How to segment data and act like a data scientist
•Download as PPTX, PDF•
0 likes•36 views
Data Segmentation and New Google AdWords Updates
Recommended
Recommended
More Related Content
What's hot
What's hot (10)
Similar to How to segment data and act like a data scientist
Similar to How to segment data and act like a data scientist (20)
Recently uploaded
Recently uploaded (20)
How to segment data and act like a data scientist
- 1. May 16th 2017 Like It or Not You’re a Data Scientist. Here’s How To Act Like One.
- 2. About Me Mike Ayer Paid Media Director
- 4. Google AdWords Part 1: Why SEM?
- 5. Ad Shading
- 7. 2012ish
- 8. Factors At PlayLast Year February: 2016: Right Side-Bar Ads Are Removed From Google’s Desktop SERP
- 9. Factors At Play Today
- 10. Today
- 11. Factors At PlayEXPANDED TEXT ADS Two headline fields (up to 30 characters each) A single, expanded description field (up to 80 characters) Two optional ”Path” fields, used in the ad’s display URL (up to 15 characters each) Optimized For Mobile Automatically Almost 50% more ad text available and an additional headline Expanded Text Ad Standard Text Ad
- 12. Factors At PlayGoogle SERP Layout Changes May 2016: Yellow Ad Icons Turn From Yellow To Green
- 13. • “As a result, I see no impact on AdWords auction dynamics (clicks, impressions, CPCs, etc.). The only ‘loser’ is organic search which is completely gone from above the fold space on desktop for any commercial query” - Larry Kim Quote
- 14. • “There are also incremental benefits to paid search from the change, for example, now all ads can use call-out extensions, sitelink extensions, location extensions, etc., which were previously only a benefit of top-of-page ads. Quote
- 15. Build Trust W. Extensions
- 16. New Factors At PlayGoogle SERP Layout Changes
- 17. Factors At Play Ads On Maps
- 18. Ads On Maps
- 19. Factors At Play Promoted Pins
- 20. Local 3 Pack
- 21. Factors At Play Ads On Maps
- 22. Google AdWords Part 2: Data Segmentation
- 23. Factors At PlaySegmentation The best analysis doesn’t require genius — it just requires thoroughness.
- 24. Factors At Play Test Yourself Segmentation Is Everything.
- 25. Data Time
- 28. Factors At PlayDemographics Audience Tab Demographics Age or Gender Account, Campaign Adgroup Level
- 29. Factors At PlayDemographics Account, Campaign Adgroup Level Audience Tab Demographics Age or Gender
- 30. Factors At PlayDemographics Account, Campaign Adgroup Level Audience Tab Demographics Age or Gender
- 31. Factors At PlayDemographics Example: Audience Tab Demographics Age or Gender
- 32. Factors At PlayDemographics Account, Campaign Adgroup Level Audience Tab Demographics Age orGender
- 33. Factors At PlayIncome Settings Location Add Location Location Groups Household Income
- 35. Factors At PlayTime of Day Audience Tab Dimensions Time Hour of Day
- 36. Factors At PlayTime of Day Audience Tab Dimentions Time hour of day
- 37. Factors At PlayTime of Day Audience Tab Dimentions Time hour of day
- 38. Factors At PlayTime of Day New AdWords Interface
- 40. Factors At PlayZips Settings Location View Location Report Where your users were United Sates Postal Code
- 41. Factors At PlayZips New AdWords Interface
- 42. Devices The How
- 43. Factors At PlayDevices Settings Devices
- 44. Factors At PlayDevices Settings Devices
- 45. Factors At PlayCall Details Report Dimensions Call Details
- 46. Factors At PlayApply You Data
- 47. Factors At PlayCreate Personas
- 48. Factors At PlayCreate Personas The How The Where The Who The When
- 49. Factors At Play Custom Landing Pages
- 50. Factors At Play Custom Landing Pages “55% of Visitors Spend Fewer Than 15 Seconds on Your Website” HubSpot
- 51. Factors At PlayOther Channels
- 52. Factors At Play Open Dialouge Request These Reports: • Search Term Report • Demographic Data Export – Or data visualization • Income Data (once/if implemented) • Location Data • Call Detail Report • KPIs W/ Device Breakdown • Change History • Ask What Their Doing With The Data!
- 53. Factors At Play Test Yourself
- 55. Factors At Play Other Resources reddit.com/r/dataisbeautiful searchengineland.com/library/channel/sem google.com/partners/
- 56. Factors At Play Free Resources
- 57. Q A& THANKS FOR LISTENING Q & A SESSION Questions? mike@reunionmarketing.com @reunionmktg
- 58. Q & A SESSION Clouds! mike@reunionmarketing.com @reunionmktg
Editor's Notes
- Data Intro 2 parts Why AdWords –on why SEM Segmentation – why segmentation Investigator
- 90 Billion Dollars This is where people go to find answers Show up and solve their problems with optimized SEM campaigns Goal is for Google to get people to come back to Google.com to use their search ending & make money of ads. – Reward relevant ads that appear when keywords are searched. The more relevant your ad and landing page are to the search, the less you pay.
- Shading
- They obviously got seen Coveted spot – spotlight Attention spans Competing for people’s attention People got wise – Tim
- This is where we are today Blends in Organic – no ads Paid Ads – ones with icons
- Clean ;;; Less cluttered
- Two headline fields (up to 30 characters each) A single, expanded description field (up to 80 characters) A display URL that uses your final URL's domain Two optional ”Path” fields, used in the ad’s display URL (up to 15 characters each) But with almost 50% more ad text available and an additional headline, expanded text ads provide more opportunity for you to connect with users and drive more, qualified clicks to your website. People coming out of hibernation MORE MONEY Headline space QS Opportunity Deeper Link Takes up more real estate Paths Advantage JUNE
- Blends In and Enhances the native feel Improving The Look And Feel Scanners Mobile Phones have changed the way we consume the SERPs. Info Faster and Easier Than Ever – taught us to scanners. Headline element Spot Scan able 2.6 seconds to consume the serp Less Invested!! Internet Speed! First paid listing is less than .5 seconds
- Trend toward extensions ads Not all eligible on organic
- Trend toward more extensions in ads Build Trust through review extensions, location extensions, deep linking with site links – Pushes organic listings down.
- Blends in to URL Not only make money, but to solve problems for users and give the correct answer Trend is clear Clean
- Ads on Maps
- Google Maps – Mobile Version
- Google Maps With Offer
- Local Map Pack
- States stop for gas Add it to your trip Visual E rout images Reset search More touch points for ads – where organic listings lose out.
- Part of that thoroughness is ensuring that the data you’re looking at is segmented enough to show meaningful trends for the segment you’re looking at. If it’s not, you might be getting deceived by the numbers you’re seeing and come to incorrect conclusions. People get freaked out by a lot of data Use AdWords For This: How to find it How to organize it, How to glean insights from it
- The art of looking at your data from different angles.
- Data is more pure Google Rewards Relevant Ads
- Break It Down
- Pausing!
- Unique AdCopy and Unique Landing Pages
- Free Data
- Day parting Bid Modifiers Make sure you have budget for the end of the day especially if you’re conversions rates are are high and CPL low 100% Impression share!
- Day parting Bid Modifiers
- Day parting Bid Modifiers Late night conversions
- Day parting Bid Modifiers Late night conversions
- Where people are Bid modifiers Position
- Mobile Responsive vs mobile optimized
- Mobile Responsive vs mobile optimized
- Area code Length Received From Where (Website, SERP) When
- Wells Fargo
- Landing pages Add income level, parental status, other, where they live Unique CTAs Images etc What = Product Why = Copy
- Circle Data in the middle Refinement overtime Use data/ personas Synergize your other channels Facebook marketing, traditional Unique CTAs Images etc
- Circle Data in the middle Refinement overtime Use data/ personas Synergize your other channels Facebook marketing, traditional Unique CTAs Images etc
- Segmentation
- If they say no Own your account Always have an action plan moving forward
- You know your biz better than anyone. Test yourself -now -preview tool -or live (right now) Surround yourself with data