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1. Google Adwords 2. Key Changes: a. Enhanced Campaigns b. Google Shopping c. Endless Integration 3. Introducing the Adwords Layers 4. Capitalising on the Layers 5. Next Steps
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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
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