3 ways to AdWords

Success 2015

You need a plan!Or your competitors will create one for you.

Budget vs ROI

• Most marketers work with

monthly budgets for their

different marketing channels.

• In addition to this there is a KPI

(Key Performance Indicator) -

for example ROI or CPA.

• Spending more usually means

accepting lower ROI or higher

CPA.

Scenario Planning• The earlier in the month you

evaluate how to spend your

budget, the more options you will

have.

• Software based forecasting can

help you get a quick overview of

your options.

More Conversions

More

budget

Optimized options curve

The world is changing

all the timeSo should you AdWords

Your customers go to workMost people need to be at

work around 09:00

People spend their crowded metro ride

using their devices ..

Each business

have a unique

pattern ..

Different kinds of customers

Prefer doing business

at different times

and days of the week!

Buy enough Clicks

And the patterns will be there!

Outbid your competition

No plan is perfect

It is important to monitor your planYou may have to re-evaluate at any time.

Actuals Forecasted

As not all of your users convert

straight after clicking, the investment

you make on a particular day may

have a higher return that shows at a

later point when they choose to

convert.

Consider Conversion lag

Is your daily spend in line with budget?

Target spend

Unspent budget

Evaluating your plan

Factors influencing your plan

• Changes in supply / demand (for example flight tickets

available / people wanting to travel)

• Changes in competitiveness (for example discounts offered

by you or your competitors)

• Changes in ad quality or relative ad quality (if your

competitors get a better quality score, they will be able to

buy more impression share cheaper)

• Seasonality and holidays

• Incorrect forecasts

If your plan doesn’t work out.

• Go back to scenario planning.

More Conversions

More

budget

Optimized options curve

Next steps?

Try out Campanja Planner

• Campanja have developed an

App to be able address the

issues that we see for AdWords

in 2015.

• Feel free to try it out, forecasting

and scenarios is free.

• Only pay if you enable bidding.

• Download on Google Play!

Learn more about Campanja

• http://www.slideshare.net/campanja/highfrequency-bidding-explained

• http://campanja.com/

• https://www.facebook.com/Campanja