The document discusses common mistakes made with Google AdWords campaigns and provides solutions. It covers 5 mistakes: 1) Poor metric measurement by not aligning metrics with goals; 2) Not properly considering attribution models; 3) Letting Google make campaign choices instead of the advertiser; 4) Not maximizing remarketing opportunities; 5) Dismissing the importance of mobile. For each mistake, the document provides explanations and recommendations on how to address the issues to improve AdWords performance.

1. www.finch.com

2. What new feature did
AdWords recently rollout
for search retargeting?
Hint: It’s a list display has had for awhile

3. What percent of
customers bounce if a
site takes more than 3
seconds to load?

4. How many attribution
models does AdWords
support?
Disclaimer: Only the models currently
available to everyone

5. www.finch.com

6. The 5
Biggest
Mistakes
Poor Metric Measurement
Attribution Mistakes
Letting Google Take Over
Mishandled Remarketing
Dismissing Mobile

7. Not Tying Overall
Business Goals to
AdWords Conversions
Mistake #1

8. Align goals
to metrics

9. More Leads/
Sales
vs.
CPCs/
Impressions

10. 1. CPA is calculated by dividing the total cost of
conversions by the total number of
conversions.
2. Use only if all costs for products/services are
equal.
CPA: Cost per Acquisition

11. 1. CPV is the total value of your conversions
divided by the total cost for all the ad clicks that
can be tracked.
2. Use when all margins for products/services are
equal.
CPV: Cost per Value

12. 1. Optimizing for what you really want more of:
PROFIT.
2. Use when products/services have variable
information for each.
3. The best way to measure success and growth.
Optimize for Profit

13. Align What You Measure
With Your Goals
The Solution

14. Not Giving Attribution
Any Thought
Mistake #2

16. WHAT IS ATTRIBUTION?
HOW ATTRIBUTION MODELS ARE USUALLY CHOSEN
Eenie-meenie-miny-moe…

17. WHAT IS ATTRIBUTION?
FEBRUARY
How do you know where to spend
money to improve performance?
Where are you looking
to know how your
PPC is performing?

18. AN EXAMPLE
Last click
Last ad
click
Cross
device
Last ad
click
Cross
device
Phone
calls
Off-line
Last ad
click
Cross
device
Phone
calls
$1,000
$2,000
AttributedRevenues
$1.00
Max cost per click
based on 10% cost of
revenue target;
1% conversion rate
$2.00
$1.75
$1.55
$1.35
MaxCPC
Google
Analytics
Google AdWords
(all-conversions)

19. ATTRIBUTION MODELS
Last Click First ClickLinear Position-basedTime Decay

20. LAST CLICK
Direct response companies
Want to know what ‘closes’ the sale
Non-direct last click:
Similar to last click, if many users return directly to
your site for the conversion; this measures the last
actual channel/click for the close.

21. FIRST CLICK
Which source is generating new prospects.
Useful to determine where to spend more time with
branding efforts.

22. LINEAR
Long sales cycles. What is pushing the user
forward?
Before removing a channel; see if it’s contributing.

23. TIME DECAY
Focused on both awareness and sales.
Helps value the middle clicks pushing a user
forward.

24. POSITION-BASED
Every interaction gets some credit, but we
focus more heavily on what brought a
customer to your site and what closed them
Personal favorite for the majority of my
clients as it’s not to extreme on any front

26. AN EXAMPLE

27. Which Model is
Right For Me?
Last Click First ClickLinear Position-basedTime Decay
Conservative Growth-oriented

28. Decide What You’re Trying
To Achieve And Choose
Accordingly!
The Solution

29. Letting Google Make
Choices For You
Mistake #3

30. Not Ryder’s choice

31. Ryder’s choice

32. Our compromise

33. GRANULARITY

34. ACCOUNT STRUCTURE
Ad groups
Single Keyword
EXACT PHRASE BROAD+ BROAD

35. MATCH TYPE
Ad groups
Single Keyword
EXACT PHRASE BROAD+ BROAD
5% 3% 2% 0.25%
Conversion
Rate
THE GOLDEN CLICK!

36. NOW…
Grow your
campaigns
efficiently

37. KEYWORD EXPANSION
Converse red shoes
white shoes
red shoes
black shoes
comfortable shoes
inexpensive shoes
high top shoes
{KeyWord} list
Converse red shoes
Add converting search terms to your keywords

38. MARKET EXPANSION HOW TO
In AdWords, select a campaign
1
Go to the Keywords Tab, click the
‘Search Terms’

39. MARKET EXPANSION HOW TO
In AdWords, select a campaign
1
Go to the Keywords Tab, click the
‘Search Terms’
2 Add the Conversions Column and sort by it

40. MARKET EXPANSION HOW TO
In AdWords, select a campaign
1
Go to the Keywords Tab, click the
‘Search Terms’
2 Add the Conversions Column and sort by it
3
Add any search terms that resulted in a
conversion as exact match keywords

41. MARKET EXPANSION HOW TO
In AdWords, select a campaign
1
Go to the Keywords Tab, click the
‘Search Terms’
2 Add the Conversions Column and sort by it
3
Add any search terms that resulted in a
conversion as exact match keywords
4
Make new exact match keyword a negative in
the ad group it came from

42. HIGHER
BID
HIGHER
POSITION
HIGHER
CTR
HIGHER
QUALITY
SCORE
HIGHER
AD RANK
HIGHER
CONVERSION
RATE
Google Wheel of
Goodness
Exact Match

43. Exact Match produced a
increase!
78.2%

44. Granular Structure &
Influence Quality Score
with Exact Match
The Solution

45. Not Maximizing
Remarketing
Mistake #4

47. DATA ORGANIZATION
Ad groups
Single Keyword
EXACT PHRASE BROAD+ BROAD

48. Which website visitor is worth the most?
A B C

49. Now which website visitor is worth the most?
A B C
New visitor
Returning with item in cart
Visited within 7 days
Past customer
Returned after 30 days

50. Conversion Rate Example
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
New Visitor
Home Page
2+ Pages
Product Page
Product
in Cart
Begin
Checkout
Repeat
Clients
Search
Remarketing
Conversions

51. 3 PILLARS FOR
AUDIENCE
SUCCESS
Identify:
Find your most valuable online
audiences by using client data
plus Google insights.
Re-Engage:
Convert and retain customers
that already know you
Expand:
Grow your marketing to reach
new customers at all stages in
the purchase funnel.

52. AUDIENCE INSIGHTS REPORT
Interests + Intent
Demo + Device
New Customers
to Target
Available Reach
Action
Using your
remarketing
lists, you can
determine the
audience
composition of
your users

53. Increasing customer
retention rates by
just 5% increases profits
by 25% to 95%1
KEEP EXISTING CUSTOMERS AND GAIN NEW ONES
Attracting a new customer
costs five times as much
as keeping an existing
one2
Source: 1
Bain & Co Source: 2
Lee Resources 2010

54. INCREASING BIDS CAN LOWER CPA, WHILE GROWING CONVERSIONS
Similar
Audience
conversions
RLSA
conversions
Customer Match
NEW TOTAL
Baseline
conversions
Incremental
conversions

55. INCREASING BIDS CAN LOWER CPA, WHILE GROWING CONVERSIONS
Increasing bids for audience lists increases ad rank and grows conversion
volume, which can result in a lower CPA
Lists Bid CvR CPA
Baseline
Similar to All Visitors
All Visitors list
All Customer list
Converters list
$1.00
$1.05
$1.10
$1.15
$1.20
1%
1.5%
2%
2.5%
3%
$100
$70
$55
$46
$40

56. Use The Data & Remarket
Wisely
The Solution

57. Dismissing Mobile
Mistake #5

58. Photo of car on the side of the highway
HELP!HELP!

59. Mistake #5
Did you know?
66% of the
population
suffers from
Nomophobia

61. 91%
Source: Google/Purchased, U.S., “How Brand Experiences Inspire Consumer Action,” U.S.
smartphone owners 18+=2,010, brand experiences=17,726, April 2017.

62. Source: Google/Purchased, U.S., “How Brand Experiences Inspire Consumer Action,” U.S.
smartphone owners 18+=2,010, brand experiences=17,726, April 2017.
70%

63. Source: Google/lAB “Our Mobile Planet,” May 2013
40%

64. 150
But only spends
The average person
checks their phone
177minutes on their phonetimes per day

65. What does this mean for
your business?

66. Develop a strategy specific to mobile.
Be there!
What can you do to succeed in a
micro-moment world?

67. ● Mobile only
● We live in a visual world
● Take up majority of the screen
● Be there FIRST
MOBILE PHOTO EXTENSION BETA

68. Blank space vs. Experiential
GOOGLE PHOTO TIPS

69. Content overlay vs. Clean product
GOOGLE PHOTO TIPS

70. Collage vs. Single
GOOGLE PHOTO TIPS

71. Poor quality vs. Professional
GOOGLE PHOTO TIPS

72. Must Be Present To Win
The Solution

73. The 5
Biggest
Mistakes
Poor Metric Measurement
Attribution Mistakes
Letting Google Take Over
Mishandled Remarketing
Dismissing Mobile
SOLVED!

74. Come talk to us at
BOOTH 11