Paid advertising is a lucrative channel for achieving the hockey stick growth model we all crave, however, AdWords is just as mysterious to Bob’s Bait Shop as it is for the savviest of tech entrepreneurs. In this webinar with ex-Googler Todd Saunders, CEO of AdHawk, will help you break down some common barriers, skip the learning curve, and hack Google AdWords for your agency, business, or startup. Key Takeaways: - How to make sense of digital advertising, regardless of your experience with Adwords - The New Sales Funnel - The various campaign types and Adwords best practices - Tips and tricks to ensure a successful campaign

1. How to Hack AdWords for
Your Agency, Business, or
Startup
How to Hack AdWords for
Your Agency, Business, or
Startup

2. Todd Saunders
CEO • AdHawk
HI, I’M TODD!
• Co-Founded Google’s Accelerated
Growth Team within AdWords
• Left Google to start AdHawk with
Co-Founder Dan Pratt
ToddSaunders

3. #TCS2018 | @your-twitter-id
AdWords is an iterative process and takes time. Make sure you are trying many
different strategies but do not spread your budget too thin. You should test
strategies for at least 3 weeks to eliminate outside variables.
You can get AdWords support M-F from 9am-8pm EST. The number is
1-866-2GOOGLE. Make sure when you call that you have your customer ID
handy. This can be found in the upper right hand corner of the account.
Conversions can take up to 48+ hours to calibrate. You should be looking
at your account’s 30 day moving average numbers rather along with the
daily metrics.
All of your campaigns should work together. You should have top of the
funnel campaigns focused on getting relevant users onto the site, remarketing
campaigns to bring people back, and search campaigns to seal the deal. Make
sure you look at the account performance as a whole.
@ToddSaunders

4. Watch Webinar On Demand!

5. The first 4 months of
AdHawk
Left in 2015 Started June 2015
Two non-technical Co-Founders
No product or team
* Watch: Our Techstars Experience
Raised $4.6 million to-date
54 Full-Time Employees
AdHawk’s First 4 Months - www.tryadhawk.com

6. • The Basics
• The New Sales Funnel
• Campaign Types and Best Practices
• Things to Remember
• Other Resources
What we’re covering today
ToddSaunders

7. Locations, Schedule, Device, DemoLocations, Schedule, Device, Demo
The BasicsThe Basics
ToddSaunders

8. • Radius Targeting
• Income Level Targeting - Multiple household income
tiers but most successful are Top 10% & Lower 50%.
• Central Commercial Areas - Within any desired state
or country (Locksmith, Health Services, IT).
• Universities - Within any desired state or country.
(eCommerce, Books, Housing, Social Network)
• Airports - Within any desired state or country. (Taxi,
Hotel, Restaurant, eCommerce)
*More detail in our Ultimate Guide to Geotargeting
The Basics – Location Targeting

9. • Radius Targeting
• Income Level Targeting - Multiple household income
tiers but most successful are Top 10% & Lower 50%.
• Central Commercial Areas - Within any desired state
or country (Locksmith, Health Services, IT).
• Universities - Within any desired state or country.
(eCommerce, Books, Housing, Social Network)
• Airports - Within any desired state or country. (Taxi,
Hotel, Restaurant, eCommerce)
*More detail in our Ultimate Guide to Geotargeting
The Basics – Location Targeting

10. • Radius Targeting
• Income Level Targeting - Multiple household income
tiers but most successful are Top 10% & Lower 50%.
• Central Commercial Areas - Within any desired state
or country (Locksmith, Health Services, IT).
• Universities - Within any desired state or country.
(eCommerce, Books, Housing, Social Network)
• Airports - Within any desired state or country. (Taxi,
Hotel, Restaurant, eCommerce)
The Basics – Location Targeting

11. The Basics – Ad Scheduling
Custom control over WHEN...
• Dayparting during business hours, lunch hours etc.
• Doubling down on weekdays vs. weekends to
conserve budgets
• Hourly and daily bid adjustments
ToddSaunders

12. The Basics – Devices
Tailoring to different User Experiences
• Device Bid Adjustments: Range is from -100% to
300%
• Tip! -100% bid adjustment is the only way to stop your
ads from showing on mobile devices [Tutorial]
• Bid Adjustment Device Options: Desktop, mobile,
tablet.
*How to enable Mobile bid adjustments

13. Tailoring to different Demographics
• Gender & Age Bid Adjustments range from -100% to
300%
• This data is being pulled from the user’s Google
profile. A lot of the data might be “unknown” which
means the user is not logged in.
The Basics – Demographic Optimization
ToddSaunders

14. The Beer Sales Funnel
Make Them Aware
Bring Them
Back
Seal The Deal !
Branded & General Search
Google Shopping
Display Ads
Gmail Ads
Display Remarketing
Dynamic Remarketing
Remarketing List For Search
ToddSaunders

15. MAKE THEM AWARE

16. Watch Webinar On Demand!

17. What: Network expands over 2M websites & reaches over 90% of the internet.
Where: Image ads can be shown on various types of websites from CNN to baseball blogs, in
your Gmail account & in mobile apps.
Why: Clicks are generally less expensive than search campaigns. It helps you find users that are
not actively searching for your product/service, but might be interested in it.
Best Practices
Demographic Bid Adjustments
*Gender, Age, Parental Status
Exclude Mobile Apps
*[adsenseformobileapps.com]
Exclude Placements
*Details → Placements
Separate Display Campaigns
*Display → Site Categories
Make Them Aware - Display Ads
ToddSaunders

18. You can target users 5 different ways:
Interests - targeting people based on their interests.
In Market - targeting people in-market to buy specific products/services
Topics - showing your ads on websites that talk about specific topics
Keywords - showing your ads on websites that have your keyword on it
Placements - choosing specific websites to show your ads on
All these targeting methods can be overlaid for even MORE specific targeting
* Tutorial on how to set up Display Ads
Make Them Aware - Display Ads
ToddSaunders

19. Other Things to Remember
• Make a different campaign for each type of targeting. This will
allow you to control budget for an initial test.
• Check performance on mobile devices.
• Use multiple image ad sizes to increase the number of
placements you are eligible to show on.
* Click here to download our free display ad size
templates!
Make Them Aware - Display Ads Optimization
ToddSaunders

20. Gmail Ads are the most efficient way to target competitors & complementary products/services
Targeting: You can target users based on what they are saying in their email. This can be done in the
keywords tab like this:
Diapers → targets people saying “diapers” in their email
Gmail Ads are new so there is less competition and cheaper cost per clicks.
Make Them Aware - Gmail Ads
ToddSaunders

21. Gmail ads are new and constantly changing, so try everything:
• Know the difference between clicks and clicks to website.
• Target competitors and similar products in different campaigns.
• Try different ad templates with different image ads.
• Make sure your image ads have a call to action “button”.
• If applicable, create custom HTML ads to embed a form.
Make Them Aware - Gmail Ads Best Practices
ToddSaunders

22. BRING THEM BACK

23. Watch Webinar On Demand!

24. What: Show your ad to users that visited your site but did not convert.
Where: Remarketing ads can be shown on YouTube, Search Network & Display Network
Why: Show users a different message, coupon or image to bring them back to the site to convert.
Demographic Bid Adjustments
*Gender, Age, Parental Status
Multiple Custom
Combinations
Create Your Own
Image Ads
View Through
Conversions
Bring Them Back - Remarketing
ToddSaunders

25. Things to know:
1. Your ads can’t run until you have 100+ users
cookied in your custom combinations.
2. Bid higher than you normally would because
these people are more likely to convert
3. Try a variation of image ads & text ads.
4. Change the messaging on your ads based on the
previous action the user took on your site.
*Click here to find out how to set up remarketing in 6 easy steps
Bring Them Back - Display Remarketing
ToddSaunders

26. Remarketing with text ads on Google search rather
than image ads on the display network.
Target users who are searching for your keywords with
more intent to purchase. For instance if you should
target users who are using the word “buy” in-front of
your keyword.
Send them a different message from the one they
originally clicked on.
*Click here to find out how to set up remarketing in 6 easy steps
Bring Them Back - Remarketing Lists for Search
ToddSaunders

27. Things to know:
1. You need to have a linked merchant center account to set these up.
2. These ads are highly targeted and show the exact product the customer was looking at.
3. Make sure your products are in stock 30 days after click.
*Click here to find out how to set up remarketing in 6 easy steps
Bring Them Back - Dynamic Remarketing
ToddSaunders

28. SEAL THE DEAL

29. Watch Webinar On Demand!

30. What: Show your ads above and below relevant Google search results. No more
ads on the right hand side
Where: Google search and Google search partners. Average positions 1-8 from
top to bottom of the page
Why: These searches generally have the highest conversion rates however they
are the most expensive and competitive campaigns to run
Optimize Your Quality Score
[7 is good, 8-10 is excellent]
Search Terms Report and
Auction Insights Report
Start With Higher Bids Ad Extensions
Seal the Deal - Search Ads
ToddSaunders

31. *More detail in our Guide to Match Types
Seal the Deal - Search Ads Keyword Optimization
ToddSaunders

32. Extensions are included in quality score. They make your
ad bigger and are 100% FREE.
Allow you to show extra information to your customers
outside of the ad text.
[Free Download - Ad Extension Guide]
Seal the Deal - Ad Extensions
ToddSaunders

33. Call extensions allow you to display your phone number on your ads.
On mobile the number shows as a click to call button.
On desktop the number shows as plain text. If a user calls the number without
clicking, you don’t get charged!
Google offers a free forwarding number to let you track the number of phone
calls, how long they last and the area code they called from. Will also help
you track conversions.
*Learn more: Ultimate Guide to Ad Extensions
Seal the Deal - Call Extensions
ToddSaunders

34. Direct users to specific sections of your site. You can
have up to 4 per ad
Ex: About Us, Contact, Locations
Limited to 25 characters per sitelink
Allow users to find out more information about
your products
For example you can show users a list of brands,
styles, types, services and courses that you offer
Sitelink Extensions
Structured Snippet Extensions
*Learn more: Ultimate Guide to Ad Extensions
Seal the Deal - Sitelinks & Structured Snippets
ToddSaunders

35. Show your business information and location
Setting these location extensions up can be
painful and are connected to your Google Places
account
Extra line of text that lets you provide more detail
about your business.
Ex: Free Shipping, 24/7 Customer Service & 100
Years in Business
Location Extensions
Callout Extensions
*Learn more: Ultimate Guide to Ad Extensions
Seal the Deal - Location & Callout Extensions
ToddSaunders

36. Google Shopping ads appear when a user searches for your
products
Think of it like window shopping. Show customers clearly what the
product is and how much it costs
They are shown alongside search results, in the “shopping” tab and
the “images” tab
Keywords are automatically taken from the title + first 70 characters
of your product description
Make sure you break your products down into groups and bid
separately on them based on prices, availability etc
If your products are continuously changing, think about using
dynamic search ads. Explore showcase shopping ads if you want to
get fancy!
*Learn more: How to structure your shopping campaigns
Seal the Deal - Google Shopping
ToddSaunders

37. Watch Webinar On Demand!

38. 30-MINUTE ADWORDS STRATEGY SESSION
THIS WEEK WITH AN EX-GOOGLER

39. AdHawk’s 40 Page AdWords eBook
www.tryadhawk.com/learn/adwords_ebook/
85+ Advertising Tutorial Videos:
blog.tryadhawk.com/how-to/online-advertising-video-tutorials/
eCommerce Guide to Google Shopping:
blog.tryadhawk.com/google-adwords/google-shopping-guide/
Google AdWords Glossary:
blog.tryadhawk.com/google-adwords/google-adwords-glossary/
Subscribe to the AdHawk Blog here
Default Settings in AdWords you Should Avoid:
blog.tryadhawk.com/google-adwords/4-default-settings-in-adwords-tha
t-lower-your-roi/
A Full Guide to Ad Extensions
blog.tryadhawk.com/google-adwords/adwords-ad-extensions/
A Guide to Negative Keywords and the Search Terms Report:
blog.tryadhawk.com/google-adwords/negative-keywords-adwords/
How to Set Up a Proper YouTube Video Campaign:
blog.tryadhawk.com/google-adwords/youtube-video-ads/
Get Access to AdHawk AdWords Optimization
Our Top Resources

40. Watch Webinar On Demand!