Sean Clark, Director at Clark St. James takes you on a tour of the new artificial intelligence tools available within Google Adwords (Google Ads) and how embracing them can improve your return on investment (ROI).

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“Half the money I spend on
advertising is wasted; the trouble
is I don't know which half.”
John Wanamaker (1838-1922)
@ClarkStJames - @SeanClark

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Why can’t I get
an ROI from
AdWords?!?

8. V

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Test, test & test again
“The man who wins out and survives does so only because of superior
science and strategy.”
Claude C. Hopkins, author of Scientific Advertising published February 1923
http://bit.ly/hopkinsbook

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Google's Free Testing Tools
http://bit.ly/experiments2018
http://bit.ly/goptimise2018

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Things You Can Test With AdWords Experiments
You can use Drafts and Experiments for any Search and
Display Network campaign:
● Target CPA
● Bid strategies (automated bidding strategies)
● Device settings
● Location adjustments
● Ad extensions
● Negative keywords
● Structural campaign changes
Display & Remarketing targeting:
● Remarketing audiences
● Display interests
● Display placements
● Display topics
Tests that will impact your quality score and you will
want to allow additional time to build up history and
quality score:
● Ad copy
● Ad landing pages
● Ad copy display paths
● Keyword changes or additions

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Things You Can Test With Google Optimize
A/B tests
An A/B test of two
variants of a product
page (A and B). Variant A
has a blue photo, while
variant B has a red
photo.
Multivariate tests (MVT)
You can test two headlines (original "H1" and
variant "H2") and three hero images (original "A"
and variants "B" and "C") simultaneously, which
would produce:
2 sections (the headline and the images), with
3 and 2 variants (respectively), for a total of
6 combinations (the number of variants
multiplied by each other, or 3 x 2)
Redirect tests
Test two different landing pages, with different URLs:
Original – www.example.com/landing1
Variant – new.example.com/landing2

16. Introducing...
http://g.co/brain

17. Ad Suggestions

18. Dynamic Search Ads

19. Responsive Search Ads

20. Smart Display Campaigns
Toyota - test results
40% of all display conversions came
from Smart display campaigns
33% lower cost per acquisition than
other Google Display Network
campaigns

21. Smart Bidding
AdWords Smart Bidding uses Google’s machine learning to help you set the right bid for every auction
through three core capabilities:
1. Auction-time bidding
2. Cross-signal analysis
3. Query-level learning

22. Data-driven Attribution

23. In-Market Audiences for Search

25. WHAT’S NEXT?

26. Thank You