How to reduce your Google AdWords CPA using advanced AdWords Targeting Techniques.

2. #SHORTSTRAW

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5. Who Uses AdWords???
• Reverse Vote
• Google important traffic source
• Familiar with AdWords
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6. Strategy
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7. Warning
• Gonna get deep down and nerdy
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8. The Client
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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
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10. 3 Strategy Defining
Characteristics of
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11. 1/ It’s Huuuge!
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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
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13. 2/ Long Paths To Purchase
- Searches
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14. 3/ Seasonality
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15. The Challenge
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16. Product Range
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17. Product Stock Levels
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18. User Search Behavior
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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
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22. 6/5/2015 22

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

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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
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26. RLSA Iteration
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27. Innovations Combined
+

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

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

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32. Increase Bids For Product Pages
Audience
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33. 3/ Seasonality
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34. Fighting Fit
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35. Christmas 2014
DSA campaigns
increased
conversions* by over
1/3rd
*(non-brand)
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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
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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
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