This document discusses strategies for optimizing AdWords campaigns. It recommends (1) focusing on first mover advantages, matching innovations to company characteristics, and customer behavior insights. It also recommends (2) using Dynamic Search Ads to target long purchase paths and seasonality. Combining Dynamic Search Ads with Remarketing Lists was shown to significantly increase conversion rates and decrease cost per acquisition. The document provides a checklist for AdWords strategy that focuses on solving marketing complexities and lubricating the customer purchase path.

2. #SHORTSTRAW

4. 4

5. Who Uses AdWords???
• Reverse Vote
• Google important traffic source
• Familiar with AdWords
5

6. Strategy
6

7. Warning
• Gonna get deep down and nerdy
7

8. The Client
8

9. Wolfgang AdWords Methodologies
1. Focus on First Mover
Advantage
2. Match Innovations to
Company Characteristics
& Complexities
3. Match Innovations to
Customer Behaviour
Insights
4. Think Three Iterations
9

10. 3 Strategy Defining
Characteristics of
10

11. 1/ It’s Huuuge!
11
Supply Side
 Over 40,000 products
 Over 400,000 keywords
Demand Side
 Over ¼ million relevant
searches every day!

12. 2/ Long Paths To Purchase
- Clicks
12

13. 2/ Long Paths To Purchase
- Searches
13

14. 3/ Seasonality
14

15. The Challenge
15

16. Product Range
16

17. Product Stock Levels
17

18. User Search Behavior
18

19. 19

20. Dynamic Search Ads
 Show ads based on the content
of your website
 Google reference the organic
search index of your website
 Ad text headline and landing page
automatically generated

21. Dynamic Search Ads in Action
6/5/2015 21

22. 6/5/2015 22

23. DSA Tip!
23
 Greater control
 Better
granularity
potential

24. 24
DSA : Results
AdWords Perfromance Metrics
 +39% Click Through Rate
 -40% Cost per Click
Business KPIs
 +46% Conversion Rate
 -58% CPA

25. Long Paths To Purchase
- Clicks
25

26. RLSA Iteration
26

27. Innovations Combined
+

28. 28
RLSA+DSA : Results
AdWords Performance Metrics
 +240% Ad Click Through Rate
 - 40% CPC
Business KPIs
 +167% Conversion rate
 - 76% CPA

29. Typical Search Journey
29
1. Clothes Online
2. Women’s Fashion
1. Dresses
2. Lipsy Dresses
1. Lipsy Dresses
Littlewoods

30. 30

31. 31

32. Increase Bids For Product Pages
Audience
32

33. 3/ Seasonality
33

34. Fighting Fit
34

35. Christmas 2014
DSA campaigns
increased
conversions* by over
1/3rd
*(non-brand)
35

36. Recap
Round 1 – Dynamic Search Ads (DSA)
Round 2 –RSLA & DSA combo
Round 3 – DSA with bid adjustment for
product searches
Round 4 – Xmas KO
36

37. The Checklist
 Strategy - Solve marketing complexities
- Lubricate path to purchase
 DSAs are your best friend for capturing the long
tail.
 Pro Tip - Use the DSA URL targeting option for
greater control
 Combine DSAs with RLSAs to “lock” prospects into
your purchase funnel
 Steal competitors sales by bidding more
aggressively towards the end of the funnel
37

38. 38