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Happy Gilmore’s Guide To Gold Jacket SEM
WhatWorks For Some…
Doesn’t AlwaysWork For Others.
Search Conducted on July 23rd
Like Standing
In Front Of A Pitching
Machine
Not Chocolate Yogurt.
Don’t Let SEM Make You Angry.
If You Want To Get Grandma’s House Back…
And Win The Gold Jacket…
You Have To Know This .
Ads On The Right Are Gone And…?
Happy’s Tips
Can I Trouble You For A Warm Glass Of SKAGs?
Happy Tip: Use single keyword ad groups.
Tip: Run campaigns with a split test rotation strategy. At least 1 (2 is better) mobile and three desktop ads in each group. Kill the low performing ads.
Grizzly Adams Did Have A Beard.
Do Your Ads Include Extensions?
Tip: Your ads should ALWAYS include call, location and callout extensions as well as site links.
Call Extension
Site Links
Call Out Ext
Optimized Ad
It’s Okay To Ice Skate At 2AM.
Tip: Track conversions based on time of day, day of week… then allocate budget and manage bids accordingly.
The Price Is Wrong…
Tip: Check Campaign Settings To Be Sure You’re Not Burning Budget In The Display Network.
Just Tap It In.
Why Didn’t You Just Go Home?!?!
Speaking Of Short Game…
MICRO MOMENTSIn The Past Year Alone…
20% INCREASEin mobile’s share of online sessions
18% DECREASEin time spent per visit
29% INCREASEin mobile conversions
Mobile Ad Spend Gap
Formats your Ad messaging to all mobile device platforms & sizes.
Mobile Targeted Ads
Dealership AdsAd format that leads mobile users to call or get directions.
PARTY EVERY DAY BONUS TIP
Don’t. Be. A. Jackass.
BULLSEYES ON WRONG TARGETS?Questions: • How are you targeting your customers?• Geo Bid Modifiers Around Top Performing Zip Codes?• Targeting Customers With Income & Device Bid Modifiers?
Tip: Target multiple radius and zip codes then use historical sales data to get surgical with your targeting.
No Yes
Somebody’s Closer.Tip: Chase a 100% Impression Share.
CUSTOMER MATCH Upload email addresses which are matched to signed-in Google users. Build campaigns and ads targeting your audience.
Bonus: When using Customer Match, generate Similar Audiences to reach new customers on YouTube and Gmail.
What’s Next? http://bit.ly/thanksshaun
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