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...
A Mental Model
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
b
The Google Ads Canvas™
Search
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
data
b
Beware of Enhanced Conversions
data
Create a new conversion action (in ‘all conv’)
Don’t just tick the box
dataThink hard before using ‘conversion rules’
bidding
The Machine has many more Signals that it gives us!
Test different bidding strategies
bidding
Otherwise it will try to spend ALL your budget
But please, give the machine a target
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!
bidding
b
Set a ‘budget overspend’ alert in Google Analytics
targeting
You manage a lot of keywords.
It can be hard to keep up with
new products & services.
Use Dynamic Search Ads (DSA) Campaigns
targetingStart with Categories NOT Rules
targetingOptimize Search Terms AND Landing Pages
targetingSearch Query Report is useful again!
targeting
b
Upload new email lists regularly (or automate)
targetingDon’t Use the Remarketing Grid any more...
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)
targetingBeware of Broad Match
messaging
b
Improve your Ad Strength (within reason)
messaging
b
Improve your Ad Strength (within reason)
messagingUse Data Studio to analyze Ad Strength results
messagingUse Data Studio to compare your RSA & ETA results
messagingUse Data Studio to compare your RSA & ETA results
messagingPin multiple headlines
messagingUse Additional Extensions
Shopping
dataFocus on Conversion Value (& use a target!)
dataDe-duplicate your sales
dataDe-duplicate your sales
bidding
b
Use the ‘Performance Planner’ to look into the future
bidding
b
Use the ‘Performance Planner’ to look into the future
targeting
b
Your Product Feed is everything!
targeting
b
Create a ‘zero clicks’ Shopping campaign
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
messagingUpdate SSC creative regularly
Display, Discovery & Video
data
Measure the ‘little steps’ along the
way to the main conversion.
Use ‘micro conversions’ for Display & Video
dataOptimise DDV with Conversion Action Sets
targetingBuild Custom Audiences
targetingTest Discovery campaigns
messagingGet ready for a ‘Responsive’ only world
Google Ads Canvas™
b
Start with One Thing
Mike RhodesFounder & CEO
Person Image
THANK YOU
www.websavvy.com.au
WebSavvy
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