Станислав Димитров. "10 супер полезни Google Ads техники, които да опитате през 2019 година"

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1. Какви са последните новости в Google Ads, и как те засягат моя бизнес? 2. Защо Google Ads (не) работи добре за моя бизнес? 3. Как големите брандове инвестират в PPC реклама? 4. Какво научих след 15 години работа с Google AdWords?

Présentations et discours publics

10 супер полезни Google Ads
техники за 2019
Станислав Димитров, Konversa

Rock music. Liverpool FC. Travel buff. Stats Nerd. Netflix addict.
2

Today’s agenda
1. Ten Google Ads strategies to test in 2019
2. Why Google Ads doesn’t work for my business?
3. How big brands do PPC
4. What I learned after 15 years in PPC
5. Q&A
4

1. Search / Responsive Search Ads (BETA)
5
More Space
Pin to Position
More Flexibility
Save Time

1. Search / Responsive Search Ads
6
Think of it as a password strength indicator
as you’re signing up for a new website

3. Display / Responsive Display Ads
8
Google rolls them out as the new default display format
Advertisers upload
up to 15 images,
5 headlines, 5
logos
Google ratings for
assets
performance

3. Display / Responsive Display Ads
9
Time saving
Broader reach
Includes dynamic RMKT
Works w/ Standard & Smart
display campaigns

4. Display / Smart Display Campaigns
10
Smart
bidding
Smart
targeting
Smart
creatives
>50 conv. (Display) or >100 conv. (Search)
Budget 10 x tCPA

4. Display / Smart Display Campaigns
11
>50%
more than your
Search CPA
>20%
more than your
Remarketing CPA
=
The same as your
Display CPA

5. Video / TrueView for Action
12
CTA button
leads to site
Skip after 5’’
Viewer
engagement
Video >11’’

6. Video / Vertical Video Ads
13
Compliment horizontal videos
TrueView & UAC on YouTube
70% of YouTube watch time on mobile
Vertical 9:16 or square 1:1 (or both)

7. Shopping / Shoppable Image Ads
14
On selected publishers
Coming to Google image search
Products in image labeled w/
price
Carousel of product listing ads

8. Optimization / Audience Targeting
16
Detailed demo’s Life events Custom intent audience

10. Optimization / Campaign Experiments
22
Cookie-based for audience testing
Search-based for low volume campaigns

Bonus: Cross-device measurement in Analytics
23

Google Ads not working for my business
24
Head keywords
No strategy
ROI focus off
Campaign setup
Poor LPs
Pricing
Competition

Contact
Stanislav Dimitrov
hello@konversa.net
www.konversa.net
31

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