5. For example, someone searching for
solicitors might search several times
1 Search 2 Enquire 3 Search again
6. Every time this behaviour happens, at least one
advertiser is wasting money by showing ads
to the same person who has already enquired
#EtchSummerSummit
8. What are Remarketing Lists
for Search Ads (RLSAs)?
RLSAs allow you to tailor your search campaigns
based on whether the person searching has
previously visited your website, and the pages
that user viewed.
You can adjust bids for particular audiences,
show them specific ad text, or exclude them
from seeing your ads when they search.
Learn more here:
http://bit.ly/1b6ofqa
19. Plan your budgets by how much you want to
increase and decrease spend by on different days:
Day Total To Spend Rules Required
Mon £500.00 None
Tue £500.00 None
Wed £500.00 None
Thu £1,000.00 Increase budget by 50%
Fri £1,000.00 None
Sat £500.00 Decrease budget by 50%
Sun £500.00 None
20. Set up automated rules to make the budget changes
by clicking the ‘Automate’ button
#EtchSummerSummit
21. Design the rule by telling it what changes to make to
your budgets and when to make them:
23. Lack of negative keywords can waste
significant amounts of your budget
28. Add as many single negative broad
keywords as possible
If you spot ‘DIY tools to
hire’ in your search
query report…
Add the single
negative keyword ‘hire’
on broad to exclude all
searches
#EtchSummerSummit
29. If you spot ‘red shoes’
in your search query
report…
Add all the irrelevant
colours that you don’t
stock of the shoes, not
just red
Proactively add related negative
keywords and similes and metaphors
#EtchSummerSummit
36. These are a closed BETA,
which we expect to be fully
released in six months time
37. What can you do to optimise for local
search ads right now?
#EtchSummerSummit
38. Campaign 1:
• Geographically targets the
UK
• Contains only location
specific keywords such as
“spa hotel Hampshire””
Campaign 2:
• Geographically targets
Hampshire
• Contains only non-location
keywords such “spa hotel”
• Exclude location keywords
as negatives
Optimise your account structure:
Create two campaigns for each location
service or product
#EtchSummerSummit
39. Change your default location targeting
settings to target ‘people in’ the location
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52. Other pre-written useful AdWords
scripts include:
404 landing
page error
detector script
http://bit.ly/1K9jRVo
TV schedule bid
co-ordination
script
http://bit.ly/29nCuHT
Script to adjust
bids depending
on the weather
forecast
http://bit.ly/1pZ6PQN
Script to change
the prices of
products
mentioned in
your ads
http://bit.ly/29ltg2W
Script to label
your organic ad
positions on
your PPC
keywords
http://bit.ly/29ltMhD
54. Need to start optimising but have zero
(or only a few) conversions?
55. The solution?
Track micro conversions.
Micro conversions
are ‘soft’
conversions
This could be
Session Duration
for a lead
generation
campaign
Or Pages Per
Session for a lead
gen site
Or views of the
basket page for an
ecommerce site
Or whitepaper
downloads for a
lead gen site
56. ‘Won’t this make tracking my CPA
& conversion rate confusing?’
#EtchSummerSummit
58. 70%
Retargeted customers
are 70% more likely to
complete a purchase
than someone who
has not been
remarketed to.
Source:Criteo
#EtchSummerSummit
78. What is AdWords Customer Match for
Shopping campaigns?
Customer Match allows you to upload an email
list and layer it as an audience against your
shopping campaigns.
Like RLSA’s You can adjust bids for product
groups when your audience is searching, show
them specific Shopping ads, or exclude them
from seeing your ads when they search.
79. Increase bids on a product group
when the person searching has bought
something similar from you already
80. Only advertise some products when
the user searching has bought
something related from you
82. In the Audiences tab click +Remarketing List, but
choose ‘customer emails’
#EtchSummerSummit
83. Select the CSV file of email addresses from your
computer