2 Round-up of new Google AdWords Tools Steffen Ehrhardt, Product Specialist EMEA Google Germany GmbH 14h30 15h15
3 My sessions is interesting for you if...? 1...you ever wondered how you can identify and retarget users with ads who already visited your website. 2...you want to make sure that your ad is only showing on a website when the ad is directly visible and no scrolling is required. 3...you are overwhelmed by the AdWords Report Center functionalities. 4...you want to use Twitter for your AdWords campaigns. 5...you are interested in what the user behaviour is before they make a transaction on your website.
4 h Steffen Ehrhardt Did you know that Remarketing is one of the most successful Ad launches for Google in 2010 so far? WOW! Obama This is AWESOME! 4 hours ago via Twitter Eric Schmidt thinks this is HUGE! Nikesh (Google Sales VP) likes Q3 Forecast Everyone like the 2010 Google product roadmap! Ashton Google you re making me beating CNN look pitiful 6 hours ago via Twitter Lady Gaga I am GAGA for your cool tools!!! 7 hours ago via Twitter 4
5 Agenda Google Search: 1. AdWords Report Center Integration 2. Search Funnel Report 3. Mobile Device and Carrier Targeting Google Content Network: 1. Remarketing 2. Above-The-Fold 3. Twitter Ads
6 AdWords Reports Integration
7 Feature Overview What Adding advanced reporting options to Campaigns tab Retiring the Report Center Who All global advertisers Why Make it easier to find, add, share and act on key insights into advertising performance When Core functionality launched, New reports added throughout April & May, Gradual retirement of Report Center until July
8 Segmentation & Data Types: Two Flavors of Reporting Segmentation: How does my performance break down by a given dimension? Example: How does my campaign performance vary by network? Segments appear as new rows in the data table Data types: How am I performing with respect to a statistic? Example: What s the impression share for each of my campaigns? Data types appear as new columns
9 How to Access Segmentation Segmentation options can be accessed through the Segment dropdown menu on any tab Segmentation options vary by tab
10 How to Access Data Types Data types can be added as new columns Click the Columns button to access Drag and drop columns to rearrange them Just like segmentation options, data types will vary by the tab you re viewing
11 Download Button Download data directly from any tab in your account Click the Download icon to download your data as a report Available formats include.csv,.xml and.pdf The segments, columns, and filters you ve already applied will be preserved in your download 11
12 Multi-Dimensional Segmentation Add more than one segment when downloading data Add as many dimensions to your report as you want by clicking Add segment Each segment will appear as a new column in your downloaded report Segments you ve already applied to your data table will be added to your download by default
13 Share Reports with ing & Scheduling Configure your downloads to run regularly, then them to interested parties Click and schedule report to pull up sharing options All account users includes Admin, Standard, & Read-Only users. Use Frequency drop-down to select how often the users you ve chosen are ed this report
14 Manage Reports in Control Panel & Library Visit this new area to manage reports, custom alerts, and audiences Look for the link under your account tree in the left-hand navigation
15 Example: Transcribing a Campaign Report All key options from the Report Center available through the Campaigns tab Add as a segment Set a date range Use filters to narrow down campaigns Add as a segment Add as columns
16 Transcribing a Campaign Report (Cont.) Set filters Downloads automatically added to Control Panel & Library Frequency drop-down options Format drop-down Report Center? We don t need no stinking Report Center!!
17 Search Funnel Reports
18 What is Search Funnel Data? Now: Only Scratching the Surface Last Clicks that Precede Conversions With Search Funnel Data: More Insight Last- Converting Clicks Assist Clicks & Impressions that Precede Conversions
19 With Search Funnel you can now see Clicks and impressions that occur prior to last click that drove conversions Average length and duration of conversion paths How keywords assist each other prior to conversion You can now begin to understand the true value of all of your keywords Last- Converting Clicks
20 Sample Search Funnel Path Last Click may not tell the whole story keyword cost Conversions CPA Thomas Cook , Air hotel packages May not be capturing full value!
21 Search Funnel Path to Conversion Before converting, users do multiple searches and are exposed to many of your AdWords ads and keywords Conversions What impressions and clicks led to conversions?
22 Sample Search Funnel Path Assist Conversions occur. Let s work backwards from conversion. Search Funnel: keywords and dates of search 1/Apr/2010 5/Apr/ /Apr/ /Apr/2010 Conversion 'Air hotel packages' Thomas Cook flights' Rom flight' Rom Hotels' Thomas Cook Rom'
23 Search Funnel Reports Using AdWords Conversion Tracking lets you use Search Funnel Reports!
24 Mobile Device & Carrier Targeting
25 Improved Targeting Options Easily select specific devices or carriers where you d like your ads to show. Ads link to download a mobile App! Ads will automatically appear only on relevant devices. Users can download your app directly from the ad click.
26 Select Targets from the Campaign Settings 1 Select iphones and other mobile devices with full internet browsers 2 Choose selected mobile devices or selected mobile carriers to see specific targeting options* *Available selections for devices and carriers will vary by country and is based on the campaign s country targets.
27 Automatic Device Targeting for App Downloads Ads for mobile Apps will only show on devices where users are able to download the mobile app. How it works? 1. Visible url must include either: itunes.apple.com market.android.com 2. Visible URL appears as Download iphone App or Download Android App 3. Only for impressions on high end mobile devices (not desktop or laptop computers)
28 Remarketing in GCN
29 Remarketing on the Google Content Network Find users across the web who previously visited your web site.
30 Someone visits your site looking for a hotel 30
31 They select Luxury but don t book 31
32 With Remarketing you can reach out to them! So if the users is on one of our Content Partner Websites you can send him an adjusted marketing message! 1. Google saves user info on user list. 2. User is recognized across GCN, and is shown your display or text ads <tag A> Luxury Hotels User List
33 Why remarket on the GCN? Content Network: 80%+ Internet User Reach 4.3B Daily Page- Views 705M Monthly Visitors Hundreds of thousands of sites Price Flexibility Auction Pricing, CPC or CPM CPA is often low like on Search! Relevant Audience Reach only users you ve qualified Combine lists quickly and easily for the simplest custom audience segmentation. Ability to exclude sites and placement-target sites. Campaign Control Self service Interface Target more granular lists with customized messages using text ads or Display Ads Innovate Be first in line to test advanced segmentation and targeting capabilities as we develop them
34 Remarketing Strategies Example Entertainment company launches movies with trailer websites that get millions of visitors before the worldwide launches of movies. Create user lists for each specific movie with alternate creatives specific to each movie. Remarket: Market DVD release for specific movie to the audiences that visited the movie s website.
35 Above the Fold in GCN
36 Above the Fold What New tool for Google Content Network campaigns which excludes Below-the-fold inventory. Why Helps advertisers ensure that their message is seen by only showing ads when they are visible upon page load.
37 Ideal for Advertisers with brand goals who want to maximize ROI on CPM campaigns by ensuring that each impression appears on the screen Direct Response advertisers with brand-centric creatives, looking to make a strong impact on their target audience. Your Ad
38 User Interface Ability to exclude Below-the-fold impressions available in the Category Exclusion tool for campaigns targeting the GCN.
39 How Above-The-Fold is calculated ATF detection technology Our algorithm looks at a percentage of traffic to determine which ads are abovethe-fold We only enter ads into auction if we re highly confident that a page is ATF based on comparing ad request to historical data ATF Due to our conservative approach & technical limitations, we may miss some ATF inventory BTF
40 Growing Your Twitter Community 3 Ways To Recruit New Followers with Google AdWords
41 Social Media Changing the Landscape A Single Online Destination: No Longer Relevant 41
42 Brands Experimenting with Twitter Strategies Smart brands use Twitter in meaningful ways... No other medium gets you inside a business or brand quite like Twitter. Mashable.com, January 2009 Source:
43 If Followers Are Important use Google platforms to grow your follower base! Take advantage Target ads to sites that Leverage new of Search index highly against Twitter-stream opportunity Twitter users ad format
44 A Greenfield Opportunity in Paid Search To date, competition to serve against Twitter search queries is minimal Huge opportunity for brands to capture attention of people already interested in Twitter 44
45 Find Twitter Users Across the Web Google AdPlanner can identify web sites that Twitter users are more likely to visit We can use this info to develop a targeted list of websites for distributing Twitter ad message
46 Distribute Tweets Across the Web New format lets you put your Tweets into an ad that dynamically updates in real time and is distributed across the Web. 46
47 This is just a small selection There are a lot more tools but time is to short to show them all!
Impressive Analytics and Insight on a Shoestring Lisa Ikariyama & Tracy Anderson Cabbage Tree Creative www.cabbagetree.co.nz Getting Started Before you design a page on your website or get started with
1 Which of the following questions can be answered using the goal flow report? [A] Are there a lot of unexpected exits from a step in the middle of my conversion funnel? [B] Do visitors usually start my
Overview AdWords Changes to AdWords Reporting A Comprehensive Guide Table of Contents I. Basic Reporting Options II. Individual Reports III. Report Metrics IV. Conclusion Introduction Reporting in AdWords
How to set up a campaign with Admedo Premium Programmatic Advertising Log in to the platform with your email address & password at app..com For further support please email: hi@.com Campaign Delivery Settings
HOWT OS ETUP GOOGL EADWORDS F ORYOURBARORREST AURANT Chapter 1: Learning the basics of a Google AdWords Campaign First, Create a Killer Keyword List Before you even jump into the AdWords interface, you
Microsoft Advertising adcenter Campaign Analytics Getting Started Guide Contents Introduction... 3 What is Microsoft Advertising adcenter Campaign Analytics?... 3 Useful terms... 3 Overview... 4 Get Started...
media kit 2014 Advertise Global Mobile Ad Network WHY MOBILE ADVERTISING Proliferation of smartphone devices and tablets is shifting the way that customers use Internet, making advertising a key part of
SPONSOREDUPDATES user guide Why Sponsored Updates? 3 LinkedIn Company Pages 3 Creating your Sponsored Update Campaign 4 Managing your Sponsored Update Campaign 14 Sponsoring from your Company Page 18 Analyzing
Practical Exercises Professional Diploma in Digital Marketing Analytics Copyright All rights reserved worldwide under International copyright agreements. No part of this document can be reproduced, stored
THE PROFESSIONAL PASSPORT JOBS NETWORK HOW TO GET THE MOST FROM HAVING YOUR OWN WHITE LABEL JOB SITE THE NETWORK The Professional Passport Jobs Network The Professional Passport Jobs site has been specifically
Best Practices for PPC on Google AdWords Your digital advertising efforts require extensive knowledge about how to handle paid search campaigns on Google AdWords and other similar networks. When you aren
Good Call A Guide to Driving Calls with AdWords Introduction Some people want to talk to a real person when they re looking for information. In fact, 70% of mobile searchers have called a business directly
November 2014 The Importance of Being Seen Viewability Insights for Digital Marketers and Publishers WHAT WE WANTED TO KNOW We conducted research using our Active View technology to learn about the current
Marketing Operations Cookbook Rev: 2012-02-02 Sitecore CMS 6.5 Marketing Operations Cookbook A marketer's guide to managing how your website engages with your visitors Table of Contents Chapter 1 Introduction...
Professional Diploma in Digital Marketing Agenda Day 1: Day 2: Day 3: Day 4: Day 5: to Digital Marketing Search Engine Optimisation Search Engine Marketing Email Marketing Digital Display Advertising Mobile
A Business Owner s Guide to: Pay-Per-Click A Business Owner s Guide to: Pay-Per-Click In today s world, the most important business tool you have when it comes to attracting new customers is the Internet.
Inbound & Outbound Marketing Agency with a creative heart and a technological backbone firstname.lastname@example.org @mcountsindia Why Us One Stop Shop We are your full-stack marketing partner, including email, display
CA Community College Public Relations Organization The Evolution of Digital Marketing Brian Kroll / VP West & Strategic Accounts / email@example.com Agenda The Changing Digital Landscape The Importance
Master List of Products and Services DISPLAY ADVERTISING CAMPAIGNS Geographically, demographically and behaviorally targeted display ads served on mobile, tablet and desktop websites. (NorthJersey.com,
2013 Ad Solutions Cross Channel Advertising Partnership Opportunity Partnership Opportunities 1 WHO WE ARE AdMedia works with top agencies and brands to bring digital marketing solutions with our cross
The Definitive Guide to Google AdWords Create Versatile and Powerful Marketing and Advertising Campaigns a ii a Bart Weller Lori Calcott Apress* Contents y About the Author About the Technical Reviewer
Mobile App Install Ads Product Setup Guide What is launching? Mobile app install ads help developers and advertisers easily drive and measure installs (CPI) for their mobile apps and games. This is the
8 Simple Things You Might Be Overlooking In Your AdWords Account A WordStream Guide 8 Simple Things You Might Be Overlooking In Your AdWords Account AdWords makes it incredibly easy to set up and run a
A Beginner s Guide to the Google Display Network Read this guide and learn how to advertise on Google s Display Network, so you open up a whole new channel of traffic, leads and customers. Brought to you
Leveraging Digital Marketing And Connecting With Healthcare Consumers Presented by: Brandi Unger and Kirstie Hamel Who Amplified Digital is a digital marketing agency that helps local businesses connect
How to Create a Campaign in AdWords Editor Using AdWords Editor instead of the online interface for Google Adwords will speed up everything in your online business. AdWords Editor gives you the upper hand
Your No-Nonsense Guide to Facebook Ads If you are in business, Facebook can play an important role in your marketing your business. It helps you connect and build relationships through updated posts. In
Facebook and Google+ Essentials for Franchise Systems February 24, 2014 Facebook and Google+ Essentials for Franchise Systems Todd Juneau President / COO Aviatech Dan Monaghan Co-Founder WSI Digital Jon
Marketing Online SEO Facebook Google Twitter YouTube What is Internet Marketing? Internet marketing is considered to be broad in scope because it not only refers to marketing on the Internet, but also
How to Use for Business http:// Become a Fan of HubSpot on Facebook: http://facebook.hubspot.com Join the Pro Marketers Group on Facebook: http://facebook.promarketers.com Grade Your Facebook Profile or
Welcome to the topic on Master Data and Documents. In this topic, we will look at master data in SAP Business One. After this session you will be able to view a customer record to explain the concept of
Video Ad Exam 01 Types of Video Ads 02 Using Video Ads 03 Making a Video 04 Creating a Campaign 05 Campaign Settings 06 Companion Banner 07 Mastheads 08 Optimized Rotations 09 Call to Action Overlay 10
HOW TO MAKE PAID SEARCH PAY OFF PAY PER CLICK MARKETING STRATEGY Paid search marketing is one of the most effective marketing tools ever developed because of how targeted and flexible it can be. Google,
The Mobile Retargeting Strategy Guide Linda s Shoe Co. 8 minutes ago Need some new shoes this season? Like Comment Share June 2014 Executive summary Today s consumers regularly shift between desktop, mobile,
Best Practices for E-Retailers: Driving ROI with Google Product Extension and Listing Ads May 2012 Best Practices for E-Retailers: Driving ROI with Google Product Extension and Listing Ads Introduction
Introduction to IBM Digital Analytics Michigan.gov Revised: October 17, 2013 Table of Contents Overview... 3 Accessing Digital Analytics... 3 System Requirements... 3 Main Page... 3 Top Navigation... 4
BEYOND CONVERSIONS Your how-to guide for using conversion data to make better decisions Beyond Conversions Drive more revenue using conversion data The best way to improve results in AdWords is to do more
! Best Practices for Maximizing Revenue with MoPub Publisher Playbook Table of Contents Introduction 3 Ad Formats 4 Singleton Ad Unit for Banners 4 Interstitial Ad Unit 5 Video Ads on MoPub Marketplace
Direct Response Marketing on Facebook Driving action online, in-store and in mobile app Summer 2015 1 Table of contents Facebook s direct response marketing solution 4 Best practices 14 Campaign prep 16
Top 3 Marketing Metrics You Should Measure in Google Analytics Presented By Table of Contents Overview 3 How to Use This Knowledge Brief 3 Metric to Measure: Traffic 4 Direct (Acquisition > All Traffic
1 Digital Marketing: Strategies & Measurement 2 Overview of Terms Bounce = single page visit Click = an advertisement interaction Visit = a user to your website Impression = an advertisement is shown Click-through
Using Google Analytics Overview Google Analytics is a free tracking application used to monitor visitors to your website in order to provide site designers with a fuller knowledge of their audience. At
Business A guide to the Pinterest Ads Manager Use Promoted Pins to reach new customers and grow your business Version 10.29.2015 Business What s inside 1 Getting started 2 Creating & editing Promoted Pins
Google Analytics Guide 1 We re excited that you re implementing Google Analytics to help you make the most of your website and convert more visitors. This deck will go through how to create and configure
SOCIAL MEDIA ADVERTISING STRATEGIES THAT WORK ABSTRACT» Social media advertising is a new and fast growing part of digital advertising. In this White Paper I'll present social media advertising trends,
MEDIA KIT RELEASED SEPTEMBER 2015 ABOUT US We connect publishers, advertisers, and users by serving over 16 million monthly impressions to our network of over 200 marine and boating related websites. Our
Ads Analytics User Guide For many marketers, measuring ad performance is either too complicated or time-consuming. Too much time is wasted wading through meaningless metrics, struggling to get an aggregated
SEARCH RETARGETING Reach more searchers, more often, and more effectively with industry leading, keyword level search retargeting keyword level search retargeting enables advertisers to combine the effectiveness
PPC - Pay Per Click What it is and how to build a successful campaign A Publication of Digital Marketing Experts theeword Introduction This guide provides a brief introduction to PPC, helping businesses
10 Must-Read Tips for Creating a Successful Retargeting Campaign Retargeting, a.k.a. remarketing, is today s hot paid advertising choice for marketers and it is only getting more popular as time goes on.
HOW TO USE GOOGLE ANALYTICS (for beginners) universal analytics by: Courtney Petty, of DKS Systems adapted from our previous beginner s guide TABLE OF CONTENTS Part 1. Part 2. How to set up a basic Google
Google Analytics HOW DOES GOOGLE ANALYTICS HELP ME? Google Analytics tells you how visitors found your site and how they interact with it. You'll be able to compare the behavior and profitability of visitors
VIDEO TRANSCRIPT: Content Marketing Analyzing Your Efforts 1 Content Marketing - Analyzing Your Efforts: This is a transcript of a presentation originally given live at the Growth Powered by Risdall Fall
For more information, please contact: 214-886-6074 firstname.lastname@example.org SEARCH RETARGETING Reach more searchers, more often, and more effectively with industry leading, keyword level search retargeting
Implementation Guide Welcome to the Buddy Media social marketing suite! Now that your channel and admin account have been created, this guide walks through the steps to configure your channel, users and
UOFL SHAREPOINT ADMINISTRATORS GUIDE WOW What Power! Learn how to administer a SharePoint site. [Type text] SharePoint Administrator Training Table of Contents Basics... 3 Definitions... 3 The Ribbon...
Periscopix Paid Search Management A bit about us Periscopix focus since inception in 2004 has always been about providing a client specific, quality PPC service; managing and guiding through all aspects
PPC Case Study THE PPC STORY Hidepark is a leather garment manufacturer based in Grantham, Lincolnshire. Before coming to Fifteen, they already had an established client base and a successful Google Adwords
Special Reports Finding Actionable Insights through AdWords Reporting Introduction We re closer than we ve ever been to understanding which aspects of our marketing work. Impressions, clicks, conversions
Google Analytics Audit Prepared For: Xxxxx Please Note: We have edited all images and some text to protect the privacy of our client. 1. General Setup 3 1.1 current analytics tracking code 3 1.2 test purchase
Tapping into Mobile App Installs Building a Valuable User Base for Your App Introduction If your business has an app, or you re planning to launch one, you ve probably spent a lot of time thinking about
SETTING UP THE NEW FACEBOOK BUSINESS PAGE DESIGN CREATIVE After logging in and accessing your Facebook business page as an administrator, you ll be presented with the following message: Start Tour: Click
smart. uncommon. ideas. EXECUTIVE OVERVIEW In October 2009, Google introduced a new beta feature in AdWords called ad extensions, which allows major advertisers to display additional links - up to four
User Guide FOR TOSHIBA STORAGE PLACE (This page left blank for 2-sided "book" printing.) Table of Contents Overview... 5 System Requirements... 5 Storage Place Interfaces... 5 Getting Started... 6 Using
Understanding and Improving AdWords Quality Score Larry Kim, Founder, CTO Will Eisner, VP, Product July 21, 2011 Performance Media Platform for online marketers to buy, track, manage, optimize and report
Using Google Analytics to Become a Better Marketer Agenda The Five Stages of Travel (The Buying Process) Importance of Google Analytics Audience Reports Acquisition Reports Behavior Reports Analytics in
ARE YOU SPENDING YOUR PPC BUDGET WISELY? BEST PRACTICES AND CREATIVE TIPS FOR PPC BUDGET MANAGEMENT In pay-per-click marketing, as with so many things in life, you have to spend money to make money. But
How-To Guide: Facebook Marketing Content Provided By About Facebook Facebook is the world s largest social network, with more than 900 million users Facebook is a place where you can share photos, videos
DISCOVER NEW BUSINESS WITH PAID SEARCH. Paid Search marketing can put your dealership s website at the top of search engine rankings. Search is the # 1 resource used by today s digital driver. 2 Consumers
Google AdWords Handbook for tour & activity companies 2 Contents Checklist for Launching AdWords Introduction What is Google AdWords? How can AdWords help my tour & activity company? Difference between
Facebook Pages Mission control for your business on Facebook Pages are the essential place for businesses to build connections with people. Facebook Pages allows you to express your identity and tell your
Social Media Marketing Related Certificate Course ID Audience Social Media Marketing Social Media Marketing Intermediate Hours 45 Overview: Social media remains an evolving aspect of our daily lives in
THE SME S GUIDE TO COST-EFFECTIVE WEBSITE MARKETING Learn how to set your website up to convert visitors into sales and drive traffic to your website using online advertising. A publication by: Introduction
Remarketing and Retargeting By Ann Stanley Managing Director of Anicca Digital Remarketing aka Stalking What is Remarketing and Retargeting? Remarketing/retargeting are online advertising techniques where
ADVERTISING JUST GOT EASY Interactive media -- your one-stop solution Interactive Advertising and Marketing Solutions for Online Advertisers, Media Agencies and Brand Marketers. Quality Traffic. Positive
A 7-Step Analytics Reporting Framework By Feras Alhlou, Principal Marketing Consultant 2 Marketing Optimization Imagine that you just attended a conference on digital marketing and analytics. You re pumped
Table of Contents Professional Diploma in Digital Marketing Module 1: Introduction to Digital Marketing Module 2: Search Engine Marketing (SEO) Module 3: Search Engine Marketing (PPC) Module 4: Email Marketing
LinkedIn Marketing Solutions Platform Overview 1 Table of Contents 3 It s a Challenging World for B2B Marketers and We Can Help 4 Why LinkedIn Marketing Solutions? 5 Products to Impact Every Stage of the
HOW TO USE FACEBOOK FOR BUSINESS Getting Started With Facebook to Achieve Business Goals CREATIVE INTRODUCTION At this point, you have heard of social media and inbound marketing. Maybe you ve experimented
Livelink s guide to Google Analytics Version 5 Page 1 of 88 Introduction... 4 General Notes... 4 Selecting a Website & Profile:... 4 Home... 5 Dashboards... 6 Real-Time (Beta)... 8 Real-Time Overview...
AWEBDESK LIVE CHAT SOFTWARE Version 6.1.0 AwebDesk Softwares Administrator Guide Edition 1.2 January 2014 Page 1 TABLE OF CONTENTS Introduction.......... 4 Sign In as Admin...5 Admin Dashboard Overview.
Direct Response Marketing on Facebook Driving action online, in-store and in mobile app Summer 2014 1 Table of contents Facebook s direct response marketing solution 4 Best practices 14 Campaign prep 16
Getting started with OneDrive Information Services Getting started with OneDrive What is OneDrive @ University of Edinburgh? OneDrive @ University of Edinburgh is a cloud storage area where you can create,