SlideShare une entreprise Scribd logo
1  sur  46
Télécharger pour lire hors ligne
Proprietary + Confidential
Zodpovědně na
automatizovaný účet
PPC Date, 15.7.2021
Matouš Ledvina
xx
Introduction of machine learning into
Google Search’s spelling algorithm
improved it in one day more than the
previous five years combined.
Machine learning brings magic to our consumer products
About 1,530,000 results (0.70 seconds)
Did you mean: mount everest
mount evarest
Google Search helps you find that
melody that’s stuck in your head
with machine learning. Just play,
sing or even hum it
10:24
Listening...
The same technology is helping to transform marketing
More beneficial
for consumers
The first step to delivering
delightful experience is using
real-time insights to understand
precisely how consumer
behaviour is changing and
embrace acceleration.
More relevant &
respectful of privacy
Automation can help you show
ads relevant to people’s
individual interests,
preferences, and lifestyle —
while also respecting user
privacy and building trust.
Making businesses
fast and helpful
Automation allows brands to
find new demand and grow
their business while also
staying resilient to change.
Of all the searches that
happen on Google each
day, 15% are queries
we’ve never seen before.
Embrace acceleration
To help you find relevant
real-time insights and
keep up with the demand,
we’ve created the Insights
page.
garden chairs
More beneficial for
consumers
More respectful of their
privacy
Making businesses fast
and helpful
Insights page
Build trust, every time
The future of marketing is
shifting from ‘precision’ to
‘predictive’, using data
aggregation such as user
cohorts, anonymisation of that
data and modelling to rebuild
the full picture.
Consent mode
Global site tag
More beneficial for
consumers
More respectful of their
privacy
Making businesses fast
and helpful
Make sure you are set up for the
privacy-first future.
Find demand in the messy middle
outdoor activities for 15 months-old
best non-stick frying pan
Search 2
fun things to do with kids
how to deal with a midnight tantrum
Search 9
cards for toddlers
Search 6
toddler crying at
night inconsolable
Search 4
supper for toddler
Search 3
how to colour pasta
Search 7
quick supper ideas
Broad Match
Responsive Search Ads
More beneficial for
consumers
More respectful of their
privacy
Making businesses fast
and helpful
Embrace acceleration
Build trust, every time
Be fast and helpful
with automation
Embrace acceleration
Build trust, every time
Be fast and helpful
with automation
Embrace acceleration
Build trust, every time
Be fast and helpful
with automation
Embrace acceleration
Build trust, every time
Be fast and helpful
with automation
Embrace acceleration
Build trust, every time
Be fast and helpful
with automation
Proprietary + Confidential
Automate bidding for all the most common business
objectives
Market share
Grow % share of a market
within industry or particular
product & service.
Revenue
Grow the amount of
money the business
brings in.
Volume
Increase the units sold,
number of leads or
capacity of the business.
Profit
Grow the amount of
money the business has
after subtracting costs.
Manual eCPC
Maximize
Conversions
Target
CPA
Maximize
Conversion
value
Target
ROAS
Maximize
clicks
Target
Impression
Share
Fully automated Smart Bidding solutions drive the best results
Conversions focused ROI focused Traffic SoV
Confidential + Proprietary
1
2
3
4
5
6
Confidential + Proprietary
1
2
3
4
5
6
Confidential + Proprietary
Confidential + Proprietary
Confidential + Proprietary
Do not limit your campaigns
Make sure you’re not artificially limiting
your campaigns when they run out of
budget. Many advanced advertisers
actually optimise towards CPA or ROI
targets with ‘open budgets’ to ensure their
campaigns never run out of steam.
Performance Planner
Our forecast engine simulates relevant
ad auctions with query level variables
(seasonality, CTR, competitors, landing
page, time of day etc) within the
campaign’s targeted region and
industry. We simulate based of the
campaign’s last 7 days campaign
settings and history.
Simulation
We leverage machine learning to fine
tune forecasts and to achieve a
higher level of accuracy.
Machine Learning
We do forward & backward
measurements of accuracy for 10k+
campaign samples across 1, 7, 30,
and 90 day periods to ensure we’re
making validated recommendations
Validation
Google Search ad auctions from
billions of searches per week
powers our forecast engine. We
use all data up to the previous
day.
Forecasting
Forecast Methodology
How do we calculate the grey dot?
Proprietary + Confidential
Once opted in, adjust your targets & budgets to unlock
more growth or efficiency
Performance Planner to forecast
target & budget scenarios across
campaigns.
Use the report to track average
targets and conversion delay. Look at
the right metrics.
Give it time.
Optimization score to quickly
identify opportunities for
growth.
Automation can help discover new opportunities
Advertisers who
accrued 10 optimisation
score points saw a
10% rise in conversions.
Optimisation score
Recommendations
Bidding & budgets
Ads & extensions
Keywords & targeting
Repairs
Automated campaigns
Campaign structure?
Proprietary + Confidential
Proprietary + Confidential
...and the Broad match?
Proprietary + Confidential
Proprietary + Confidential
Broad Match + Smart Bidding improvements allow you to focus
on high performing queries
No more need to manage millions of variations of the same
Keyword
Proprietary + Confidential
Proprietary + Confidential
EXACT BROAD
MANY EXACT
..Broad Match is essential to pick up all relevant queries
Picking all relevant Search queries with just Exact
Match can be very time consuming & inefficient
Identify new Keywords,
increase reach & save time
Broad Match closes the gap,
covering all possible
business-relevant searches
Only expanding Exact Match will always result in
limited reach
Learn more about Broad Match here
Proprietary + Confidential
Maximize performance & reach with Broad Match + conversion-based
Bidding
Auction
time
Winner
CURRENTLY
TRIGGERING
QUERIES
CURRENTLY
TRIGGERING
QUERIES
MATCH TYPE:
Phrase Match
MATCH TYPE:
Broad Match (instead of Phrase only)
Auctions entered by Smart Bidding
Auctions entered by Smart Bidding
CPA $10
More Conversions
CPA $10 +25% more Conversions
Newly triggerable queries
with Broad Match
Maximize conversion
volume while being efficient
at same efficiency target
Capture full opportunity with
automated bidding and
individual query bidding
Example: tCPA
Proprietary + Confidential
What are the benefits of leveraging Broad Match Type?
Increase efficiency
Spend your money on keywords that work & preventing from accruing click
charges for keyword variations that aren't working
Save time
Less time spent on creating manual extensive Keyword lists
Expand reach & coverage
Easily identify & capture high-value & new search queries relevant to your
business while meeting performance targets
Relevance
Feeding in all relevant signals for better understanding of the query intent
matched to Keyword
Benefits of Broad Match Keywords
KEYWORD
KEYWORD
KEYWORD
+25% Incremental Conversions
+12% Increased Value
Proprietary + Confidential
Let’s take a look at your current Match Type Distribution
Check & implement Broad Match recommendations
(setup Drafts & Experiment if needed)
Analyze uplift when you have statistical significance
Replace existing Phrase Keywords with Broad Match
NEXT STEPS
Match Type Distribution
Suitable Campaigns
Proprietary + Confidential
Leverage Broad Match Recommendations in your Ads Account
One Click Apply to replace your Phrase
Keywords with Broad or set up an experiment
IMPLEMENTATION EASE
Only surfaced when predicted to drive
incremental conversions at your efficiency target
IMPACT
Clearly understand where the largest
opportunities for Broad Match are across
your account
PRIORITIZATION
Surfaced only when the recommendation
meets criteria that indicates performance
objectives
CRITERIA
Easily upgrade your match types to Broad Match and increase performance
Leverage & apply Broad Match Type Recommendations directly in your Google Ads Account. Available for tCPA, tROAS, Max. Conv., Max. Conv. Value
NEW!
Learn more about Recommendations here
Proprietary + Confidential
Proprietary + Confidential
Implementation Best for Result Evaluation
Auto-upgrades all
Phrase/BMM keywords in
the campaign to Broad
Match
Advertisers who want
increased performance with
easy implementation
without testing
Evaluate impact through
pre/post analysis &
incrementality analysis
Auto-creates an Experiment:
1) Control arm=current campaign
2) Experiment arm=Phrase/BMM
KWs are upgraded to Broad
Match
Advertisers who want to
test with D&E between
BMM/Phrase & Broad KWs
in a campaign, while
following D&E Best Practices
Evaluate impact through D&E
Page. Requires monitoring
until statistical significance
has been reached. Scale to
campaign once completed.
Manually upgrade all
Phrase/BMM KWs in a
suitable campaign to Broad
Match via D&E
Only consider with above
options are not suitable due
to customized setup needed
Evaluate impact through D&E
Page. Requires monitoring
until statistical significance
has been reached. Scale to
campaign once completed.
One-Click
Experiment Apply
Custom Drafts &
Experiment Setup
for Testing
Implementation through
Recommendation Page
Recommended Setup
Options to implement & test Broad Match successfully
A)
B)
C)
Recommended Setup
Not Recommended
Proprietary + Confidential
A) Easily implement Broad Match through Recommendation Page
Optimal for advertisers who want to switch their campaigns to Broad Match directly
Select campaigns and “Apply” directly from Recommendations Page
Recommended Experiment Approach
Proprietary + Confidential
B) Easily set up One-Click Experiment Recommendation for Broad Match
Optimal for advertisers who want to test Broad Match through Draft and Experiments
Step 1: Select “Apply” for campaign and “Apply an experiment” Step 2: New D&E campaign is created
Recommended Experiment Approach
Note: All Draft & Experiment Best Practices still apply
Proprietary + Confidential
Proprietary + Confidential
B) Benefits of One-Click Experiment Apply in Recommendations Tab
All recommendations include
advertiser-specific impact on
upgrading to broad match
Once experiment has been
completed, only one click is needed
to scale experiment to a “standard”
campaign
Create experiment directly from
the Recommendations Page and
simply name the experiment and
confirm the other settings
Low Risk Low Effort Easy to Scale
Note: All Draft & Experiment Best Practices still apply
Recommended Experiment Approach
Tailored Recommendation One click to apply Experiment
One click to scale
Experiment to campaign
Proprietary + Confidential
C) How to set up custom Drafts & Experiments for Broad Match
Pre-Implementation
Start with campaign that has Broad Match
Recommendation and/or targeting
generic traffic
Ensure campaign is running on
Conv.-based Smart Bidding + is not
limited by budget
Define objective based on bidding
strategy in the beginning. For clear result
evaluation don’t adjust this afterwards
Set up Experiment campaign: switch all
existing Phrase KW in experiment to
Broad Match. Exact Match KWs stay
During Test
Keep test running for at least 4 weeks
and/or reached statistical significance
Keep your target steady during the
test-phase
Do not interfere manually by adding
negative Keywords & restricting ad serving
Ensure campaigns continue to run with
uncapped budgets. Otherwise the uplift
potential cannot be realized
Post-Implementation
Evaluate your Conversion uplift numbers
from the experiment arm, excluding the
ramping up period (typically ~1 week)
Scale by switching your remaining
Generic campaigns (Phrase) to Broad
Match following the same rules
Test successfully completed!
If results are favorable
apply Experiment to your original
campaign or into a new campaign
Note: Advertisers may see fluctuations in the beginning of the Test-Phase, as the Bidding recalibrates. There is no need to make adjustments!
For advertisers who want to test Broad Match Keywords in D&E using a customised setup
Custom Experiment Approach
Proprietary + Confidential
Best Practices?
Proprietary + Confidential
Proprietary + Confidential
Broad Match Best Practices
Use fully automated Smart Bidding strategies aligned to your goals in combination with Data-Driven
Attribution models and ensure Budgets are able to capture increased conversions
Leverage RSAs and ensure your ad copy & landing pages fully reflect queries being targeted
Be mindful of negative Keywords accumulated over the years. Regularly work with negative Keyword
targeting to refine your queries
Ensure you have set the right targets for your business goals. Make sure the conversion data being
passed on to Google accurately reflects the data of your business
Make sure you follow Drafts & Experiments Best Practices in setup and evaluating successes
Note that the 1-10 number estimates your Quality Score for a query that exactly matches your Keyword,
but it it doesn’t reflect Match Types or negative Keywords you may use
SMART BIDDING + ATTRIBUTION +
BUDGET
SET RIGHT CONVERSION VALUE
DRAFTS & EXPERIMENTS
CREATIVE BEST PRACTICES
NEGATIVE TARGETING
QUALITY SCORE
Proprietary + Confidential
Proprietary + Confidential
A guide to negative Targeting
Brand & Brand Misspellings
Exclude specific Brand terms and/or Brand misspellings
Competitor Terms
Not showing for specific competitor terms
Wrong Product Association
Excluding wrongly related product associations
Commonly Confused Terms
Ensure commonly misinterpreted or easily confused words such as
Homonyms, Homographs & other irrelevant terms are excluded
Where you might add negative Targeting
Refining targeting without restricting reaching your customers
KEEP IN MIND
Choose your negative Keywords carefully
Ensure to not use too many negative Keywords, as
your ads might reach fewer customers
Regularly check your negative Keyword targeting to
avoid restricting performance
Learn more about Negative Keyword Targeting here
Negative Keyword Targeting works differently.
Ensure you pick suitable Match Types e.g. Phrase
negatives for positive Broad Match Keywords
Proprietary + Confidential
Best Practices for Drafts & Experiments Timeline
Start
Select campaigns
Check OptiScore for campaigns running on
conversion-based Smart Bidding & currently
targeting Phrase Match Keywords with the
Match Type Recommendation available.
Week 1
Set up experiment
Apply Experiment that will switch all
Phrase Keywords in the Experiment to
Broad Match for the campaign. If there
are initial fluctuations in targets during
setup, wait till those are steady as
system recalibrates.
Experiment is live
Let the experiment run for at least 4 weeks or
until it has reached statistical significance
with open budgets & without modifications
for clear result evaluation.
Start analyzing results
Analyze experiment arm to see how
many more incremental Sales you can
achieve with Broad Match Keywords.
Exclude “ramp up period” from
beginning of Test & consider
Conversion delays for result evaluation.
Week 4
Proprietary + Confidential
a.k.a. Caste study...
About Google Ads: Google ads is a digital advertising solution for businesses of all sizes. Whether you’re a small business owner or enterprise marketer, Google Ads
delivers reach, relevance and trusted results to help you grow your business. Learn more at ads.google.com/home.
© 2020 Google LLC. All rights reserved. Google and the Google logo are trademarks of Google LLC. All other company and product names may be trademarks of the
respective companies with which they are associated.
17% incremental
conversion value for
Heureka.cz after
utilising Broad Match
keywords with tROAS
Heureka Group
Prague, CZ • heureka.cz
CASE STUDY
The challenge
Heureka is biggest shopping comparison site in Czech republic.
They leverage advanced automation for a long time (tROAS
bidding, automatic campaigns creation). In Search highly
dependant on the comprehensive DSA structure. The main
challenge was that Search was growing slower than Shopping.
The approach
We prepared search terms comparison between Search and
Shopping campaigns which showed relatively big gap in unique
search queries. That convinced the CMO to testing. Heureka
added all the keywords already used in the account in the broad
match version. We used multi-campaigns drafts and experiments
to have precise a A/B results and easy evaluation. It also helped us
preventing the shift of traffic from one campaign to another.
The results
Heureka increased their growth in Search again and achieved
significantly more revenue in tested categories (furniture, toys,
electronics). Based on the test results Heureka decided to roll-out
broad match keywords across all their CZ and SK Search
accounts..
Retail
10%
Increase in
Conversions
17%
Increase in
Conversion
Value
-1%
ROAS (not
statistically
significant)
“At Heureka Group we are highly dependent
on the DSA campaigns. But DSA cover just
the content and keywords which are present
on our website. Adding a broad match (on
top of the exact match) into our accounts
helped us to find brand new search terms
while maintaining the same ROAS and
increased the volume of traffic and revenue.”
—Martin Zítek, Head of Performance Marketing, Heureka Group
Product features
❯ Broad Match (Matchtype)
❯ tROAS Bidding
❯ Multi-campaign drafts & experiments
17%
Increase in
Clicks
Test results:
Thank you

Contenu connexe

Tendances

From Startup to IPO: Lessons from the pricing trenches - Brad Coffey of HubSpot
 From Startup to IPO: Lessons from the pricing trenches - Brad Coffey of HubSpot From Startup to IPO: Lessons from the pricing trenches - Brad Coffey of HubSpot
From Startup to IPO: Lessons from the pricing trenches - Brad Coffey of HubSpotPrice Intelligently
 
Five Account-Based Marketing Strategies to Rock Your Next Campaign
Five Account-Based Marketing Strategies to Rock Your Next CampaignFive Account-Based Marketing Strategies to Rock Your Next Campaign
Five Account-Based Marketing Strategies to Rock Your Next CampaignTerminus
 
Lucie Sperkova - Pioneering multi-channel attribution for the lack of compreh...
Lucie Sperkova - Pioneering multi-channel attribution for the lack of compreh...Lucie Sperkova - Pioneering multi-channel attribution for the lack of compreh...
Lucie Sperkova - Pioneering multi-channel attribution for the lack of compreh...Marketing Festival
 
Joel Bondorowsky — How to Justify the Budget You Need for New Campaigns
Joel Bondorowsky — How to Justify the Budget You Need for New CampaignsJoel Bondorowsky — How to Justify the Budget You Need for New Campaigns
Joel Bondorowsky — How to Justify the Budget You Need for New CampaignsSemrush
 
Web Asset Building
Web Asset BuildingWeb Asset Building
Web Asset BuildingWah Loon Goh
 
Startup Finance for SaaS Founders - SaaStock 2018
Startup Finance for SaaS Founders - SaaStock 2018Startup Finance for SaaS Founders - SaaStock 2018
Startup Finance for SaaS Founders - SaaStock 2018Segment
 
Growth Channels to Acquire SaaS Customers
Growth Channels to Acquire SaaS CustomersGrowth Channels to Acquire SaaS Customers
Growth Channels to Acquire SaaS CustomersFreshsales
 
Advanced PPC: Hit, Hit, Hit & Then Sell by Samantha Noble
Advanced PPC: Hit, Hit, Hit & Then Sell by Samantha NobleAdvanced PPC: Hit, Hit, Hit & Then Sell by Samantha Noble
Advanced PPC: Hit, Hit, Hit & Then Sell by Samantha NobleAnton Shulke
 
LOCALOGY ENGAGE 19: SMBuy-in - Better Onboarding and Engagement - AWeber
LOCALOGY ENGAGE 19: SMBuy-in - Better Onboarding and Engagement - AWeberLOCALOGY ENGAGE 19: SMBuy-in - Better Onboarding and Engagement - AWeber
LOCALOGY ENGAGE 19: SMBuy-in - Better Onboarding and Engagement - AWeberLocalogy
 
Hero conference 2016 - advanced bidding
Hero conference   2016 - advanced biddingHero conference   2016 - advanced bidding
Hero conference 2016 - advanced biddingChris Haleua
 
Digital Marketing Metrics That Matter
Digital Marketing Metrics That Matter Digital Marketing Metrics That Matter
Digital Marketing Metrics That Matter ion interactive
 
SMB US Webinar
SMB US WebinarSMB US Webinar
SMB US WebinarDan Tyre
 
Carl Gold - Churn management in the time of coronavirus
Carl Gold - Churn management in the time of coronavirusCarl Gold - Churn management in the time of coronavirus
Carl Gold - Churn management in the time of coronavirusSaaStock
 
Hero Conf Portland 2015 - PPC Audits - AdWords Scorecard
Hero Conf Portland 2015 - PPC Audits - AdWords ScorecardHero Conf Portland 2015 - PPC Audits - AdWords Scorecard
Hero Conf Portland 2015 - PPC Audits - AdWords ScorecardWijnand Meijer
 
Common paid advertising mistakes your company is making
Common paid advertising mistakes your company is makingCommon paid advertising mistakes your company is making
Common paid advertising mistakes your company is makingDigital Reach
 
Digital strategi - hvorfor er det så vigtigt?
Digital strategi - hvorfor er det så vigtigt?Digital strategi - hvorfor er det så vigtigt?
Digital strategi - hvorfor er det så vigtigt?Co3
 
Cutting Edge PPC Bidding Strategies You Should Be Using
Cutting Edge PPC Bidding Strategies You Should Be UsingCutting Edge PPC Bidding Strategies You Should Be Using
Cutting Edge PPC Bidding Strategies You Should Be UsingHanapin Marketing
 
Friends of Search - Match-Type Mayhem
Friends of Search - Match-Type MayhemFriends of Search - Match-Type Mayhem
Friends of Search - Match-Type MayhemBooster Box
 
Introducing Sales Campaigns by Freshsales
Introducing Sales Campaigns by Freshsales Introducing Sales Campaigns by Freshsales
Introducing Sales Campaigns by Freshsales Freshsales
 

Tendances (20)

From Startup to IPO: Lessons from the pricing trenches - Brad Coffey of HubSpot
 From Startup to IPO: Lessons from the pricing trenches - Brad Coffey of HubSpot From Startup to IPO: Lessons from the pricing trenches - Brad Coffey of HubSpot
From Startup to IPO: Lessons from the pricing trenches - Brad Coffey of HubSpot
 
Five Account-Based Marketing Strategies to Rock Your Next Campaign
Five Account-Based Marketing Strategies to Rock Your Next CampaignFive Account-Based Marketing Strategies to Rock Your Next Campaign
Five Account-Based Marketing Strategies to Rock Your Next Campaign
 
Lucie Sperkova - Pioneering multi-channel attribution for the lack of compreh...
Lucie Sperkova - Pioneering multi-channel attribution for the lack of compreh...Lucie Sperkova - Pioneering multi-channel attribution for the lack of compreh...
Lucie Sperkova - Pioneering multi-channel attribution for the lack of compreh...
 
Joel Bondorowsky — How to Justify the Budget You Need for New Campaigns
Joel Bondorowsky — How to Justify the Budget You Need for New CampaignsJoel Bondorowsky — How to Justify the Budget You Need for New Campaigns
Joel Bondorowsky — How to Justify the Budget You Need for New Campaigns
 
Web Asset Building
Web Asset BuildingWeb Asset Building
Web Asset Building
 
Startup Finance for SaaS Founders - SaaStock 2018
Startup Finance for SaaS Founders - SaaStock 2018Startup Finance for SaaS Founders - SaaStock 2018
Startup Finance for SaaS Founders - SaaStock 2018
 
Growth Channels to Acquire SaaS Customers
Growth Channels to Acquire SaaS CustomersGrowth Channels to Acquire SaaS Customers
Growth Channels to Acquire SaaS Customers
 
Advanced PPC: Hit, Hit, Hit & Then Sell by Samantha Noble
Advanced PPC: Hit, Hit, Hit & Then Sell by Samantha NobleAdvanced PPC: Hit, Hit, Hit & Then Sell by Samantha Noble
Advanced PPC: Hit, Hit, Hit & Then Sell by Samantha Noble
 
LOCALOGY ENGAGE 19: SMBuy-in - Better Onboarding and Engagement - AWeber
LOCALOGY ENGAGE 19: SMBuy-in - Better Onboarding and Engagement - AWeberLOCALOGY ENGAGE 19: SMBuy-in - Better Onboarding and Engagement - AWeber
LOCALOGY ENGAGE 19: SMBuy-in - Better Onboarding and Engagement - AWeber
 
Hero conference 2016 - advanced bidding
Hero conference   2016 - advanced biddingHero conference   2016 - advanced bidding
Hero conference 2016 - advanced bidding
 
Digital Marketing Metrics That Matter
Digital Marketing Metrics That Matter Digital Marketing Metrics That Matter
Digital Marketing Metrics That Matter
 
SMB US Webinar
SMB US WebinarSMB US Webinar
SMB US Webinar
 
Carl Gold - Churn management in the time of coronavirus
Carl Gold - Churn management in the time of coronavirusCarl Gold - Churn management in the time of coronavirus
Carl Gold - Churn management in the time of coronavirus
 
Hero Conf Portland 2015 - PPC Audits - AdWords Scorecard
Hero Conf Portland 2015 - PPC Audits - AdWords ScorecardHero Conf Portland 2015 - PPC Audits - AdWords Scorecard
Hero Conf Portland 2015 - PPC Audits - AdWords Scorecard
 
Startup success in 2018
Startup success in 2018Startup success in 2018
Startup success in 2018
 
Common paid advertising mistakes your company is making
Common paid advertising mistakes your company is makingCommon paid advertising mistakes your company is making
Common paid advertising mistakes your company is making
 
Digital strategi - hvorfor er det så vigtigt?
Digital strategi - hvorfor er det så vigtigt?Digital strategi - hvorfor er det så vigtigt?
Digital strategi - hvorfor er det så vigtigt?
 
Cutting Edge PPC Bidding Strategies You Should Be Using
Cutting Edge PPC Bidding Strategies You Should Be UsingCutting Edge PPC Bidding Strategies You Should Be Using
Cutting Edge PPC Bidding Strategies You Should Be Using
 
Friends of Search - Match-Type Mayhem
Friends of Search - Match-Type MayhemFriends of Search - Match-Type Mayhem
Friends of Search - Match-Type Mayhem
 
Introducing Sales Campaigns by Freshsales
Introducing Sales Campaigns by Freshsales Introducing Sales Campaigns by Freshsales
Introducing Sales Campaigns by Freshsales
 

Similaire à Zodpovědně na automatizovaný účet

"How to Master Smart Bidding" Tomaso Uliana - Google
"How to Master Smart Bidding" Tomaso Uliana - Google"How to Master Smart Bidding" Tomaso Uliana - Google
"How to Master Smart Bidding" Tomaso Uliana - GoogleAdplify
 
Brandon Ervin Google Innovations in Search Targeting - Friends of Search 2021
Brandon Ervin Google Innovations in Search Targeting - Friends of Search 2021Brandon Ervin Google Innovations in Search Targeting - Friends of Search 2021
Brandon Ervin Google Innovations in Search Targeting - Friends of Search 2021BBP
 
"Come sfruttare l'automation in Google Search" Piero Marlia - Google
"Come sfruttare l'automation in Google Search" Piero Marlia - Google"Come sfruttare l'automation in Google Search" Piero Marlia - Google
"Come sfruttare l'automation in Google Search" Piero Marlia - GoogleAdplify
 
Lawrence Dean Proposal Nov 2018
Lawrence Dean Proposal Nov 2018 Lawrence Dean Proposal Nov 2018
Lawrence Dean Proposal Nov 2018 Push Monster
 
Novo K PPC Proposal
Novo K  PPC ProposalNovo K  PPC Proposal
Novo K PPC ProposalPush Monster
 
nextNY Online Marketing School - SEM Presentation
nextNY Online Marketing School - SEM PresentationnextNY Online Marketing School - SEM Presentation
nextNY Online Marketing School - SEM PresentationnextNY
 
ROI of PPC
ROI of PPCROI of PPC
ROI of PPCTrada
 
How Performance Max Is Shaping Paid Advertising.pdf
How Performance Max Is Shaping Paid Advertising.pdfHow Performance Max Is Shaping Paid Advertising.pdf
How Performance Max Is Shaping Paid Advertising.pdfCiente
 
Maximize your Google Grant of In-Kind Advertising
Maximize your Google Grant of In-Kind Advertising Maximize your Google Grant of In-Kind Advertising
Maximize your Google Grant of In-Kind Advertising TechSoup
 
Michelle Roberts - 5 AdWords Mistakes I Always See & How to Avoid Them
Michelle Roberts - 5 AdWords Mistakes I Always See & How to Avoid ThemMichelle Roberts - 5 AdWords Mistakes I Always See & How to Avoid Them
Michelle Roberts - 5 AdWords Mistakes I Always See & How to Avoid ThemBrooke Boyle
 
A Brief of Google AdWords Pay Per Click
A Brief of Google AdWords Pay Per ClickA Brief of Google AdWords Pay Per Click
A Brief of Google AdWords Pay Per ClickRanjan Jena
 
Manchester Bootcamp on Audience & Growth Solutions
Manchester Bootcamp on Audience & Growth SolutionsManchester Bootcamp on Audience & Growth Solutions
Manchester Bootcamp on Audience & Growth SolutionsMSFTAdvertising
 
Audience Growth Bootcamp - Growth solutions
Audience Growth Bootcamp - Growth solutionsAudience Growth Bootcamp - Growth solutions
Audience Growth Bootcamp - Growth solutionsMSFTAdvertising
 
Using Attribution Modeling to Grow Your Business
Using Attribution Modeling to Grow Your BusinessUsing Attribution Modeling to Grow Your Business
Using Attribution Modeling to Grow Your BusinessRyan Hilliard
 
Micro Share Web Seminar
Micro Share Web SeminarMicro Share Web Seminar
Micro Share Web Seminarbjschimmel
 
Qmd 1903 wast_googad
Qmd 1903 wast_googadQmd 1903 wast_googad
Qmd 1903 wast_googadEvoLife.bg
 

Similaire à Zodpovědně na automatizovaný účet (20)

"How to Master Smart Bidding" Tomaso Uliana - Google
"How to Master Smart Bidding" Tomaso Uliana - Google"How to Master Smart Bidding" Tomaso Uliana - Google
"How to Master Smart Bidding" Tomaso Uliana - Google
 
Brandon Ervin Google Innovations in Search Targeting - Friends of Search 2021
Brandon Ervin Google Innovations in Search Targeting - Friends of Search 2021Brandon Ervin Google Innovations in Search Targeting - Friends of Search 2021
Brandon Ervin Google Innovations in Search Targeting - Friends of Search 2021
 
Multi-Channel Attribution - Where do Leads Come From?
Multi-Channel Attribution - Where do Leads Come From?Multi-Channel Attribution - Where do Leads Come From?
Multi-Channel Attribution - Where do Leads Come From?
 
Real time marketing
Real time marketingReal time marketing
Real time marketing
 
"Come sfruttare l'automation in Google Search" Piero Marlia - Google
"Come sfruttare l'automation in Google Search" Piero Marlia - Google"Come sfruttare l'automation in Google Search" Piero Marlia - Google
"Come sfruttare l'automation in Google Search" Piero Marlia - Google
 
Lawrence Dean Proposal Nov 2018
Lawrence Dean Proposal Nov 2018 Lawrence Dean Proposal Nov 2018
Lawrence Dean Proposal Nov 2018
 
Novo K PPC Proposal
Novo K  PPC ProposalNovo K  PPC Proposal
Novo K PPC Proposal
 
nextNY Online Marketing School - SEM Presentation
nextNY Online Marketing School - SEM PresentationnextNY Online Marketing School - SEM Presentation
nextNY Online Marketing School - SEM Presentation
 
180fusion_com
180fusion_com180fusion_com
180fusion_com
 
ROI of PPC
ROI of PPCROI of PPC
ROI of PPC
 
How Performance Max Is Shaping Paid Advertising.pdf
How Performance Max Is Shaping Paid Advertising.pdfHow Performance Max Is Shaping Paid Advertising.pdf
How Performance Max Is Shaping Paid Advertising.pdf
 
Maximize your Google Grant of In-Kind Advertising
Maximize your Google Grant of In-Kind Advertising Maximize your Google Grant of In-Kind Advertising
Maximize your Google Grant of In-Kind Advertising
 
Michelle Roberts - 5 AdWords Mistakes I Always See & How to Avoid Them
Michelle Roberts - 5 AdWords Mistakes I Always See & How to Avoid ThemMichelle Roberts - 5 AdWords Mistakes I Always See & How to Avoid Them
Michelle Roberts - 5 AdWords Mistakes I Always See & How to Avoid Them
 
A Brief of Google AdWords Pay Per Click
A Brief of Google AdWords Pay Per ClickA Brief of Google AdWords Pay Per Click
A Brief of Google AdWords Pay Per Click
 
Manchester Bootcamp on Audience & Growth Solutions
Manchester Bootcamp on Audience & Growth SolutionsManchester Bootcamp on Audience & Growth Solutions
Manchester Bootcamp on Audience & Growth Solutions
 
Audience Growth Bootcamp - Growth solutions
Audience Growth Bootcamp - Growth solutionsAudience Growth Bootcamp - Growth solutions
Audience Growth Bootcamp - Growth solutions
 
Using Attribution Modeling to Grow Your Business
Using Attribution Modeling to Grow Your BusinessUsing Attribution Modeling to Grow Your Business
Using Attribution Modeling to Grow Your Business
 
Google Adwords Details Media Kit
Google Adwords Details Media KitGoogle Adwords Details Media Kit
Google Adwords Details Media Kit
 
Micro Share Web Seminar
Micro Share Web SeminarMicro Share Web Seminar
Micro Share Web Seminar
 
Qmd 1903 wast_googad
Qmd 1903 wast_googadQmd 1903 wast_googad
Qmd 1903 wast_googad
 

Plus de Taste Medio

Pépécéčkaři versus Google Analytics 4
Pépécéčkaři versus Google Analytics 4Pépécéčkaři versus Google Analytics 4
Pépécéčkaři versus Google Analytics 4Taste Medio
 
Vyhodnocování tendrů aneb insighty z B2B průzkumů
Vyhodnocování tendrů aneb insighty z B2B průzkumůVyhodnocování tendrů aneb insighty z B2B průzkumů
Vyhodnocování tendrů aneb insighty z B2B průzkumůTaste Medio
 
Právní bitvy o PPCčka aneb věděli jste, že...?
Právní bitvy o PPCčka aneb věděli jste, že...?Právní bitvy o PPCčka aneb věděli jste, že...?
Právní bitvy o PPCčka aneb věděli jste, že...?Taste Medio
 
Retenční analýza - krok za krokem
 Retenční analýza - krok za krokem Retenční analýza - krok za krokem
Retenční analýza - krok za krokemTaste Medio
 
Dejte data z vašeho XML feedu do správné kondice
Dejte data z vašeho XML feedu do správné kondiceDejte data z vašeho XML feedu do správné kondice
Dejte data z vašeho XML feedu do správné kondiceTaste Medio
 
Impresní remarketing RTB a FB
Impresní remarketing RTB a FBImpresní remarketing RTB a FB
Impresní remarketing RTB a FBTaste Medio
 
Symboly značky prakticky
Symboly značky praktickySymboly značky prakticky
Symboly značky praktickyTaste Medio
 
Marketingový framework PAVRD
Marketingový framework PAVRDMarketingový framework PAVRD
Marketingový framework PAVRDTaste Medio
 
Pozornost jako spouštěč i zabiják krizí
Pozornost jako spouštěč i zabiják krizíPozornost jako spouštěč i zabiják krizí
Pozornost jako spouštěč i zabiják krizíTaste Medio
 
DOBRO-INFLUENCE: Jak propojit síť influencerů ke smysluplné změně?
DOBRO-INFLUENCE: Jak propojit síť influencerů ke smysluplné změně?DOBRO-INFLUENCE: Jak propojit síť influencerů ke smysluplné změně?
DOBRO-INFLUENCE: Jak propojit síť influencerů ke smysluplné změně?Taste Medio
 
Od luxusu k ekologické odpovědnosti, aneb jak s pomocí PR a kampaně na sociál...
Od luxusu k ekologické odpovědnosti, aneb jak s pomocí PR a kampaně na sociál...Od luxusu k ekologické odpovědnosti, aneb jak s pomocí PR a kampaně na sociál...
Od luxusu k ekologické odpovědnosti, aneb jak s pomocí PR a kampaně na sociál...Taste Medio
 
Bageta plná hejtu
Bageta plná hejtuBageta plná hejtu
Bageta plná hejtuTaste Medio
 
Collabim: behind the scene (part #001)
Collabim: behind the scene (part #001)Collabim: behind the scene (part #001)
Collabim: behind the scene (part #001)Taste Medio
 
"Jak výhodně incestovat" aneb srandy s klíčovkami
"Jak výhodně incestovat" aneb srandy s klíčovkami"Jak výhodně incestovat" aneb srandy s klíčovkami
"Jak výhodně incestovat" aneb srandy s klíčovkamiTaste Medio
 
Agentura/In-house/Freelance - kde dělat SEO?
Agentura/In-house/Freelance - kde dělat SEO?Agentura/In-house/Freelance - kde dělat SEO?
Agentura/In-house/Freelance - kde dělat SEO?Taste Medio
 
Příběh zákazníka po 3 letech od první návštěvy až k CLV a vlastní atribuci
Příběh zákazníka po 3 letech od první návštěvy až k CLV a vlastní atribuciPříběh zákazníka po 3 letech od první návštěvy až k CLV a vlastní atribuci
Příběh zákazníka po 3 letech od první návštěvy až k CLV a vlastní atribuciTaste Medio
 
Kde jsou limity zákaznické 360°?
 Kde jsou limity zákaznické 360°? Kde jsou limity zákaznické 360°?
Kde jsou limity zákaznické 360°?Taste Medio
 
Marketing a data. Umíme v nich najít hodnotu?
Marketing a data. Umíme v nich najít hodnotu?Marketing a data. Umíme v nich najít hodnotu?
Marketing a data. Umíme v nich najít hodnotu?Taste Medio
 
Jak měřit značku s využitím behaviorálních věd
 Jak měřit značku s využitím behaviorálních věd Jak měřit značku s využitím behaviorálních věd
Jak měřit značku s využitím behaviorálních vědTaste Medio
 
Rozhlas v 21. století, online analytika napříč webem i vzduchem
Rozhlas v 21. století, online analytika napříč webem i vzduchemRozhlas v 21. století, online analytika napříč webem i vzduchem
Rozhlas v 21. století, online analytika napříč webem i vzduchemTaste Medio
 

Plus de Taste Medio (20)

Pépécéčkaři versus Google Analytics 4
Pépécéčkaři versus Google Analytics 4Pépécéčkaři versus Google Analytics 4
Pépécéčkaři versus Google Analytics 4
 
Vyhodnocování tendrů aneb insighty z B2B průzkumů
Vyhodnocování tendrů aneb insighty z B2B průzkumůVyhodnocování tendrů aneb insighty z B2B průzkumů
Vyhodnocování tendrů aneb insighty z B2B průzkumů
 
Právní bitvy o PPCčka aneb věděli jste, že...?
Právní bitvy o PPCčka aneb věděli jste, že...?Právní bitvy o PPCčka aneb věděli jste, že...?
Právní bitvy o PPCčka aneb věděli jste, že...?
 
Retenční analýza - krok za krokem
 Retenční analýza - krok za krokem Retenční analýza - krok za krokem
Retenční analýza - krok za krokem
 
Dejte data z vašeho XML feedu do správné kondice
Dejte data z vašeho XML feedu do správné kondiceDejte data z vašeho XML feedu do správné kondice
Dejte data z vašeho XML feedu do správné kondice
 
Impresní remarketing RTB a FB
Impresní remarketing RTB a FBImpresní remarketing RTB a FB
Impresní remarketing RTB a FB
 
Symboly značky prakticky
Symboly značky praktickySymboly značky prakticky
Symboly značky prakticky
 
Marketingový framework PAVRD
Marketingový framework PAVRDMarketingový framework PAVRD
Marketingový framework PAVRD
 
Pozornost jako spouštěč i zabiják krizí
Pozornost jako spouštěč i zabiják krizíPozornost jako spouštěč i zabiják krizí
Pozornost jako spouštěč i zabiják krizí
 
DOBRO-INFLUENCE: Jak propojit síť influencerů ke smysluplné změně?
DOBRO-INFLUENCE: Jak propojit síť influencerů ke smysluplné změně?DOBRO-INFLUENCE: Jak propojit síť influencerů ke smysluplné změně?
DOBRO-INFLUENCE: Jak propojit síť influencerů ke smysluplné změně?
 
Od luxusu k ekologické odpovědnosti, aneb jak s pomocí PR a kampaně na sociál...
Od luxusu k ekologické odpovědnosti, aneb jak s pomocí PR a kampaně na sociál...Od luxusu k ekologické odpovědnosti, aneb jak s pomocí PR a kampaně na sociál...
Od luxusu k ekologické odpovědnosti, aneb jak s pomocí PR a kampaně na sociál...
 
Bageta plná hejtu
Bageta plná hejtuBageta plná hejtu
Bageta plná hejtu
 
Collabim: behind the scene (part #001)
Collabim: behind the scene (part #001)Collabim: behind the scene (part #001)
Collabim: behind the scene (part #001)
 
"Jak výhodně incestovat" aneb srandy s klíčovkami
"Jak výhodně incestovat" aneb srandy s klíčovkami"Jak výhodně incestovat" aneb srandy s klíčovkami
"Jak výhodně incestovat" aneb srandy s klíčovkami
 
Agentura/In-house/Freelance - kde dělat SEO?
Agentura/In-house/Freelance - kde dělat SEO?Agentura/In-house/Freelance - kde dělat SEO?
Agentura/In-house/Freelance - kde dělat SEO?
 
Příběh zákazníka po 3 letech od první návštěvy až k CLV a vlastní atribuci
Příběh zákazníka po 3 letech od první návštěvy až k CLV a vlastní atribuciPříběh zákazníka po 3 letech od první návštěvy až k CLV a vlastní atribuci
Příběh zákazníka po 3 letech od první návštěvy až k CLV a vlastní atribuci
 
Kde jsou limity zákaznické 360°?
 Kde jsou limity zákaznické 360°? Kde jsou limity zákaznické 360°?
Kde jsou limity zákaznické 360°?
 
Marketing a data. Umíme v nich najít hodnotu?
Marketing a data. Umíme v nich najít hodnotu?Marketing a data. Umíme v nich najít hodnotu?
Marketing a data. Umíme v nich najít hodnotu?
 
Jak měřit značku s využitím behaviorálních věd
 Jak měřit značku s využitím behaviorálních věd Jak měřit značku s využitím behaviorálních věd
Jak měřit značku s využitím behaviorálních věd
 
Rozhlas v 21. století, online analytika napříč webem i vzduchem
Rozhlas v 21. století, online analytika napříč webem i vzduchemRozhlas v 21. století, online analytika napříč webem i vzduchem
Rozhlas v 21. století, online analytika napříč webem i vzduchem
 

Dernier

DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdf
DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdfDIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdf
DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdfmayanksharma0441
 
The Impact of Digital Technologies
The Impact of Digital Technologies The Impact of Digital Technologies
The Impact of Digital Technologies bruguardarib
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management NotesKiranTiwari42
 
Fueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdfFueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdfVWO
 
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the InternetExploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internetnehapardhi711
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligenceHinde Lamrani
 
Understanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guideUnderstanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guidePartnercademy
 
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdfMost Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdfCIO Business World
 
Influencer Marketing Power point presentation
Influencer Marketing  Power point presentationInfluencer Marketing  Power point presentation
Influencer Marketing Power point presentationdgtivemarketingagenc
 
Exploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfExploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfadult marketing
 
What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?Partnercademy
 
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software SolutionsDevherds Software Solutions
 
ASO Process: What is App Store Optimization
ASO Process: What is App Store OptimizationASO Process: What is App Store Optimization
ASO Process: What is App Store OptimizationAli Raza
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxGeorgeCulica
 
Common Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic CreativityCommon Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic CreativityMonishka Adhikari
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar CManojkumar C
 
Storyboards for my Final Major Project Video
Storyboards for my Final Major Project VideoStoryboards for my Final Major Project Video
Storyboards for my Final Major Project VideoSineadBidwell
 
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...CIO Business World
 
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...LazarinaStoyanova
 
Talent Management for mba 3rd sem useful
Talent Management for mba 3rd sem usefulTalent Management for mba 3rd sem useful
Talent Management for mba 3rd sem usefulAtifaArbar
 

Dernier (20)

DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdf
DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdfDIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdf
DIGITAL MARKETING STRATEGY_INFOGRAPHIC IMAGE.pdf
 
The Impact of Digital Technologies
The Impact of Digital Technologies The Impact of Digital Technologies
The Impact of Digital Technologies
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management Notes
 
Fueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdfFueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdf
 
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the InternetExploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligence
 
Understanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guideUnderstanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guide
 
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdfMost Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
Most Influential HR Leaders Leading the Corporate World, 2024 (Final file).pdf
 
Influencer Marketing Power point presentation
Influencer Marketing  Power point presentationInfluencer Marketing  Power point presentation
Influencer Marketing Power point presentation
 
Exploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfExploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdf
 
What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?
 
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions
 
ASO Process: What is App Store Optimization
ASO Process: What is App Store OptimizationASO Process: What is App Store Optimization
ASO Process: What is App Store Optimization
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptx
 
Common Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic CreativityCommon Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic Creativity
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar C
 
Storyboards for my Final Major Project Video
Storyboards for my Final Major Project VideoStoryboards for my Final Major Project Video
Storyboards for my Final Major Project Video
 
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
 
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
 
Talent Management for mba 3rd sem useful
Talent Management for mba 3rd sem usefulTalent Management for mba 3rd sem useful
Talent Management for mba 3rd sem useful
 

Zodpovědně na automatizovaný účet

  • 1. Proprietary + Confidential Zodpovědně na automatizovaný účet PPC Date, 15.7.2021 Matouš Ledvina xx
  • 2. Introduction of machine learning into Google Search’s spelling algorithm improved it in one day more than the previous five years combined. Machine learning brings magic to our consumer products About 1,530,000 results (0.70 seconds) Did you mean: mount everest mount evarest Google Search helps you find that melody that’s stuck in your head with machine learning. Just play, sing or even hum it 10:24 Listening...
  • 3. The same technology is helping to transform marketing More beneficial for consumers The first step to delivering delightful experience is using real-time insights to understand precisely how consumer behaviour is changing and embrace acceleration. More relevant & respectful of privacy Automation can help you show ads relevant to people’s individual interests, preferences, and lifestyle — while also respecting user privacy and building trust. Making businesses fast and helpful Automation allows brands to find new demand and grow their business while also staying resilient to change.
  • 4. Of all the searches that happen on Google each day, 15% are queries we’ve never seen before. Embrace acceleration To help you find relevant real-time insights and keep up with the demand, we’ve created the Insights page. garden chairs More beneficial for consumers More respectful of their privacy Making businesses fast and helpful Insights page
  • 5. Build trust, every time The future of marketing is shifting from ‘precision’ to ‘predictive’, using data aggregation such as user cohorts, anonymisation of that data and modelling to rebuild the full picture. Consent mode Global site tag More beneficial for consumers More respectful of their privacy Making businesses fast and helpful Make sure you are set up for the privacy-first future.
  • 6. Find demand in the messy middle outdoor activities for 15 months-old best non-stick frying pan Search 2 fun things to do with kids how to deal with a midnight tantrum Search 9 cards for toddlers Search 6 toddler crying at night inconsolable Search 4 supper for toddler Search 3 how to colour pasta Search 7 quick supper ideas Broad Match Responsive Search Ads More beneficial for consumers More respectful of their privacy Making businesses fast and helpful
  • 7. Embrace acceleration Build trust, every time Be fast and helpful with automation
  • 8. Embrace acceleration Build trust, every time Be fast and helpful with automation
  • 9. Embrace acceleration Build trust, every time Be fast and helpful with automation
  • 10. Embrace acceleration Build trust, every time Be fast and helpful with automation
  • 11. Embrace acceleration Build trust, every time Be fast and helpful with automation
  • 12. Proprietary + Confidential Automate bidding for all the most common business objectives Market share Grow % share of a market within industry or particular product & service. Revenue Grow the amount of money the business brings in. Volume Increase the units sold, number of leads or capacity of the business. Profit Grow the amount of money the business has after subtracting costs.
  • 13. Manual eCPC Maximize Conversions Target CPA Maximize Conversion value Target ROAS Maximize clicks Target Impression Share Fully automated Smart Bidding solutions drive the best results Conversions focused ROI focused Traffic SoV
  • 14.
  • 20. Do not limit your campaigns Make sure you’re not artificially limiting your campaigns when they run out of budget. Many advanced advertisers actually optimise towards CPA or ROI targets with ‘open budgets’ to ensure their campaigns never run out of steam. Performance Planner
  • 21. Our forecast engine simulates relevant ad auctions with query level variables (seasonality, CTR, competitors, landing page, time of day etc) within the campaign’s targeted region and industry. We simulate based of the campaign’s last 7 days campaign settings and history. Simulation We leverage machine learning to fine tune forecasts and to achieve a higher level of accuracy. Machine Learning We do forward & backward measurements of accuracy for 10k+ campaign samples across 1, 7, 30, and 90 day periods to ensure we’re making validated recommendations Validation Google Search ad auctions from billions of searches per week powers our forecast engine. We use all data up to the previous day. Forecasting Forecast Methodology How do we calculate the grey dot?
  • 22. Proprietary + Confidential Once opted in, adjust your targets & budgets to unlock more growth or efficiency Performance Planner to forecast target & budget scenarios across campaigns. Use the report to track average targets and conversion delay. Look at the right metrics. Give it time. Optimization score to quickly identify opportunities for growth.
  • 23. Automation can help discover new opportunities Advertisers who accrued 10 optimisation score points saw a 10% rise in conversions. Optimisation score Recommendations Bidding & budgets Ads & extensions Keywords & targeting Repairs Automated campaigns
  • 28. Proprietary + Confidential Proprietary + Confidential Broad Match + Smart Bidding improvements allow you to focus on high performing queries No more need to manage millions of variations of the same Keyword
  • 30. Proprietary + Confidential EXACT BROAD MANY EXACT ..Broad Match is essential to pick up all relevant queries Picking all relevant Search queries with just Exact Match can be very time consuming & inefficient Identify new Keywords, increase reach & save time Broad Match closes the gap, covering all possible business-relevant searches Only expanding Exact Match will always result in limited reach Learn more about Broad Match here
  • 31. Proprietary + Confidential Maximize performance & reach with Broad Match + conversion-based Bidding Auction time Winner CURRENTLY TRIGGERING QUERIES CURRENTLY TRIGGERING QUERIES MATCH TYPE: Phrase Match MATCH TYPE: Broad Match (instead of Phrase only) Auctions entered by Smart Bidding Auctions entered by Smart Bidding CPA $10 More Conversions CPA $10 +25% more Conversions Newly triggerable queries with Broad Match Maximize conversion volume while being efficient at same efficiency target Capture full opportunity with automated bidding and individual query bidding Example: tCPA
  • 32. Proprietary + Confidential What are the benefits of leveraging Broad Match Type? Increase efficiency Spend your money on keywords that work & preventing from accruing click charges for keyword variations that aren't working Save time Less time spent on creating manual extensive Keyword lists Expand reach & coverage Easily identify & capture high-value & new search queries relevant to your business while meeting performance targets Relevance Feeding in all relevant signals for better understanding of the query intent matched to Keyword Benefits of Broad Match Keywords KEYWORD KEYWORD KEYWORD +25% Incremental Conversions +12% Increased Value
  • 33. Proprietary + Confidential Let’s take a look at your current Match Type Distribution Check & implement Broad Match recommendations (setup Drafts & Experiment if needed) Analyze uplift when you have statistical significance Replace existing Phrase Keywords with Broad Match NEXT STEPS Match Type Distribution Suitable Campaigns
  • 34. Proprietary + Confidential Leverage Broad Match Recommendations in your Ads Account One Click Apply to replace your Phrase Keywords with Broad or set up an experiment IMPLEMENTATION EASE Only surfaced when predicted to drive incremental conversions at your efficiency target IMPACT Clearly understand where the largest opportunities for Broad Match are across your account PRIORITIZATION Surfaced only when the recommendation meets criteria that indicates performance objectives CRITERIA Easily upgrade your match types to Broad Match and increase performance Leverage & apply Broad Match Type Recommendations directly in your Google Ads Account. Available for tCPA, tROAS, Max. Conv., Max. Conv. Value NEW! Learn more about Recommendations here
  • 35. Proprietary + Confidential Proprietary + Confidential Implementation Best for Result Evaluation Auto-upgrades all Phrase/BMM keywords in the campaign to Broad Match Advertisers who want increased performance with easy implementation without testing Evaluate impact through pre/post analysis & incrementality analysis Auto-creates an Experiment: 1) Control arm=current campaign 2) Experiment arm=Phrase/BMM KWs are upgraded to Broad Match Advertisers who want to test with D&E between BMM/Phrase & Broad KWs in a campaign, while following D&E Best Practices Evaluate impact through D&E Page. Requires monitoring until statistical significance has been reached. Scale to campaign once completed. Manually upgrade all Phrase/BMM KWs in a suitable campaign to Broad Match via D&E Only consider with above options are not suitable due to customized setup needed Evaluate impact through D&E Page. Requires monitoring until statistical significance has been reached. Scale to campaign once completed. One-Click Experiment Apply Custom Drafts & Experiment Setup for Testing Implementation through Recommendation Page Recommended Setup Options to implement & test Broad Match successfully A) B) C) Recommended Setup Not Recommended
  • 36. Proprietary + Confidential A) Easily implement Broad Match through Recommendation Page Optimal for advertisers who want to switch their campaigns to Broad Match directly Select campaigns and “Apply” directly from Recommendations Page Recommended Experiment Approach
  • 37. Proprietary + Confidential B) Easily set up One-Click Experiment Recommendation for Broad Match Optimal for advertisers who want to test Broad Match through Draft and Experiments Step 1: Select “Apply” for campaign and “Apply an experiment” Step 2: New D&E campaign is created Recommended Experiment Approach Note: All Draft & Experiment Best Practices still apply
  • 38. Proprietary + Confidential Proprietary + Confidential B) Benefits of One-Click Experiment Apply in Recommendations Tab All recommendations include advertiser-specific impact on upgrading to broad match Once experiment has been completed, only one click is needed to scale experiment to a “standard” campaign Create experiment directly from the Recommendations Page and simply name the experiment and confirm the other settings Low Risk Low Effort Easy to Scale Note: All Draft & Experiment Best Practices still apply Recommended Experiment Approach Tailored Recommendation One click to apply Experiment One click to scale Experiment to campaign
  • 39. Proprietary + Confidential C) How to set up custom Drafts & Experiments for Broad Match Pre-Implementation Start with campaign that has Broad Match Recommendation and/or targeting generic traffic Ensure campaign is running on Conv.-based Smart Bidding + is not limited by budget Define objective based on bidding strategy in the beginning. For clear result evaluation don’t adjust this afterwards Set up Experiment campaign: switch all existing Phrase KW in experiment to Broad Match. Exact Match KWs stay During Test Keep test running for at least 4 weeks and/or reached statistical significance Keep your target steady during the test-phase Do not interfere manually by adding negative Keywords & restricting ad serving Ensure campaigns continue to run with uncapped budgets. Otherwise the uplift potential cannot be realized Post-Implementation Evaluate your Conversion uplift numbers from the experiment arm, excluding the ramping up period (typically ~1 week) Scale by switching your remaining Generic campaigns (Phrase) to Broad Match following the same rules Test successfully completed! If results are favorable apply Experiment to your original campaign or into a new campaign Note: Advertisers may see fluctuations in the beginning of the Test-Phase, as the Bidding recalibrates. There is no need to make adjustments! For advertisers who want to test Broad Match Keywords in D&E using a customised setup Custom Experiment Approach
  • 41. Proprietary + Confidential Proprietary + Confidential Broad Match Best Practices Use fully automated Smart Bidding strategies aligned to your goals in combination with Data-Driven Attribution models and ensure Budgets are able to capture increased conversions Leverage RSAs and ensure your ad copy & landing pages fully reflect queries being targeted Be mindful of negative Keywords accumulated over the years. Regularly work with negative Keyword targeting to refine your queries Ensure you have set the right targets for your business goals. Make sure the conversion data being passed on to Google accurately reflects the data of your business Make sure you follow Drafts & Experiments Best Practices in setup and evaluating successes Note that the 1-10 number estimates your Quality Score for a query that exactly matches your Keyword, but it it doesn’t reflect Match Types or negative Keywords you may use SMART BIDDING + ATTRIBUTION + BUDGET SET RIGHT CONVERSION VALUE DRAFTS & EXPERIMENTS CREATIVE BEST PRACTICES NEGATIVE TARGETING QUALITY SCORE
  • 42. Proprietary + Confidential Proprietary + Confidential A guide to negative Targeting Brand & Brand Misspellings Exclude specific Brand terms and/or Brand misspellings Competitor Terms Not showing for specific competitor terms Wrong Product Association Excluding wrongly related product associations Commonly Confused Terms Ensure commonly misinterpreted or easily confused words such as Homonyms, Homographs & other irrelevant terms are excluded Where you might add negative Targeting Refining targeting without restricting reaching your customers KEEP IN MIND Choose your negative Keywords carefully Ensure to not use too many negative Keywords, as your ads might reach fewer customers Regularly check your negative Keyword targeting to avoid restricting performance Learn more about Negative Keyword Targeting here Negative Keyword Targeting works differently. Ensure you pick suitable Match Types e.g. Phrase negatives for positive Broad Match Keywords
  • 43. Proprietary + Confidential Best Practices for Drafts & Experiments Timeline Start Select campaigns Check OptiScore for campaigns running on conversion-based Smart Bidding & currently targeting Phrase Match Keywords with the Match Type Recommendation available. Week 1 Set up experiment Apply Experiment that will switch all Phrase Keywords in the Experiment to Broad Match for the campaign. If there are initial fluctuations in targets during setup, wait till those are steady as system recalibrates. Experiment is live Let the experiment run for at least 4 weeks or until it has reached statistical significance with open budgets & without modifications for clear result evaluation. Start analyzing results Analyze experiment arm to see how many more incremental Sales you can achieve with Broad Match Keywords. Exclude “ramp up period” from beginning of Test & consider Conversion delays for result evaluation. Week 4
  • 45. About Google Ads: Google ads is a digital advertising solution for businesses of all sizes. Whether you’re a small business owner or enterprise marketer, Google Ads delivers reach, relevance and trusted results to help you grow your business. Learn more at ads.google.com/home. © 2020 Google LLC. All rights reserved. Google and the Google logo are trademarks of Google LLC. All other company and product names may be trademarks of the respective companies with which they are associated. 17% incremental conversion value for Heureka.cz after utilising Broad Match keywords with tROAS Heureka Group Prague, CZ • heureka.cz CASE STUDY The challenge Heureka is biggest shopping comparison site in Czech republic. They leverage advanced automation for a long time (tROAS bidding, automatic campaigns creation). In Search highly dependant on the comprehensive DSA structure. The main challenge was that Search was growing slower than Shopping. The approach We prepared search terms comparison between Search and Shopping campaigns which showed relatively big gap in unique search queries. That convinced the CMO to testing. Heureka added all the keywords already used in the account in the broad match version. We used multi-campaigns drafts and experiments to have precise a A/B results and easy evaluation. It also helped us preventing the shift of traffic from one campaign to another. The results Heureka increased their growth in Search again and achieved significantly more revenue in tested categories (furniture, toys, electronics). Based on the test results Heureka decided to roll-out broad match keywords across all their CZ and SK Search accounts.. Retail 10% Increase in Conversions 17% Increase in Conversion Value -1% ROAS (not statistically significant) “At Heureka Group we are highly dependent on the DSA campaigns. But DSA cover just the content and keywords which are present on our website. Adding a broad match (on top of the exact match) into our accounts helped us to find brand new search terms while maintaining the same ROAS and increased the volume of traffic and revenue.” —Martin Zítek, Head of Performance Marketing, Heureka Group Product features ❯ Broad Match (Matchtype) ❯ tROAS Bidding ❯ Multi-campaign drafts & experiments 17% Increase in Clicks Test results: