Need to Know AdWords Extension Updates & Advanced AdWords Tactics - Feb 2015

@WolfgangDigital

Alan Coleman, CEOBrendan Almack, Director of Clients

Wolfgang Digital

Close To Google

Who’s In The Room?

Great Time To Be A Digital Marketer

IAB – Mediascope Europe June 13

Average European Media Consumption Per Week

Thursday 16th August 2013

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 Sitelinks16. Making it easier to build rich and engaging

mobile ads for the Google Display Network17. Call out Extensions 18. Product Listing Ads now on search network19. New look mobile search ads20. Local inventory ads expand to more countries

and formats21. Announcing Ad customiser

Agenda

1. Visual Web Rollback2. What’s New 3. Behind The Ad 4. Measurement5. Real Time Advertising6. Battle of the Internet Giants7. Key Trends8. E-commerce KPI Report9. Takeaways

1. Visual Web Rollback

Author Images

Image Ad Extensions

YouTube Snippets

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.”

What’s New?

Review Extensions

Driving Account Performance

Up to +80% lift in CTR

The Policy

A review extension must be an accurate, current, credible, non-duplicative third party review of the advertiser’s business.

……but

The Wolfgang Hack

The Wolfgang Hack

Source: The Nielsen Company

AdWords Seller Ratings

17% lift in CTR

23% conversion rate improvement

Performance Improvements

Call Out Extensions

29% lift in CTR

-18% reduction in CPC

Behind the Ad

The Audience

Remarketing Lists for Search Ads (RLSA)

The Generic Keyword Conundrum

A Whole New World of Generics

Conversion Rate x 16

-94% Cost / Conversions

RSLAs + DSAs

CTR: +122%

CPC: -37%

Conv. Rate: +68%

Demographic Targeting

Demographic Targeting

Google Shopping Campaigns

Behind The Scenes

-46% CPC

+13% CTR

+38% Conv. Rate

The Bidding Anomaly

€0.01 Bid

ROAS = 400:1

Measurement

A Frustration

Website Call ConversionsEst. Total Conversions

Offline Conversions

32%

More Than Click-to-Call

Tracking Calls from Website

+11%

3-Step Set Up

1. Generate Conversion Code in AdWords

2. Paste Code on Page with Number

3. Adjust html using ‘onclick’ command

Why is this important?

Cost per conversion

Optimisation decisions

Offline Conversion Tracking

ROPO

Real Time Advertising

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

Google Shopping

“Amazonification”

Walked Away from Google Shopping Campaigns

Kissed the Google Search Network Bye Bye

Declared War On Google AdWords

Launching AdWords Competitor

Wednesday 10th Sept 2014

“And they’re searching for all this information on small screens -- sometimes as narrow as 4 inches.”

Tuesday 9th September 2014

The President of Ireland

The President of Ireland

The President of Ireland

Our Advertising Dollar

Migration To Newsfeed

Al’s Bitcoin Investment

Our Social Media Eyeballs

December 2013

April 2014

June 2014

June 2014

June 2014

August 2014

Sept 2014

You Don’t Need To Be Bobby Fischer...

Key Trends

Questions Answered on the SERP

Increased Personalisation

Increased Personalisation

Anybody Recognise This?

Facebook Release New Account Structure

The Search Marketer’s Unfair Advantage

KPI Study

Key Take Aways:1. Ad extensions are your best friend2. Proactively seek customer reviews3. Solve the “Generic Keyword Conundrum” with

RSLAs4. RSLAs + DSA = Cash Money Y’all5. Get creative with Real Time Advertising6. Think beyond website conversions7. Upgrade to Universal Analytics8. Put a search marketer in your social team!