Jack McShane from multi-award winning agency Impression shares his tips for getting the most out of your paid advertising and where to place your budget for maximum returns.

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Paid Ad Opportunities for Optimal ROI
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By Jack McShane

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- Joined Impression in 2016
- eCommerce PPC Marketer
- Specialising in Google AdWords
- Automation expert
- Regularly contribute to industry blogs
Jack McShane
PPC Executive

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Paid advertising is an ever changing
landscape

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● Social media
● Mobile
● Video
● Native advertising
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Technology trends are changing the way ads look

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Traditional search ads
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Google Shopping Ads
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Native Ads
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YouTube Ads
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Facebook Ads
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Pinterest Ads
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Audience Targeting

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“It’s hard to target a message to a generic 35-year-old
middle-class working mother of two.
It’s much easier to target a message to Jennifer, who has two
children under four, works as a paralegal, and is always
looking for quick but healthy dinners and ways to spend
more time with her kids and less time on housework.”
– Elizabeth Gardner

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Traditionally - Very Limited
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● Keywords
● Location
● Ad Schedule
● Devices

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Audience Targeting in 2018

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Audience Targeting in 2018
Awareness
Interest
Action
Loyalty

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Demographics
● Gender & Age
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Demographics
● Parental Status
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Demographics
● Household Income
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Remarketing Lists for Search Ads [RLSAs]
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Previous users
● Remarketing tag needed
● Build audiences based on
engagement
● Build audiences in
AdWords or Analytics
● All Users & Bouncers
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Customer match data
● Target existing customers
● Exclude current customers
● Provide Google with information to make….
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Similar audiences
● Can be created from previous users lists & customer data
● Find and identify new customers
● Understand your audience more
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Automation

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Traditionally - Very Limited /Manual
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● Email alerts
● Bidding Rules
● Location campaigns

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Bidding automation
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● Allows the right bid to be applied
every time
● Can help meet account targets

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Target ROAS bidding strategy
● You define the Target Return On Ad Spend
● AI learns the campaign
● Dynamic bids are applied at auction
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Target CPA bidding strategy
● You define your target Cost Per Acquisition
● AI learns the campaign
● Dynamic bids are applied at auction
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● Rapidly assess large data sets
● True auction time bids
● Concentrate on other tasks
● Achieve a higher return within your
set budget

33. ○ Location
○ Audiences
○ Devices
hello@impression.co.uk
Dynamically Personalised ads

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Step 1
Step 2

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Attribution

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Attribution models

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“Half the money I spend on advertising is
wasted; the trouble is, I don’t know which half”
- John Wanamaker
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Review your attribution modelling
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Top Conversion Paths

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New Attribution modelling in AdWords
● Data-Driven Attribution
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If you do not meet requirements
● Position-based
● Linear
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Key Takeaways
- Stay up to date with Paid Advertising (recommend WordStream)
- Harness the power of your site visitors
- Embrace automation
- Understand attribution across all your channels
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Any Questions?
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