#WolfgangBrekkie  

Thank  Yous  

Agenda  1.  Wolfgang  News  2.   Repor3ng:  New  &  Next  3.   Search:  New  &  Next  4.   Display:  New  &  Next  5.  Rise  &  Rise  of  Na3ve  6.   Content  &  Na3ve  Case  

Studies  

7.  Sustainable  SEO  in  2014  &  Beyond  

8.  Niall  Harbison  9.  “Newsjacking”    10. Q&A  11. Last  Person  Standing  

Quiz    

Wolfgang  News  

Wolfgang@TheWebSummit  

Yoga@Wolfgang  

Siobhan@DMI  

Al  &  Brendan  Speak  @SES  London  2014  

Your  Feedback  

Launched  The  Wolfgang  Lab  

From  The  Wolfgang  Lab  Irish  E-­‐Commerce  Study:  -­‐  Revenue  up  17%  2013    -­‐  Retailers  up  25%  2013  and  46%  in  Q4  

From  The  Wolfgang  Lab  Facebook  Ad  CTR  Study:  •  Display  ads  average  CTR  is  0.04%  

•  Newsfeed  ads  average    CTR  is  2.09%  

•  Newsfeed  ads  are  51  3mes  more  likely  to  be  clicked  on  

We  Revealed  Our  “Other”  Business  

“Walk  A  Mile…..”  

It’s  Been  Quite  An  Educa_on….  

Pain  Retailers  Feel  

Mone_sing  Trends  

Great  for  a  Giggle  

Morning  Rand!  

TROPHIES!  WoopJ  

Speaking  Of  Trophies….  

New  &  Next  -­‐Repor_ng-­‐  

Repor_ng  

Kate  McCleery,  Google  

Kate McCleery - Agency Team Ireland

Bridging The Gap:

Cross-Device Tracking

Source:  Comreg  2013    Base:  Na_onal  representa_ve  popula_on  16+,  n=  900      Q1:  Which  if  any  of  the  following  devices  do  you  currently  use?  

84% of Irish are online

57% Smartphone penetration

2.7 Devices per person

52%  then  purchased  on  a  computer  

Base: Private smartphone users who use the Internet in general, Smartphone n= 900 Q48: Listed below are various products or services. For each of these products or services please indicate which statement applies to you.

Consumer Path to Purchase

41%  then  purchased  offline  

Having researched on their smartphone:

Multi-Screen World Moment Search Conversion Report

Estimated Cross-Device Conversions Captures consumers starting their research on one device or browser but end up buying on another

1. Customer clicks on

mobile ad but does not convert

2. Customer visits site directly on

another device to purchase

3. Conversion now attributed in new

estimated cross device conversions columns

Use AdWords conversion tracking and estimated cross-device conversions automatically appear in your account.

Where To Find It

Benefits of Cross-Device Conversions

² Optimize mobile bids ²  Inform budget allocation ²  Improve user experience

Tracking Conversions Across Devices  

New  &  Next  -­‐Search-­‐  

Ciaran  &  Brendan,  Wolfgang  Digital  

Changing  Face  Of  Google  

Mobile  

Blended  Results  

Remarke_ng?  

Search  Remarke_ng  

Cart  Abandoners  

High  Value  Pages  

Broader  Keywords  

Past  Customers  

Compe_tors  

Next  in  Search  

AdWords Seller Ratings

30  unique  reviews  from  the  last  12  months.  

Trusted  Reviews  

ü  17%  liV  in  CTR    

ü  23%  conversion  rate  improvement  

Take  Ac_on  ü Familiarise  yourself  with  eligible  review  sites    

ü Proac_vely  chase  those  reviews    

Form Extensions - Beta

Use  Cases  

The  Wolfgang  Hack  

Dynamic  Search  Ads    The  Liklewoods  Perspec_ve  

Rossa  Butler,  Liklewoods  Ireland  

DYNAMIC SEARCH ADS

(DSA’s)

Hey  girl.  

Tell  me  what  you  know  about  Dynamic  Search  Ads!  

Why am I on stage?

To give you an understanding of how and why

Littlewoods Ireland use Dynamic Search Ads.

What will I cover?

1.  What are DSA’s?

2.  How do they work?

3.  Why do we use them?

4.  How have they worked for us?

1.  What are DSA’s?

Dynamic Search Ads automatically generate adverts, based on your website content, to match a users search query. The system dynamically generates an ad headline and a destination URL. You simply define the ad text.

2.  How does it work?

Index. Google maintains a fresh index of your inventory using Google's organic web crawling technology. Search. When a relevant search occurs, Google generate an ad with a headline based on the query, and a URL based on your most relevant landing page. Auction. The ad enters the auction and competes normally. N.B. - Google will hold it back for any search where you also have an eligible keyword-targeted ad.

2.  How does it work?

3.  Why do we use them?

To plug the holes in our standard PPC campaigns

o  40,000 products online

o  New products and categories added daily

o  In/Out of stock products & seasonal offers

As a keyword mining tool to bolster our standard campaigns. o  “bed linen”

4.  How have they worked?

SENSITIVE  CONTENT  REMOVED    

My recommendations.

v Prioritise your SEO.

v Negative keywords are important. (“puppies”) v Adjust dynamic ad targets.

Summary.

v  Great to plug gaps in your standard campaigns.

v  A great keyword mining tool to find new keywords.

v  They won’t work if your SEO is poor.

v  Negative keywords are hugely important.

THANK YOU.

+RossaButler @Rossa_Butler  

New  &  Next  -­‐Display-­‐  

Display  

Innova_ons  In  Display  Adver_sing  

-­‐  New  ad  targets                                              -­‐  New  ad  formats    

Affinity  Segments  

In-­‐Market  Buyers  

Engagement  Ads  

Affinity  +  Engagement  

Combining  To  Deliver  Amazing  Results  

•  CTR 20 times greater than traditional display

•  CPC 62% cheaper than traditional display  

Display  is  Gemng  Smarter  

The  Rise  &  Rise  Of  Na_ve  Adver_sing  

Case  Studies  

Thinking  editorial  Going  na_ve  

49%  

“People  don't  read  ads.    They  read  what  interests  them  –  and  some_mes  it's  an  ad”  Howard  Gossage    

What  would  magazines  do?  

Custom  audiences  +  serialised  content  

   

CASE  STUDY  CONTENT  REMOVED  

Thanks  for  your  

Content  Marke3ng  &  Na3ve  Adver3sing:  

Where  Disney  Meets  Mother’s  Day  

The  Client  

BRONZE  WINNER  x  2!  

Objec_ves  

Informa_on  Resource  

Loyalty  &  Brand  Advocacy  

Case  Study  Content  Removed  

Sustainable  SEO  Disclaimer!!!  

Although  We  Are  In  Google….  None  of  what  we  are  about  to  discuss  is  coming  from  Google.    

Mys_c  Meg  

SEO  Ranking  Factors  2014  

Sustainable  SEO  

Abbey  Travel  

“Disneyland  Paris”  

What  Clinic  

The  Mistake  Everyone  Will  Make  

Bakle  Already  Won  &  Lost    

The  Wolfgang  SEO  Formula  

SENSITIVE  CONTENT  REMOVED  

Content  Is  What  I  do  

700  Euros  

#Newsjacking  

CASE  STUDY  SLIDES  REMOVED  

#Eventjacking  

Predic_on  Infographic  

Google  Searches  

Twiker  

Phase  2  

Second  Infographic  

Second  Biggest  Traffic  Peak  Ever!  

Key  Takeaways  You  Can  Ac_on  Today!  

Multi-Channel Funnels : Top

Conversion Pathways

My Favorite Google Analytics Report

Ever…

Mul_  Channel  Funnels  ü Discover  how  all  your  channels  work  together    

ü Look  beyond  the  last  click      

ü Realise  the  full  value  of  integra_on  

Universal  Analy_cs  

Demographics  

Interests  

New  Audiences  

Audiences  to  Exclude  

www.ConsumerBarometer.com  

Accept  Payments  In  BitCoin  

Why?  

1.  Quick  &  Easy  To  Set  Up  2.  Tiny  Transac3on  fees  3.  No  Fraud!  

It’s  Soooo  Easy…  

1. Go  to  www.Bitpay.com  2. Fill  in  a  few  details  (<2  mins)  3. Await  approval  4. Pop  code  on  website  5. Accept  Bitcoin!  

Last  Person  Standing  Quiz  How  it  works:  1.  Everybody  Stands.  2.  I  ask  a  ques_on.  It  has  a  lew  hand  and  a  right  

hand  answer.  3.  On  the  count  of  3  you  raise  the  hand  you  believe  

is  correct.  4.  Those  with  it  wrong  sit  down….      

We  Have  A  Winner!!!  

Time  To  Say  Goodbye