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Станислав Димитров. "10 супер полезни Google Ads техники, които да опитате през 2019 година"
- 1. 10 супер полезни Google Ads техники за 2019 Станислав Димитров, Konversa
- 2. Rock music. Liverpool FC. Travel buff. Stats Nerd. Netflix addict. 2
- 3. We work with some awesome clients 3
- 4. Today’s agenda 1. Ten Google Ads strategies to test in 2019 2. Why Google Ads doesn’t work for my business? 3. How big brands do PPC 4. What I learned after 15 years in PPC 5. Q&A 4
- 5. 1. Search / Responsive Search Ads (BETA) 5 More Space Pin to Position More Flexibility Save Time
- 6. 1. Search / Responsive Search Ads 6 Think of it as a password strength indicator as you’re signing up for a new website
- 7. 2. Display / New Display Ad Formats 7 Logo added to creative - branding Rounded CTA button, custom colors Colors extracted from images through machine learning
- 8. 3. Display / Responsive Display Ads 8 Google rolls them out as the new default display format Advertisers upload up to 15 images, 5 headlines, 5 logos Google ratings for assets performance
- 9. 3. Display / Responsive Display Ads 9 Time saving Broader reach Includes dynamic RMKT Works w/ Standard & Smart display campaigns
- 10. 4. Display / Smart Display Campaigns 10 Smart bidding Smart targeting Smart creatives >50 conv. (Display) or >100 conv. (Search) Budget 10 x tCPA
- 11. 4. Display / Smart Display Campaigns 11 >50% more than your Search CPA >20% more than your Remarketing CPA = The same as your Display CPA
- 12. 5. Video / TrueView for Action 12 CTA button leads to site Skip after 5’’ Viewer engagement Video >11’’
- 13. 6. Video / Vertical Video Ads 13 Compliment horizontal videos TrueView & UAC on YouTube 70% of YouTube watch time on mobile Vertical 9:16 or square 1:1 (or both)
- 14. 7. Shopping / Shoppable Image Ads 14 On selected publishers Coming to Google image search Products in image labeled w/ price Carousel of product listing ads
- 15. 8. Optimization / Audience Targeting 15
- 16. 8. Optimization / Audience Targeting 16 Detailed demo’s Life events Custom intent audience
- 17. 8. Optimization / Audience Targeting 17
- 18. 8. Optimization / Audience Targeting 18
- 19. 8. Optimization / Audience Targeting 19
- 20. 9. Optimization / Smart Bidding 20
- 21. 10. Optimization / Ad Variation 21
- 22. 10. Optimization / Campaign Experiments 22 Cookie-based for audience testing Search-based for low volume campaigns
- 23. Bonus: Cross-device measurement in Analytics 23
- 24. Google Ads not working for my business 24 Head keywords No strategy ROI focus off Campaign setup Poor LPs Pricing Competition
- 25. How big brands do PPC? 25
- 26. 26 Fear is an illusion
- 27. 27 Google Ads is like baking
- 28. 28 Don’t judge a book by it’s cover
- 29. 29 You’re not always right
- 30. 30 Change is the only constant