How to Create Winning Ad Campaigns - Google Marketing Platform Sydney

CLICKTOCONTINUE
GOOGLE
MARKETING
PLATFORM
SYDNEY
AUGUST 2019
1

Thank you for joining us today
● Paul Hewett
● GMP Sydney Host & Organiser
● Partner at In Marketing We Trust
● Obsessions:
○ Data
○ Growth Marketing
○ Remote business models
○ Ska / Guitars / Motorbikes

DIGITAL MARKETING & ANALYTICS |CONVERSION RATE OPTIMISATION |
OUR
SPONSORS
IN MARKETING WE TRUST
EVENT SPONSOR
EDGE
VENUE SPONSOR

We increase revenue and reduce customer acquisition costs with our advanced analytics
solutions to understand your online performance, grow and continually optimise your results.
WE MEASURE
Get powerful insights to help
you make smarter marketing
decisions, faster with our
advanced analytics solutions.
WE GROW
Get better ROI with our growth
strategy. We’ll drive qualified
users to your site and lower the
cost of customer acquisition.
WE OPTIMISE
Get insights to increase sales
with our methodical research
and analysis to give a better
customer experience
Analytics / Tag Manager / Data Studio SEO | Search Ads | Display | Video Conversion Rate Optimisation

CONVERSION RATE OPTIMISATION |

DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS |
OUR
MEETUP
OBJECTIVES
1.Share Google product expertise
2.Share digital marketing expertise
3.Increase the adoption of best practices
4.Build a community of Google marketers

ENTERPRISE DIGITAL MARKETING & ANALYTICS |
SPEAKER NEXT MONTH…

ENTERPRISE DIGITAL MARKETING & ANALYTICS | 8
GOOGLE
SEARCH
NEWS

WHAT’S NEW
ALGO
● Unconfirmed update
● Maverick
● Core update
● Non niche specific

WHAT’S NEW
ON SERPs
Product labels on
image carousels in
organic search.
eComm folks,
check your
schema!

WHAT’S NEW
ON SERPs
Shareable search
results!

WHAT’S NEW
ON SERPs
AMP pages accessible with a swipe
in Image Search
● First AMP + Image combo
● Just swipe up to visit!

WHAT’S NEW
ON SERPs
New Branded Local Pack
tabs:
● Various tabs
● Different verticals
● Menus / Services

WHAT’S NEW
ON SERPs
"Get a Quote" button
on local knowledge
panel.
● What happens beyond
the click?
● Will this be free :/

WHAT’S NEW
GOOGLE ADS
Youtube mastheads
now available via CPM
model!

WHAT’S NEW
GOOGLE ADS
Google video partners
to start support
TrueView for Action.

WHAT’S NEW
GOOGLE ADS
Parrell tracking is
mandatory (Aug). Speak
to your click track
providers to make sure
they have adopted the
change.
5
SECONDS
FASTER LOAD

WHAT’S NEW
GOOGLE SHOPPING
Google will allow
advertisers to enhance
shopping results with user
photos.
(beta with selected
partners)

WHAT’S NEW
VERTICAL IMAGE
Image search has
changed to vertical
UI.

ENTERPRISE DIGITAL MARKETING & ANALYTICS | 20
GOOGLE
TOOL NEWS

GOOGLE ANALYTICS
APP + WEB
A new way to unify app
and website
measurement in Google
Analytics.

GOOGLE ANALYTICS
APP + WEB
● Unified app and web analytics
● Flexible event measurement
● Cross-platform analysis

DISPLAY ADS
& VIDEO 360
NEW TARGETING
Environment Targeting will
stop supporting device and
position options.

DISPLAY ADS
& VIDEO 360
NEW TARGETING
● Position will be seperate
○ On screen
○ In content
● Size options will be seperate
● This will provide better targeting

DATA STUDIO UPDATE
● New sorting options in charts
● BigQuery BI Engine support
● Reporting options —
○ Downloadable PDF reports
○ Scheduled email reports
MARKETING LIVE IN JULY ANNOUNCED
SOME UPDATES SUCH AS:
WE CAN SHARE THE LINK TO FULL
UPDATE:

DRAGONFLY
IS DEAD!
Karan Bhatia has
announced Google is
pulling the plug on its
move into china (for now).

QUICK
QUIZ

● GMP Sydney Organising Team
● Head of Growth @ In Marketing We Trust
● Has worked in Digital for over 15 years
● Managed client budgets from $500 to over
$2m per month
● Hails from the UK (Anglo-Welsh Italian)
● Enjoys feeding people! (cooking & baking)
● Fortunate enough to have lived in Japan
(5yrs), India(3yrs), El Salvador (1yr) & Stralia
(3yrs)
CLICKTOCONTINUE
ED
ED JONES
Head of Growth

CLICKTOCONTINUE
CREATING
WINNING
CAMPAIGNS
GOOGLE CONNECT | 07-AUG
29

DIGITAL MARKETING & ANALYTICS | 30
CAMPAIGN
PLANNING
SETTING UP
FOR SUCCESS
WHAT GOOD
LOOKS LIKE

DIGITAL MARKETING & ANALYTIC |
HOW TO PLAN
A CAMPAIGN
31

PROCESS
CAMPAIGN
PLANNING
1
CAMPAIGN
PLAN
2
CHANNEL
RESEARCH
5
ANALYTICS
3
AD
CREATION
7
MONITOR
PERFORMANCE
4
LANDING PAGE
+ NEXT
ACTIONS
6
LAUNCH
CAMPAIGN
8
CAMPAIGN
OPTIMISATION
Think about the complete
customer journey and the
lifecycle of your campaign.

GIVE ME SIX HOURS TO CHOP DOWN A
TREE AND I WILL SPEND THE FIRST FOUR
SHARPENING THE AXE.
- ABRAHAM LINCOLN -

SETTING UP
FOR SUCCESS
34

DIGITAL MARKETING & ANALYTICS |DIGITAL MARKETING & ANALYTICS | 35
QUESTIONS
TO ASK
YOURSELF
1. What is my objective?
2. Who is the target customer?
3. What is the customer journey?
4. Am I offering the right thing?
5. Am I saying the right thing?
6. Is my campaign consistent?
7. What does my funnel look like?
8. What should I measure?
9. Can I actually measure it?
10.How can I improve performance?

QUESTION
WHAT IS THE OBJECTIVE?
S
SPECIFIC
Provide a clear
description of what
needs to be
achieved.
M
MEASURABLE
Include a metric
with a target that
indicates success.
A
ACHIEVABLE
Set a challenging
target, but keep it
realistic.
R
RELEVANT
Keep your goal
consistent with
higher-level goals.
T
TIME-BOUND
Set a date for when
your goal needs to
be achieved.

QUESTION 2
WHO IS THE TARGET
CUSTOMER?
● Who is the audience?
● What do you know about them?
● How can you access them?

QUESTION
WHAT DOES THE
CUSTOMER JOURNEY
LOOK LIKE?
Users are on a purchasing journey and
they are looking for assistance.
● Micro-moments
● Not all moments are equal
● Understand customer intent
1
2
3
INFORMATIONAL
Behaviour indicates users are in
research mode, aiming to increase
their understanding and narrow
choices.
NAVIGATION
Behaviour indicates the consumer is
searching for a specific website or
brand.
TRANSACTIONAL
Behaviour indicates the consumer
intends to complete a purchase in
the near future.

QUESTION
IS MY OFFER
CORRECT?
Think about the action you want your
customer to take. Why would they do it?
● Perceived as valuable by your audience
● Targeted & relevant
Factors
● Pricing or discounting
● Adding value
● Limiting time
● Scarcity

QUESTION
IS MY MESSAGE
CORRECT?
The way you communicate will change
for each channel, but the message and
tone should be consistent.
● Is your message concise?
● Is your message clear?
● Is your message understandable?
● Does it clearly communicate the value?
● Is it actionable?

QUESTION
IS MY CAMPAIGN
CONSISTENT?
Consistency is important to ensure
consumers are not confused by your
offer.
● Message match
● Image match
● Tone, language and phraseology

QUESTION
WHAT
DOES
MY
FUNNEL
LOOK
LIKE?
YOURCUSTOMERYOURBUSINESS

QUESTION
WHAT AM I
MEASURING?
“How much can I
spend to acquire a
new customer?”
Assess campaign performance on hard
metrics.
● ROAS (Return On Ad Spend)
● ROMI (Return On Marketing Investment)
● LTV (Lifetime Value)

QUESTION
CAN I ACTUALLY
MEASURE IT?
This is the most frequent gap in
campaign planning.
● Define what data you need to measure
● Define where you can find the data
● Implement tags across all campaign
touch points

QUESTION
CAN I IMPROVE
PERFORMANCE?
Think about what levers you can pull to
improve performance before you need
to pull them!
● Volume lever
● Quality levers
● Performance levers

WHAT
YOU
CAN DO
46

GAIN WIDER VISIBILITY
Where will they be looking?
Have a seperate KPI for this activity
● Focus on YouTube & Display
● Build your audience (people you don’t know)
○ Interests & topics; affinity audiences
○ In Market & similar audiences
● Search - wider keywords but often limit
budget
● Aspirational content & Adcopy

I WANT TO GET AWAY
South Australia Tourist Board

MORE SPECIFIC FOCUS
Where you need to be!
Keyword search focussed & bidding
strategy
● Focus on product specifics
● Apply bid strategy by profit based
● Apply strategy based on fulfillment
● Ensure targeting splits head terms longer tail
especially important for finance
● Dynamic Search Strategy
● Shopping Ads API
● Informational Ad copy

TIME TO MAKE A PLAN
Some flights
examples
● ANA focusing on exact
keywords
● Bunnik increasing bids due to
the offer they have
● BA including pricing to drive the
conversion

BOOK, BUY - CONVERT
Facilitate this process
Be there now
● Users are searching for:
○ The brand
○ Product specifics
○ Head term generics
○ Dates & deals
● Utilise keyword strategy
● Longer tail keywords, exact &
BMM
Flawless journey
● Ad copy includes offers,
pricing, product, brand
● Ensure ad extensions are
included to best practice
● Landing pages relevant,
pricing

LET’S BOOK IT
Hotels doing it
right
● Own your brand
○ like Hilton
○ Sofitel need to work on
this
● Agoda Long tail strategy
with good user experience

CUSTOMER EXPERIENCE
Your customers
Keeping users engaged
● Focus on Search & Display
● Build your audience (people you know)
○ Remarketing specific pages; positive & negative
○ Customer Match
○ Placements
● Google sponsored promotions
● Offers & Opportunity: Cialdini's Principles of Influence,reciprocity, commitment/consistency, social proof,authority, liking and scarcity

CAN’T WAIT TO EXPERIENCE IT
What will users
do next?
● Offer lead display ads
● Relevancy is key

REFINING STRATEGY
TARGETING; TEST & LEARN
Build logical tests
● Hypothesis, method, requirements
● Clear measures of success
● Regular clear reporting on test;
milestones
● Planned action for under/over delivery

BE SMART
Weather Scripts, Gallery Ads, relevant betas….

QUESTIONS?
57

● Domo
● ありがとう
● Diolch
● धन्यवाद
● Dhanyavaad
● Gracias
● Grazie
● Ta!
CLICKTOCONTINUE
ED
Thank you

How to Create Winning Ad Campaigns - Google Marketing Platform Sydney

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