#AskTheAudience

#AskTheAudience

14%!!!Google’s Share of Global Adspend

1

2

3

4

The Impact?

• Improved CTR from positions 3 to 4

• Slightly cheaper CPCs for position 4

3 Ads on Top

The Impact?

6/1/2

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6/5/2

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6/9/2

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6/13/2

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6/17/2015

6/21/2

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6/25/2

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6/29/2015

7/3/2

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7/7/2

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7/11/2

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7/15/2015

7/19/2

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7/23/2

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7/27/2

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7/31/2015

8/4/2

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8/8/2

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8/12/2

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8/16/2015

8/20/2

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8/24/2

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8/28/2

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9/1/2

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9/5/2

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9/9/2

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9/13/2

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9/17/2015

9/21/2

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9/25/2

0150.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

Ad Click Through Rate

• Increased CTR

• Increase in mobile traffic

• Increase in mobile spend

Impact on Cost

6/1/201

5

6/4/201

5

6/7/20

15

6/10/2

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6/13/2

015

6/16/2

015

6/19/2

015

6/22/20

15

6/25/2

015

6/28/2

015

7/1/201

5

7/4/201

5

7/7/201

5

7/10/2

015

7/13/20

15

7/16/2

015

7/19/2

015

7/22/20

15

7/25/2

015

7/28/2

015

7/31/2

015

8/3/201

5

8/6/201

5

8/9/201

5

8/12/20

15

8/15/2

015

8/18/2

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8/21/2

015

8/24/2

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8/27/2

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8/30/20

15

9/2/20

15

9/5/201

5

9/8/201

5

9/11/2

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9/14/2

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9/17/2

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9/20/20

15

9/23/2

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9/26/2

0150%

5%

10%

15%

20%

25%

% Clicks % Cost

So What?• Mobile performance dictating

account performance

• Optimisation needs to start with mobile

• Need to understand mobile impact on conversion rate

• Mobile SEO gets even tougher

BETA - Extended Text Ads

Early Results

+ 10% CTR

Call Only Campaigns

Click to Call

100%Conversion

Rate!!!

Let’s Test it

• Google forwarding number

• Measures & reports actual calls

• Actual call conversion rate?

4%

Click to Call

80 – 90%

Native Gmail Ads

Expanded Ad

Competitor Targeting

YOUR BIGGEST COMPETITOR

Refining your Targeting

Lead Capture on Gmail

Customer Match

Customer Match

AdWords Scripts

• Improve performance

• Mitigate external factors that affect AdWords performance

• Create compelling ad messages

AdWords Scripts

Scripts

Scripts

Out Of Stock Script

Assisted revenue up 500%

Dynamic Exchange Rates

Conversion Rate x 2

Key Takeaways

1. Mobile performance is dictating AdWords account performance. Think mobile first.

2. Use Call Only Campaigns for keywords with call intent &click to call for those without call intent

3. Target your competitors' customers with Native Gmail Ads. 4. Segment your email list and unlock the power of Customer

Match.5. Solve real business challenges with AdWords Scripts.