1.
#AskTheAudience

2.
#AskTheAudience

3.
Google’sShare of GlobalAdspend

4.
1
2
3
4

5.
The Impact?
• Improved CTR from
positions 3 to 4
• Slightly cheaper CPCs
for position 4

6.
3 Ads on Top

7.
The Impact?
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
Ad Click Through Rate
• Increased CTR
• Increase in mobile traffic
• Increase in mobile spend

8.
Impact on Cost
0%
5%
10%
15%
20%
25%
6/1/2015
6/3/2015
6/5/2015
6/7/2015
6/9/2015
6/11/2015
6/13/2015
6/15/2015
6/17/2015
6/19/2015
6/21/2015
6/23/2015
6/25/2015
6/27/2015
6/29/2015
7/1/2015
7/3/2015
7/5/2015
7/7/2015
7/9/2015
7/11/2015
7/13/2015
7/15/2015
7/17/2015
7/19/2015
7/21/2015
7/23/2015
7/25/2015
7/27/2015
7/29/2015
7/31/2015
8/2/2015
8/4/2015
8/6/2015
8/8/2015
8/10/2015
8/12/2015
8/14/2015
8/16/2015
8/18/2015
8/20/2015
8/22/2015
8/24/2015
8/26/2015
8/28/2015
8/30/2015
9/1/2015
9/3/2015
9/5/2015
9/7/2015
9/9/2015
9/11/2015
9/13/2015
9/15/2015
9/17/2015
9/19/2015
9/21/2015
9/23/2015
9/25/2015
9/27/2015
% Clicks % Cost

9.
So What?
• Mobile performance dictating account
performance
• Optimisation needs to start with mobile
• Need to understand mobile impact on
conversion rate
• Mobile SEO gets even tougher

10.
BETA - Extended Text Ads

11.
Early Results
+ 10% CTR

12.
Call Only Campaigns

13.
Click to Call

14.
100%
Conversion
Rate!!!

15.
Let’s Test it
• Google forwarding number
• Measures & reports actual calls
• Actual call conversion rate?
4% 

16.
Click to Call
80 – 90%

17.
Native Gmail Ads

18.
Expanded Ad

19.
Competitor Targeting
YOUR BIGGEST
COMPETITOR

20.
Refining your Targeting

21.
Lead Capture on
Gmail

22.
Customer Match

23.
Customer Match

24.
AdWords Scripts
• Improve performance
• Mitigate external factors that affect AdWords performance
• Create compelling ad messages

25.
AdWords Scripts

26.
Scripts

27.
Scripts

28.
Out Of Stock Script
Assisted revenue up 500%

29.
Dynamic Exchange Rates
Conversion Rate x 2

30.
Key Takeaways
1. Mobile performance is dictating AdWords account performance. Think
mobile first.
2. Use Call Only Campaigns for keywords with call intent &click to call for
those without call intent
3. Target your competitors' customers with Native Gmail Ads.
4. Segment your email list and unlock the power of Customer Match.
5. Solve real business challenges with AdWords Scripts.