www.meetsamir.com Twitter @MEETSAMIR Google Adwords Distribution Hacks with Samir Patel @ 500Startups (Version 2.0 Updated for Mobile+ More May 2014!)
Sep 08, 2014
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Google Adwords Distribution Hacks with Samir Patel @
500Startups(Version 2.0 Updated for Mobile+
More May 2014!)
www.meetsamir.com
Twitter @MEETSAMIR
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Bio: Samir Patel Founder/CEO of DoRevolution : Bringing Mindfulness to Marketing
Managed $1B+ in Advertising Spend across Search, Social, Retargeting and Mobile Ads.
Founded SearchForce took company to profitability with Fortune 500 clients. Pioneer in applying Wall Street Quantitative Finance Trading Techniques to Online Marketing. Top US Advertisers as Clients: Progressive, Experian, AT&T, Scottrade, Priceline, eBay, Oracle and Salesforce.com.
MBA, Brand Marketing from Cornell’s Johnson Graduate School of Business.
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Please watch recorded LiveStream video as well to get more context around the presentation
Samir Patel LiveStream
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The Problem: Data and Controls
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The Channel Explosion: importance up, effectiveness down
Lots of Data across Channels (Adwords), Facebook Ads, Twitter, Linkedin, Pinterest,
Analytics (Omniture), Mobile Ads, Marketing Systems (Marketo), Landing page
optimization (Optimizely) but lack of Actionable Intelligence for Advertisers.
Strategic: Most CMO’s lack ‘Growth Expertise’ and know-how because of
invisibility of inventory and growth drivers.
Tactical: Campaign Optimization super complicated and clients need highly analytical staff that is expensive and
difficult to hire.
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Why are performance ads so complex to manage?
Hundreds of Best Practices
Data continuously changes
Intense Competition
Success metrics change
Variety of new ways you can advertise and complexity in
optimizing each (mobile, retargeting, video etc)
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Five Pillars of Adwords Optimization
Account Structure
Keywords
Ad Copy
Landing Pages
Google Analytics
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Core Concepts
Relevance
Quality Score
Bounce Rate
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Account Structure Pillar
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Keywords Pillar
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Keywords Pillar
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Keywords Pillar
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Keyword Pillar
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Landing Page Pillar
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Core Concept : Bounce Rate
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Ad Copy Pillar
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Google Analytics Pillar
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Core Concept : Relevance
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Core Concept : Quality Score
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Core Concept : Quality Score
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10 PPC Optimization Tips• Search Query Report
• Keyword Match Types
• Cross Pollinations: SEO and SEM
• Ad Copy Testing
• Segmented Reporting for Day Parting
• Using Ad Extensions
• Budget Adjustments
• Competitive Terms
• Campaign Structure
• Device Based Bidding
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AD EXTENSIONSSELLER RATINGS
SITELINKS CALL EXT.
LOCATION EXT.
GOOGLE+
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Accelerating
Growth via Mobile
Advertising
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Why Mobile?
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Tell them before you tell them
Mobile Multiple Touch Points
Calls
Apps
Cross Device
Mcommerce & Mobile Sites
In store
4 Tips: Optimizing Mobile PPC
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Calls
This may sound obvious but let's not forget smartphones facilitate
an action that is native to the device itself: phone calls.
Customers sometimes prefer to purchase by phone.
how a spontaneous party was made possible with purchases
made via phone calls.
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Apps
Mobile App Economy is 29.5B Gartner, 50B downloaded, 1M
apps, 190 Countries
Apps are a great way to enrich your relationship with your
customers. App downloads and transactions that happen within
your apps are two important sources of value from mobile.
When consumers download your app, it creates new opportunities
for conversions.
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Open An Existing App
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App Downloads
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New App Ads
New Installations: Mobile App promotions across search, display and
YouTube.
Extract and suggest keywords based on Google Play and Google Seach
Target Customers based on apps they use, frequency of use and in-app
purchase history
Reengagement: Ads that redirect inside of apps already installed, Deep Linking
Conversion Measurement: Installation, Reengagement & In-App Purchases
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Cross Device
Consumers often use multiple devices to make a purchase,
starting by researching on mobile and then waiting until they are on another screen to complete the
transaction.
A product purchased on a laptop originated with research done on a
smartphone.
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Mcommerce & Mobile Sites
A mobile-friendly site is the cornerstone of any mobile
strategy and makes it easier for your customers to purchase
directly from their smartphones.
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5 Common Mistakes Mobile Sites
Unplayable videos
Faulty redirects
Smartphone-only 404s
App download interstitials
Irrelevant cross-linking
Page speed
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In Store
Most people use their smartphones while they are on the
go.
Searching for store locations and getting directions to purchase in stores are common activities that
drive significant value for businesses.
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Smarter ads optimized for varying user contexts
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4 Mobile PPC Optimization Tips
Mobile Bid Adjustments : Need to get on top positions because of form factor, bid higher for location based targeting.
Mobile Preferred Ads : Separate mobile/desktop, Call directly or provide a promotion based on time. Different URL for mobile.
Call Extensions: Ad scheduling based on call center, Your own number or Google’s forwarding number
On Site Call Conversions: Track calls from phone number embedded on website when users need to reach more before they buy
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Tools
Google Think - MultiScreen: Everything Google + Mobile
PageSpeed Insights and Quicksprout
Mobile Site Development : MoovWeb, Mobify
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Bringing Mindfulness to Marketing
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DoRevolution
Pi maximize ROI from Digital Channels and Marketing
Automation Systems.
Automated Actions
Accelerate Growth
Increase Profits or Lower cost
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Simple and Actionable Intelligence
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