Gérald Claessens, founder and director of Knewledge, is a digital marketing expert with two decades of experience, focusing on the principles of SEO, SEA, and the mechanics of Google Ads. He outlines the significance of understanding consumer behavior, remarketing strategies, and conversion tracking to enhance campaign performance and achieve optimal ad placements. The document emphasizes the complexity of managing digital advertising effectively, particularly in a competitive landscape dominated by platforms like Google.

2. Gérald Claessens
- Founder & Director of KNEWLEDGE
- Serial entrepreneur
- Digital Marketing Expert
- 20 years of experience in Digital Marketing
- Author of a book about SEO in 2000
Who am I ?

3. Knewledge

4. Some clients

5. Agenda
Background AdWords What is next ?
• Online – Offline
• See-Think-Do
• SEO VS SEA
• How it works ? Basic principles,
auction competition
• Campaigns
• Audiences & Remarketing
• Conversions
• Search & Display
• Tools
• Attribution
• Smart Bidding
• Site Speed
• Mobile

6. Background & Positioning

7. In the right place at the right time:
The investment on each product depends on real-time search volumes
(needs, news, seasonality), but also on the "push" of offline campaigns
Off-line vs On-line
The bridge

8. GOOGLE
95%
Of the European market
Google is ultra-dominant in Europe

9. 18
12
10
07
Number of searches for the
purchase of a product
90% are looking for information
online before buying
Importance of search engines
The first impression is not always the best!

10. SEE THINK DO
I N T E R E S T & D E S I R EA T T E N T I O N A C T I O N
The funnel : See - Think - Do
volume volume
Conversions
volume
Unique message
and KPIs
Unique message
and KPIs
Unique message
and KPIs

11. All holders of a driving
license; employers
People who want to purchase a
car insurance now
SEE THINK DO
I N T E R E S T & D E S I R EA T T E N T I O N A C T I O N
Where is your audience?
People who will soon buy a
car, who will need insurance
Example: Car Insurance

12. SEE THINK DO
I N T E R E S T & D E S I R EA T T E N T I O N A C T I O N
The online consumer's path
Generic Search
Click
Referral
Brand Search
Click
Newsletter Signup
Display
Impression
Last interaction
Assist
interactions
Remarketing Click
Conversion
Purchase
Microconversion

13. RECOMMENDATIONSFIDE
LITE
SEE THINK DO
I N T E R E S T & D E S I R EA T T E N T I O N A C T I O N
Channels & Audience
S O C I A L
S E O S E O S E O
D I S P L A Y D I S P L A Y D I S P L A Y
Y O U T U B E Y O U T U B E
S E A S E AS E A
A F F I L I A T E S
R E M A R K E T I N G

14. What is Google AdWords ?
Google AdWords is an platform to manage digital advertising :
• On Google search pages
• On Google's search engines partners (AOL, Free, Ecosia ...)
• On the Google Display Network
• On Gmail
• On YouTube
• On apps for smartphones

15. SEO vs SEA
SEO
"Free"
Continuous visibility
Long term
No guarantee of result
Slow
Unclear
Complicated geolinguistic targeting
Complicated control of the message
Long and complicated adjustments
SEA
Paid
Visibility depends on budgets
Faster to set up
"Guaranteed" results
Immediate results
Extremely precise
Flexible geolinguistic targeting
Almost total control of the message
Faster, easier adjustments
VS
Search Engine Optimization Search Engine Advertising

16. SEAAdvantages
• "Total" control of the budget
• "Fast" to implement
• Measurable Campaigns (ROI)
• Almost instantaneous results, reactive optimization!
• CPC Billing
• Precise targeting (keywords / language / geographical
area)
Disadvantages:
• Requires technology tracking: every month new features appear
• Simple in appearance, but complex in practice:
• the results depend on more than 120 different parameters, all interdependent
• the results depend on dozens of uncontrollable parameters: competitors' budgets, Google
algorithms, seasonality, structural evolution of the markets, news, ...
• Requires significant budgets to perform well in a competitive industry

17. AdWords: How does it work?

18. Basics
• A user enters a Keyword on Google:
• Google is looking at which companies are buying this keyword.
• If more than one company is competing, an auction is triggered
and ads are ranked according to the following criteria:
1. Bid amount: The maximum amount that each advertiser is
willing to pay for a click through this keyword.
2. Quality Score: The relevance of the ad text and the page
to the keyword.
3. Format of the ad: Prominence of the ad thanks to
extensions (sitelinks, phone numbers, etc.).

19. The auction system
Quality Score
Relevance Bid Ranking
Depends on more than 120
different parameters
Decided by
advertiser or agency
This calculation is done in milliseconds for each request!
X CPC
Maximum
= Ad Rank

20. The Quality Score
The quality level is calculated mainly according to the following elements:
• Historical clickthrough rate (CTR)
• Relevance of the triangle Keyword - Advertisement - Landing Page
• Review of the landing page (speed, usability, ...)
• Average quality level of direct competitors
• Quality of ad extensions
• Structure & Segmentation of campaigns / ad groups
... dozens of other secondary parameters.
10/10
The quality level varies from 1 to 10:
• From 0 to 4: very bad quality, negative impact on the whole account
• From 5 to 6: average quality, possibility of improvement
• From 7 to 10: high quality, positive impact on the entire account!

21. Positions
Auction system: it is not necessarily the one who bets the most that appears the highest!
Note: the more competitors, the more expensive the clicks (inflationary model)!
Position
1
2
3
4
Bid Quality Score Prominence Ranking Position

22. Impact on the real CPC
Ranking of the competitor's ad
Own Quality Score
 It is important to pay a lot of attention to the quality levels of the keywords!
 If my real CPC is greater than my Max CPC, the ad will not show.
So you have to increase the bids!
What I will pay:
9 (competitor rank
below me)
DIVIDED BY
6 (my Quality Score)
EGAL 1,5 €
+ € 0.01
1.51 € FINAL CPC
CPC = + 1 cent
Quality
Score
Ad
Rank

23. Summary: a two-step calculation
For each query on Google:
1. Google calculates the Ranking and therefore the Potential Position of the eligible
competitors.
Depends on : Max CPC, Quality Levels, Prominence
2. Google Calculates the actual CPC to pay for each position, and displays or not the
ad based on Max CPC.
Depends on: Direct Lower Competitor Rank, Quality Score, Max CPC
If the Max CPC is insufficient to ensure
A click, the ad gets a lower position or
is not shown at all!

24. Case study : C.I.V.B. (vins de bordeaux)
A B C
• Phase A: the customer has not optimized anything on his account  the auction has gone wild, the CTR has dropped, the traffic has
decreased.
• Phase B: we start working on the account. Deleting keywords with low quality, deleting keywords with low CTR, raising maximum CPCs
 CTR has skyrocketed, bids have fallen sharply, traffic has increased first, then dropped to again because we lowered the bids a bit too
low (impression rate too low).
• Phase C: New cleaning after a few weeks of high quality campaign. Up-lift momentary auctions. The CTR is now stable (9%), the
auctions continue to fall with time, the traffic remains in sharp increase!

25. Structure & Elements

26. ExtensionsAdWords account structure
• Account: Billing, time zone
• Campaigns: split by country, language,
campaign type (Search / Display), brand /
generic, categories (thematic products /
services).
• Ad groups: split by thematic keywords (eg
tenant insurance, homeowners insurance, fire
insurance, ...)
• Ads: minimum 3 per ad group.
• Keywords: maximum 30/40 per ad group
• Ad extensions

27. Before building your campaigns
• Set Goals
• Do you know your audience?
• In which geographical area will you advertise?
• What products will you promote?
• What are your USP's (Unique Selling Points)
• What budget can you allocate?

28. Always keep in mind :
Be there for the
customer from the birth
of his need!
Type: Keyword,
location, audience,
application, Youtube
channel
Bring him on a page
that makes him a
customer.
Type: Home page,
product page,
descriptive page,
comparative page, ...
Landing
page
Display the ad that best
answers its problem.
Type: text, extension,
banner, video, ...
AdTargeting

29. CAMPAIGNS

30. Campaign settings
• Network Types: Search Network / Display / Shopping / Video
• Devices: Computers / Mobiles / Tablets.
• Geographical areas: targeting by Countries / Regions / Provinces / Cities or
Targeting by radius.
• Language (s)
• Bid strategy: CPC, CPM, CPA, ROAS, ...
• Budget: set a maximum daily budget.
• Delivery method: standard / accelerated
• Planning: possibility of defining a date of beginning / end + calendar of
diffusion (hours of the day).
• Ad rotation: automatic optimization for clicks / conversions.

31. Campaign types
• Search Network: Google search results pages & search engines partners
• Display Network: all partners websites (+2 million) & applications
• Shopping: search results to promote a product inventory
• Dynamic Search: uses a database to generate the best possible landing pages for
a keyword / ad couple
• Video: video / text / display ads on YouTube
• App promotion campaign: promoting an application on the Search Network, the
Display Network, YouTube and in applications

32. Geographical Targeting
Targeting by country, region or city
◦ Reach customers in the geographical area of your choice
Custom targeting
◦ Reach customers in a specific area that you define
Advanced Targeting:
◦ Target only people in the targeted area
◦ Target or exclude people who show an interest in the targeted area
◦ Ex: a person located in Belgium is looking for "house for sale in Strasbourg"
Country/Region City Radius Custom

33. Linguistic Targeting
The choice of language(s):
◦ Which language(s) do your customers speak?
◦ In which language(s) is your site available?
◦ Which Google domain do you want to show your ads on?

34. Geo-Linguistic Targeting
How does Google decide on your location and your language?
◦ The Google domain you are searching on (.fr, .be, .co.uk, .us, ...)
◦ The language of the search term you perform (insurance, assurance,
verzekering...)
◦ Your I.P. address (which determines the geographical position)
Rarely the actual place of the user, because it is the server of the internet provider
which serves as a reference.
◦ Language preferences set on the search engine
◦ Language of the sites you previously visited

35. Time Targeting
• Choice of days and time slots
• Choice of bid amount for each placement (Bid Modifier)

36. Device Targeting
Depending on what you want to do, you can choose the
operating system, the device model, the network provider.
3 types of devices:
• Computers (desktop and laptops)
• Smartphones (bid modifier available)
• Tablets

37. Tips for starting a campaign
1. One campaign = One single geolinguistic target
2. Set up a naming convention for your campaigns.
Ex.: Generics-Luxembourg-FR-Search
3. Use the default search partners, and optionally delete them later
4. Choose "all features" for Search.
5. Target all devices by default, delete them if needed
6. Choose optimized ad rotation (for clicks or conversions)
7. Do not set up time targeting (people do searches at any time) unless service is unavailable at certain times.
8. Have at least one campaign that runs continuously (Always On) to maintain activity on the account, and ensure
consistently high levels of quality (Brand for example)

38. AUDIENCES & REMARKETING

39. What is remarketing ?
It is useful to know as much as possible the behavior of your visitors, but especially
of some visitors. Through a remarketing tag, you can segment your visitors based on
what they do on your site, and get to know them better.
The remarketing tag is a script (javascript) to place on all pages of your site. It will
collect the behavior of each visitor, and allow you two main things:
1. Identify interesting groups of visitors, who behave particularly differently from
others.
2. Specifically target certain groups of visitors in dedicated campaigns to offer them a
differentiated message.

40. Create your audiences
1
2
Choose "Website Visitors" and then describe the
audience to collect!
You have two ways to create audiences: either
on the basis of elements of the url (url contains),
or on the basis of a conversion tag.
You can also combine them!

41. Some ideas of audiences
• By default: "all visitors to your site": to distinguish if people who come regularly to your site have a
behavior very different from others
• People who viewed the service pages
• People who sent a contact form
• People who have spent more than X minutes on your site
Note: You can exclude audiences or combine multiple audiences. For example, you could create an
audience with all the people who visited pages, but not others, who have not yet sent a form.
You can therefore bid higher on this type of audience during a campaign, or offer them a personalized
message!
The only limit to remarketing lists and audiences is your imagination! If you can imagine a behavioral
scenario, you can create it in Adwords.
Warning:
• The more accurate your audience is, the smaller it will be, and the harder it will be to get results!
• It also requires 1,000 cookies for an audience to become usable!

42. Bids and audiences
Be careful to put high bids on good audiences:
 The closer your audience is to buying, the higher your bid must be because of impression rates

43. CONVERSIONS

44. Conversion Tracking
• Conversion tracking allows you to observe a customer's behavior after clicking on your ads
(examples: purchase, registration, contact form, etc.).
• Objective: lets you know which campaigns, ad groups, keywords, ads work best!
• Types of conversions:
• Actions taken on the website: purchases, registrations and other actions performed by
customers on your website.
• Phone calls: via call extensions, Google forwarding number, or clicks on a phone number
displayed on your mobile website.
• App downloads and actions within apps: downloads of your Android or iOS mobile
apps, and purchases or other activities within those apps.

45. Create a conversion
Give a clear name: "newsletter subscription"
What is your conversion worth (in €)
For a same user
Depends on each product / type of activity
Choose in anticipation of reporting
Depends on the utility: for optimization or remarketing?
Attribution: depends on your strategic choices

46. Conversions indicators
The main indicators are Conversion Rate (CR) and Cost Per Acquisition (CPA).
1. Conversion rate:
• Ratio between the number of clicks and the number of contracts completed.
• The higher the conversion rate, the fewer clicks you will need to convert:
2% CR: 100 clicks = 2 conversions
CR of 0.5%: it takes 200 clicks to get a conversion
• The conversion rate depends directly on the relevance link between the typed keyword and the
displayed ad: the more relevant, the greater the chance to convert!
• But also - and especially - parameters that we do not control: offers competitors, quality of the offer of
the customer, quality of the site, navigation and ordering process of our client's site.

47. Conversions indicators
2. CPA
• The cost to get a conversion. CPA 40 € = each conversion cost an average of 40 € of advertising.
• It depends on the conversion rate: the higher the CR, the fewer clicks it will take to get a conversion,
have to pay to get a conversion
• It also depends on the CPC: the more expensive the clicks, the higher the CPA!
We therefore have advantage to keep the bids as low as possible (quality level).

48. Tips for conversion optimization
• If you optimize for conversions, CPC, traffic or high positions do not really
matter. (they are just part of the equation)
• The job is to minimize unqualified traffic (which does not produce or few
conversions), as well as CPCs, while giving maximum opportunity to qualified
traffic.
• Therefore it is sometimes better to work at lower positions, paying less per click,
because lower positions sometimes have the same conversion rates!

49. Case study : Ethias
• Basic problem: over time, the conversion volume (quotes & online contracts) tends to decrease, with
a stable budget  The cost of customer acquisition increases more and more.
• Account recovery, problem identification:
• The account was driven until then on the basis of the traffic (volume of clicks)
• The auctions are pushed unnecessarily to reach high positions, which requires a budget!
• No optimization based on conversion performance of keywords and ads
• No audience strategy and differentiated bidding
• Change in campaign management:
• We push bids for keywords that convert well, in combination with differentiated audiences
• We eliminate all unnecessary traffic (high positions, high bids, but few conversions)

50. SEARCH

51. AD GROUPS

52. Ad Groups
The Ad Group is used to tell AdWords which ads to show for which keywords.
• Contains the Ads that will be served for the keywords contained in the ad group.
• Max CPC Max: The maximum amount you are willing to pay for a click on your ad (applies to all
keywords in the ad group ... except keywords that already have a defined CPC).
• Audiences: Remarketing lists apply at the ad group level (and recently to campaigns too).

53. Ad Group Segmentation
An ad group = a single semantic entity
• An ad group must contain a maximum of 30 to 40 keywords. If there are more, it is certainly
possible to further subdivide into other ad groups
• Why ? Because of the Quality Keyword Keyword - Announcement - Landing Page:
• In the ad, the keyword typed in google by the person is put in bold  Visibility!
• AdWords will award a better QoS if there is a strong link between the keyword, ad, and landing
page, especially if it's an exact match!
Example: for a management assistant position, you could have several adgroups: "Assistant
manager job", "Assistant manager job", "Assistant executive position", ...
• This makes it easy to quickly determine which semantic groups work best and easily assign a
suitable bid.
Example: we use more the term "payment" in France, and more the term "payment" in Belgium.
Separating the two terms makes it possible to favor in each country the most effective expression,
without suppressing the use of the other.

54. Tips for the Ad Groups
1. Bid higher at launch for several days / weeks
Your positions will be immediately better, so your CTR also, and your level of quality will
climb faster. Then lower your bids: thanks to the high level of quality, you can pay less
for equivalent positions.
2. Apply all your remarketing audiences to all Ad Groups. Be careful to set your
adgroups to "auction only“
You collect traffic, quality and conversions data on all your specific audiences, and learn
what they are worth and whether they can be interesting for dedicated actions.
3. Give specific and recognizable names to your Ad Groups
This will save you from wondering what the adgroups contain.

55. KEYWORDS

56. Keywords
• Keywords tell Google AdWords which queries you'd like to compete for.
• The more, the more likely you are to match the query (QoS & relevancy), and the
more likely you are to be displayed often and cheaper.

57. Keywords matching options
Broad match
Broad match is the default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related
searches, and other relevant variations. So if your keyword is “women’s hats,” someone searching for “buy ladies hats” might see your ad.
• Example keyword: women's hats
• Example search: buy ladies hats
Broad match modifier
Add a plus sign (for example, +keyword) to modify a broad match keyword. Ads may show on searches that include modified broad match keywords (or
close variations, but not synonyms), in any order.
• Symbol: Plus sign, for example +keyword
• Example keyword: +women's +hats
• Example search: hats for women
Phrase match
Ads may show on searches that match a phrase, or are close variations of that phrase, with additional words before or after. Ads won't show, however, if a
word is added to the middle of the phrase, or if words in the phrase are reordered in any way.
• Symbol: "keyword“
• Example keyword: "women's hats“
• Example search: buy women's hats

58. Keywords martching options
Exact match
Ads may show on searches that match the exact term or are close variations of that exact term. Close variations here may also include a reordering of words
if it doesn’t change the meaning, and the addition or removal of function words (prepositions, conjunctions, articles, and other words that don’t impact the
intent of a search).
• Symbol: [keyword]
• Example keyword: [women's hats]
• Example search: hats for women
Negative match
Ads may show on searches without the term. So, if you’re a hat company but you don’t sell baseball hats, you could add “-baseball hats” as a negative
keyword so that your ads don’t show for people searching for baseball hats.
• Symbol: -keyword
• Example keyword: -baseball hats
• Example search: women’s hats
◦ NOTE: In this example, ads will show on searches for “women’s hats” but not on searches for “baseball hats.”

59. Choose and find keywords
1. Refer to the purchase cycle and campaign goals!
"Buy a car" <> "auto accessories" <> "most reliable auto brands": what is the intention behind a
keyword? Visibility goal: very generic keywords
Goal of ROI or purchase: precise keywords of long tail, few broad keywords
2. Several tools available:
• Use your head: what are the key words? The unwanted keywords?
• Google KeyWord Tool: https://adwords.google.com/ko/KeywordPlanner/  Also useful for getting an
idea of ​​the bids to be placed and the cost it can generate.
• If campaigns are already running, take a look at the search queries
• If available, use the search console or Google Analytics: what keywords are already performing well
in organic traffic?
• Take a look at your competitors: what requests do they appear on? Which queries are missing?
• Are your keywords really used or do they have a particular seasonality? Use Google Trends:
https://trends.google.be/trends/

60. TEXT ADS

61. Text Ads
• ETA (Extended Text Ad)  new format since July 2016
• Titre : 2 x 30 characters
URL : domain (35 characters) + 2 x 15
Description : 80 characters
Real URL : up to 1024 characters + tracking
 note: the number of characters is punctuation and spaces included!
Editorial rules :
• Never click here or assimilated
• One exclamation point on the entire ad, but never in the titles
• Question mark allowed sparingly
• No words in uppercase
• Special characters: sparingly also, no precise rule

62. What is a good ad ?
• An ad that contains a clear, precise and strong Call-to-Action (CTA)
• An ad that exactly matches the person's intention
• An ad that stands out from the competition
• An ad that has all the relevant extensions to occupy maximum space (prominence)
• An honest announcement

63. Ads : Best Practices
• In the results, the words in the ad that match what was searched by the user
appear in Bold
• Important to find elements of the query in the ad: precise segmentation of ad
groups + use of {KeyWord:} in some lines.
• Sometimes all of the competitors' ads use this system, so it's worth not using {KI}.
• Start the most important words with a capital letter, even in the middle of the
sentence, it attracts a lot more the eye!
Ex: «Quickly discover our Promo! "

64. AdWords approximations
Extended Match feature for broad matched keywords:
• AdWords can arbitrarily decide to display ads for keywords that are not in the
keyword lists, but are part of the same lexical field.
• Example: keyword in the campaign = internal audit
• AdWords may display an ad for the following queries:
• Internal analysis
• Accounting audit
• Internal doctor position
 That’s why it is important to keep a close eye on the actual requests
that triggered the ads and to manage the correspondences and the
negative keywords!

65. AD EXTENSIONS

66. Ad Extensions
• Ad extensions can display additional items under the main ad: product crosses,
additional details, product price, ...
• They are very important for the prominence of ads, which is involved in the ranking
calculation  The more, the better!
• There are 9 types of ad extensions, but not all of them are suitable for all business
• AdWords will show only 3 extensions at the same time, maximum. The selection is
made by AdWords based on combinations that work best.
• Extensions can only be displayed on Premium placements (positions 1 to 3, at the
top of the page).

67. Ad Extensions
• Sitelinks: Links to other pages to guide visitors in their search.
• Call out extension : descriptive text to give more information to users about your products and
services.
. Maximum 4 callouts per ad
. Format: 25 characters

68. • Extracts from sites: highlight some aspects of your products or services.
. Format: 25 characters/extract
Ad Extensions

69. Ad Extensions
• Opinion extensions: positive reviews from reputable third party sites.
. Requires validation by Google, very random
. Format: Text + Source: 67 characters
• Location extensions: View your business address.
•
Note : requires Google My Business !

70. Ad Extensions
• Call extensions: add a phone number (on mobile: "Call" button)
• Application Extensions: Download link for your App (via Google Play or App Store)

71. Ad Extensions
• Merchant Reviews: Automatic Expansion Based on Third Party Reviews (Customer
Reviews Platforms) -> e-commerce only.
•
Examples : TrustPilot, eKomi, Poulpeo, …
• Price Extension: Displays the price of the product / service or a price range.

72. DISPLAYADVERTISING

73. AD GROUPS

74. Ad Groups
Unlike Search, Display Ad Groups do not need to be structured in separate themes,
but by Banner Sets and Targeting Types.
• Contains a set of display ads (Banner Set) with identical visuals
• Max CPC or Max CPM by Default: The maximum amount you are willing to pay for a click on your
ad or for 1,000 impressions?
• Audiences: Remarketing lists apply at the ad group level (and recently to campaigns too).
• Targeting type: Use only one type of ad group targeting

75. ADS

76. Display Ads
Like Search, you can publish Text ads on the Display Network. It is still more
interesting to use Display Banners.
• Publish ads by SET of at least 8
banners. The most common:
• 336x280
• 300x250
• 120x600
• 160x600
• 468x60
• 728x90
• 320x100
• 320x50
• Why multiple formats? Not all sites accept
all formats. Multiplying formats maximizes
the chances of appearing on as many sites
as possible!

77. Responsive Ads
Saves time (and money), while
offering banners that fit
everywhere, on all sites, all
locations!

78. Display Ads specifications
Advertising rules are stricter than text ads, so approval may take longer!
• We recommend using animated banners, which attract more the eye of the visitors of a page
• Start the banner with a strong image that attracts attention, end the animation with a strong call-to-action
• The ideal is that the banner fits well in the page
• Main editorial rules:
• No "click here" and assimilated
• No reference to Google
• No image of more or less naked people
• No image likely to shock any type of audience
• Main technical specifications:
• 150ko max, jpeg, gif or html5
• No infinite animated loop
• Max 3 repetitions for a loop (so max 3x10 sec or 2x15 sec).
• Full rules and banner sizes: https://support.google.com/adwords/answer/1722096?hl=en

79. TARGETING OPTIONS

80. Quick Overview
• Keyword targeting:
Keyword contained in a web page, or likely to interest the person who surfs this page Particularly suitable for news sites,
and all sites that frequently change content.
• Targeting by location:
List of specific websites where you want to show ads
• Targeting by topic:
Targeting sites or pages dealing with a particular theme
• Interest Targeting & remarketing lists (behavior):
We do not target sites or sites but people, no matter where they surf

81. Interest Targeting
• Affinities: people likely to be interested in a thematic
• Custom affinities: group of affinities registered on the account, usable in other campaigns
• Market Audiences: group of people who are currently looking for a defined theme
• Remarketing lists: audiences defined from a tag on your site
• Customer Mailing Lists: You can use the email addresses of your CRM
• Similar to remarketing lists: Audiences that have the same behavior as your lists
• Similar to customer mailing lists: Audiences that have the same behavior as your lists

82. Best Practices
• If you're looking for visibility, choose CPM bids to maximize your impressions
• If you're looking for qualified traffic, choose CPC bids to maximize your clicks
• Do not let the same banner set run for more than a month  change every month, or alternate
from month to month to avoid the weariness of your audience
• Every two to three weeks: see what has worked best in terms of locations, keywords, topics and
interests, and dedicate a dedicated campaign with an ad hoc budget!
• Capping : Limit the number of impressions viewed by each person to a maximum of 5 or 6 per day
campaign options.

83. « I do not see my ad! »

84. Common problems
User problem:
• You've searched for your ad too often without ever clicking it - Google stops showing you
ads that do not seem to interest you.
 Solution: clean your browser: cookies and history
• You, or your server, are not located in the correct geographical area.
 Solution: Use the Ad Preview Tool
• Your search engine is not in the right language (eg you are on google.com in English).
 Solution: change the language of your search engine

85. Common problems
Campaign settings & billing issue
• The daily budget of the campaign is exhausted.
 Solution: increase the daily budget
• The daily budget is too low and ads run from time to time
 Solution: increase the daily budget, or spend the campaigns in "accelerated" mode
• Ads are under review
 Solution: Wait until validation is done
• The advertiser did not pay the latest Google bills
 Solution: PAY
• Campaigns, adgroups, keywords, or ads are paused
 Solution: re-enable keywords
• The ad serving schedule is active and your search takes place during an OFF time
Solution: change the broadcast schedule or wait for the ON period

86. Common problems
Quality level and bid problem (AdRank = QS x Max CPC)
• Competition is too strong for bid and quality levels
 Solution: increase bids, increase the quality level.
• Quality levels of keywords is insufficient
 Solution: increase bids, increase the quality level.
• Keyword bids are insufficient
 Solution: increase bids, increase the quality level.
• The keyword is too precise and not enough research
 Solution: Wait until the search has been done enough on Google.

87. One tool: AdPreviewTool
https://adwords.google.be/apt/anon/AdPreview
• Does not take into account your search history
• Allows you to "simulate" a geographic position
• Allows you to choose the language
• Allows you to simulate a search on different devices
• Does not consider budget settings
• Do not count impressions - these searches do not impact statistics!
• Does not generate any cost (but the ads are not clickable)

88. Evolutions & Perspectives

89. ATTRIBUTION: A real challenge
Your audience does not arrive on your site via a single source!
Therefore: how to smartly decide where to invest?

90. Determine the important steps
Step 1 Step 2 Step 3 Step 4 Conversio
n
Match on Tinder First Date Trip Demand MARIAGE !
x1 x0 x0 x0
x1x0x0x0
x0.3 x0.2 x0.2 x0.3
… if you ask
Tinder
… if you ask
the guy
… if you ask a
data scientist

91. Choose a Model!
Several models are available. They are all arbitrary,
except for one, the Data-Driven:
To be implemented on two levels:
Social Display
Paid
Search
Organic
Search
Email
Generic
Search
Brand
Search
Generic
Search
Brand
Search
Brand
Search
Cross-Channel
Intra-Channel

92. The available tools
Cross-Channel: Google Analytics Intra-Channel: AdWords

93. Coming soon: Google Attribution

94. Smart bidding
Basic problem: millions of variables come into play for campaign performance:
• These variables are getting unmanageable for a human
• Most variables are inaccessible to him (audience behavior)
• They are useful only when analyzed in complex statistical data
Google allows you to use these millions of variables.
It's now possible to let Google manage bids based on marketing goals!

95. Currently, 80% of the time of the campaign managers is dedicated to Bidding:
• At the expense of other important tasks
• While a well-informed machine can do it faster and better
• The job of bid-optimizer will be reduced or even disappear totally
• Useful skills will be transferred to strategy, creativity and reporting
Smart bidding

96. Site Speed: your priority!
The loading speed of your pages has become Google's priority. It must be yours too
https://developers.google.com/speed/pagespeed/insights/
https://testmysite.withgoogle.com/intl/en-gb
Two Essential Tools: Test your sites!

97. Think Mobile First !
• The first screen in terms of traffic
 adapt your site (responsive design) and its
speed!
• The first screen in terms of contact with your brand:
• Typically, we hear or see an offline ad, and check
quickly from a mobile (in the bus, at work, in the street,
...)
 It must be found immediately
 The user experience must be at the top
• Mobile devices convert less than on desktop (for the
moment!), because most users first get an idea of your
product / brand from their mobile but will convert later
from their desktop!
CONCLUSION:
Be aware of how your site behaves on a mobile
Think Mobile First in all your marketing strategies !

98. QUESTIONS ?
Contact me !
gerald@knewledge.eu
Mobile: +352 691 12 24 36

99. THANK YOU ! 

100. KNEWLEDGE LUXEMBOURG
WINDHOF BUSINESS CENTER
4, RUE D’ARLON
L-8399 WINDHOF
+352 2 030 15 75
KNEWLEDGE BELGIUM
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B-1160 BRUSSELS
+32 2 880 40 84
contact@knewledge.com