Supercharging Your Paid Search Ad Performance

Greetings from Wolfgang

Digital Marketing Scientists

We’re also these guys…

How Many Adwords Innovations in Q3 2014?

1. Product ratings on Google Shopping

2. New shipping configuration tool available in Google Merchant Center

3. Search Network with Display Select

4. New Shopping Campaigns Upgrade Tool

5. Close variant matching for all exact and phrase keywords

6. Introducing Website Call Conversions

7. Using Google Search and YouTube to Promote Your App

8. Product Listing Ads become Google Shopping

9. New display ads formats for a multi-screen world

10. Google Shopping: automatic item updates

11. Estimated cross-device conversions, now available for display

12. A simpler way to manage your business locations in AdWords

13. Scale your Shopping campaigns with bulk uploads and AdWords Editor

14. Advertising on your schedule with AdWords Express

15. Introducing Dynamic Sitelinks16. Making it easier to build rich and

engaging mobile ads for the Google Display Network

17. Call out Extensions 18. Product Listing Ads now on search

network19. New look mobile search ads20. Local inventory ads expand to more

countries and formats21. Announcing Ad customiser

How Many Adwords Innovations in Q4 2014?

1. Estimated Total Conversions

2. Ad Customisers

3. Video Analytics Page in Adwords For Video

4. Adwords Editor 11

5. Lightbox Ads available on All Screens

6. Diagnostic Tab in Merchant Center

7. Merchant Promotions

8. Custom Affinity Audiences

9. Dynamic Remarketing Across all Verticals

Forces Driving Google: Ad Revenue

Agenda

Latest AdWords Extension InnovationsHacking ad extensionsAd automation – custom adsAd optimisation automation – scripts Audience targeting Innovation combinationGoogle Shopping – the bidding anomaly What’s next Key Takeaways

What’s New?

Review Extensions

Driving Account Performance

Up to +80% lift in CTR

The Policy

A review extension must be an accurate, current, credible, non-duplicative third party review of the advertiser’s business.

……but

The Wolfgang Hack

The Wolfgang Hack

Source: The Nielsen Company

AdWords Seller Ratings

17% lift in CTR

23% conversion rate improvement

Performance Improvements

Call Out Extensions

29% lift in CTR

-18% reduction in CPC

Automating Ads

Custom Ads

Increased Conversion Rate

• Day 1 to 4: 12% Conv. Rate Lift

• Day 5: 39% Conv. Rate Lift

Scripts

Winners & Losers

Behind the Ad

Year of the Audience

Remarketing Lists for Search Ads (RLSA)

The Generic Keyword Conundrum

A Whole New World of Generics

Conversion Rate x 16

-94% Cost / Conversions

RLSAs + DSAs

CTR: +122%

CPC: -37%

Conv. Rate: +68%

Demographic Targeting

Demographic Targeting

Google Shopping Campaigns

Behind The Scenes

-46% CPC

+13% CTR

+38% Conv. Rate

The Bidding Anomaly

€0.01 Bid

ROAS = 400:1

Key Trends

Increased Personalisation

Automation

Top Takeaways

1. Use ad extensions to drive incremental results

2. Get hacking…

3. Solve the “Generic Keyword Conundrum” with RLSAs

4. Get efficient and get results with automation

5. Experiment with bidding