My presentation at GPeC in Rumania 2014 - "10 valuable AdWords features you should use to increase performance"

2. 8 Valuable AdWords features you should not overlook
>> Increase your AdWords ROI <<

3. >> What is HOT in AdWords? <<
1. Dynamic Search Ads
2. Google Shopping Ads
3. Automized optimization
4. Campaign tracking – offline also
5. Gender and age in Analytics and AdWords
6. Segmentation and remarketing
7. Remarketing on Search
8. Dynamic Remarketing
8 hot topics

4. Master of Science (MSc) in Business
Administration and Management Science
>> Me… <<
@Webanalytiker

5. >> Kleenex moments <<

6. Search
”Normal”
Company
Brand
Product
Brands
Generic
RLSA
RLSA
Dynamic
Google
Shopping
DSA
Display
Display
Remarketing
Display
Dynamic
Remarketing
YouTube
>> AdWords campaign types <<

7. >> Let Google do your setup <<
Extend with
Dynamic
Campaigns
1

8. >> Dynamic Search Ads<<
1
2
Google matches the search with the
searchterms found on your website
Google creates an ad like this:
{Dynamic headline} (Search term)
Wonderful TXT about your products
More selling points
XYC.com
Google searches
your website
1

9. >> DSA Tips! <<
DSA is an investment
1
Use DSA to inspire and develop the account1
Remember negative pages, areas and Keywords2
To increase ROI – only target by remarketing list3

10. >> Google Shopping Ads << 2

11. >> Google Shopping Ads <<
Merchant
1
2
You create a
productlist with all
your products and
specifications
defined by Google
You upload your
productfeed to the
Google Merchant
Center
When people search and the
search matches your product
Google shows the picture, price
and the link to your shop
2

12. >> DSA & Shopping ads Case <<
Client wanted more sale
December share for DSA + PLA:
25%
of spend
22%
of Revenue –
all extra
2

13. >> Optimize while you drink beer <<
Use rules and scripts!
Automized optimization:
3

14. >> The ”Drink beer” optimization <<
//Use rules for 100% automization
Promotion
Ads
• Use rules for
activating and
pausing
promotions
Low
performing
• Decrease bids for
low performing
keywords
• Stop bad
performing ads
Ad
positions
• Increase bid to
ensure position
3

15. Scripts are advanced rules!
• Check for dead links
• Ad keywords from ”search terms”
• QS average
• Ad negative keywords in dynamic campaigns
www.freeadwordsscripts.com
>> The ”Drink beer” optimization << 3

16. >> Track all campaigns! <<
”If it is not worth tracking, it is not worth paying for”
4
Normal campaign tracking – UTM on all links1
QR codes – use UTM codes on the link2
Offline? Use shortlink and redirect3
Yourdomain.ro/offer1 >>
yourdomain.ro/LonglinkWith?utm_source=offline

17. >> Demographics in Analytics << 5

18. >> Segment your users << 6

19. >> Segment your users << 6
AdWords
SEO
Newsletter
Conversion Rate
Optimization

20. >> Segment your users << 6

21. >> Segment your users << 6
News

22. >> Segments <<
Avinash : Google Whales
Simo: Abandoment segment
Me: Get first visitors back
6

23. >> Segments <<
Avinash : Google Whales
Simo: Abandoment segment
Me: Get first visitors back
6

24. >> Segments <<
Avinash : Google Whales
Simo: Abandoment segment
Me: Get first time visitors back
6

25. >> Segments <<
Avinash : Google Whales
Simo: Abandoment segment
Me: Get first time visitors back
www.webjuice.dk/gpec
6

26. >> Remarketing<<
People visit
your website
Visitor are added
to your
remarketing list
Show them your
ads while they
browse the web
Remarketing
6

27. >> RLSA <<
1. Visit your shop
2. They are added to
Remarketing list
1
2
1. Next time people search
2. You can bid higher for a better
position – you’re only shown to
people interested
7
Remarketing List for Search Ads!

28. >> Dynamic Remarketing <<
People visit your
website
Visitor are added to
your remarketing
list
Show them your ads
while they browse
the web
Connect your google
merchant center
account
Show them tailbred
ads based on
products that thyve
viewed on your site
Dynamic remarketingRemarketing
8
Great for relevant Display ads1
Not optimal if products is not replaceable – like cables2

29. >> Summing up <<
• Use DSA for growth and keyword research
• Be ready for Google Shopping Ads
• Automize the optimization and drink beer instead
• Track everything, also offline campaigns
• Target your AdWords on age and gender with high CR
• Segment your remarketing and see magic
• Remarketing on search – great stuff!
• Dynamic remarketing, give it a try
Learn and earn:

30. Jacob Kildebogaard
Jk @webjuice.dk
@Webanalytiker