Need to Know AdWords Extension Updates & Advanced AdWords Tactics - Feb 2015
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This document summarizes innovations from Google Adwords in Q3 2014, including new shopping campaign tools, call conversion tracking, and dynamic sitelinks. It also discusses using remarketing lists for search ads to boost generic keyword performance. Additional sections cover measuring offline conversions, the battle among internet companies, and key online advertising trends like increased personalization. Key recommendations include leveraging ad extensions, seeking reviews, and applying search marketing skills to social media.
Need to Know AdWords Extension Updates & Advanced AdWords Tactics - Feb 2015
- 2. @WolfgangDigital Alan Coleman, CEO Brendan Almack, Director of Clients
- 6. Who’s In The Room?
- 7. Great Time To Be A Digital Marketer IAB – Mediascope Europe June 13 Average European Media Consumption Per Week
- 8. Thursday 16th August 2013
- 11. How Many Adwords Innovations in Q3 2014? 1. Product ratings on Google Shopping 2. New shipping configuration tool available in Google Merchant Center 3. Search Network with Display Select 4. New Shopping Campaigns Upgrade Tool 5. Close variant matching for all exact and phrase keywords 6. Introducing Website Call Conversions 7. Using Google Search and YouTube to Promote Your App 8. Product Listing Ads become Google Shopping 9. New display ads formats for a multi-screen world 10. Google Shopping: automatic item updates 11. Estimated cross-device conversions, now available for display 12. A simpler way to manage your business locations in AdWords 13. Scale your Shopping campaigns with bulk uploads and AdWords Editor 14. Advertising on your schedule with AdWords Express 15. Introducing Dynamic Sitelinks 16. Making it easier to build rich and engaging mobile ads for the Google Display Network 17. Call out Extensions 18. Product Listing Ads now on search network 19. New look mobile search ads 20. Local inventory ads expand to more countries and formats 21. Announcing Ad customiser
- 12. Agenda 1. Visual Web Rollback 2. What’s New 3. Behind The Ad 4. Measurement 5. Real Time Advertising 6. Battle of the Internet Giants 7. Key Trends 8. E-commerce KPI Report 9. Takeaways
- 13. 1. Visual Web Rollback
- 14. Author Images
- 16. YouTube Snippets
- 17. Why the Rollback? “We've been doing lots of work to clean up the visual design of our search results, in particular creating a better mobile experience and a more consistent design across devices.”
- 20. What’s New?
- 23. Driving Account Performance Up to +80% lift in CTR
- 24. The Policy A review extension must be an accurate, current, credible, non-duplicative third party review of the advertiser’s business. ……but
- 28. Source: The Nielsen Company
- 32. 17% lift in CTR 23% conversion rate improvement Performance Improvements
- 35. 29% lift in CTR -18% reduction in CPC
- 36. Behind the Ad
- 37. The Audience
- 38. Remarketing Lists for Search Ads (RLSA)
- 39. The Generic Keyword Conundrum
- 41. A Whole New World of Generics Conversion Rate x 16 -94% Cost / Conversions
- 42. RSLAs + DSAs CTR: +122% CPC: -37% Conv. Rate: +68%
- 47. Behind The Scenes -46% CPC +13% CTR +38% Conv. Rate
- 48. The Bidding Anomaly €0.01 Bid ROAS = 400:1
- 49. Measurement
- 50. A Frustration
- 51. Website Call Conversions Est. Total Conversions Offline Conversions
- 52. 32%
- 54. Tracking Calls from Website +11%
- 55. 3-Step Set Up 1. Generate Conversion Code in AdWords 2. Paste Code on Page with Number 3. Adjust html using ‘onclick’ command
- 56. Why is this important? Cost per conversion Optimisation decisions
- 58. ROPO
- 60. 7. Battle with Internet Giants Cool image Why we’re in a good position to comment on this. Our search marketers have taken an interest
- 62. Google Shopping
- 65. Walked Away from Google Shopping Campaigns
- 66. Kissed the Google Search Network Bye Bye
- 67. Declared War On Google AdWords
- 72. Wednesday 10th Sept 2014 “And they’re searching for all this information on small screens -- sometimes as narrow as 4 inches.”
- 73. Tuesday 9th September 2014
- 74. The President of Ireland
- 75. The President of Ireland
- 76. The President of Ireland
- 85. Our Social Media Eyeballs
- 88. December 2013
- 89. April 2014
- 90. June 2014
- 91. June 2014
- 92. June 2014
- 93. August 2014
- 94. Sept 2014
- 95. You Don’t Need To Be Bobby Fischer...
- 96. Key Trends
- 97. Questions Answered on the SERP
- 101. Facebook Release New Account Structure
- 102. The Search Marketer’s Unfair Advantage
- 104. KPI Study
- 106. Key Take Aways: 1. Ad extensions are your best friend 2. Proactively seek customer reviews 3. Solve the “Generic Keyword Conundrum” with RSLAs 4. RSLAs + DSA = Cash Money Y’all 5. Get creative with Real Time Advertising 6. Think beyond website conversions 7. Upgrade to Universal Analytics 8. Put a search marketer in your social team!
Editor's Notes
- #7: ----- Meeting Notes (17/09/2014 10:02) ----- Industry At Dig Summit? Feels they could be doing more online?
- #21: BA Celber
- #22: Distinguish the review extension
- #26: Explain the hack
- #31: What are they and what do they look like
- #32: What happens when I click on them Free click What do I need to get them 30 independent review sites (incl. shopvote.de) Need 30 unique reviews from last 12 months
- #33: multiplier
- #34: The byproduct of great paid is good seo (organic)
- #35: cleber
- #36: They are a factor in ad rank 25 character limit I’ve seen up to 4 shpw
- #37: Cleber
- #38: Enhanced campaigns represented a big leap towards audience targeting, where less empahsis was placed on the keyword and more on the user or audience, based on location, time, device etc. Following enhanced campaigns, furtther innovations have put even more of an emphasis on the audience.
- #41: High traffic, low conversion rate
- #42: Annotate this
- #44: Selling Kurt Geiger Shoes for example Example
- #48: Better results for user
- #50: Shines a light where there had been darkness Budget goes to he who keeps score best Cleber
- #51: I know paid search is adding value beyond the trackable conversion and as a direct reposne marketer, I’m greedy for conversions.
- #52: Call conversions – revealed 11% incremental additional conversions Est. Total Conversions: Offline Conversions I’m greedy for conversions
- #53: 32% of smartphone users make a call after performing a search
- #60: AC