Adwords Seminar 1: What the changes are, and how you can capitalise on them

Awesome AdwordsSeminar Series

Part 1Chloë Thomas

Me and indium

● 6 years● Effective Online

Marketing ● done for you● Team of 5Services:● Adwords & Remarketing● LinkedIn Pages & Ads● Email

Awesome AdwordsSeminar Programme

1. Introduction - the changes and how to capitaliseWed, Aug 7th @ 2pm

2. Bidding Options - get more quality traffic for lessWed, Aug 14th @ 2pm

3. Remarketing - overlaying it with “normal” AdwordsThur, Aug 22nd @ 2pm

4. Image and Video Ads - lower click costs, a different type of trafficWed, Aug 28th @ 2pm

http://indiumonline.co.uk/awesome-adwords

Introductionthe changes and how to capitalise

1. Google Adwords2. Key Changes:

a. Enhanced Campaignsb. Google Shoppingc. Endless Integration

3. Introducing the Adwords Layers4. Capitalising on the Layers5. Next Steps

What is Google Adwords?

Lots of Changes:

● Enhanced Campaigns

● Google Shopping

● Endless Integrations

What are Enhanced Campaigns?

● Biggest change to Adwords ever ○ Definitely for 8 years!

● A new campaign format that affects everything you do in Google Adwords

● But should streamline your activity

What's new and cool?Bidding

● Change bid at campaign level as a %age○ by device○ by time○ by location

What's new and cool?Scheduling

● Turn on / off options for extensions and promos○ Start dates and end dates○ times○ day of week etc○ and do this by device, not just at campaign level

● Target ads by time of day

What's new and cool?

● You can reach customers with fewer campaigns:○ No more managing 'duplicate' campaigns○ eg in one campaign:

■ 50 locations■ 2 day parts■ 2 devices

● The streamlining opens up new testing and audience areas

Introductionthe changes and how to capitalise

1. Google Adwords2. Key Changes:

a. Enhanced Campaignsb. Google Shoppingc. Endless Integration

3. Introducing the Adwords Layers4. Capitalising on the Layers5. Next Steps

Google Shopping / PLAs

● Product Listing Ads● From Free ---> Paid● Much better performance than keywords

● New visits 24% better● Cost per Conversion down 14%● Conversion Rate up 28%● AOV up 38%

The Old World

The New World

Your Website

"Product Feed"

File of your product information in the

Google specified format

Google Merchant

Centre

an account to manage the

submission of your feed to

Google

The System

Google Adwords

an account to manage the

display of your product ads

Introductionthe changes and how to capitalise

1. Google Adwords2. Key Changes:

a. Enhanced Campaignsb. Google Shoppingc. Endless Integration

3. Introducing the Adwords Layers4. Capitalising on the Layers5. Next Steps

Endless Integration

● 6/2/13 - Enhanced Campaigns Announced● Q2 2013 - Google Shopping Integrated● 24/6/13 - Shopping Integrated with

Remarketing● 25/6/13 - Remarketing Integrated with

Keywords● 22/7/13 - Enhanced Campaigns Auto

Upgrade Begins● 2/8/13 - Display Planner Launched

Endless Integration

1. Enhanced Bidding Optimisationa. Device / Time / Geography

2. Google Shoppinga. balance with keywords / layer over with remarketing

3. Video Ads & Image Adsa. balance with text ads

4. Remarketinga. image, text etc / layer over keywords

Introductionthe changes and how to capitalise

1. Google Adwords2. Key Changes:

a. Enhanced Campaignsb. Google Shoppingc. Endless Integration

3. Introducing the Adwords Layers4. Capitalising on the Layers5. Next Steps

Adwords Layering

Text Ads

Video Ads

Image Ads

Remarketing

Enhanced Bidding

TargetingMethod

Core Keywords PLAs Remarketing Lists

Display Advertising Lists

Adwords Layering by Network

Layer Search Network Display Network

Core Keywords Y Y

Product Listing Ads Y Y (if with Remarketing)

Remarketing Y (if used to target keywords)

Y

Display Advertising Y

Image Ads Y

Video Ads Y

Remarketing Layers

Silos are Dead

CoreKeywords

Google Base/

ShoppingRemarketing

Display Advertising

It’s all about Layers

1. Integrate your Thinking2. Start Simple, and Build

How to Capitalise on Layers

And then try pure Display Advertising

Next Steps

1. Are your Enhanced Campaign settings right?2. Audit which layers you are currently using?3. Come along to the rest of the Seminars to

find out more about the Layers4. Want help?

a. Free Adwords Clinics

http://indiumonline.co.uk/awesome-adwords

Next Seminar:Bidding Options - get more quality

traffic for lessWed, Aug 14th @ 2pm