gpec adwords presentation 2014

8 Valuable AdWords features you should not overlook

>> Increase your AdWords ROI <<

>> What is HOT in AdWords? <<

1. Dynamic Search Ads2. Google Shopping Ads3. Automized optimization4. Campaign tracking – offline also5. Gender and age in Analytics and AdWords6. Segmentation and remarketing7. Remarketing on Search8. Dynamic Remarketing

8 hot topics

Master of Science (MSc) in Business Administration and Management Science

>> Me… <<

@Webanalytiker

>> Kleenex moments <<

Search

”Normal”

Company Brand

Product Brands

Generic

RLSA

RLSA

Dynamic

Google Shopping

DSA

Display

Display Remarketing Display

Dynamic Remarketing YouTube

>> AdWords campaign types <<

>> Let Google do your setup <<

Extend with Dynamic

Campaigns

1

>> Dynamic Search Ads<<

1

2

Google matches the search with the searchterms found on your websiteGoogle creates an ad like this:

{Dynamic headline} (Search term)Wonderful TXT about your productsMore selling pointsXYC.com

Google searches your website

1

>> DSA Tips! <<

DSA is an investment

1

Use DSA to inspire and develop the account1

Remember negative pages, areas and Keywords2

To increase ROI – only target by remarketing list3

>> Google Shopping Ads << 2

>> Google Shopping Ads <<

Merchant

1

2

You create a productlist with all your products and specifications defined by Google

You upload your productfeed to the Google Merchant Center

When people search and the search matches your product Google shows the picture, price and the link to your shop

2

>> DSA & Shopping ads Case <<

Client wanted more sale

December share for DSA + PLA:

25% of spend

22% of Revenue –

all extra

2

>> Optimize while you drink beer <<

Use rules and scripts!

Automized optimization:

3

>> The ”Drink beer” optimization <<

//Use rules for 100% automization

Promotion Ads• Use rules for

activating and pausing promotions

Low performing• Decrease bids

for low performing keywords

• Stop bad performing ads

Ad positions• Increase bid to

ensure position

3

Scripts are advanced rules!

• Check for dead links• Ad keywords from ”search terms”• QS average• Ad negative keywords in dynamic

campaigns

www.freeadwordsscripts.com

>> The ”Drink beer” optimization << 3

>> Track all campaigns! <<

”If it is not worth tracking, it is not worth paying for”

4

Normal campaign tracking – UTM on all links1

QR codes – use UTM codes on the link2

Offline? Use shortlink and redirect3

Yourdomain.ro/offer1 >> yourdomain.ro/LonglinkWith?utm_source=offline

>> Demographics in Analytics << 5

>> Segment your users << 6

>> Segment your users << 6

AdWords

SEONewsletter

Conversion Rate Optimization

>> Segment your users << 6

>> Segment your users << 6

News

>> Segments <<

Avinash : Google Whales

Simo: Abandoment segment

Me: Get first visitors back

6

>> Segments <<

Avinash : Google Whales

Simo: Abandoment segment

Me: Get first visitors back

6

>> Segments <<

Avinash : Google Whales

Simo: Abandoment segment

Me: Get first time visitors back

6

>> Segments <<

Avinash : Google Whales

Simo: Abandoment segment

Me: Get first time visitors back

www.webjuice.dk/gpec

6

>> Remarketing<<

People visit your

website

Visitor are added to your

remarketing list

Show them your ads while they browse

the web

Remarketing

6

>> RLSA <<

1. Visit your shop2. They are added to

Remarketing list

1

2

1. Next time people search2. You can bid higher for a better

position – you’re only shown to people interested

7

Remarketing List for Search Ads!

>> Dynamic Remarketing <<

People visit your website

Visitor are added to your

remarketing list

Show them your ads while they

browse the web

Connect your google

merchant center account

Show them tailbred ads based on products that thyve viewed on

your site

Dynamic remarketingRemarketing

8

Great for relevant Display ads1

Not optimal if products is not replaceable – like cables2

>> Summing up <<

• Use DSA for growth and keyword research• Be ready for Google Shopping Ads• Automize the optimization and drink beer

instead• Track everything, also offline campaigns• Target your AdWords on age and gender with

high CR• Segment your remarketing and see magic• Remarketing on search – great stuff!• Dynamic remarketing, give it a try

Learn and earn:

Jacob KildebogaardJk @webjuice.dk@Webanalytiker