#SHORTSTRAW

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Who Uses AdWords???• Reverse Vote• Google important traffic source• Familiar with AdWords

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Strategy

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Warning• Gonna get deep down and nerdy

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The Client

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Wolfgang AdWords Methodologies

1. Focus on First Mover Advantage

2. Match Innovations to Company Characteristics & Complexities

3. Match Innovations to Customer Behaviour Insights

4. Think Three Iterations

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3 Strategy Defining Characteristics of

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1/ It’s Huuuge!

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Supply Side Over 40,000 products Over 400,000 keywords

Demand Side Over ¼ million relevant

searches every day!

2/ Long Paths To Purchase- Clicks

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2/ Long Paths To Purchase- Searches

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3/ Seasonality

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The Challenge

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Product Range

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Product Stock Levels

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User Search Behavior

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Dynamic Search Ads Show ads based on the

content of your website

Google reference the organic search index of your website

Ad text headline and landing page automatically generated

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Dynamic Search Ads in Action

26/05/2015

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DSA Tip!

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Greater control

Better granularity potential

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DSA : Results

AdWords Perfromance Metrics

+39% Click Through Rate -40% Cost per Click

Business KPIs

+46% Conversion Rate -58% CPA

Long Paths To Purchase- Clicks

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RLSA Iteration

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Innovations Combined

+

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RLSA+DSA : Results

AdWords Performance Metrics

+240% Ad Click Through Rate - 40% CPC

Business KPIs

+167% Conversion rate - 76% CPA

Typical Search Journey

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1. Clothes Online2. Women’s Fashion

3. Dresses4. Lipsy Dresses

5. Lipsy Dresses Littlewoods

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Increase Bids For Product Pages Audience

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3/ Seasonality

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Fighting Fit

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Christmas 2014

DSA campaigns increased conversions* by over 1/3rd

*(non-brand)

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RecapRound 1 – Dynamic Search Ads (DSA)Round 2 –RSLA & DSA comboRound 3 – DSA with bid adjustment for product searchesRound 4 – Xmas KO

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The Checklist Strategy - Solve marketing complexities - Lubricate path to purchase DSAs are your best friend for capturing the long tail. Pro Tip - Use the DSA URL targeting option for

greater control Combine DSAs with RLSAs to “lock” prospects into

your purchase funnel Steal competitors sales by bidding more

aggressively towards the end of the funnel

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