Awesome AdwordsSeminar SeriesPart 2 - Bidding

Chloë Thomas

Me and indium

● 6 years● Effective Online

Marketing ● done for you● Team of 5Services:● Adwords & Remarketing● LinkedIn Pages & Ads● Email

Awesome AdwordsSeminar Programme

1. Introduction - the changes and how to capitaliseAvailable on the website

2. Bidding Options - get more quality traffic for lessWed, Aug 14th @ 2pm

3. Product Listing Ads - how to do and optimiseFri, Aug 16th @ 3pm

4. Remarketing - overlaying it with “normal” AdwordsThur, Aug 22nd @ 2pm

5. Image and Video Ads - lower click costs, a different type of trafficWed, Aug 28th @ 2pm

http://indiumonline.co.uk/awesome-adwords

Enhanced Bidding get more quality traffic for less

1. Layers recap2. Bidding Layers

a. Displayb. Geographicc. Timed. Device

3. Bidding Warnings - Stacking4. Next Steps

What is Google Adwords?

Lots of Changes:

● Enhanced Campaigns

● Google Shopping

● Endless Integrations

Silos are Dead

CoreKeywords

Google Base/

ShoppingRemarketing

Display Advertising

It’s all about Layers

How to Capitalise on Layers

And then try pure Display Advertising

Enhanced Bidding get more quality traffic for less

1. Layers recap2. Bidding Layers

a. Displayb. Geographicc. Timed. Device

3. Bidding Warnings - Stacking4. Next Steps

Enhanced Campaigns =>Enhanced Bidding

● We have always been able to:○ Manage Search Network and Display Network bids

separately● We can now:

○ Manage multiple device types in one campaign○ Manage multiple locations in one campaign○ Manage multiple times in one campaign

● All using just one set of keywords

Enhanced Bidding another set of layers

Enhanced Bidding Layers

Bid Type Level Set At Method

Network Adgroup £1.45

Device- Mobile- Desktop (inc Tablets)

Campaign +/- %

Geographic- Region/Country etc

Campaign +/- %

Time- Day / Hour

Campaign +/- %

Geographic Bidding Layer

● Targets:○ UK, “Region” = Eng,Scot,Wal,N.Ire,Islands○ UK, “City” = the cities, some boroughs too○ Most Specific Location = all the above○ UK - can’t do county

● THINK○ Where are you? - head office, shops, etc○ Where are your customers?○ Where can you ship? (want to ship)

● Beware overlaps

Device Bidding Layer

● Targets:○ Mobile

● Reporting:○ Computers○ Tablets○ Mobile devices with full browsers

● THINK○ Does your site work on mobiles?○ When in buying process do they use mobiles?

Ad Schedule Bidding Layer

● Targets:○ Days○ Days and Hours

● THINK○ When does your marketing hit?○ When are the phone answered?○ When do your customers buy?○ When do you want them to buy?

Example - MultiChannel Retailer

● Within Store Drive Time○ Bid Up Brand Campaign

● Outside Store Drive Time○ Bid Up eCommerce Campaign

● Most sales on a Monday○ Bid up on Mondays

● TV Ad Campaign○ Bid Up at the times Ads Showing

Enhanced Bidding get more quality traffic for less

1. Layers recap2. Bidding Layers

a. Displayb. Geographicc. Timed. Device

3. Bidding Warnings - Stacking4. Next Steps

Bidding Layers - Stacking

● Within each bidding layer, they don’t stack○ Bid on Cambridge = +20%○ Bid on Cambridgeshire = +5%

● Between the bidding layers they do:○ Bid = 50p○ Monday = +20%○ London = +10%○ Mobile = +40%○ Max click cost for someone in London, on a mobile,

on a Monday = 50p x 20% x 10% x 40% = 92p

Tracking Your Results

● Adwords - Conversion Tracking○ Includes past performance

● Google Analytics○ Adwords / Bid Adjustments - only tracks the

adjustments you set up

Next Steps

1. Check your existing bidding settings2. THINK - and map out your plan3. Come along to the rest of the Seminars to

find out more about the Layers4. Want help?

a. Free Adwords Clinics

http://indiumonline.co.uk/awesome-adwords

Next Seminar:PLAs - set up and optimisation

Fri, Aug 16th @ 3pm