User journeys are no longer a simple linear path. How do you reach your target audience and get their attention in a mobile-first, multi-screen world?

3. Search on
Google
Land on
website
Don’t
Convert
Convert

4. User journey is
more complex
Place
personalised
ads in the right
place at the
right time to stay
top of mind

5. Awareness
Consideration
Purchase
Advocacy

6. Granular structure
Purchase oriented
keywords
Tailored ads

7. Mobile now accounts for over 50% of all search
Run mobile specific ad copy & extensions
2/3 transactions start on a mobile device but finish on another
Opt into mobile search at some level – calculate your mBid
Track phone calls
Look at attribution to further justify mobile ad spend

8. How did these
ads get on this
page?

9. Interests &
Demographics
In-Market
Segments
Similar
Audiences
Target users that haven’t previously visited your
site

10. Frequency caps
Viewability
Apply brand safety filters
Overlay placements
Run multiple ad sizes
Be aware of banner blindness

11. 96% leave a website without converting
70% abandon shopping carts
49% typically visit 2-4 sites before
purchasing

12. 1. Visited the website but not taken
any action
2. Visited specific pages/products but
not taken any action
3. Converted users
Broadest & largest audience
Retarget with generic ads to encourage a return visit
A more relevant but smaller audience
Retarget with dynamic ads = personalisation = relevance
Either block them or build audiences to target in the
future

14. Bringing an audience dimension to search campaigns

15. 293% increase in CTR %
Source: AdWords April 2015 – Sept 2015 Source: AdWords April 2015 – Sept 2015
71% increase in Conv %

17. Use RLSA Audiences
“le creuset mugs”
“emma bridgewater
mugs”
“red mugs”
“stripy mugs”
“mugs”
Search Volume
Likelyconversionrate

18. Upload to
Platforms
Exclude customer across
all connected devices
Use list to show user a
more tailored ad
Use list to create a similar
audience list
Volunteers
email
address
User
Navigates
to Site
More powerful than RLSA

19. Remarketing
Custom
Audiences
Lookalike
targeting

20. By the time you finish reading this
sentence, users around the world
will have uploaded another eight
hours of video to YouTube

22. Track all traffic sources in one place
Track all your conversion points
Count revenue
Optimise for ROI
Track offline conversions using GCLIDs
Look at attribution

23. It’s advertising first, technology second
Ensure access to your own campaigns
Be aware of tie in contracts
Speak to the “do-er”
Regular face to face meets
Be open with your agency