This document discusses ways to improve paid advertisements on Google. It suggests analyzing competitors' ad designs and strategies to optimize budget allocation and ad creative. Specifically for Display Network ads, it recommends checking device impressions, top publishers, and advertisers. For Google Shopping campaigns, viewing competitors' promoted products can help make product listings more competitive. Finally, tools for standard Google ads help discover competitors' budgets, new competitors, and optimize keywords and ad text. The overall message is that paid ads can always be improved through strategic use of analysis tools.

1. Paid ads and the
plan to improve
them 100%
SMX Paris

2. Fernando Angulo
Head of international Parterships
SEMrush Inc.
@fernandosemrush
f.angulo@semrush.com

3. There are dozens of paid advertisements,
but today I want to talk about how to
improve the paid ads on Google.

4. 1. Improving the Display Network Ads

5. 1. Images 2. Text ads 3.Dynamic ads
We have 3 results in the Google
Display Network

6. The Display Network Ads are very attractive
and are a great source of revenue for web
publishers.
Can we improve their
performance further?

7. There are several special tools to
improve your results

8. Analyze the design of
your competitors’ ads
These instruments can help you analyze
competing ads
Visualize your
competitors’ strategies
to decide how to allocate
your budget
Check the number of ad
impressions

9. Dig deeper for more insights
Check which devices
generate more
impressions
Detect the best
publishers for your Ads
Find the best advertisers
and evaluate their
creative landing pages

10. Example 1. ELCORTEINGLES.ES

11. Example 2. INFOCOCHES.NET

12. 2. Improving the performance of your
Google Shopping Campaigns

13. Outstanding results of Google
Shopping Ads

14. Product Listing Ads are very effective and
are already perfoming well
Can we further improve their
performance?

15. For now there is only one tool to
improve the performance of Google
Shopping.

16. See what products are
promoted more by your
competitors
By using the PLA intelligence you will
achieve supremacy in Google Shopping
Make your PLAs more
competitive by using the
experience of your
competitors
Find competitors using
Shopping Campaigns

17. Example. CASADELLIBRO.COM

18. Example. CASADELLIBRO.COM
784 Competitors are using Google Shopping Campaigns

19. Example. CASADELLIBRO.COM
11,404 products in their Product List

20. 3. Improving results of Google Ads

21. Google paid Ads results persuade and
attract users to a buying cycle

22. Paid Ads are obviously very popular,
judging by Google’s results
Can we further improve their
performance?

23. There are many good tools to improve
the conversion perfomance

24. Discover your
competitor’s budget
Find out all about your competitors and
adjust your online strategy
Discover new
competitors
Analyze the keywords
and ad texts

25. Example: AUTOCASION.COM
$11000 - monthly paid search budget

26. Example: AUTOCASION.COM
2,279 Competitors in Ads

27. Example: AUTOCASION.COM
3,899 Unique Ads

28. All paid ads can be improved (optimized) for
even better results. The key is to have a
few outstanding instruments in your toolbox

30. Fernando Angulo
Head of International Partnerships
SEMrush Inc.
@fernandosemrush
f.angulo@semrush.com
Thank you for your attention
Questions?