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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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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!
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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DSA : Results
AdWords Perfromance Metrics
+39% Click Through Rate -40% Cost per Click
Business KPIs
+46% Conversion Rate -58% CPA
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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
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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