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Adwords Secrets and Strategies for Startups презентация
Содержание
- 2. GET A FREE AUDIT OF
- 3. Bio: Samir Patel Founder/CEO of DoRevolution
- 4. Please watch recorded LiveStream video
- 5. The Problem: Data and Controls
- 6. The Channel Explosion: importance up, effectiveness down
- 7. Why are performance ads so complex to
- 8. Five Pillars of Adwords Optimization Account Structure
- 9. Core Concepts Relevance Quality Score Bounce Rate
- 10. Account Structure Pillar
- 11. Keywords Pillar
- 12. Keywords Pillar
- 13. Keywords Pillar
- 14. Keyword Pillar
- 15. Landing Page Pillar
- 16. Core Concept : Bounce Rate
- 17. Ad Copy Pillar
- 18. Google Analytics Pillar
- 19. Core Concept : Relevance
- 20. Core Concept : Quality Score
- 21. Core Concept : Quality Score
- 22. 10 PPC Optimization Tips Search Query Report
- 23. AD EXTENSIONS SELLER RATINGS SITELINKS CALL EXT. LOCATION EXT. GOOGLE+
- 24. Accelerating Growth via Mobile Advertising
- 25. Why Mobile?
- 26. Tell them before you tell them Mobile
- 28. Calls This may sound obvious but let's
- 29. Apps Mobile App Economy is 29.5B
- 30. Open An Existing App
- 31. App Downloads
- 32. New App Ads New Installations: Mobile
- 33. Cross Device Consumers often use multiple devices
- 34. Mcommerce & Mobile Sites A mobile-friendly site
- 35. 5 Common Mistakes Mobile Sites Unplayable videos
- 36. In Store Most people use their smartphones
- 37. Smarter ads optimized for varying user contexts
- 38. 4 Mobile PPC Optimization Tips Mobile Bid
- 39. Tools Google Think - MultiScreen: Everything Google
- 40. DoRevolution: Bringing Mindfulness to Marketing
- 41. DoRevolution Pi maximize ROI from Digital Channels
- 42. Simple and Actionable Intelligence
- 43. APPLY FOR A FREE AUDIT
GET A FREE AUDIT OF YOUR MARKETING CAMPAIGNS
www.meetsamir.com (email samir@dorevolution.com) @MeetSamir Connect
Слайд 2
GET A FREE AUDIT OF YOUR MARKETING CAMPAIGNS
www.meetsamir.com
(email samir@dorevolution.com)
@MeetSamir
Connect
Слайд 3Bio: Samir Patel
Founder/CEO of DoRevolution : Bringing Mindfulness to Marketing
Managed
$1B+ in Advertising Spend across Search, Social, Retargeting and Mobile Ads.
Founded SearchForce took company to profitability with Fortune 500 clients. Pioneer in applying Wall Street Quantitative Finance Trading Techniques to Online Marketing. Top US Advertisers as Clients: Progressive, Experian, AT&T, Scottrade, Priceline, eBay, Oracle and Salesforce.com.
MBA, Brand Marketing from Cornell’s Johnson Graduate School of Business.
Founded SearchForce took company to profitability with Fortune 500 clients. Pioneer in applying Wall Street Quantitative Finance Trading Techniques to Online Marketing. Top US Advertisers as Clients: Progressive, Experian, AT&T, Scottrade, Priceline, eBay, Oracle and Salesforce.com.
MBA, Brand Marketing from Cornell’s Johnson Graduate School of Business.
Слайд 4 Please watch recorded LiveStream video as well to get more context
around the presentation
Samir Patel LiveStream
Слайд 6The Channel Explosion: importance up, effectiveness down
Lots of Data across Channels
(Adwords), Facebook Ads, Twitter, Linkedin, Pinterest, Analytics (Omniture), Mobile Ads, Marketing Systems (Marketo), Landing page optimization (Optimizely) but lack of Actionable Intelligence for Advertisers.
Strategic: Most CMO’s lack ‘Growth Expertise’ and know-how because of invisibility of inventory and growth drivers.
Tactical: Campaign Optimization super complicated and clients need highly analytical staff that is expensive and difficult to hire.
Strategic: Most CMO’s lack ‘Growth Expertise’ and know-how because of invisibility of inventory and growth drivers.
Tactical: Campaign Optimization super complicated and clients need highly analytical staff that is expensive and difficult to hire.
Слайд 7Why are performance ads so complex to manage?
Hundreds of Best Practices
Data
continuously changes
Intense Competition
Success metrics change
Variety of new ways you can advertise and complexity in optimizing each (mobile, retargeting, video etc)
Intense Competition
Success metrics change
Variety of new ways you can advertise and complexity in optimizing each (mobile, retargeting, video etc)
Слайд 8Five Pillars of Adwords Optimization
Account Structure
Keywords
Ad Copy
Landing Pages
Google Analytics
Слайд 2210 PPC Optimization Tips
Search Query Report
Keyword Match Types
Cross Pollinations: SEO and
SEM
Ad Copy Testing
Segmented Reporting for Day Parting
Using Ad Extensions
Budget Adjustments
Competitive Terms
Campaign Structure
Device Based Bidding
Ad Copy Testing
Segmented Reporting for Day Parting
Using Ad Extensions
Budget Adjustments
Competitive Terms
Campaign Structure
Device Based Bidding
Слайд 26Tell them before you tell them
Mobile Multiple Touch Points
Calls
Apps
Cross Device
Mcommerce &
Mobile Sites
In store
4 Tips: Optimizing Mobile PPC
In store
4 Tips: Optimizing Mobile PPC
Слайд 28Calls
This may sound obvious but let's not forget smartphones facilitate an
action that is native to the device itself: phone calls. Customers sometimes prefer to purchase by phone.
how a spontaneous party was made possible with purchases made via phone calls.
how a spontaneous party was made possible with purchases made via phone calls.
Слайд 29Apps
Mobile App Economy is 29.5B Gartner, 50B downloaded, 1M apps, 190
Countries
Apps are a great way to enrich your relationship with your customers. App downloads and transactions that happen within your apps are two important sources of value from mobile.
When consumers download your app, it creates new opportunities for conversions.
Apps are a great way to enrich your relationship with your customers. App downloads and transactions that happen within your apps are two important sources of value from mobile.
When consumers download your app, it creates new opportunities for conversions.
Слайд 32New App Ads
New Installations: Mobile App promotions across search, display and
YouTube.
Extract and suggest keywords based on Google Play and Google Seach
Target Customers based on apps they use, frequency of use and in-app purchase history
Reengagement: Ads that redirect inside of apps already installed, Deep Linking
Conversion Measurement: Installation, Reengagement & In-App Purchases
Extract and suggest keywords based on Google Play and Google Seach
Target Customers based on apps they use, frequency of use and in-app purchase history
Reengagement: Ads that redirect inside of apps already installed, Deep Linking
Conversion Measurement: Installation, Reengagement & In-App Purchases
Слайд 33Cross Device
Consumers often use multiple devices to make a purchase, starting
by researching on mobile and then waiting until they are on another screen to complete the transaction.
A product purchased on a laptop originated with research done on a smartphone.
A product purchased on a laptop originated with research done on a smartphone.
Слайд 34Mcommerce & Mobile Sites
A mobile-friendly site is the cornerstone of any
mobile strategy and makes it easier for your customers to purchase directly from their smartphones.
Слайд 355 Common Mistakes Mobile Sites
Unplayable videos
Faulty redirects
Smartphone-only 404s
App download interstitials
Irrelevant cross-linking
Page
speed
Слайд 36In Store
Most people use their smartphones while they are on the
go.
Searching for store locations and getting directions to purchase in stores are common activities that drive significant value for businesses.
Searching for store locations and getting directions to purchase in stores are common activities that drive significant value for businesses.
Слайд 384 Mobile PPC Optimization Tips
Mobile Bid Adjustments : Need to get
on top positions because of form factor, bid higher for location based targeting.
Mobile Preferred Ads : Separate mobile/desktop, Call directly or provide a promotion based on time. Different URL for mobile.
Call Extensions: Ad scheduling based on call center, Your own number or Google’s forwarding number
On Site Call Conversions: Track calls from phone number embedded on website when users need to reach more before they buy
Mobile Preferred Ads : Separate mobile/desktop, Call directly or provide a promotion based on time. Different URL for mobile.
Call Extensions: Ad scheduling based on call center, Your own number or Google’s forwarding number
On Site Call Conversions: Track calls from phone number embedded on website when users need to reach more before they buy
Слайд 39Tools
Google Think - MultiScreen: Everything Google + Mobile
PageSpeed Insights and
Quicksprout
Mobile
Site Development : MoovWeb, Mobify
Слайд 41DoRevolution
Pi maximize ROI from Digital Channels and Marketing Automation Systems.
Automated Actions
Accelerate Growth
Increase Profits or Lower cost
Слайд 43
APPLY FOR A FREE AUDIT OF YOUR MARKETING CAMPAIGNS
www.meetsamir.com
(email samir@dorevolution.com)
@MeetSamir
Connect
