This document summarizes innovations from Google Adwords in Q3 2014, including new shopping campaign tools, call conversion tracking, and dynamic sitelinks. It also discusses using remarketing lists for search ads to boost generic keyword performance. Additional sections cover measuring offline conversions, the battle among internet companies, and key online advertising trends like increased personalization. Key recommendations include leveraging ad extensions, seeking reviews, and applying search marketing skills to social media.

2. @WolfgangDigital
Alan Coleman, CEO
Brendan Almack, Director of Clients

3. Wolfgang Digital

4. Close To Google

6. Who’s In The Room?

7. Great Time To Be A Digital Marketer
IAB – Mediascope Europe June 13
Average European Media Consumption Per Week

8. Thursday 16th August 2013

11. How Many Adwords Innovations in Q3
2014?
1. Product ratings on Google Shopping
2. New shipping configuration tool available in
Google Merchant Center
3. Search Network with Display Select
4. New Shopping Campaigns Upgrade Tool
5. Close variant matching for all exact and phrase
keywords
6. Introducing Website Call Conversions
7. Using Google Search and YouTube to Promote
Your App
8. Product Listing Ads become Google Shopping
9. New display ads formats for a multi-screen
world
10. Google Shopping: automatic item updates
11. Estimated cross-device conversions, now
available for display
12. A simpler way to manage your business
locations in AdWords
13. Scale your Shopping campaigns with bulk
uploads and AdWords Editor
14. Advertising on your schedule with AdWords
Express
15. Introducing Dynamic Sitelinks
16. Making it easier to build rich and engaging
mobile ads for the Google Display Network
17. Call out Extensions
18. Product Listing Ads now on search network
19. New look mobile search ads
20. Local inventory ads expand to more countries
and formats
21. Announcing Ad customiser

12. Agenda
1. Visual Web Rollback
2. What’s New
3. Behind The Ad
4. Measurement
5. Real Time Advertising
6. Battle of the Internet Giants
7. Key Trends
8. E-commerce KPI Report
9. Takeaways

13. 1. Visual Web Rollback

14. Author Images

15. Image Ad Extensions

16. YouTube Snippets

17. Why the Rollback?
“We've been doing lots of work to clean up the
visual design of our search results, in particular
creating a better mobile experience and a more
consistent design across devices.”

20. What’s New?

21. Review Extensions

23. Driving Account Performance
 Up to +80% lift in
CTR

24. The Policy
A review extension must be an accurate, current,
credible, non-duplicative third party review of
the advertiser’s business.
……but

25. The Wolfgang Hack

27. The Wolfgang Hack

28. Source: The Nielsen Company

29. AdWords Seller Ratings

32.  17% lift in CTR
 23% conversion
rate improvement
Performance Improvements

34. Call Out Extensions

35.  29% lift in CTR
 -18% reduction in
CPC

36. Behind the Ad

37. The Audience

38. Remarketing Lists for Search Ads
(RLSA)

39. The Generic Keyword Conundrum

41. A Whole New World of Generics
 Conversion Rate x 16
 -94% Cost / Conversions

42. RSLAs + DSAs
 CTR: +122%
 CPC: -37%
 Conv. Rate: +68%

43. Demographic Targeting

45. Demographic Targeting

46. Google Shopping Campaigns

47. Behind The Scenes
 -46% CPC
 +13% CTR
 +38% Conv. Rate

48. The Bidding Anomaly
 €0.01 Bid
 ROAS = 400:1

49. Measurement

50. A Frustration

51. Website Call Conversions
Est. Total Conversions
Offline Conversions

52. 32%

53. More Than Click-to-Call

54. Tracking Calls from Website
+11%

55. 3-Step Set Up
1. Generate Conversion Code in AdWords
2. Paste Code on Page with Number
3. Adjust html using ‘onclick’ command

56. Why is this important?
 Cost per conversion
 Optimisation decisions

57. Offline Conversion Tracking

58. ROPO

59. Real Time Advertising

60. 7. Battle with Internet Giants
Cool image
Why we’re in a good position to comment on
this.
Our search marketers have taken an interest

62. Google Shopping

63. “Amazonification”

65. Walked Away from Google Shopping
Campaigns

66. Kissed the Google Search Network Bye
Bye

67. Declared War On Google AdWords

68. Launching AdWords Competitor

72. Wednesday 10th Sept 2014
“And they’re searching for all this information on small
screens -- sometimes as narrow as 4 inches.”

73. Tuesday 9th September 2014

74. The President of Ireland

75. The President of Ireland

76. The President of Ireland

78. Our Advertising Dollar

79. Migration To Newsfeed

83. Al’s Bitcoin Investment

85. Our Social Media Eyeballs

88. December 2013

89. April 2014

90. June 2014

91. June 2014

92. June 2014

93. August 2014

94. Sept 2014

95. You Don’t Need To Be
Bobby Fischer...

96. Key Trends

97. Questions Answered on the
SERP

98. Increased Personalisation

99. Increased Personalisation

100. Anybody Recognise This?

101. Facebook Release New Account
Structure

102. The Search Marketer’s
Unfair Advantage

104. KPI Study

106. Key Take Aways:
1. Ad extensions are your best friend
2. Proactively seek customer reviews
3. Solve the “Generic Keyword Conundrum” with
RSLAs
4. RSLAs + DSA = Cash Money Y’all
5. Get creative with Real Time Advertising
6. Think beyond website conversions
7. Upgrade to Universal Analytics
8. Put a search marketer in your social team!