custom intent audiences for conversion. The key message is that focusing on the entire framework through multiple touchpoints will drive results over time, not just the last click, and reach campaigns may not immediately convert but are important for future engagement.
7 Quick Steps to Decoding Your Competitors' SEM Strategysemrush_webinars
Gene Glaeser of 360 Partners presents on how to analyze your competitors' strategy. Topics include:
-Deciphering a company’s search strategy or lack thereof
-Understanding the strengths and weaknesses of your competitor
-Defining the gaps in your own search strategy
-Improving visibility
Matouš Ledvina na PPC Date #3. Používáte smartbidding? A pokud ano, používáte ho správně? Společně se můžeme podívat na to, jak vypadají automatizované kampaně podle standardu roku 2021 nebo třeba proč volná shoda není sprosté slovo.
The document discusses strategies for creating effective paid search ads. It provides tips for dissecting ad copy, understanding what customers are asking for, and leveraging automation vs human creativity. Key lessons include crafting ads for specific audiences, using trends to guide but not replace branded messaging, and using automation for basic tasks but not creative work or analysis that requires human judgment. Automation can improve metrics but not replace human star power in copywriting. Overall it emphasizes understanding searchers' needs and writing ads that solve problems over simply promoting brands.
Martin Šimko - Media monitoring for SEO; results, processes and scripts to do...Marketing Festival
Martin Šimko presented a media monitoring solution for SEO that his team created for their client, a large insolvency company in the Czech Republic. The tool aggregates mentions from various sources like Google Alerts and Talkwalker into a Google Sheet for easy evaluation. After implementing the tool and focusing on content and backlinks, they saw a 157% increase in organic traffic after 14 months and a 457% increase after 1 year of working together. The tool and setup instructions are available for free download.
How to use Google AdWords to drive traffic to your businessIntuit Inc.
Twogether is an agency that specializes in using Google AdWords to drive traffic to businesses. The presentation discusses how to set up an effective Google AdWords campaign, including choosing keywords and ad copy, setting a budget, targeting the right audience, optimizing landing pages for conversions, and monitoring performance. Common mistakes like not using negative keywords or trusting the data are also covered. The goal is to help businesses understand how AdWords can deliver quality traffic and leads to help grow sales.
Gianluca Binelli — Advanced PPC: Create Your Own Automated Bid StrategiesSemrush
These slides were presented during the SEMrush webinar 'Advanced PPC #3: Create Your Own Automated Bid Strategies'. You can access the video and the transcript here >>> https://www.semrush.com/webinars/advanced-ppc-3-create-your-own-automated-bid-strategies/
Maddie Cary, a senior client manager at Point It Digital Marketing, gave a presentation on dynamic PPC ads. She discussed various dynamic ad formats including dynamic remarketing ads, dynamic search ads, and remarketing list in search ads. She provided examples of clients who saw improved metrics such as higher revenue, return on ad spend, and conversion rates when using these dynamic ad formats. Maddie concluded by discussing upcoming developments in dynamic ads across Google and Facebook and encouraging attendees to test out dynamic formats.
The average landing page bounce rate is 70-80%. The main reason for this alarmingly high rate is the absence of a category called “post-click optimization.” Creating an optimized ad is important, but the ad click is not the only thing that’s important, nor is it where the conversion occurs. In this session, you will learn:
- Why post-click optimization is a need and how it leads to personalization
- Common mistakes in today's post-click programs
- Advice for providing relevant post-click experiences for ad programs
Predict How Your PPC Campaigns Will be Affected by COVID-19, assess the impact of COVID-19 on your campaigns, manage geographical restrictions affecting shipments using our script, and more.
In this presentation, Hanapin’s Stephanie White and Acquisio’s Nessa Plotkin team up to talk all things bidding, and to share their experience – both powers and struggles – with bidding. You’ll leave with many action items to implement in your PPC accounts.
- The document discusses attribution modeling approaches used by Foodpanda, an online food delivery marketplace, to attribute orders and calculate the customer acquisition cost (CAC) of their marketing campaigns.
- It covers the Shapley value approach, survival analysis, and suggests these data-driven models can be adjusted to their specific data to accurately attribute orders across channels like search, display, social media and link online and offline behavior.
- The models help Foodpanda evaluate campaign efficiency, find the most cost-effective click chains, and merge online and offline data.
WMF 2020 - Come misurare l'impatto incrementale dei tuoi ad Facebook nelle ca...Booster Box
GA is a powerful tool but has limitations when it comes to accurately assessing FB’s true value. How can we measure the incremental impact of Facebook ads effectively? Consider the three following aspects: Geo Treatment Test, Facebook Lift Analysis, Markov Cross Channel
Google is Getting More Expensive - How to Get Around that with Better Audienc...Hanapin Marketing
Hanapin Marketing Associate Director of Services Diane Anselmo shares her tips for utilizing layered audiences in Google in order to maximize conversions, engagement, and lower cost per action.
This document provides an introduction to pay-per-click (PPC) advertising strategies for startups. It discusses the basics of setting up PPC campaigns on Google AdWords, including how to structure campaigns, choose relevant keywords, write effective ads, and optimize landing pages. The document recommends some easy PPC strategies for startups to try, such as bidding on your own brand terms and local search keywords containing "in". It emphasizes regularly testing ads and landing pages to improve conversion rates and maximize revenue.
Google Adwords PPC Training Seminar - Vorian Agency - Bunbury, August 2014Vorian Agency
The document provides information about a Google Adwords PPC training seminar to be held on August 20th, 2014 from 10am to 12pm. The presenter will be Matt Lynch, General Manager of Vorian Agency, who has over 20 years of experience in information technology and online marketing, specializing in search engine optimization and being a certified Google Adwords and Bing Ads professional. The seminar will cover topics such as the difference between SEO and PPC, benefits of Google Adwords, account structure, keywords, ad placements, ad rank, bidding and quality score. It will also discuss setting goals and metrics for campaign performance. Contact details are provided for Matt Lynch and Vorian Agency.
Offline Data: high octane fuel for your performance marketing engineBooster Box
This document discusses how offline data can be used to improve performance marketing. It provides examples of using K-means clustering to target areas with high densities of car dealers, micro-targeting neighborhoods based on income data from census records, incorporating weather data to target ads for weather-sensitive products, and using Google Maps busy-ness data to target ads towards busy retail locations. The overall message is that offline data sources can provide valuable location and context information to improve targeting for online advertising campaigns.
The Secret to Mobile Advertising? Location Location LocationBooster Box
This document discusses four ways to improve location targeting in online advertising:
1. Use clustering algorithms to target areas with high densities of specific business types like car dealerships.
2. Leverage granular demographic data from census records to target neighborhoods by income level or other attributes.
3. Create dynamic ad campaigns tailored to real-time weather conditions in targeted locations.
4. Target busy areas based on foot traffic data to drive more visitors to retail locations during peak periods.
Daniel Gilbert - How to build your own automated bidding system in less than ...Marketing Festival
Bidding has become more difficult. With over 1000 changes in AdWords last year, there is a new level of complexity that cannot be managed by any humanoid. With automation now a necessity, Daniel will run through a number of real-world examples of bidding automation. Once you've finished this session you'll have all the tools you need to bid better than 90% of advertisers.
1. Каквo е Attribution и защо да ме интересува?
2. Какви решения за Attribution предлага Google?
3. Как да извлека максимална полза от инструментите, които са ми на разположение?
Advanced PPC: Hit, Hit, Hit & Then Sell by Samantha NobleAnton Shulke
The document discusses strategies for paid media marketing using the RACE framework: Reach, Act, Convert, Engage. It provides examples of how to target each step, such as using Facebook lookalike audiences for reach, responsive Google search ads to act, and custom intent audiences for conversion. The key message is that focusing on the entire framework through multiple touchpoints will drive results over time, not just the last click, and reach campaigns may not immediately convert but are important for future engagement.
7 Quick Steps to Decoding Your Competitors' SEM Strategysemrush_webinars
Gene Glaeser of 360 Partners presents on how to analyze your competitors' strategy. Topics include:
-Deciphering a company’s search strategy or lack thereof
-Understanding the strengths and weaknesses of your competitor
-Defining the gaps in your own search strategy
-Improving visibility
Matouš Ledvina na PPC Date #3. Používáte smartbidding? A pokud ano, používáte ho správně? Společně se můžeme podívat na to, jak vypadají automatizované kampaně podle standardu roku 2021 nebo třeba proč volná shoda není sprosté slovo.
The document discusses strategies for creating effective paid search ads. It provides tips for dissecting ad copy, understanding what customers are asking for, and leveraging automation vs human creativity. Key lessons include crafting ads for specific audiences, using trends to guide but not replace branded messaging, and using automation for basic tasks but not creative work or analysis that requires human judgment. Automation can improve metrics but not replace human star power in copywriting. Overall it emphasizes understanding searchers' needs and writing ads that solve problems over simply promoting brands.
Martin Šimko - Media monitoring for SEO; results, processes and scripts to do...Marketing Festival
Martin Šimko presented a media monitoring solution for SEO that his team created for their client, a large insolvency company in the Czech Republic. The tool aggregates mentions from various sources like Google Alerts and Talkwalker into a Google Sheet for easy evaluation. After implementing the tool and focusing on content and backlinks, they saw a 157% increase in organic traffic after 14 months and a 457% increase after 1 year of working together. The tool and setup instructions are available for free download.
How to use Google AdWords to drive traffic to your businessIntuit Inc.
Twogether is an agency that specializes in using Google AdWords to drive traffic to businesses. The presentation discusses how to set up an effective Google AdWords campaign, including choosing keywords and ad copy, setting a budget, targeting the right audience, optimizing landing pages for conversions, and monitoring performance. Common mistakes like not using negative keywords or trusting the data are also covered. The goal is to help businesses understand how AdWords can deliver quality traffic and leads to help grow sales.
Gianluca Binelli — Advanced PPC: Create Your Own Automated Bid StrategiesSemrush
These slides were presented during the SEMrush webinar 'Advanced PPC #3: Create Your Own Automated Bid Strategies'. You can access the video and the transcript here >>> https://www.semrush.com/webinars/advanced-ppc-3-create-your-own-automated-bid-strategies/
Maddie Cary, a senior client manager at Point It Digital Marketing, gave a presentation on dynamic PPC ads. She discussed various dynamic ad formats including dynamic remarketing ads, dynamic search ads, and remarketing list in search ads. She provided examples of clients who saw improved metrics such as higher revenue, return on ad spend, and conversion rates when using these dynamic ad formats. Maddie concluded by discussing upcoming developments in dynamic ads across Google and Facebook and encouraging attendees to test out dynamic formats.
The average landing page bounce rate is 70-80%. The main reason for this alarmingly high rate is the absence of a category called “post-click optimization.” Creating an optimized ad is important, but the ad click is not the only thing that’s important, nor is it where the conversion occurs. In this session, you will learn:
- Why post-click optimization is a need and how it leads to personalization
- Common mistakes in today's post-click programs
- Advice for providing relevant post-click experiences for ad programs
Predict How Your PPC Campaigns Will be Affected by COVID-19, assess the impact of COVID-19 on your campaigns, manage geographical restrictions affecting shipments using our script, and more.
In this presentation, Hanapin’s Stephanie White and Acquisio’s Nessa Plotkin team up to talk all things bidding, and to share their experience – both powers and struggles – with bidding. You’ll leave with many action items to implement in your PPC accounts.
- The document discusses attribution modeling approaches used by Foodpanda, an online food delivery marketplace, to attribute orders and calculate the customer acquisition cost (CAC) of their marketing campaigns.
- It covers the Shapley value approach, survival analysis, and suggests these data-driven models can be adjusted to their specific data to accurately attribute orders across channels like search, display, social media and link online and offline behavior.
- The models help Foodpanda evaluate campaign efficiency, find the most cost-effective click chains, and merge online and offline data.
WMF 2020 - Come misurare l'impatto incrementale dei tuoi ad Facebook nelle ca...Booster Box
GA is a powerful tool but has limitations when it comes to accurately assessing FB’s true value. How can we measure the incremental impact of Facebook ads effectively? Consider the three following aspects: Geo Treatment Test, Facebook Lift Analysis, Markov Cross Channel
Google is Getting More Expensive - How to Get Around that with Better Audienc...Hanapin Marketing
Hanapin Marketing Associate Director of Services Diane Anselmo shares her tips for utilizing layered audiences in Google in order to maximize conversions, engagement, and lower cost per action.
This document provides an introduction to pay-per-click (PPC) advertising strategies for startups. It discusses the basics of setting up PPC campaigns on Google AdWords, including how to structure campaigns, choose relevant keywords, write effective ads, and optimize landing pages. The document recommends some easy PPC strategies for startups to try, such as bidding on your own brand terms and local search keywords containing "in". It emphasizes regularly testing ads and landing pages to improve conversion rates and maximize revenue.
Google Adwords PPC Training Seminar - Vorian Agency - Bunbury, August 2014Vorian Agency
The document provides information about a Google Adwords PPC training seminar to be held on August 20th, 2014 from 10am to 12pm. The presenter will be Matt Lynch, General Manager of Vorian Agency, who has over 20 years of experience in information technology and online marketing, specializing in search engine optimization and being a certified Google Adwords and Bing Ads professional. The seminar will cover topics such as the difference between SEO and PPC, benefits of Google Adwords, account structure, keywords, ad placements, ad rank, bidding and quality score. It will also discuss setting goals and metrics for campaign performance. Contact details are provided for Matt Lynch and Vorian Agency.
Ecommerce School: Roger Lopez on PPC on a Shoestring BudgetHypepotamus
On October 15, 2013, Roger Lopez of DoMyOwnPestControl.com, presented this talk at Ecommerce School to help beginners understand Pay Per Click advertising.
The document outlines the agenda for the 2019 AMA Bootcamp in New Orleans. The agenda covers topics like metrics and conversions, email marketing, user interface and experience, online advertising, search engine optimization, and content marketing. It provides an overview of what will be covered under each topic area to help attendees learn skills that can be applied to successfully measure marketing performance, maximize email campaigns, drive revenue through user experiences, implement online advertising strategies, optimize websites for search engines, and use content to attract and engage audiences. The document contains 533 slides that will be covered over the course of 4 hours, averaging about 2.2 minutes per slide.
Simple Google Adwords In Easy Steps - Mahesh GangurdeMahesh Gangurde
The document provides an overview of pay-per-click (PPC) advertising. It discusses how PPC works by allowing advertisers to pay for placement of ads on search engine results pages (SERPs) when searchers enter relevant keywords. Advertisers pay each time someone clicks their ad. The document then covers best practices for structuring a successful PPC campaign, including choosing keywords, writing relevant ad copy, designing landing pages, and setting budgets and bids to maximize ROI.
The document provides tips for setting up a pay per click advertising campaign on a small budget, including starting with Google AdWords with a $5 activation fee, setting a monthly budget, and focusing initial campaigns on 1-3 tightly themed products or services with 6 ad groups and around 100 keywords total. It also offers advice for writing effective ads, selecting relevant keywords, reviewing campaign performance, and techniques for stretching a small advertising budget.
How to set up a PPC Account - Nov 2012Chris Thomas
This is a presentation I did at Online Marketer in Melbourne, Australia. November 2012 to some beginners. It covers a brief history of PPC and how to set up a PPC account from scratch as well as optimising tips once you're up and running.
The document discusses internet advertising through pay-per-click (PPC) campaigns on search engines like Google AdWords. It covers what PPC is, how it compares to search engine optimization (SEO), best practices for keyword research, campaign setup, ad creation, and landing page optimization to drive clicks and sales.
Google AdWords - An Inside Look At The World's Most Powerful Online Ad PlatformMickey Mellen
Lead by Josh Bernstein, owner of Josh Bernstein Media, this session provided a one-of-a-kind behind the curtain look into the Google AdWords interface and learn the truth behind paid search. During this session, we explored the mystery and unknown of paid search with a transparent discussion.
With over 11 years experience in the channel, Josh is known as a true expert with AdWords and has worked and consulted with some of the biggest brands near & far including JCPenney, Chick-fil-A, Toyota, Scoutmob, The Tommy Nobis Center and many others! Josh is one of Atlanta's most trusted names when it comes to Google AdWords & paid search marketing.
Vorian Agency PPC Google Adwords Seminar 2015Vorian Agency
In this seminar we’ll work through the ins and outs of Google Adwords, to explain how Pay Per Click (PPC) advertising can work for your business.
Things you can learn include:
What is PPC?
Introduction to Campaigns and Ad Groups
Creating an Advert
Editorial Guidelines
Keywords; Broad, Phrase & Exact Match
Bidding and Traffic Estimation
Account Configuration
Competitor Analysis
Negative Keywords
Ad Extensions
Integrating with Google Analytics
Conversion Tracking
Remarketing
1) The document provides an overview of using Google AdWords for advertising online. It discusses topics like the goals of online advertising, basic terminology used in AdWords, how to set up campaigns, select keywords, write ads, and optimize campaigns for success.
2) Key statistics are presented on the size of the US online retail market and Google's revenue from AdWords. Steps are outlined for setting up accounts, campaigns, keywords lists, ads, and tracking success.
3) Best practices are covered for writing ads, selecting keywords, structuring campaigns, and optimizing pages and bids to improve quality score and ad placement. Resources are provided for learning more about AdWords and online marketing.
Take the "OMG" out of PPC for B2B: Five Strategies for B-to-B Paid SearchTrada
Marketing is different when your customer is another business. In this brief, we'll show you how to use paid search as the basis for a highly sophisticated marketing strategy. With these tips, you will be able to find out where your quality leads are coming from, target stages of the buying cycle, and use your leads from PPC to drive a thoughtful nurturing program.
Check out Trada Reviews here: http://www.trada.com/trada-reviews/
In this presentation, we outline the benefits of SEO and why you should use both paid and organic search for maximizing your revenue. Brought to you by https://ppc.co/ and https://seo.co/ppc/
How to Maximize Your Lead Flow with PPC - for Window Treatment & Awning Compa...Will Hanke
The latest changes in Google AdWords, Paid Search, and how PPC can be the key to almost unlimited scalability in terms of lead flow for your window treatment and/or awning business.
14 Common, & Yet Deadly PPC Mistakes That’ll Bleed Your Bank Account DryMatthew Hunt
This document outlines 14 common mistakes companies make with pay-per-click (PPC) advertising and how to fix them. The mistakes include not properly defining target buyers, setting up analytics and goals incorrectly, having a poorly structured campaign setup, allocating budgets wrongly, accepting low quality scores, disorganized ad groups, improper use of match types, neglecting negative keywords, poor landing pages, lack of mobile optimization, not bidding strongly enough, boring ads without extensions, bad ad placements, and weak retargeting strategies. The document provides examples and recommendations for addressing each mistake to improve PPC performance.
Intro to Search Engine Marketing (SEM), pay-per-click advertising and Google Adwords for Troy Henikoff's "Entrepreneurial Tools For Digital Marketing" course at Northwestern's Kellogg School of Management. Elan Mosbacher. VP of Marketing @ SpotHero. January 2016.
This workshop is mostly for people who are in the early stages of their Google Ads journey (under 12 months), and for those who are considering getting started with Google Ads for the first time.
It's a bit of a crash course on what's possible with Google Ads.
We cover:
✅ Our Rules of Engagement (expectations and phases)
✅ Common pitfalls (Red Flags🚩) and what to do about them
✅ Strategies for Success & moving beyond phase 1
✅ We explore the different campaign types
✅ A crazy case study
See the slides and the full transcript here
https://monalo.io/workshop-replay-google-ads-unlocked-common-pitfalls-and-winning-strategies/
https://youtu.be/D5Mv5JIB14A?si=JPSpxWD6Zm0RyO8q
The document discusses the benefits of using Google AdWords for search engine advertising. It explains that with AdWords, advertisers only pay when someone clicks on their ad, allowing them to measure effectiveness. Key benefits include reaching a large audience, low costs per click, flexibility to target ads by location and language, and tools to optimize campaigns based on metrics like click-through rates. The document also provides technical details on AdWords features and examples of how to use targeting options.
Why a full-funnel approach? What do we need to start? The key ingredients are starting from the bottom, remarketing, and lookalikes. Here are 5 tips to keep in mind when developing
your full-funnel marketing strategy.
SMX Advanced - ROAS is dead. Welcome FUMOAS.Booster Box
Problems with Performance Marketing: relying on ROAS, Luddism, relying only on Google’s algorithms, forgetting about audiences, not challenging the data, relying on third party data.
The Solution in 3 steps: Define Success, Connect Audience Data to Platforms, and Connect Business Results to Platforms.
WMF 2020 - PPC Principles of Investigation, la checklist vincente per analizz...Booster Box
The document discusses the principles of performing an investigation into issues with PPC accounts. It outlines a root cause analysis (RCA) process involving defining the problem, limiting the scope, and investigating through before/after analysis and comparing impacted vs non-impacted campaigns. The goal is to identify the root cause rather than just addressing symptoms. Key steps include understanding the trigger, problem definition, asking questions, and using data visualization and filters to find the "smoking gun".
How to create a full-funnel strategy to boost your Google Ads results. Why a full-funnel approach? What do we need to start? What you should remember when developing your full-funnel marketing strategy.
SMX Advanced Europe 2019 Automate and Scale Google Ads Search Term ReportBooster Box
Search term reports optimization can be a tedious process. A PPC Specialist will invest many hours do dive in into each campaigns trying to extract the most and worst performing keywords. In this presentation, we will share how the heavy lifting of the Search Term report can be automated and how technology can help to identify trends invisible to the human eye.
If you're seeing good results from your Facebook and Google advertising, then congratulations! Now the hard work really begins. In this presentation we will share a couple of tactics to scale PPC Campaigns
Le keyword negative possono distruggere o accelerare la performance di una campagna. Solitamente le keyword negative vengono aggiunte ex post, spesso manualmente, dopo che l'errore è stato fatto. Vengono presentate varie tecniche per automatizzare l'identificazione delle KWs negative ex post. Inoltre si suggerisce una metodologia innovativa per essere proattivi nell'identificazione delle KWs negative
Creare un Sistema di Bidding AutomatizzatoBooster Box
AdWords è sempre più complesso. Le opzioni di bidding si sono moltiplicate e decidere il bidding ideale è sempre più difficile. La scelta è ampia: manual CPC, enhanced CPC, automated rules, AdWords scripts, bid simulator, bid adjustments, smart bidding con target CPA o target ROAS. Per non considerare automated bidding offerto da terze parti. In questa sessione discutiamo di come scegliere il sistema di bidding più appropriato e costruire un sistema automatizzato per i nostri obiettivi.
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5 challenges and opportunities that international campaigns offer:
1) Target Language Minorities with Secondary Language. English speaker in Netherlands and Polish expats in Ireland, Turkish in Germany and Arabic in France: having international campaigns unlocks languages minorities with lower competition. What languages should be prioritised? How to maintain consistency?
2) Ad Testing Opportunities. Going beyond your domestic market offer new testing opportunities: far from home we dare to test new products, new pricing methods, new product positioning.
3) (Almost) everyone speaks english. Cross Pollinating english keywords in international campaigns is an easy fix to bring incremental conversions
4) Currency fluctuation: the hidden force that can make or break or bidding system.
5) Reflecting cultural and language differences, while keeping a consistent overarching strategy.
- Naming convention and unified account structure for making reporting easier.
- Making sure to reflect key messages in the localization process
- Search Term report across 35+ languages
- Maintain a consistent product positioning after hundreds of ad tests
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- Quali opzioni di targeting scegliere ed in che ordine testarle per evitare di "bruciare" budget;
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This document was submitted as part of interview process for Content Strategist position at Viapulsa, an Indonesian tech company which offers service to convert/transfer mobile credits into bank account.
If you’re at all interested in digital
marketing and in making a name for
your brand online, then it is crucial that
you understand how to properly make
use of content marketing. Content
marketing is currently one of the
biggest trends in digital marketing as a
whole and is an area that many website owners and brands are investing in
heavily right now thanks to the impressive returns that they are seeing.
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The Story Communication là công ty quảng cáo truyền thông tích hợp (IMC) được xây dựng trên thế mạnh về Digital & Performance.
#Assemble #Integrity #Transformation #Initiative
This document was submitted as part of interview process for Marketing Specialist position at DTA Promotion, an Indonesian company which offers 360 degree marketing services, including ATL and BTL advertising platform.
6. Who am I?
● Gianluca Binelli, Managing Director
● 14y experience in online advertising, 6.5y at Google between
Dublin, NYC & London
● Managed Quarterly $XXM in advertising for Google as part of
the SEM in-house team that promotes Google’s products (in FB,
Bing, Google, Linkedin, etc)
● Advisor for Google’s own equity fund Capital G
● Voted 2nd Most Influential PPC Person in 2019
● @ktzstyle
6
14. +advertise
Count of words in Keyword
Search
Volume
+how +advertise
+online
[how to advertise my
small business online]
Keywords
14
15. +advertise
Count of words in Keyword
Search
Volume
+how +advertise
+online
[how to advertise my
small business online]
- Low CR
- Low IS
- Low QS ��
15
16. +advertise
Count of words in Keyword
Search
Volume
+how +advertise
+online
[how to advertise my
small business online]
- High CR
- High QS
👍
16
18. +advertise
Count of words in Keyword
Search
Volume
+how +advertise
+online
[how to advertise my
small business online]
Create New Keywords
[best online advertising]
18
19. The bigger the number of KWs, the better
advertise my website website advertising website marketing
Search Terms
Keywords [advertise my website] [website advertising] [website marketing]
19
20. +advertise
Count of words in Keyword
Search
Volume
+how +advertise
+online
[how to advertise my
small business online]
Block bad search terms
[best online advertising]
“free”
20
22. N. of Triggering Queries per KW
EXA
ORDER
EXA
TYPOS
2010
BMM
2014 2017
EXA
MEANING
2018
BMM &
PHRASE
MEANING
2019
Similarity
between
KW
and
ST
Keywords are getting less “matchy”
23. N. of Triggering Queries per KW
EXA
ORDER
EXA
TYPOS
2010
BMM
2014 2017
EXA
MEANING
2018
BMM &
PHRASE
MEANING
Similarity
between
KW
and
ST
Keywords are getting less “matchy”
BMM = BROAD
26. This used to be a good plan
advertise my website website advertising website marketing
Search Terms
Keywords [advertise my website] [website advertising] [website marketing]
26
27. Less so now
advertise my website
Search Terms
Keywords [advertise my website]
website marketing
[website advertising] [website marketing]
website advertising
27
28. So, actually more like this
Search Terms
Keywords
website marketing
[website advertising] [website marketing]
website advertising
advertise my website
[advertise my website]
28
33. DI =
Identify queries triggering certain keywords that are not containing the initial
keyword
Dispersion Index
SUM OF IMPRESSIONS
from Queries not containing the initial KW
TOTAL KW IMPRESSIONS
33
36. Dispersion Index
1000
800+30
a) +CAR Tot Impressions = 830
b) Impressions from Queries not
containing the keyword + CAR = 30
CAR VEHICLE
+CAR +VEHICLE
0.8
0.3
100
36
37. Dispersion Index
1000
830
a) +CAR Tot Impressions = 830
b) Impressions from Queries not
containing the keyword + CAR = 30
c) DI +CAR
= 30/830 = 3.6%
CAR VEHICLE
+CAR +VEHICLE
0.8
0.3
100
37
39. CI =
Cannibalization Index
COUNT Keywords triggered by the same Query
COUNT TOT KWs
Identify the frequency of a certain query is triggering different Keywords
42. Cannibalization Index
a) COUNT Keywords triggered by
the same CAR = 2
b) COUNT TOT KW = 3
CAR VEHICLE
+CAR +VEHICLE
TRUCK
+TRUCK
43. Cannibalization Index
a) COUNT Keywords triggered by
the same CAR = 2
b) COUNT TOT KW = 3
c) CI CAR
= 2/3= 67%
CAR VEHICLE
+CAR +VEHICLE
TRUCK
+TRUCK
44. Discover Your Account Noise Level!
www.boosterboxdigital.com/super-secret-scripts
44
45. How to automate the fixing of Match types:
Send Search Terms to the Right Keyword
46. Misplaced Queries
A Query can be considered Misplaced when a “Closer” Ad Group for
the same Query already exists in the Account
Simple version
● Query ≠ Triggered KW & Triggered KW Variations
● Query = KW Account Variations (NLTK)
● Triggered Ad Group ≠ Matched Ad Group
● Query ≠ Triggered Ad Group KWs
● Query ≠ Negative Matched Ad Group KW
46
47. Match-Misplaced
● Find the best matching keyword for each search
term
● Add negative keywords to triggered ad group
● Search engine in reverse
47
49. Dispersion
Best Matching Keyword
[marketing online]
Search Term
Online marketing
Triggered Keyword
[online advertising] ✓ Contains all word roots
✓ Word order doesn’t matter
✓ Ignore stop words
49
50. Best Matching Keyword
[marketing online]
Search Term
Online marketing
Triggered Keyword
[online advertising]
Suggested Negatives
“Marketing”
“Advertising”
“best match keyword” - “triggered
keyword”= suggested negatives
50
51. Possible Keywords Triggered
Possible Keywords
+advertise
+advertise +online
+advertise +business
+how +advertise
+how +advertise +online
+business +advertise +online
Search Term
How to do online business advertising
Triggered Keyword
+advertise
All of the keyword word
roots are contained in the
search term
51
52. Longest Keyword
Possible Keywords
+advertise
+advertise +online
+advertise +business
+how +advertise
+how +advertise +online
+business +advertise +online
Search Term
How to do online business advertising
Triggered Keyword
+advertise
Highest word count
52
53. Rarest keyword
Longest Keywords
+how +advertise +online
+business +advertise +online
Search Term
How to do online business advertising
Triggered Keyword
+advertise
Lowest count of word in
active keywords
53
54. “best match keyword” - “triggered
keyword”= suggested negatives
Best Matching Keyword
+business +advertise +online
Search Term
How to do online business advertising
Triggered Keyword
+advertise
Suggested Negatives
“Business”
“online”
54
55. Use the rarer keyword
Best Matching Keyword
+business +advertise +online
Search Term
How to do online business advertising
Triggered Keyword
+advertise
Suggested Negatives
“business”
“online”
55
56. Add a negative
Best Matching Keyword
+business +advertise +online
Search Term
How to do online business advertising
Triggered Keyword
+advertise
Added Negative
“business”
56
57. We need good keyword coverage
otherwise we will loose volume
Best Matching Keyword
+business +advertise +online
Search Term
How to do online business advertising
Triggered Keyword
+advertise
Added Negative
“business”
Other Keyword needed
+advertise +business
57
58. How to automate the fixing of Match types:
Find Patterns with N-Grams
59. n-Gram
how to do online advertising
how to advertise online
online advertising
how to advertise
ad online
STR
59
60. n-Gram
how to do online advertising
how to advertise online
online advertising
how to advertise
ad online
STR
60
61. how (3)
to (3)
online (4)
advertising (2)
...
n-Gram
how to do online advertising
how to advertise online
online advertising
how to advertise
ad online
STR UNIGRAM
61
62. how (3)
to (3)
do (1)
online (4)
advertising (2)
...
n-Gram
how to do online advertising
how to advertise online
online advertising
how to advertise
ad online
STR
how to (3)
online advertising (2)
...
UNIGRAM BIGRAM
62
66. how to do online advertising
how to advertise online
Smarter than n-Gram...Smart n-Gram
how
online
advertise
66
67. how to do online
advertising
how to advertise online
Smarter than n-Gram...Smart n-Gram
how
online
advertise
WORD
ROOTS
67
68. how to do online advertising
how to advertise online
Smarter than n-Gram...Smart n-Gram
how
online
advertise
WORD
ROOTS
> Create new broad keywords
> Block low intent language
68
71. 1. Match types are changing
a. Dispersion: More close variants are appearing in the STR
b. Cannibalisation: Search Terms are triggering multiple
keywords
c. We can measure how this has changed over time
2. We can automate some fixes
a. Is there a keyword that includes all the words of the keywords?
b. Is there a keyword that matches more of the words in the
keyword?
c. Find patterns using N-gram analysis
71