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Wolfgang Essentials 2016 - Essential Adwords Updates

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On June 10th 2016, Wolfgang Digital held their annual marketing event in The Foundry, at Google in Dublin. Rob & Brendan discussed recent Adwords updates during part one of the event. These are his slides.

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Wolfgang Essentials 2016 - Essential Adwords Updates

  1. 1. #AskTheAudience
  2. 2. #AskTheAudience
  3. 3. Google’sShare of GlobalAdspend
  4. 4. 1 2 3 4
  5. 5. The Impact? • Improved CTR from positions 3 to 4 • Slightly cheaper CPCs for position 4
  6. 6. 3 Ads on Top
  7. 7. The Impact? 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% Ad Click Through Rate • Increased CTR • Increase in mobile traffic • Increase in mobile spend
  8. 8. Impact on Cost 0% 5% 10% 15% 20% 25% 6/1/2015 6/3/2015 6/5/2015 6/7/2015 6/9/2015 6/11/2015 6/13/2015 6/15/2015 6/17/2015 6/19/2015 6/21/2015 6/23/2015 6/25/2015 6/27/2015 6/29/2015 7/1/2015 7/3/2015 7/5/2015 7/7/2015 7/9/2015 7/11/2015 7/13/2015 7/15/2015 7/17/2015 7/19/2015 7/21/2015 7/23/2015 7/25/2015 7/27/2015 7/29/2015 7/31/2015 8/2/2015 8/4/2015 8/6/2015 8/8/2015 8/10/2015 8/12/2015 8/14/2015 8/16/2015 8/18/2015 8/20/2015 8/22/2015 8/24/2015 8/26/2015 8/28/2015 8/30/2015 9/1/2015 9/3/2015 9/5/2015 9/7/2015 9/9/2015 9/11/2015 9/13/2015 9/15/2015 9/17/2015 9/19/2015 9/21/2015 9/23/2015 9/25/2015 9/27/2015 % Clicks % Cost
  9. 9. So What? • Mobile performance dictating account performance • Optimisation needs to start with mobile • Need to understand mobile impact on conversion rate • Mobile SEO gets even tougher
  10. 10. BETA - Extended Text Ads
  11. 11. Early Results + 10% CTR
  12. 12. Call Only Campaigns
  13. 13. Click to Call
  14. 14. 100% Conversion Rate!!!
  15. 15. Let’s Test it • Google forwarding number • Measures & reports actual calls • Actual call conversion rate? 4% 
  16. 16. Click to Call 80 – 90%
  17. 17. Native Gmail Ads
  18. 18. Expanded Ad
  19. 19. Competitor Targeting YOUR BIGGEST COMPETITOR
  20. 20. Refining your Targeting
  21. 21. Lead Capture on Gmail
  22. 22. Customer Match
  23. 23. Customer Match
  24. 24. AdWords Scripts • Improve performance • Mitigate external factors that affect AdWords performance • Create compelling ad messages
  25. 25. AdWords Scripts
  26. 26. Scripts
  27. 27. Scripts
  28. 28. Out Of Stock Script Assisted revenue up 500%
  29. 29. Dynamic Exchange Rates Conversion Rate x 2
  30. 30. Key Takeaways 1. Mobile performance is dictating AdWords account performance. Think mobile first. 2. Use Call Only Campaigns for keywords with call intent &click to call for those without call intent 3. Target your competitors' customers with Native Gmail Ads. 4. Segment your email list and unlock the power of Customer Match. 5. Solve real business challenges with AdWords Scripts.

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