Your London Google Ads Conference 2019. An event hosted by leading PPC Management Agency Mabo and Google on the 25th April 2019. All presentations are available to view here.
For further information on Mabo and their award-winning service, please visit https://www.mabo.co.uk/
Case study 82% increase in sales through PPCWhiteDigital
PartySuppliesNow.com.au ran PPC campaigns for bringing in more potential traffic with targeted ads, but it wasn’t very productive enough to convert more traffic, although they were supposed to be the top revenue making industry in Australia due to their unique type of services. But what stood between their business objectives and success was their PPC. PartySuppliesNow.com.au wanted a productive strategy that can efficiently manage their PPC campaign in a way that takes the prime advantage in amplifying conversions. They wanted to discover the right keywords that direct relevant traffic to their business. They wanted to improve their Quality Score of their website to rank more. Our strategic solutions triggered the sales of PartySuppliesNow.com.au to 82% which is a massive outcome of our optimized PPC campaigns.
Conductor C3 2019 - What’s Next, Now: The Modern Media MixConductor
Collin Colburn, Forrester
ow does organic marketing fit in with the modern media mix? And how do you make it pay? Guest speaker Collin Colburn will highlight the trends that are shaping ROI metrics and integration of SEO.
Infographic: The ROI of Content Marketing (In Numbers Everyone Understands an...Julia McCoy
Content marketing is THIS effective:
- Content marketers get 6x more website conversions than non-adopters.
- Marketers who rate themselves as effective make sure at least 37% of their budgets go toward their content and content goals.
But the problem:
How do you explain the ROI of content marketing in a way that’s immediately understandable to people who aren’t you?
We're here to help.
This infographic will {FINALLY} help you solve the content marketing buy-in problem with important people like…
Clients
Executives
Stakeholders
Business partners
Instead of putting these key players to sleep with a long list of icky stats, you need to be more persuasive.
We put together a guide that might help you, with formulas based on real scenarios, and language that even the toughest boss will understand (ROI speaks!). This piece was a collaborative team effort.
See more here: https://expresswriters.com/the-roi-of-content-marketing/
Follow the Write Blog: https://expresswriters.com/write-blog
Search Marketing Breakfast: Tis the Season to be SearchingAdthena
Seasons change, prompting consumers to make new purchases, or sales events persuade them to part with their cash. This event aims to look at how different industries tackle seasonality and adjust their digital strategy to win in search.
Case study 82% increase in sales through PPCWhiteDigital
PartySuppliesNow.com.au ran PPC campaigns for bringing in more potential traffic with targeted ads, but it wasn’t very productive enough to convert more traffic, although they were supposed to be the top revenue making industry in Australia due to their unique type of services. But what stood between their business objectives and success was their PPC. PartySuppliesNow.com.au wanted a productive strategy that can efficiently manage their PPC campaign in a way that takes the prime advantage in amplifying conversions. They wanted to discover the right keywords that direct relevant traffic to their business. They wanted to improve their Quality Score of their website to rank more. Our strategic solutions triggered the sales of PartySuppliesNow.com.au to 82% which is a massive outcome of our optimized PPC campaigns.
Conductor C3 2019 - What’s Next, Now: The Modern Media MixConductor
Collin Colburn, Forrester
ow does organic marketing fit in with the modern media mix? And how do you make it pay? Guest speaker Collin Colburn will highlight the trends that are shaping ROI metrics and integration of SEO.
Infographic: The ROI of Content Marketing (In Numbers Everyone Understands an...Julia McCoy
Content marketing is THIS effective:
- Content marketers get 6x more website conversions than non-adopters.
- Marketers who rate themselves as effective make sure at least 37% of their budgets go toward their content and content goals.
But the problem:
How do you explain the ROI of content marketing in a way that’s immediately understandable to people who aren’t you?
We're here to help.
This infographic will {FINALLY} help you solve the content marketing buy-in problem with important people like…
Clients
Executives
Stakeholders
Business partners
Instead of putting these key players to sleep with a long list of icky stats, you need to be more persuasive.
We put together a guide that might help you, with formulas based on real scenarios, and language that even the toughest boss will understand (ROI speaks!). This piece was a collaborative team effort.
See more here: https://expresswriters.com/the-roi-of-content-marketing/
Follow the Write Blog: https://expresswriters.com/write-blog
Search Marketing Breakfast: Tis the Season to be SearchingAdthena
Seasons change, prompting consumers to make new purchases, or sales events persuade them to part with their cash. This event aims to look at how different industries tackle seasonality and adjust their digital strategy to win in search.
General digital marketing consulting proposal. This proposal can use as a template for any kind of SEO proposal. You can add more information about any particular industry
Business Plan - Real Estate Collaboration tools by Ishit MehtaIshit Mehta
This is a Business Plan for Real estate Collaboration tool, which could switch real estate brokers offline network to online. This tool can boost productivity of real estate brokers.
We are a communications agency with an unconventional innovation lab, run by smart brand builders and out-of-the-box storytellers. At Turiya Communications LLP, we believe in building relationships and telling stories for our clients in the traditional and online space through simplified communication, keeping in mind their needs and preferences.
Digital Marketing
Branding
Media Strategy & Planning
Public Relations
Social Media Measurement
Market Research
If your company needs to submit a Content Centric Marketing Proposal PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. https://bit.ly/3hqcuNl
Are you maximizing on the amazing opportunity to grow your business with paid search advertising?
Join our expert, Mark Irvine as he walks you through the 6 Fundamental Skills every advertiser will need in order to start profiting from this type of marketing.
You'll learn how to:
- Use keyword managment strategies to attract the most valuable traffic to your site
- Adjust bids to ensure you're only spending budget on relevant searches
- Target your ideal audience with the appropriate messaging
Farnek’s Skip Hire cover the whole United Kingdom. Goal of our registered company is to clear the waste material under the rules of the Environmental Agency. We are popular because of our unique features. Top Skip Hire Services providers in the UK with More than 95% Happy Customers.
Campaign PPC And Adwords Proposal PowerPoint Presentation SlidesSlideTeam
If your company needs to submit a Campaign PPC And Adwords Proposal Powerpoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. https://bit.ly/2UHcT4H
Unleashing The Power of your Email Program - The Mistakes You Don't Realize Y...Yosef Silver
Email marketing automation has the potential to drive additional revenue, reclaim carts or drive more visitors to your website, but so many businesses are getting it all wrong. In my experience, there are four primary areas most businesses can improve their email process and see results right away. They just don’t know where to look.
Digital Marketing Consulting For Business Proposal PowerPoint Presentation Sl...SlideTeam
If your company needs to submit a Digital Marketing Consulting For Business Proposal PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. https://bit.ly/3g2o5SS
Michael Brenner, CEO of the Marketing Insider Group joins Steve Rayson of BuzzSumo to discuss Content Marketing ROI. In the presentation Michael covers:
- The importance of content ROI
- Content objectives and the buyer journey
- Ten powerful ways to improve your returns
- How to track and prove ROI
#ContentROI
NetElixir CEO Udayan Bose and our other thought leaders will share their expertise about AI in search marketing.
With the ever-changing nature of the digital marketplace, AI is the next great development retailers must embrace in their marketing strategies. Retailers of every size and industry can re-energize their search marketing efforts with these new insights.
General digital marketing consulting proposal. This proposal can use as a template for any kind of SEO proposal. You can add more information about any particular industry
Business Plan - Real Estate Collaboration tools by Ishit MehtaIshit Mehta
This is a Business Plan for Real estate Collaboration tool, which could switch real estate brokers offline network to online. This tool can boost productivity of real estate brokers.
We are a communications agency with an unconventional innovation lab, run by smart brand builders and out-of-the-box storytellers. At Turiya Communications LLP, we believe in building relationships and telling stories for our clients in the traditional and online space through simplified communication, keeping in mind their needs and preferences.
Digital Marketing
Branding
Media Strategy & Planning
Public Relations
Social Media Measurement
Market Research
If your company needs to submit a Content Centric Marketing Proposal PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. https://bit.ly/3hqcuNl
Are you maximizing on the amazing opportunity to grow your business with paid search advertising?
Join our expert, Mark Irvine as he walks you through the 6 Fundamental Skills every advertiser will need in order to start profiting from this type of marketing.
You'll learn how to:
- Use keyword managment strategies to attract the most valuable traffic to your site
- Adjust bids to ensure you're only spending budget on relevant searches
- Target your ideal audience with the appropriate messaging
Farnek’s Skip Hire cover the whole United Kingdom. Goal of our registered company is to clear the waste material under the rules of the Environmental Agency. We are popular because of our unique features. Top Skip Hire Services providers in the UK with More than 95% Happy Customers.
Campaign PPC And Adwords Proposal PowerPoint Presentation SlidesSlideTeam
If your company needs to submit a Campaign PPC And Adwords Proposal Powerpoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. https://bit.ly/2UHcT4H
Unleashing The Power of your Email Program - The Mistakes You Don't Realize Y...Yosef Silver
Email marketing automation has the potential to drive additional revenue, reclaim carts or drive more visitors to your website, but so many businesses are getting it all wrong. In my experience, there are four primary areas most businesses can improve their email process and see results right away. They just don’t know where to look.
Digital Marketing Consulting For Business Proposal PowerPoint Presentation Sl...SlideTeam
If your company needs to submit a Digital Marketing Consulting For Business Proposal PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. https://bit.ly/3g2o5SS
Michael Brenner, CEO of the Marketing Insider Group joins Steve Rayson of BuzzSumo to discuss Content Marketing ROI. In the presentation Michael covers:
- The importance of content ROI
- Content objectives and the buyer journey
- Ten powerful ways to improve your returns
- How to track and prove ROI
#ContentROI
NetElixir CEO Udayan Bose and our other thought leaders will share their expertise about AI in search marketing.
With the ever-changing nature of the digital marketplace, AI is the next great development retailers must embrace in their marketing strategies. Retailers of every size and industry can re-energize their search marketing efforts with these new insights.
A GUIDE TO ONLINE MARKETING
Gain control over your online advertising dollars
Presented by : 411 Locals
The online marketing agency
preferred by small business
owners from all over the US.
WiserBrand was born as a digital marketing agency. Bold thinkers and makers, we’ve never sat still. Since 2015, WiserBrand has been growing fast to meet our customers’ needs in marketing, development, and customer care.
"How to Master Smart Bidding" Tomaso Uliana - GoogleAdplify
How to Master Smart Bidding with Google Ads’ Machine Learning Power.
Machine Learning & Automation - Unlock growth through Smart Bidding - Evaluate Smart Bidding & Measure the impact
How to increase your business with a strong marketing planBrian Bateman
“ Counselors to Americas Small Businesses”. Provides quality, free and confidential counseling to small businesses. In person at a SCORE, neutral, or client locations. Telephone counseling, Email counseling
Provides low cost workshops. 50+ highly experienced active volunteers with varying skills and talents. Many have run small businesses. Others have worked in banking, real estate, law, or for local corporations.
Housed with the SBA at 310 W. Wisconsin Ave. (Blue Reuss building). Anyone wanting business counseling can call the SCORE Office (414-297-3942) or sign up on the SCORE Milwaukee website www.scoresewisconsin.org.
Data-driven digital marketing agency | Adloonix presentationAdloonix
Who are Adloonix >
We are an independent digital marketing agency. Our team completes tasks quickly because we love what we do because each of us adores marketing. We are definitely "hungry".
What We Do >
Adloonix the #1 marketing agency in providing the data-driven strategies for brands & startups. We make brands remarkable by helping them become more profitable, generating more leads, simplifying their business processes and decreasing their marketing & sales expenses.
Help Us Help You >
We increase brand awareness and drive higher quality leads to sales for brands & startups with the proven use of the data-driven SEO, PPC, CRO, or CX digital strategies, ensuring on-time implementation.
If you want to succeed online and you’re ready to explore the options available to you, drop us a line with your case! We will be glad to choose the best solution directly for you.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
7. Get To Know Your Audience
Rob Jackson, Operations Director
8. 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
17. 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
18. 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
19. 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
20. Alf
Male
62
Under UK ave. household income
Yorkshire Mining Town
Parent
Shopaholic
Looking for a Valentines gift for his wife
Engagement Rings
21. Alf
Male
62
Under UK ave. household income
Yorkshire Mining Town
Parent
Shopaholic
Looking for a Valentines gift for his wife
Engagement Rings
Gender
22. 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
23. 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
24. 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
25. 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
26. 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
27. 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
28. 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)
39. 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
47. Why Do We Measure These?
Day-to-day measurement:
Control spend
48. Why Do We Measure These?
Day-to-day measurement:
Control spend
Security / safety
49. Why Do We Measure These?
Day-to-day measurement
Control spend
Security / safety
Optimise / improve
50. 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
52. Measurement Within A Google Ads Account
Why we measure - our Account Managers thoughts:
“Making the most efficient use of the budget available”
53. 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”
54. 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”
55. Measurement Within A Google Ads Account
Why measure / track?
Control spend
Optimise / improve
56. Measurement Within A Google Ads Account
Why measure / track?
Control spend
Optimise / improve
We measure, so we can act
68. 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)
78. 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
85. 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
89. Confidential + Proprietary
Best tennis racket Tennis racket reviewsTennis shops Dublin
Proprietary + Confidential
Tennis Rackets Searches in the UK Over the Past 5 Years
91. 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
93. It all begins with the search term
s e a r c h q u e r y
94. 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
96. 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
97. An Overview of the Google Display Network
90%of global internet
users
Source: ComScore
2M+websites
Ads are
served across
98. 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
101. ‘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
102. Confidential + Proprietary
There are more digital
video viewers than
smartphone users...
Emarketer UK digital video and TV 2017
103. By 2021
we expect video to make up
82%
of the global data traffic
Source: Cisco
107. 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)
109. 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
110. 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
111. Confidential + Proprietary
Anna Reintjes
Associate Account Strategist
Google
The Future Of Search & Google Ads
Keynote Speaker
113. 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!
114. 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
115. Have you ever booked
a holiday in one sitting,
on one device?
Proprietary + Confidential
116. 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’
117. 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’
118. ...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’
119. 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’
120. 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’
123. Computer Web Mobile Machine Learning
We are entering the
4th
evolution in computing
124. 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.
140. 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