3. Agenda
1. Wolfgang
News
2. Repor3ng:
New
&
Next
3. Search:
New
&
Next
4. Display:
New
&
Next
5. Rise
&
Rise
of
Na3ve
6. Content
&
Na3ve
Case
Studies
7. Sustainable
SEO
in
2014
&
Beyond
8. Niall
Harbison
9. “Newsjacking”
10. Q&A
11. Last
Person
Standing
Quiz
12. From
The
Wolfgang
Lab
Irish
E-‐Commerce
Study:
-‐ Revenue
up
17%
2013
-‐ Retailers
up
25%
2013
and
46%
in
Q4
13. From
The
Wolfgang
Lab
Facebook
Ad
CTR
Study:
• Display
ads
average
CTR
is
0.04%
• Newsfeed
ads
average
CTR
is
2.09%
• Newsfeed
ads
are
51
3mes
more
likely
to
be
clicked
on
30. New
&
Next
-‐Repor_ng-‐
Repor_ng
Kate
McCleery,
Google
31. Kate McCleery - Agency Team Ireland
Bridging
The Gap:
Cross-Device
Tracking
32. Source:
Comreg
2013
Base:
Na_onal
representa_ve
popula_on
16+,
n=
900
Q1:
Which
if
any
of
the
following
devices
do
you
currently
use?
84% of Irish are online
57% Smartphone penetration
2.7 Devices per person
33. 52%
then
purchased
on
a
computer
Base: Private smartphone users who use the Internet in general, Smartphone n= 900
Q48: Listed below are various products or services. For each of these products or services please indicate which statement applies to you.
Consumer Path to Purchase
41%
then
purchased
offline
Having researched on their smartphone:
35. Estimated Cross-Device Conversions
Captures consumers starting their research on one device or browser
but end up buying on another
1. Customer
clicks on
mobile ad but
does not
convert
2. Customer
visits site
directly on
another device
to purchase
3. Conversion now
attributed in new
estimated cross device
conversions columns
36. Use AdWords conversion tracking and estimated cross-device conversions
automatically appear in your account.
Where To Find It
37. Benefits of Cross-Device Conversions
² Optimize mobile bids
² Inform budget allocation
² Improve user experience
65. Hey
girl.
Tell
me
what
you
know
about
Dynamic
Search
Ads!
66.
67. Why am I on stage?
To give you an understanding of how and why
Littlewoods Ireland use Dynamic Search Ads.
68. What will I cover?
1. What are DSA’s?
2. How do they work?
3. Why do we use them?
4. How have they worked for us?
69. 1. What are DSA’s?
Dynamic Search Ads automatically generate adverts, based on your
website content, to match a users search query.
The system dynamically generates an ad headline and a destination
URL. You simply define the ad text.
70. 2. How does it work?
Index.
Google maintains a fresh index of your inventory using Google's organic web
crawling technology.
Search.
When a relevant search occurs, Google generate an ad with a headline based on
the query, and a URL based on your most relevant landing page.
Auction.
The ad enters the auction and competes normally. N.B. - Google will hold it back
for any search where you also have an eligible keyword-targeted ad.
72. 3. Why do we use them?
To plug the holes in our standard PPC campaigns
o 40,000 products online
o New products and categories added daily
o In/Out of stock products & seasonal offers
As a keyword mining tool to bolster our standard campaigns.
o “bed linen”
73. 4. How have they worked?
SENSITIVE
CONTENT
REMOVED
75. Summary.
v Great to plug gaps in your standard campaigns.
v A great keyword mining tool to find new keywords.
v They won’t work if your SEO is poor.
v Negative keywords are hugely important.
183. Why?
1. Quick
&
Easy
To
Set
Up
2. Tiny
Transac3on
fees
3. No
Fraud!
184.
185. It’s
Soooo
Easy…
1. Go
to
www.Bitpay.com
2. Fill
in
a
few
details
(<2
mins)
3. Await
approval
4. Pop
code
on
website
5. Accept
Bitcoin!
186.
187.
188. Last
Person
Standing
Quiz
How
it
works:
1. Everybody
Stands.
2. I
ask
a
ques_on.
It
has
a
lew
hand
and
a
right
hand
answer.
3. On
the
count
of
3
you
raise
the
hand
you
believe
is
correct.
4. Those
with
it
wrong
sit
down….
