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Alan - CEO
Brendan - Client
Director
Meet the Wolfgang
Meet the WolfgangMeet the Wolfgang
Meet the Wolfgang
#ChampionsOfEurope
Tilte
Slide
“Google Makes The
World Wide Web Go
Round”
“Win On Google Win
Online”
Images
Images
Images
Innovations Q31. Enhancing the Google Display Network with new
innovations
2. New capabilities coming to YouTube advertising
3. Customer Match
4. Universal App Campaigns
5. Google Hotel Ads makes it easier for more hotels to
participate
6. New reporting columns for multi-channel advertisers
7. All TrueView campaigns now in AdWords
8. Native Gmail ads arrive in AdWords for all
advertisers
9. Structured snippet extensions
10. Beautiful New Designs for Full-Screen In-App Ads
11. Introducing automated extension for shopping ads
(PLAs)
12. Suite of automated bidding solutions for Google
Shopping
13. Introducing billing, column and performance table
updates in the AdWords app
14. View and analyze your data instantly with the new
Report Editor
15. An easier way to create Display campaigns
16. Search Ads on Google Play and new app promo
tools roll out to advertisers and developers
17. Easily update and validate ads with new
enhancements to Merchant Center data feeds.
18. Introducing more powerful Dynamic Search Ads,
built for your business
19. Introducing 360 degree video ads
20. Introducing Manufacturer Center - a tool to help
brand manufacturers provide authoritative product
information to online shoppers
21. Working Together to Filter Automated Data-Center
Traffic
22. Shopping on Mobile Enhancements
23. Get richer insights by measuring Display ads across
apps and the web
Targeting - The Ad - Measurement
Targeting
The
Elegant
Conversationalist
Elegant
Conversationalist
Mozcon
“Audiences Are
Valuable Brand
Assets”
Rude Remarketer
Elegant Remarketer
25th June 2015
Facebook To
Video To Search
Customers To
Repeat
Customer To
Advocate
Cross-Channel
Conversation
The
Elegant
Conversationalist
The
Elegant
Digital Marketer
30
31
Leaky Bucket
32
Generic KeyWord Conundrum
33
You say Tomato
Mozcon
Cookies
Customer Match
Ciaran & Rob
Workshop• Lorem ipsum dolor sit amet, consectetur adipiscing elit;
• Fusce ultricies ex in luctuc tempus. Fusce eu risu;
• Etiam turpis ligula, efficitur vitae commodo in, porta a odio;
• Nunc eu pharetra TURPIS. Nulla sed ante;
• Commodo velit. Sed sapien mi, tincidunt nec diam vel;
• Nam et nisi eu tortor vulputate ultricies. CRAS NON VELIT
TURPIS;
• Proin tempor lacus justo, nec commodo ipsum mattis nec.
Mobile Ads
Impact on Performance
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
6/1/2015 7/1/2015 8/1/2015 9/1/2015
Ad Click Through Rate
• Increased CTR
• Increase in mobile traffic
• Increase in mobile spend
Impact on Cost
0%
5%
10%
15%
20%
25%
% Clicks % Cost
So What?• Mobile performance dictating
account performance
• Optimisation needs to start with
mobile
• Need to understand mobile impact
on conversion rate
• Bye bye mobile SEO?
Call Only
Campaigns
Click to Call
100%
Conversion
Rate!!!
Let’s Test it
• Google forwarding number
• Measures & reports actual calls
• Actual call conversion rate?
4%
Click to Call
80 – 90%
Native Gmail Ads
Expanded Ad
Competitor Targeting
YOUR BIGGEST COMPETITOR
Refining your
Targeting
Dynamic Exchange
Rates
Conversion Rate x 2
AdWords Scripts!
Heavy on text• Lorem ipsum dolor sit amet, consectetur adipiscing elit;
• Fusce ultricies ex in luctuc tempus. Fusce eu risu;
• Etiam turpis ligula, efficitur vitae commodo in, porta a odio;
• Nunc eu pharetra TURPIS. Nulla sed ante;
• Commodo velit. Sed sapien mi, tincidunt nec diam vel;
• Nam et nisi eu tortor vulputate ultricies. CRAS NON VELIT
TURPIS;
• Proin tempor lacus justo, nec commodo ipsum mattis nec.
Cross Device
Tracking
User ID
• Track the user, not the session
• Track across device
• User ID reporting
User ID Reporting
Measure Offline
Conversions
Dark Traffic
Dark
Search
Dark
Social
In App search
Image search
Secure search
Snapchat
IM
• Be aware of it
• Tag everything you can (UTM)
• Inspect your Direct traffic
• Download our handy dark traffic report!
Buy Now
Conversational
Search
Conversational
Shopping
Amazon Echoe
Buy Now• Amazon Buy With One Click
• Google Buy with one click
• Google Voice Search
• Amazon’s Trojan horse
Tilte
Slide
Heavy on text• Lorem ipsum dolor sit amet, consectetur adipiscing elit;
• Fusce ultricies ex in luctuc tempus. Fusce eu risu;
• Etiam turpis ligula, efficitur vitae commodo in, porta a odio;
• Nunc eu pharetra TURPIS. Nulla sed ante;
• Commodo velit. Sed sapien mi, tincidunt nec diam vel;
• Nam et nisi eu tortor vulputate ultricies. CRAS NON VELIT
TURPIS;
• Proin tempor lacus justo, nec commodo ipsum mattis nec.
Heavy on text• Lorem ipsum dolor sit amet, consectetur adipiscing elit;
• Fusce ultricies ex in luctuc tempus. Fusce eu risu;
• Etiam turpis ligula, efficitur vitae commodo in, porta a odio;
• Nunc eu pharetra TURPIS. Nulla sed ante;
• Commodo velit. Sed sapien mi, tincidunt nec diam vel;
• Nam et nisi eu tortor vulputate ultricies. CRAS NON VELIT
TURPIS;
• Proin tempor lacus justo, nec commodo ipsum mattis nec.
Adblocker• IOS 9 update
• Why we hate ads
• Why ads are great
• Implications
• Pay for content
• Net Neutrality
• I don’t think it will impact IG too greatly – Longtail of advertisers
exposed
Key Trend
Answers On
The SERP
Answers On
The SERP
Conversions
On The SERP
Conversions
On The SERP
Conversions
On The SERP
No Website
Necessary
Take Aways1. Start building valuable audiences in Google Analytics
2. Consider the different messages you would communicate to different
audiences
3. Use your email list to remarket on search (and Facebook if you aren’t
already).
4. Understand mobile’s impact on your paid search performance.
5. Click to call is your best friend for phone call leads.
6. Pull the rug from under your competitors feet with Native Gmail Ads.
7. How can scripts boost your business?
8. Use the Wolfgang tool to analyse your dark traffic and adblock
vulnerability
9. Stay up to date! Sign up for the Wolfgang Newsletter.
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