This is the slide deck from the Wolfgang Essentials 2015 event in the Google Foundry on Jan 30th.

3. F###K

7. Agenda
1. Wolfgang News
2. Now & Next in Paid
Search
3. The Evolution of Display
4. Visual Content
5. The UGC Social Sweet
Spot
6. Customer-Centric SEO
7. Hangin Out With Rand
8. 5 Actionable
Takeaways
9. Q&A
10. Last Person Standing
Quiz
11. Bath Time

8. “There’s One For…”

10. Growing The ‘Gang

13. E-Commerce Studies
 Spend up 41%
2014
 Spend up 76%
Q4

14. KPI Study

19. 1. Best Agency
2. Best Search - UNICEF
3. Best Search - Iclothing
4. Best Retail - Iclothing
5. Best Travel – Camino
Ways
6. Big Data
7. Best Company

20. Talkin’

21. Update

22. Al’s Bitcoin Investment

26. Now & Next in Paid Search
• Brendan Almack
• Ciaran Murphy
• Rob Beirne

27. How Many Adwords Innovations in
Q3 2014?
1. Product ratings on Google Shopping
2. New shipping configuration tool available in
Google Merchant Center
3. Search Network with Display Select
4. New Shopping Campaigns Upgrade Tool
5. Close variant matching for all exact and phrase
keywords
6. Introducing Website Call Conversions
7. Using Google Search and YouTube to Promote
Your App
8. Product Listing Ads become Google Shopping
9. New display ads formats for a multi-screen world
10. Google Shopping: automatic item updates
11. Estimated cross-device conversions, now
available for display
12. A simpler way to manage your business locations
in AdWords
13. Scale your Shopping campaigns with bulk uploads
and AdWords Editor
14. Advertising on your schedule with AdWords
Express
15. Introducing Dynamic Sitelinks
16. Making it easier to build rich and engaging mobile
ads for the Google Display Network
17. Call out Extensions
18. Product Listing Ads now on search network
19. New look mobile search ads
20. Local inventory ads expand to more countries and
formats
21. Announcing Ad customiser

28. Now & Next in Paid Search
• Brendan Almack
• Ciaran Murphy
• Rob Beirne

29. What’s New?

30. Review Extensions

32. Driving Account Performance
 Up to +80% lift in
CTR

33. The Policy
A review extension must be an accurate,
current, credible, non-duplicative third party
review of the advertiser’s business.
……but

34. The Wolfgang Hack

36. The Wolfgang Hack

37. Tracking Mobile Calls….From Your
Website

38. 32%

39. A Frustration

40. More Than Click-to-Call

41. Tracking Calls from a Website
+11%

42. 3-Step Set Up
1. Generate Conversion Code in AdWords
2. Paste Code on Page with Number
3. Adjust html using ‘onclick’ command

43. Why is this important?
 Cost per conversion
 Optimisation decisions

44. Automation

45. Let Me Blow Your Mind

46. Generic Keyword Conundrum

47. What If?

48. Combine 2 Recent Adwords
Innovations

49. Conversion Machine
• Second only to brand for conversions
• Compared to original DSA campaign
– 68% increase in conv rate

50. Custom Ads

53. What they look like

54. Increased Conversion Rate

55. Don’t Worry, Be Appy

56. “The Year of Mobile”

59. App Download Campaigns
Download rates >20%.

60. 80-90% of downloaded apps are used only
once.
Source: http://www.digitaltrends.com/mobile/16-percent-of-mobile-userstry-out-a-buggy-app-more-than-twice/

61. App Re-Engagement Beta

62. Don’t Worry, Be Appy

65. IAB Ireland H1 2014

68. 2 Behemoths of Display

70. How do you connect with consumers when they
aren’t necessarily searching for you?

71. There’s a solution available for every stage of the
funnel
Awareness
Consideration
Purchase
Advocacy
Demographics Affinity (TV) Audiences
In-Market Audiences Similar Audiences
Remarketing:
- Standard
- Dynamic

72. Entice
Politely attract user
attention
Qualify user intent
to engage
Qualify Engage
Allow your customers to truly engage with your ads
Encourage maximum User
Engagement time

73. Lightbox with multi-video Launched
Use case
Videos (2-5)
Logo
Background image
CTA Buttons (optional)
Assets
Showcase your brand
commercials in one User
experience

74. Lightbox with video + image Launched
Use case
Video
Images
Assets
Showcase your product
images and video
commercial

75. Lightbox with video + mapsIn BETA
Use case
Video
Logo
Maps feed
Assets
Showcase your brand
commercial and show
the nearby stores
Tap map to open locations

76. Lightbox with images + mapsLaunching Nov-Q4
Use case
Images
Logo
Maps feed
Assets
Showcase your brand’s
image gallery and show
nearby stores
Swipe image to view more
In BETA

77. It’s hard to stay top of mind when half your budget
is wasted on ads that are never seen
54%
$22Bin wasted advertising
of display ads are never seen leading to

78. With Viewable Impressions, you can reach your
target audience with zero wasted brand spend
On screen
Pay for impression
Not on screen
Do not pay for impression

79. of Facebook
Advertising

80. Travel Industry Example:
Camino Ways
Journey Paths to
purchase can be very
long and complex
Average length of
purchase journey is 24
days
Users will make an
Average of 21.6 site
visits before making a
purchase
(Google UK
Whitepaper 2011)

82. Hannibal – The Man with the Plan
& the Data
• 60% Irish Adults have a Facebook account
• 72% look at Facebook every day (growing)
• Lots of juicy data – (much more than Google)
• 3 New/improved Features in 2014

83. Feature 1: Targeting
• Interests e.g. Walking/hiking
• Custom audiences – From an email list
• Lookalike Audiences – Based on the email list
• Cross device targeting

84. Custom & Lookalike Audiences
• Email list (3,000 Irish emails)
• Lookalike Audience built from similar
characteristics (110,000)

85. Cross Device Targeting
• I’m gonna follow you around until you make a purchase.
Fool.

86. Feature 2. Formats:
Newsfeed “Ads”
Spend - €100
Reach – 45.5K Unique users
Website Clicks – 2083
CPC - €0.05
Shares - 121
Website leads – 5
Value in journey to purchase -
Priceless

87. Great Formats = Great Results
• Newsfeed ads – it’s native advertising!
• Look at those low Cost Per Clicks!
• And huge volume of traffic – you’d be crazy not
to!

88. Feature 3: Advocacy – putting the
“Face” in Facebook
• Allows your audience to share your marketing in
a way that Display ads can’t.
• Recommendations from user to user

89. Advocacy – Recommendations
from Facebook user to user
1. Shares 2. Tagging
3.
Recommendations

90. Recap
1. Data: Facebook knows you more intimately than any other
platform – your wishes & desires
2. Formats: Low CPCs, high Volume of traffic
3. Targeting: Better targeting options
4. Cross Device Targeting: People rather than cookies
5. Creates Advocacy: Recommendations from user to user
6. Exciting Innovations in 2015 – watch this space

94. 1 1 2 3 5 8 13 21 34
55 89 144

97. Science
1. Read: pre-attentive processing
2. Remembered: picture superiority effect

107. Paid Promotion

108. Micro – Targeting & Inflammatory
Creative

109. Why Facebook?
Unparalelled reach
Fantastic CPCs
Visual friendly

110. Twitter Creative

111. Why Twitter?
 Expensive
CPCs
 Low Volumes
of Traffic
 Nowhere does
news get older
faster
 Influential
audience

112. Taboola

113. Why Taboola?
Incredibly
cheap clicks
Large
Volumes of
Traffic
available
Not quite as
“social”

114. Outreach

115. Reddit

116. Virality - Publishers

117. Sharing - Anger

119. Results
Best Day For Traffic - EVER!!!

120. Free Traffic

121. Prolonged Interest

128. Getting Social with Data

130. A Brief History

131. Focused on Acquisition
Highly efficient paid
search
Driving new customer
acquisition

132. Close to your Data = Close to Your
Customer

133. Lot’s of Important Touch Points

134. Importance of Repeat Customer
X 2

135. This is not New vs Returning
2 Year Cookie for Users &
Sessions!

136. Importance of Repeat Customer

137. Leverage Repeat Customers
1. Get existing customers
spending more
2. Turn existing customers into
an asset

138. Creative Concept Development

139. Source: The Nielsen Company

140. Source: The Nielsen Company

141. Loyalty + Advocacy
= UGC Opportunity

144. THE KPI

146. iClothing Advocates

150. 25.75%
Engagement
2%
Engagement

151. 9.5% CTR
0.9% CTR

152. Loyalty + Advocacy
= UGC Opportunity

153. Loyalty

154. Advocacy
• Authentic Images – 10x more
engagement
• Doubled theTwitter Following
• 16,000 engagements with
#iWear on Twitter and Facebook

155. Why did it work?
1. Data Driven Insights
2. Targeting
3. Optimisation

158. Customer Centric SEO

160. Developing an SEO Strategy
1. What is SEO?
2. What are you trying to achieve by
investing in it?

162. Technology - Site Speed

163. Site Speed for Conversion &
Engagement
• -7% Conversions
Source: Aberdeen Group

164. Relevance - Engagement
 Pogo sticking
 Evidence of an irrelevant or
content light landing page
 Doesn’t answer the
questions that searchers
are asking

165. Fix Pogo Sticking & Drive Engagement
 Get inside the mind of the
searcher
 Build a landing page that
answers
questions/concerns
 Encourage engagement

166. Authority – Attracting Links & Build
Your Brand
 Content to facilitate outreach
 Quality content that attracts social links
 Build your Brand

168. What is SEO success?

169. Traffic + Action
+170
%
+130%

175.  No sitemap
 No H tags
 No schema
 Broken plug-ins
 No blog navigation
 Slow page speed
SEO Audit discovered:

178. Organic traffic year-on-year
Sessions 2013
Sessions 2014

189. Women’s Clothing &
Footwear
Men’s Clothing & Footwear
Child & Baby
ElectricalsFurniture
Jewellery
Beauty
Toys

190. Demand
Opportunity
Business goals

191. Women’s Clothing &
Footwear
Men’s Clothing & Footwear
Child & Baby
ElectricalsFurniture
Jewellery
Beauty
Toys

200. Check what terms your
pages rank forCheck your
page speed
Go get the links you are
owed

207. 1/ Are People Reading My
Content?

208. True Bounce Rate
• Measure a website visit after a set piece of
time
• One amendment to Analytics Code
• setTimeout("_gaq.push(['_trackEvent',
'30_seconds', 'read'])",30000)

212. 2/ Do I get more traffic than my
competitors?
Use Google Analytics Benchmarking
Reports to find out.

213. Competitor Benchmarking reports
on Analytics

214. 3/ Facebook cross device tracking

220. More than 80% of iOS
and Android apps use
Facebook logins

221. yoursite.com/ordercomplete
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224. 4/ Assisted Conversions

225. Assisted Conversions

226. Assisted Conversions

227. 5/ Real Time Advertising
“Me At The Foundry”

232. 1. Alan's better half talked him out of investing
the deposit for the house into
Facebook Shares Bitcoin

233. Bitcoin

234. 2. How many AdWords innovations did we count in
Q3 2014
23 21

235. 21

236. 3.Which of the following AdWords innovations
allows you to target people who have already
been on your website when they are on Google
search
RSLAs DSAs

237. RSLAs

238. 4.Wolfgang Digital are the proud proprieters of
an online adult-toy shop
True False

239. True

240. 5. Pogo sticking is:
anytime a user bounces from your website
Or
when a user bounces back to the search results
and continues their search

241. when a user bounces back to the search results
and continues their search

242. 6.What proportion of Irish Online Ad spend
went on Display in H1 2014
35% 33%

243. 35%

244. 7.Wolfgang Digital are Finalists in how many
categories in the DMAs 2015
6 7

245. 6

246. 8. According to the latestWolfgang E-
Commerce Study consumer spend online for
the year 2014 grew by:
41% 76%

247. 41%

248. 9. 86% of time spent on mobile is spent in an
app
True False

249. True

250. 10. Facebook Custom Audiences target:
People based on their interests
Or
Your email list when they are on Facebook

251. Your email list when they are on Facebook

252. 11.What's the maximum amount of stars can
you get from "Google Review Extensions“
5 0

253. 0

254. 12. Google launched it's RTB ad platform in
2002 2007

255. 2002

256. 13.Taboola is a content promotion platform
that gives dirt cheap clicks and facilitates users
to share your content.
True False

257. False

258. 14. In Google Analytics if there is 2 touch-points
prior to a conversion: Paid Search and then
Direct, the conversion will be attributed to:
Direct Paid Search

259. Paid Search

260. Tie Breaker
15. How many people had registered for the
Wolfgang Essentials 2015 Event by the cut off at
5pm onWed?

261. 194