SlideShare a Scribd company logo
Your London Google
Ads Conference
Mabo | www.mabo.co.uk | ppc@mabo.co.uk | 01287 244080
Introduction
James Lees
Marketing Director
Mabo
6
Years
Old
350+
Managed
Accounts
£2.5m
Monthly
Managed Spend
We Are Paid Search Specialists
Google Premier
Partner
97.5%
Retention
Rate in
2018
CSS
First 30 Google
CSS Partners
We Are Paid Search Specialists
Today’s Speakers
Rob Jackson Matthew Soakell Michelle Flaherty Anna Reintjes
First Speaker
Rob Jackson
Operations Director
Mabo
Get To Know Your Audience
Get To Know Your Audience
Rob Jackson, Operations Director
About…
Rob Jackson, Operations Director
8 Years in Digital Marketing
5 Years at Mabo Media
Been responsible for leading PPC teams and strategy at 2 leading UK agencies
How well do you
know your customers?
Person One Person Two
Person One
Female
Person Two
Male
Person One
Female
26
Person Two
Male
62
Brittany
Female
26
Alf
Male
62
Brittany
Female
26
Top 10% household income
Alf
Male
62
Under UK ave. household income
Brittany
Female
26
Top 10% household income
Kensington
Alf
Male
62
Under UK ave. household income
Yorkshire Mining Town
Brittany
Female
26
Top 10% household income
Kensington
No Children
Alf
Male
62
Under UK ave. household income
Yorkshire Mining Town
Parent
Brittany
Female
26
Top 10% household income
Kensington
No Children
Rugby Fan
Alf
Male
62
Under UK ave. household income
Yorkshire Mining Town
Parent
Shopaholic
Brittany
Female
26
Top 10% household income
Kensington
No Children
Rugby Fan
Looking for accessories for Saturday night
Alf
Male
62
Under UK ave. household income
Yorkshire Mining Town
Parent
Shopaholic
Looking for a Valentines gift for his partner
Brittany
Female
26
Top 10% household income
Kensington
No Children
Rugby Fan
Looking for accessories for Saturday night
Silver Fashion Jewellery
Alf
Male
62
Under UK ave. household income
Yorkshire Mining Town
Parent
Shopaholic
Looking for a Valentines gift for his partner
Engagement Rings
Alf
Male
62
Under UK ave. household income
Yorkshire Mining Town
Parent
Shopaholic
Looking for a Valentines gift for his wife
Engagement Rings
Alf
Male
62
Under UK ave. household income
Yorkshire Mining Town
Parent
Shopaholic
Looking for a Valentines gift for his wife
Engagement Rings
Gender
Alf
Male
62
Under UK ave. household income
Yorkshire Mining Town
Parent
Shopaholic
Looking for a Valentines gift for his wife
Engagement Rings
Gender
Age
Alf
Male
62
Under UK ave. household income
Yorkshire Mining Town
Parent
Shopaholic
Looking for a Valentines gift for his wife
Engagement Rings
Gender
Age
Household Income
Alf
Male
62
Under UK ave. household income
Yorkshire Mining Town
Parent
Shopaholic
Looking for a Valentines gift for his wife
Engagement Rings
Gender
Age
Household Income
Location
Alf
Male
62
Under UK ave. household income
Yorkshire Mining Town
Parent
Shopaholic
Looking for a Valentines gift for his wife
Engagement Rings
Gender
Age
Household Income
Location
Parental Status
Alf
Male
62
Under UK ave. household income
Yorkshire Mining Town
Parent
Shopaholic
Looking for a Valentines gift for his wife
Engagement Rings
Gender
Age
Household Income
Location
Parental Status
Affinity Audience
Alf
Male
62
Under UK ave. household income
Yorkshire Mining Town
Parent
Shopaholic
Looking for a Valentines gift for his wife
Engagement Rings
Gender
Age
Household Income
Location
Parental Status
Affinity Audience
In-Market Audience
Alf
Male
62
Under UK ave. household income
Yorkshire Mining Town
Parent
Shopaholic
Looking for a Valentines gift for his wife
Engagement Rings
Gender
Age
Household Income
Location
Parental Status
Affinity Audience
In-Market Audience
Search Term (Intent)
How do you use
your audience data?
MALE
Gender
MALE
Age
MALE
Household
Income
MALE
Parental
Status
MALE
Location
Conversion rate
2.98%
Conversion rate
6.86%
Thank You!
Second Speaker
Matthew Soakell
Senior PPC Trainer
Mabo
Measuring & Optimising Your
Google Ads Performance
Measuring & Optimising Your
Google Ads Performance
Matthew Soakell, Senior PPC Trainer
About…
Matthew Soakell, Senior PPC Trainer
4.5 Years in Digital Marketing
3 Years at Mabo Media
Responsible for training all new and existing staff members, prior to this my
role was PPC Account Manager
Named ‘Rising Star of the Year’ at the UK Biddable Media Awards
Theory of Optimisation:
Measure, Act, Attribute
What Do We Measure?
What gets measured / tracked on a day-to-day basis?
What Do We Measure?
What gets measured / tracked on a day-to-day basis?
Gas/electricity/water meters
What Do We Measure?
What gets measured / tracked on a day-to-day basis?
Gas/electricity/water meters
Online banking
What Do We Measure?
What gets measured / tracked on a day-to-day basis?
Gas/electricity/water meters
Online banking
Speed cameras
What Do We Measure?
What gets measured / tracked on a day-to-day basis?
Gas/electricity/water meters
Online banking
Speed cameras
Fitness progress
What Do We Measure?
Why Do We Measure These?
Day-to-day measurement:
Control spend
Why Do We Measure These?
Day-to-day measurement:
Control spend
Security / safety
Why Do We Measure These?
Day-to-day measurement
Control spend
Security / safety
Optimise / improve
Why Is Bid Management Necessary?
To increase bids across areas that are performing well
To decrease bids across areas that aren’t performing well
To stay in control of where and how budget is being spent
Theory of Optimisation:
Measure, Act, Attribute
Measurement Within A Google Ads Account
Why we measure - our Account Managers thoughts:
“Making the most efficient use of the budget available”
Measurement Within A Google Ads Account
Why we measure - our Account Managers thoughts:
“Making the most efficient use of the budget available”
“Maximise potential, minimise waste”
Measurement Within A Google Ads Account
Why we measure - our Account Managers thoughts:
“Making the most efficient use of the budget available”
“Maximise potential, minimise waste”
“Optimising the account so we can allocate spend in the most effective and
profitable manner”
Measurement Within A Google Ads Account
Why measure / track?
Control spend
Optimise / improve
Measurement Within A Google Ads Account
Why measure / track?
Control spend
Optimise / improve
We measure, so we can act
Manual Bid Management | CPA & ROAS
CPA - Cost Per Acquisition
ROAS - Return On Ad Spend
Bid Adjustments | Locations, Ad Schedule, Devices & RLSA
Locations
Ad Schedule
Devices
RLSA Bid Adjustments
Theory of Optimisation:
Measure, Act, Attribute
Attribution
Automation and
The Future of Bid Management
Google Ads Smart Bidding Strategies
Target CPA: You specify how much you are willing to spend to produce a certain action
Target ROAS: You specify what sort of return on ad spend you want from your ads
Maximise clicks: Google will try to get you as many clicks as possible from your budget
Maximise conversions: Similar to Maximize clicks, except Google tries to maximize conversions,
not clicks
Target search page location: Google optimises your bids to get you a specific ad rank
Target outranking share: Allows you to pick how often you want to outrank the competition
Enhanced CPC: Adjusts your bid up or down in order to optimize for conversions (still requires manual bid
management)
Client Success From Target ROAS
‘Entities should not be multiplied beyond necessity’
‘Entia non sunt multiplicanda praeter necessitatem’
Thank you!
Michelle Flaherty
Agency Lead
Google
The Future Of Search & Google Ads
Keynote Speaker
The Future of Search and Google Ads
Consumer change
One internet minute
“The year of mobile”
StatCounter Global Stats
The Age of Assistance
Proprietary + Confidential
Proprietary + Confidential
Just take my morning yesterday, for example...
7:00am
I want to contact...
12:00pm
I want to find...
9:00am
I want to know...
11:00am
I want to watch...
Proprietary + Confidential
Confidential + ProprietaryProprietary + Confidential
Our Consumers are more empowered than ever before
NEWLY
EMPOWERED
CONSUMER
Demanding
CuriousImpatient
More
Curious
80% increase in mobile searches for
‘best’ in past 2 years
Searches for ‘best toothbrush’ grew
by over 100% over the past 2 years
More
Demanding
More
Curious
Since early 2017, the number of local
searches without ‘near me’ have
outgrown searches that include
‘near me’
More
Impatient
More
Demanding
More
Curious
Searches for ‘open now’ have tripled
Travel-related queries for ‘today’ or
‘tonight’ have grown 150% on mobile
Confidential + Proprietary
All News Images Books Maps More Settings
as·sis·tance
/ˈəˈsistəns/
noun
1. helping people to get things done.
2. ..MARKETING..
a digital strategy focused on understanding what people want and
helping them to succeed throughout the consumer journey.
About 63,000,000 results (0.58 seconds)
define: assistance
Tools
Proprietary + Confidential
Proprietary + Confidential
Technology should enhance customer
experience,
and improve marketing
Proprietary + Confidential
Confidential + Proprietary
Proprietary + Confidential
Tennis rackets
Confidential + Proprietary
Tennis rackets Tennis racket reviewsTennis shops Dublin
Proprietary + Confidential
Confidential + Proprietary
Best tennis racket Tennis racket reviewsTennis shops Dublin
Proprietary + Confidential
Tennis Rackets Searches in the UK Over the Past 5 Years
Confidential + Proprietary
Tennis rackets
Proprietary + Confidential
Keyword intent Human intent
Tennis rackets
Be smart Be quickBe there
for your customers throughout the
entire purchase journey
3 key principles in the age of assistance
through meaningful
engagement with your
audience wherever they are
by delivering on customer needs
in real-time
Search
It all begins with the search term
s e a r c h q u e r y
The Audience revolution in Search:
Fundamentally changing how we engage with our customers
YouTube
RLSA
Remarketing Lists
for Search Ads
Demographics
for Search Ads
Google
Analytics
with RLSA
Customer
Match
2013 2014 2015 2016 2017
RLSA in
Shopping
RLSA in
Doubleclick
Similar
Audiences
In-market Audiences
& Household income*
Ad
Customizers
2018
*not yet released
Google Display Network
How do you connect with consumers when they aren’t
necessarily searching for you?
79%
of time online is
spent outside
search
21%
of time online is
spent searching
across websites, mobile,
YouTube and Gmail
Source: go-gulf.com; “How People Spend Their Time Online”; February 2, 2012 Online Publishing Association;
Nielsen, Comscoredatamine.com, Tnsdigitallife.com, Pewinternet.org
An Overview of the Google Display Network
90%of global internet
users
Source: ComScore
2M+websites
Ads are
served across
Auto-Targeting
Gmail Ads
Mobile App Installs
Placement Targeting
*Note: These targeting types can also be used
for branding purposes*
Build Awareness
Influence
Consideration
Drive Action
Grow
Loyalty
Audience Keywords
In-Market Audiences
Similar Audiences
Display/Dynamic Remarketing
Content Keywords
Search Network with Display Select
Connect throughout the purchase process and drive
results with the Google Display Network
YouTube
Confidential + Proprietary
Reach was scarce and
attention plentiful
Now reach is plentiful
and attention scarce
‘Peak moments’ have changed. What were the most
viewed TV shows on Christmas Day over the years?
2000 2013 2015
13.7m
viewers
9.4m
viewers
7.4m
viewers
11.4m
viewers
2006
Confidential + Proprietary
There are more digital
video viewers than
smartphone users...
Emarketer UK digital video and TV 2017
By 2021
we expect video to make up
82%
of the global data traffic
Source: Cisco
Source: Cisco
By 2021
5 million years
Of video watched online every month
YouTube reaches 82% of total online pop in UK
82%
78% 41% 37% 16%
18%36% 17% 15%
YouTube Formats
Branding Goals
Performance Goals
Bumpers Masthead TrueView
Google
Preferred
Store VisitsTrueView for
Action
TrueView
for Shopping
TrueView for Action
ad
TrueView for Action
Drive click actions right from a video, like:
GET QUOTE
BUY NOW
LEARN MORE
New YouTube ad format:
(Max. 10 characters)
Confidential + Proprietary
Proprietary + Confidential
Now you can target people on YouTube soon after
they search specific keywords on Google Search.
best mattresses
lunch spots near me
2018 toyota camry
Confidential + Proprietary
searches for your
product/service
clicks to
your website
conversions
on your website
untapped
in-market
consumers
Even strong Search campaigns miss many undecided shoppers
The majority
(85%) of these
people are also
reachable on
YouTube
unconverted
site visitors
Confidential + Proprietary
Anna Reintjes
Associate Account Strategist
Google
The Future Of Search & Google Ads
Keynote Speaker
Attribution
Proprietary + Confidential
I Example: How did you make your last meal?
Making last night’s meal involved multiple touchpoints
Step 1 Step 2 Step 3 Step 4 Conversion
Do the grocery
Shopping online
Grocery shopping
is delivered
You prepare
the meal
The oven cooks
the meal
Bon appetit!
Proprietary + Confidential
I So how was it attributed?
Treating search with the same logic will give you better insight and understanding
First Click (The website)
Last Click (The oven)
Data Driven 0.2 0.30.30.3
1 00
1
Do the grocery
Shopping online
Grocery shopping
is delivered
You prepare
the meal
The oven cooks
the meal
Step 2 Step 3 Step 4Step 1
Have you ever booked
a holiday in one sitting,
on one device?
Proprietary + Confidential
Chances are, your booking process looked
more like this:
‘Week in Italy
ideas’
Sunday AM
‘Bed and breakfast
Naples, Italy’
Tuesday AM
Viewed Hotel
Piazza Carta
display ad
Wednesday PM Friday AM
Booked
reservation!
Friday AM
‘Hotel Piazza
Carta reservation
1/10 to 10/10’
The first click introduced the customer to your
business...
‘Week in Italy
ideas’
Sunday AM
‘Bed and breakfast
Naples, Italy’
Tuesday AM
Viewed Hotel
Piazza Carta
display ad
Wednesday PM Friday AM
Booked
reservation!
Friday AM
‘Hotel Piazza
Carta reservation
1/10 to 10/10’
...but the last click was the final interaction before
the purchase.
‘Week in Italy
ideas’
Sunday AM
‘Bed and breakfast
Naples, Italy’
Tuesday AM
Viewed Hotel
Piazza Carta
display ad
Wednesday PM Friday AM
Booked
reservation!
Friday AM
‘Hotel Piazza
Carta reservation
1/10 to 10/10’
The middle clicks, meanwhile, influenced you when
you were looking at options!
‘Week in Italy
ideas’
Sunday AM
‘Bed and breakfast
Naples, Italy’
Tuesday AM
Viewed Hotel
Piazza Carta
display ad
Wednesday PM Friday AM
Booked
reservation!
Friday AM
‘Hotel Piazza
Carta reservation
1/10 to 10/10’
Attribution helps you connect these dots
‘Week in Italy
ideas’
Sunday AM
‘Bed and breakfast
Naples, Italy’
Tuesday AM
Viewed Hotel
Piazza Carta
display ad
Wednesday PM Friday AM
Booked
reservation!
Friday AM
‘Hotel Piazza
Carta reservation
1/01 to 10/10’
Attributing value
across your users’
paths fuels growth
for your business
Machine Learning
Computer Web Mobile Machine Learning
We are entering the
4th
evolution in computing
Artificial intelligence (AI)
is a broad term for getting computers
to perform human tasks; it’s the
science of making computers smart.
Machine learning
is a type of artificial intelligence that
provides computers with the ability to
learn without being explicitly
programmed. It focuses on the
development of computer programs
that can change when exposed to new
data.
100 tries100 tries
400 tries400 tries
400 tries
600 tries600 tries
600 tries
Proprietary + Confidential
We are now an
AI-first company.
- Sundar Pichai, CEO, Google
“
”
Confidential & Proprietary
Search
Search ranking
Speech recognition
Android
Keyboard & speech input
Play
App recommendations
Game developer
experience
Gmail
Smart reply
Spam classification
Drive
Intelligence in Apps
Chrome
Search by image
Photos
Photos search
YouTube
Video recommendations
Better thumbnails
Maps
Parsing local search
Translate
Text, graphic and
speech translation
Cardboard
Smart stitching
Streetview
Imaging
Confidential & Proprietary
sunset
Confidential & Proprietary
sunrise
Confidential & Proprietary
dad and me
40%Saving on energy used for cooling
in all the Google Data Centers
10,000% ROI4X
Faster at
responding
to urgent
emails
With minimal
system cost
of ~£100 /
month
ML now embedded in customer service
Snapsheet app (http://www.snapsheetapp.com) perhaps image of a damaged car with a person taking a picture of it with a phone.
Summary
Consumers are Curious,
Demanding & Impatient
Final Thoughts
Reach potential customers
before they have fully decided
Technology can help with these
challenges and opportunities
Things move quickly, you
need expertise on your side
Thank You

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