In this presentation the intricacies of Google AdWords are broken down into easy-to-digest pieces that make the otherwise complicated landscape of PPC advertising, much simpler. From proper campaign setup to categorizing adgroups according to what your customers are looking for. Insights on search ads, display, remarketing ads, and how to improve their performance for a positive ROI.

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Inside AdWords
• Understanding Search
Human-centered approach
• Anatomy of AdWords
Understanding account structures
• Success & Conversions
Efficient campaigns that save money & win big

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$600 BILLION
$60+ Billion in Digital

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DIGITAL HAS REACH

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FORTY PERCENT
World Population That Has Internet
source: live stats

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2 TRILLION
Searches Per Year on Google

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60% MOBILE SEARCH
50% Have Strong Local Intent

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METRICS & ANALYTICS
Campaign Tracking

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SEARCH ENGINES

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13. “97% of searches today do NOT
have 10 blue links.” - Dr. Pete Meyers, Moz

14. Knowledge Panels
Local Pack
Featured Snippet
Related Questions
Videos
Top News Sources

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Pay-Per-Click (PPC)
AKA - SEM, Paid-Search

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Search Ads
Intent Driven

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PPC HAS REACH
AdWords, Bing, Facebook

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60%
CLICK

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DISPLAY ADS
Not Just Banner Ads

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Display
Ads
Topic & Interest

23. 90% INTERNET USERS
Google Display Network
source: google

24. Display Targeting
• Geotargeting
• Demographics
• Interests & Topics
• Site Placements
• Use Images & Text

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Anatomy of AdWords

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Expanded Text Ads

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Extensions

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STOP WASTING $$
It’s Time To Be Smarter

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+

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37. Conversions & Attribution
• Google Analytics
• First Click
• Time Decay

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KEEP OPTIMIZING
Be Relentless

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SEARCH TERMS REPORT
Mine Your Data

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Sort By Impressions
Find Wasted Money

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Sort By Conversions
Find Opportunities

42. SEARCH BETTER
• Improved Keywords
• Geotargeting
• Ad Extensions
• Sitelinks
• Bid Modifiers

43. REMARKETING
Digital’s Creepy Little Brother

44. DISPLAY
REMARKETING
Display Networks & Social Media

45. SEARCH
REMARKETING
Remarketing Lists for Search

46. REMARKET BETTER
Think Like a User

47. AD BLOCKING
Trends in Digital Advertising

50. RECAP
• Define Your Goals
• Really Understand Your Audience
• User-first Mentality
• Not All Channels Are Created Equal
• Measure & Refine

51. THANK YOU
@BlackTruckMedia
jason@blacktruckmedia.com