automating adwords

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LG | Ultra HD Communications Strategy The Liquid Way © 2013 CREATING REACTIONS COLLIDER © 2014 AUTOMATING ADWORDS DIGITAL MARKETING SHOW NICK TRUEMAN HEAD OF SEARCH MARKETING

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Presentation by Nick Trueman, Head of Search Marketing, Collider, delivered at the Digital Marketing Show 2014.

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Page 1: Automating Adwords

LG | Ultra HD Communications Strategy

The Liquid Way © 2013

CREATING REACTIONS

COLLIDER © 2014

AUTOMATING ADWORDS

DIGITAL MARKETING SHOW

NICK TRUEMAN

HEAD OF SEARCH MARKETING

Page 2: Automating Adwords

The Liquid Way © 2013

CREATING REACTIONS

COLLIDER © 2014

AUTOMATING ADWORDS

Page 3: Automating Adwords

CREATING REACTIONS

COLLIDER © 2014

COMPANY | PROJECT TITLE CREATING REACTIONS

WHAT IS ADWORDS?

GOOGLE SEARCH GOOGLE SEARCH PARTNERS

GOOGLE DISPLAY NETWORK

GOOGLE SHOPPING

Page 4: Automating Adwords

CREATING REACTIONS

COLLIDER © 2014

COMPANY | PROJECT TITLE CREATING REACTIONS

HIDDEN AUTOMATION

WHAT’S ALREADY AUTOMATED ON ADWORDS:

!Search term selection

- Your Keywords will trigger ‘related’ terms

!Quality Score calculation

- Google’s rating your account

!Position auctioning - Quality Score x CPC

- How Google determines which position you appear in

!Placement selection

- 3rd party websites that your display ads appear on

Page 5: Automating Adwords

CREATING REACTIONS

COLLIDER © 2014

COMPANY | PROJECT TITLE CREATING REACTIONS

WHAT CAN WE AUTOMATE

ENHANCED CPC’S & CPA OPTIMISER

Google can take control of your maximum CPC bids to

automate the process. This can be based on ‘Enhancing

CPC’s’ or ‘Cost per Acquisition’.

!

AD ROTATION

Creating multiple adverts and testing them against each

other on a rotation basis. You can also tell AdWords to

automatically begin using the best performing advert after

a certain time frame.

!

ADVERT SCHEDULING

Got a sale starting at midnight but plan on sleeping this

evening? You can use the advert scheduling tool to

automate the end of your ‘general’ Campaigns and launch

your new ‘sale’ Campaigns while you softly sleep through.

Page 6: Automating Adwords

CREATING REACTIONS

COLLIDER © 2014

COMPANY | PROJECT TITLE CREATING REACTIONS

AUTOMATED RULES

CREATE RULES ON GOOGLE TO AUTOMATE THE MANAGEMENT OF YOUR CAMPAIGNS.

HERE ARE SOME OF OUR TOP USES FOR THESE:

- Schedule ads for special promotions, events or product launches

- Pause low-performing ads or keywords before they cost you too much budget

- Change keyword bids to maintain a desired average position or stay at the top

- Send yourself an email if a Campaign budget is running out early in the day

Page 7: Automating Adwords

CREATING REACTIONS

COLLIDER © 2014

COMPANY | PROJECT TITLE CREATING REACTIONS

AUTOMATED RULES

EXAMPLE SCENARIO

You decide you want to pause an AdGroup when the cost per conversion gets too high, or increase the Campaign budget

when the cost per conversion drops below a certain amount.

!Challenge: The Campaign needs to convert below £20 / conversion to make a profit

!Solution: Pausing all AdGroups that convert under this target

!Result: Profitable marketing!

Page 8: Automating Adwords

CREATING REACTIONS

COLLIDER © 2014

COMPANY | PROJECT TITLE CREATING REACTIONS

WHAT YOU SHOULDN’T AUTOMATE

LANGUAGE / TONE OF VOICE

Messaging and language used in adverts should always be hand-written,

grammatically correct and make sense to users.

PLANNING

Be strategic in your planning, put the ‘goal’ at the

heart of what you say and don’t cut corners!

TRANSLATIONS

Ensure you’re writing content that makes sense to your target audience.

Translations do not work for this, you have to create new localised

content for each language.

CAMPAIGN PRODUCTION

Although we may automate some tasks when creating a

Campaign, the core build needs to be made manually to

ensure best performance during Campaign launch.

Page 9: Automating Adwords

The Liquid Way © 2013

CREATING REACTIONS

COLLIDER © 2014

GOOGLE SHOPPING AUTOMATING ECOMMERCE

Page 10: Automating Adwords

CREATING REACTIONS

COLLIDER © 2014

COMPANY | PROJECT TITLE CREATING REACTIONS

GOOGLE SHOPPING

1. HOW IT WORKS

Google look at your Products, and automatically choose

your keywords and descriptions.

2. HOW TO SETUP

Live XML feed from products to Google

3. YOUR BIT

Managing the CPC bids and website products

4. REPORTING & MONITORING

Report through AdWords and Analytics with Conversion

Goal Tracking

Page 11: Automating Adwords

CREATING REACTIONS

COLLIDER © 2014

COMPANY | PROJECT TITLE CREATING REACTIONS

OPTIMISE GOOGLE SHOPPING

BID SIMULATOR

Maximise profitability by using Google’s Bid Simulator

tool to test new CPC’s and see what results you could get

from these

CONVERSION TRACKING & ECPC

Using ‘Conversion Tracking’ and ‘Enhanced Cost Per

Click’ bidding, you can automate your bids on Shopping

whilst maintaining profitability

Page 12: Automating Adwords

The Liquid Way © 2013

CREATING REACTIONS

COLLIDER © 2014

MAXIMISING ROI GET THE MOST FROM ADWORDS

Page 13: Automating Adwords

CREATING REACTIONS

COLLIDER © 2014

COMPANY | PROJECT TITLE CREATING REACTIONS

MAXIMISING ROI PART 1

MONITORING ADWORDS

Here are 5 ways you can effectively monitor ROI:

- Google Analytics Goal Tracking

- Google Analytics Ecommerce Tracking

- Google Analytics Custom Reporting

- Conversion Tracking

- Google AdWords reports

!

!

COMMON MISTAKE - NOT TRACKING CONVERSIONS

Page 14: Automating Adwords

CREATING REACTIONS

COLLIDER © 2014

COMPANY | PROJECT TITLE CREATING REACTIONS

MAXIMISING ROI PART 2

!ITEMS TO REVIEW:

!• Keywords

• Adverts

• Placements

• Impression Share

• User Journeys (Analytics)

• Return on Investment (ROI)

!

!

CUT THE WASTE - OPTIMISE OR DELETE

Page 15: Automating Adwords

CREATING REACTIONS

COLLIDER © 2014

COMPANY | PROJECT TITLE CREATING REACTIONS

MAXIMISING ROI PART 3

NEVER STOP BUILDING

Here are just a few things you can do to keep your Campaign moving forward:

• Find new keywords

• Research new target markets

• Try new channels (Display, Shopping, YouTube Video)

• Get creative with your ads

• Use bid simulator to plan budget increases

!!!

KEEP THE MOMENTUM!

Page 16: Automating Adwords

LG | Ultra HD Communications Strategy

The Liquid Way © 2013

CREATING REACTIONS

COLLIDER © 2014

ANY QUESTIONS?

Page 17: Automating Adwords

CREATING REACTIONS

COLLIDER © 2014

COMPANY | PROJECT TITLE CREATING REACTIONS

IN SUMMARY

KEEP THE MAIN THING, THE MAIN THING

!

CREATE YOUR CAMPAIGN STRATEGY !

USE AUTOMATION WITHIN THAT STRATEGY !

DON’T CUT CORNERS

Page 18: Automating Adwords

Text

UNIT 17.2, THE LEATHERMARKET

LEATHERMARKET STREET

LONDON SE1 3HN

UNITED KINGDOM

!T: +44 (0)203 176 5600

E: [email protected]

!W: WEARECOLLIDER.COM

COLLIDER © 2014

THANK YOU

CREATING REACTIONS