the day google adwords changed forever - friends of search

Meet the Wolfgang

Bono

Enda met Wolfgang

Problem 1: Leaky Bucket

Paths to Conversion

Problem 2 : Generic KeyWord Conundrum

Generic KeyWord Conundrum

You say Tomato…

Pizza?

Adjust Bids

Spend More Money

Tag Pages

Full Funnel Remarketing

Integrating Social Targeting

Targeting on Social

Targeting People

5 Ways to use RLSAs

Website visitors

Facebook traffic

Repeat customers

Past purchasers

Website Visitors

Generic KeyWord Conundrum

Facebook Visitors

Facebook Conversion Rate

• 74% less than Search

Wolfgang Analysis

Facebook Audience

Analytics Audience

Audience in AdWords Search

Facebook Visitors – Case Study

Facebook Results

Past Purchasers & Repeat Customers

Adobe Study – Revenue per Visit

Adobe Study – Conversion Rate

Segment in GA with Customers

X 2

This is NOT New vs Returning

2 Year Cookie for Users & Sessions!

The Value of the Repeat Customer

Past Purchasers – Case Study

• Campaign for past-purchasers

• Campaign for non-purchasers

• One campaign for customers, one for acquisition

Use our Audience List

http://www.wolfgangdigital.com/privacy/amsterdam-remarketing-audiences

Use our Audience List

1. Budget Control

2. Control Ad Message

Control KPIs

X 5

September 27th

“Audiences Are Valuable Brand Assets”

Control Targeting

Asset

EMAIL LISTS

Google joins the party

Customer Match - Wolfgang Hack

Custom Audiences - Hack

Custom Audiences - Hack

Swish!

Our clients searching for a digital marketing agency?

7 Key Takeaways

1. Collect Audiences within Google Analytics2. Leverage targeting on social to build granular lists of your

target persona 3. If your budget is restricted, do not lose impression share

across your customer base4. Set different KPIs for retention and acquisition and

optimise accordingly5. Turn Facebook into a conversion machine via RLSA & GA

audiences6. Use Customer Match to segment and target your

customers on Search7. Download our audience builder!

….thank you