hi. who am i?
TRANSCRIPT
Hi. Who am I?
I’ve been running Google Ads campaigns since 2004.
Co-authored the world’s best-selling book.
Teach hundreds of agencies to grow.
Own & run WebSavvy, a team of ~30 we LOVE helping businesses grow!
22 (fast) practical, useful tips.
Implement in minutes.
See results quickly.
& give you a cheatsheet...
Our goal today...
Brand
Non Brand
Competitor
Dynamic
Smart
Legacy
Remarketing
Email List
Interest Based
Contextual
Shopping + Video
Search Shopping Display, Discovery & Video
Data & Measurement
Bidding & Budgets
Targeting & Structure
Messaging & Offer
Only 4 ways to improve those campaigns
In a world of Machine Learning, the data
you feed the machine is vital.
dataTracking needs to be your #1 priority
data
Using Google Analytics is easier.
But about ⅓ of your leads & sales don’t have
Google Ads as their ‘last click’
Which means Google Analytics doesn’t tell
Google Ads about the win!
Use Google Ads Tracking, NOT Google Analytics
data
Using Google Analytics you might show:
$100k in revenue & a ROAS of 4x
But Google Ads would show:
$150k in revenue & ROAS of 6x
Imagine you spent $25k
bidding
Google Ads will never spend > 30.4x
your daily budget in a month.
But it will spend more than your daily budget
If it can!
Beware of overzealous spending!
targeting
You manage a lot of keywords.
It can be hard to keep up with
new products & services.
Use Dynamic Search Ads (DSA) Campaigns
targetingSimplify your Remarketing Audiences - 4 Lists
2 Audiences for 2 Durations each:
All Visitors 30 & 90 Days
Cart Abandoners 7 & 30 Days
(Optional: Buyers 30, 90 & 365 Days)
targeting
Filter for 0 clicks
Download to Google Sheets
Add a new ‘custom label’
Create Supplemental Feed
Create new Shopping Campaign
Create a ‘zero clicks’ Shopping campaign
data
Measure the ‘little steps’ along the
way to the main conversion.
Use ‘micro conversions’ for Display & Video
Mike RhodesFounder & CEO
Person Image
THANK YOU
www.websavvy.com.au
WebSavvy
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