This webinar discusses Google AdWords tactics for ecommerce sites. It covers how to structure Google AdWords accounts by region, category, and time. Various ad formats and placements are explained including search, maps, product listings, YouTube, and more. Google AdExtensions like locations, calls, offers, sitelinks, social, products, and apps are also discussed. Dynamic ad extensions and how to configure them are explained. The webinar concludes with discussing automatic rules for campaign management and using Google Analytics to adjust bids. The speaker offers a free online marketing audit to attendees.

1. Webinar, Oct 16, 2013
Winning Google
AdWords tactics for Ecommerce sites

2. Promodo at a Glance

3. Speaker
Kate Sudarkina
PPC analyst at Promodo

4. What I am going to speak
about
Structure of Google Adwords account
Formats of ads distribution with targeting on west countries
Google Adwords extensions, how they can improve your business
Automatic rules
Report bid adjustment in Google Analytics

5. Account structure

6. Account division by regions

7. Account division by categories

8. Account division by time

9. Formats of distribution
Search distribution
3. At the bottom of a search page

10. Distribution in the Google Maps section

11. Distribution in the product catalog, Merchant
Center
Merchant Center improves
the process of loading the
product catalog
Usual Adwords distribution at
the bottom of a page of
product catalog

12. Distribution Merchant Center + Special Offers

13. Distribution of text ads in Youtube
Distribution from
left hand
Distribution inside
the video

14. Ad Extension
Google Locations
Attract more useful traffic for a short
time
Quick identification of your services

15. Call Extensions
Allow to react quickly on
a situation that may
take place
Expanding your
business by mobile
device users

16. Offer Extensions
It is necessary to have bonuses
It is not a notice of sales, discounts
and promotional things that you may
promote in simple text ad
Bonuses should be offered for the goods and services that are
available in offline store

17. Sitelinks Extensions
Additional site links give you an opportunity to redirect the
user to any other page of the site that may be more relevant
to him
Sitelinks of that kind will be available to user only when your ad gains
the first position above the organic search

18. Social Extensions
Recommendation of other people in Google +
raise the effectiveness of your campaigns
Regular updating of the content on all pages of your
site will increase user’s interests

19. Product Extensions
Such extension gives you an opportunity to display items (with
name and price) that mostly match to one’s search term

20. App Extensions
Ability to make your app popular
Increase the popularity of your services through your application

21. Dynamic Extensions
Advantages:
Display dynamic ads are not associated with keywords that are
issued ordinary ads in search result
Easy to operate
This function is better working for large online stores than to
individual product oriented sites
Who may be interested in dynamic extensions?
Sites with different services and goods
Sites on which the range of goods and services changes
frequently
Also on sites that offer seasonal products

22. How dynamic ads work
The system automatically generates a dynamic ad under the heading of the
user's request, and also supplies the appropriate landing page
How to configure the operation of dynamic
ads
1) In your campaign settings, select the type of "dynamic
search ads"

23. 2) Go to the tab and fill in the ad description line of 1.2, as well
as the display URL

24. 3) Set up goals on the tab "automatic target"
Category
Page-title of the site
URL
The content of the page

25. Automatic rules
For what we need them?
Simple campaign management
Saving of your time

26. Bids Adjustment using Google Analytics
To schedule in Google Adwords and to observe how well it works
with Google Analytics

27. Free online marketing audit
We would like to invite all you to take a free 10-15 minutes
personalised webinar for a quick audit of your website and
marketing campaigns by Google certified experts.
-
Quick usability audit of the existing site;
Quick SEO audit and review of existing analytics;
Audit of PPC campaigns;
Technical audit;
Best practices of conversion rate optimization;
General online marketing strategy insights.
Free online marketing audit

28. Thank you for your attention!
Ask your questions please!
Kate Sudarkina
PPC Analyst
at Promodo
e-mail: e.sudarkina@promodo.com

29. Please follow
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Facebook.com/promodo