the digital landscape and the evolution of google adwords
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The Digital Landscape & Evolution Of Google AdWords
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The Digital Landscape & Evolution Of Google AdWords
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But First, A Bit About Me…
• PPC Advertising Executive at The Tomorrow Lab
• Google Certified Professional:
Google AdWords Fundamentals
Google Advanced Search Advertising
Google Shopping Advertising
Google Video Advertising
Google Display Advertising
Google Analytics
• 3+ Years PPC Experience
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Some Precious Memorabilia…
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Overview
1. The Changing Media Landscape2. What is PPC Advertising?3. What is Google AdWords?4. Evolution of Google AdWords5. Campaign Opportunities6. Conversion Tracking7. Measurement & Reporting8. Getting Started
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The Changing Media Landscape
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The Changing Media Landscape
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• Shift from traditional to online
media
• Evolution of digital marketing
approaches
• Smartphones have
revolutionised consumer
behaviour
Mobile Landscape: UK
• 74% of UK consumers have a smartphone
• 40% of UK online sales take place on a smartphone
or tablet
• 67% of mobile users are more likely to buy a site's
product or service when they visit a mobile-friendly
site.
Source: Google Partners
Source: Google Partners
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Mobile Searches On Google
Source: Google Partners/ think.withgoogle.com
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What is PPC Advertising?
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What is PPC Advertising?
“PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked.”
Source: Wordstream.com
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PPC Advertising Platforms
• Google AdWords
• Bing Ads
• AdRoll
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What is PPC Advertising?
• A targeted approach to advertising:
RIGHT MESSAGE
RIGHT PERSON
RIGHT TIME
RIGHT PLACE
• Across Devices
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What is Google AdWords?
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“Google AdWords is the single most popular PPC advertising system in the world. The AdWords platform enables businesses to create ads that appear on Google’s search engine and other Google properties.”
Source: Wordstream.com
What is Google AdWords?
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The Ad Auction & CPC’s
Ad Rank = bid, ad quality & ad extensions
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Text ads have
evolved &
include
opportunities for
inclusion of ad
extensions.
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• Phone number
• Agency
Certification
• Sitelinks
• Click-to-call
functionality
• Callouts
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• Clear & concise remarketing
ad with strong CTA.
• Belfast Telegraph app – one
placement in display network
inventory.
• >2M display network sites
reaching over 90% of internet
users.
• Reach: Number 1 website in the UK with 89.9% of the market.
• Relevance: Target specifically the people that are interesting for your business.
• Return On Investment: Control how much to invest.
Benefits of Google AdWords
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What Will PPC Achieve?
Instant visibility
on competitive
terms…
Brand recognition via
conquering search
engine real estate…
More traffic & conversions…
Visibility above competitors…
Evolution of Google AdWords
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Evolution of Google AdWords
• 2000 Birth of Google Adwords
• 2002 Introduction of Quality Score
• 2003 Introduction of Google Partners
• 2005 Introduction of Display
Network, Conversion Tracking
& Google Keyword Tool
• 2008 Relationship with DoubleClick
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Evolution of Google AdWords
• 2012 Insights For Auction, Call Conversions,
Keyword Variation & Ad Extensions
• 2013 Mobile Preferred Sitelinks, Ad Schedule &
Location Bid Adjustments.
• 2014 Google Shopping, Dynamic Remarketing,
RLSA, Affinity Audiences, In-Market
Audiences
• 2015 Gmail Sponsored Promotions & Customer
MatchSource: Wordstream.com
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Campaign Opportunities:
It’s Greater Than Search
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Search: Call Only Campaigns
GOAL: Drive phone calls to business.
70% of mobile searchers call a business directly
from search results during the path to purchase.
Source: Google/Ipsos, September 2013.
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Search: Shopping Campaigns
GOAL: Drive ecommerce sales.
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Display: Remarketing Campaigns
Image Source: mabo-media.com
GOAL: To reconnect with past site visitors.
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Display: Dynamic Remarketing Campaigns
GOAL: To reconnect with past visitors & drive product
sales.
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Display: In-Stream Video Ads
GOAL: To promote video content.
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Display: Affinity
Audience Campaigns
GOAL: Brand
awareness amongst
users with specific
lifestyle interests.
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Display: In-Market Audience Campaigns
GOAL: To drive conversions from users most likely to
purchase.
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Display: Gmail Sponsored Promotion Campaigns
GOAL: To target users with high impact, message-like
ad format.
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Search & Display: Universal App Campaigns
GOAL: To promote mobile app downloads.
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Search & Display: Customer Match
GOAL: To reach existing leads/customers
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Conversion Tracking
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Conversion TrackingWebsites - Track purchases, sign-ups and other website conversions
Apps - Track Android & iOS app conversions (includes downloads and in-app
actions)
Phones -
• Track calls from ads
• Track calls to a Google forwarding number on your website
• Track phone number clicks on a mobile website
Imports - Track offline conversions
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Measurement & Reporting
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Measurement & Reporting
• Clicks, Impressions & CTRs
• Keyword Performance & Search Terms
• Impression Share
• Conversions, Conversion Rates & Cost Per Conversion
• View Through Conversions
• Session Data
• Reach Metrics
• YouTube Earned Actions
• Video Played to
• Gmail Saves/ Forwards/ Clicks
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Getting started
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Getting Started
1. Keyword Research
2. Strategy
3. Account build
4. Testing
5. Measurement
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Quick Recap
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Quick Recap
• Mobile has revolutionised consumer behaviour.
• Advertisers need to reach people during micro-
moments.
• PPC on Google AdWords is just one model.
• There are campaigns for every goal.
• Testing & measurement are key.
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Share your thoughts and ask questions using #TTLP
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Next talk – January 2016
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