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

Facebook

WhatsApp

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.