digital marketing institute - polemic digital€¦ · 11 one click on this format populates the...
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Google Confidential and Proprietary
Digital Marketing Institute April 2012
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1. Search
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Improving Search Performance: 1. Getting the most out of your search ads
2. Using account data to make intelligent decisions
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Improving Search Performance: 1. Getting the most out of your search ads:
Ad Extensions
2. Using account data to make intelligent decisions Dimensions Tab & Device Segmentation
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2. Mobile
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One click on this format populates the
user’s caller with the appropriate phone
number.
Doing what the the phone was designed
for… and no need for a website!
Searching for a number: Click To Call Ads Hello!
Keyword
Connection
Operator
Location
Target by:
Day/Time
Device
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How Can You Target Ads to Specific Mobile Users?
Device & Operator Location
Time of day / Context Keyword Bundles
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Click to download ads link directly to the
App Store & Android Market.
When an app is part of your strategy and
the best way for your clients to engage
with your company.
Searching for information: Click-to-Download Ads
“There’s an App for that”
Keyword
Connection
Operator
Location
Target by:
Day/Time
Device
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Target users on their phones, when they
are close to your locations using click to
call and maps linking.
Searching for a location: Hyper-Local Ads Target & Bid by distance
Keyword
Connection
Operator
Location
Target by:
Day/Time
Device
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Add value with Ad Extensions Decisions through Dimensions Mobile is on the Move
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3. What’s new?
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Search To Do List:
1. Activate ad extensions:
Sitelinks
Location extensions
2. Listen to your users. Analyse data available via the
‘Dimensions’ tab
3. Who’s using what? Check which devices users are using to
find your site via the ‘segment’ menu under the Campaign
tab
4. Next Steps
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Mobile To Do List:
1. Check your site on a smartphone – how does it look?
2. Download the mobile best practice guidelines from ‘How to
Get Mo’
3. Activate click-to-call extensions
4. Advertise apps via click-to-download ads
5. Drive footfall to stores via location extensions
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Useful Search Links:
Sitelinks – how to:
http://support.google.com/adwords/bin/answer.py?hl=en&answer=2375416
Location Extensions – how to:
http://support.google.com/adwords/bin/answer.py?hl=en&answer=2404182
Dimensions Tab Data:
http://support.google.com/adwords/bin/answer.py?hl=en&answer=2454008
Customise your view to see which devices your users are searching on:
http://support.google.com/adwords/bin/answer.py?hl=en&answer=2454067&fro
m=166377&rd=1
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Useful Mobile Links:
How to Get Mo Site: http://www.howtogomo.com
Mobile – how to opt in:
http://support.google.com/adwords/bin/answer.py?hl=en&answer=2472776&fro
m=152150&rd=1
Click to call – how to set up:
https://support.google.com/adwords/bin/answer.py?hl=en&answer=173346
Click to download – how to set up:
http://support.google.com/adwords/bin/answer.py?hl=en&answer=1107950
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Need more help? Get in touch
support.google.com/AdWords
1800 812 558, Mon-Fri, 9am-6pm