Adwords Secrets and Strategies for Startups

The Presentation inside:

Slide 0

Slide 1

GET A FREE AUDIT OF YOUR MARKETING CAMPAIGNS (email [email protected]) @MeetSamir Connect

Slide 2

Bio: 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 MBA, Brand Marketing from Cornell’s Johnson Graduate School of Business.

Slide 3

Please watch recorded LiveStream video as well to get more context around the presentation Samir Patel LiveStream

Slide 4

The Problem: Data and Controls

Slide 5

The 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.

Slide 6

Why 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)

Slide 7

Five Pillars of Adwords Optimization Account Structure Keywords Ad Copy Landing Pages Google Analytics

Slide 8

Core Concepts Relevance Quality Score Bounce Rate

Slide 9

Account Structure Pillar

Slide 10

Keywords Pillar

Slide 11

Keywords Pillar

Slide 12

Keywords Pillar

Slide 13

Keyword Pillar

Slide 14

Landing Page Pillar

Slide 15

Core Concept : Bounce Rate

Slide 16

Ad Copy Pillar

Slide 17

Google Analytics Pillar

Slide 18

Core Concept : Relevance

Slide 19

Core Concept : Quality Score

Slide 20

Core Concept : Quality Score

Slide 21

10 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

Slide 22


Slide 23

Accelerating Growth via Mobile Advertising

Slide 24

Why Mobile?

Slide 25

Tell them before you tell them Mobile Multiple Touch Points Calls Apps Cross Device Mcommerce & Mobile Sites In store 4 Tips: Optimizing Mobile PPC

Slide 26

Slide 27

Calls 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.

Slide 28

Apps 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.

Slide 29

Open An Existing App

Slide 30

App Downloads

Slide 31

New 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

Slide 32

Cross 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.

Slide 33

Mcommerce & 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.

Slide 34

5 Common Mistakes Mobile Sites Unplayable videos Faulty redirects Smartphone-only 404s App download interstitials Irrelevant cross-linking Page speed

Slide 35

In 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.

Slide 36

Smarter ads optimized for varying user contexts

Slide 37

4 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

Slide 38

Tools Google Think - MultiScreen: Everything Google + Mobile PageSpeed Insights and Quicksprout Mobile Site Development : MoovWeb, Mobify

Slide 39

DoRevolution: Bringing Mindfulness to Marketing

Slide 40

DoRevolution Pi maximize ROI from Digital Channels and Marketing Automation Systems. Automated Actions Accelerate Growth Increase Profits or Lower cost

Slide 41

Simple and Actionable Intelligence

Slide 42

APPLY FOR A FREE AUDIT OF YOUR MARKETING CAMPAIGNS (email [email protected]) @MeetSamir Connect