Adwords Seminar 2: Get more quality traffic for less
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Transcript of Adwords Seminar 2: Get more quality traffic for less
Awesome AdwordsSeminar SeriesPart 2 - Bidding
Chloë Thomas
Me and indium
● 6 years● Effective Online
Marketing ● done for you● Team of 5Services:● Adwords & Remarketing● LinkedIn Pages & Ads● Email
Awesome AdwordsSeminar Programme
1. Introduction - the changes and how to capitaliseAvailable on the website
2. Bidding Options - get more quality traffic for lessWed, Aug 14th @ 2pm
3. Product Listing Ads - how to do and optimiseFri, Aug 16th @ 3pm
4. Remarketing - overlaying it with “normal” AdwordsThur, Aug 22nd @ 2pm
5. Image and Video Ads - lower click costs, a different type of trafficWed, Aug 28th @ 2pm
http://indiumonline.co.uk/awesome-adwords
Enhanced Bidding get more quality traffic for less
1. Layers recap2. Bidding Layers
a. Displayb. Geographicc. Timed. Device
3. Bidding Warnings - Stacking4. Next Steps
What is Google Adwords?
Lots of Changes:
● Enhanced Campaigns
● Google Shopping
● Endless Integrations
Silos are Dead
CoreKeywords
Google Base/
ShoppingRemarketing
Display Advertising
It’s all about Layers
How to Capitalise on Layers
And then try pure Display Advertising
Enhanced Bidding get more quality traffic for less
1. Layers recap2. Bidding Layers
a. Displayb. Geographicc. Timed. Device
3. Bidding Warnings - Stacking4. Next Steps
Enhanced Campaigns =>Enhanced Bidding
● We have always been able to:○ Manage Search Network and Display Network bids
separately● We can now:
○ Manage multiple device types in one campaign○ Manage multiple locations in one campaign○ Manage multiple times in one campaign
● All using just one set of keywords
Enhanced Bidding another set of layers
Enhanced Bidding Layers
Bid Type Level Set At Method
Network Adgroup £1.45
Device- Mobile- Desktop (inc Tablets)
Campaign +/- %
Geographic- Region/Country etc
Campaign +/- %
Time- Day / Hour
Campaign +/- %
Geographic Bidding Layer
● Targets:○ UK, “Region” = Eng,Scot,Wal,N.Ire,Islands○ UK, “City” = the cities, some boroughs too○ Most Specific Location = all the above○ UK - can’t do county
● THINK○ Where are you? - head office, shops, etc○ Where are your customers?○ Where can you ship? (want to ship)
● Beware overlaps
Device Bidding Layer
● Targets:○ Mobile
● Reporting:○ Computers○ Tablets○ Mobile devices with full browsers
● THINK○ Does your site work on mobiles?○ When in buying process do they use mobiles?
Ad Schedule Bidding Layer
● Targets:○ Days○ Days and Hours
● THINK○ When does your marketing hit?○ When are the phone answered?○ When do your customers buy?○ When do you want them to buy?
Example - MultiChannel Retailer
● Within Store Drive Time○ Bid Up Brand Campaign
● Outside Store Drive Time○ Bid Up eCommerce Campaign
● Most sales on a Monday○ Bid up on Mondays
● TV Ad Campaign○ Bid Up at the times Ads Showing
Enhanced Bidding get more quality traffic for less
1. Layers recap2. Bidding Layers
a. Displayb. Geographicc. Timed. Device
3. Bidding Warnings - Stacking4. Next Steps
Bidding Layers - Stacking
● Within each bidding layer, they don’t stack○ Bid on Cambridge = +20%○ Bid on Cambridgeshire = +5%
● Between the bidding layers they do:○ Bid = 50p○ Monday = +20%○ London = +10%○ Mobile = +40%○ Max click cost for someone in London, on a mobile,
on a Monday = 50p x 20% x 10% x 40% = 92p
Tracking Your Results
● Adwords - Conversion Tracking○ Includes past performance
● Google Analytics○ Adwords / Bid Adjustments - only tracks the
adjustments you set up
Next Steps
1. Check your existing bidding settings2. THINK - and map out your plan3. Come along to the rest of the Seminars to
find out more about the Layers4. Want help?
a. Free Adwords Clinics
http://indiumonline.co.uk/awesome-adwords
Next Seminar:PLAs - set up and optimisation
Fri, Aug 16th @ 3pm