Oriol Gifra

Today I attended invited by Google Engage team from Dublin & Madrid to the meeting they held for online marketing professionals and agencies.

I want to give thanks from here to the Google Team for such opportunity, I really updated my AdWords knowoledge besides to know some other interesting data about ROI and online and mobile ad effectiveness.

Although it has been all day long, I just will note below some interesting points I want to highlight:

1. Today Google launched globally the new Google Display Adwords tool, which improve ROI and effectiveness from the Display Network.

– It is now more easy to use

– Its algorithm has been improved

– It provides keyword performance data (same as Search)

– Google says it reduce up to 50% impressions improving CTR

2. Google announced also today they are launching a new option within Adwords, which are the Dynamic Search Ads. You only will create the copy of the Ad, and Google will create dynamically the title by creating the best title for it and the best keywords. Almost Plug & Play Ads.

3.  And now, some interesting data and tricks

– Shhhh (do not say it to many people :-), but use irregular pricing for your keyword bidding. Most of the people are using prices ended in 0 and 5… so in that biding price offers there are many competitors.. they suggest to change it some cent above or below, Ex. 0,36$

– Adding Ad sitelinks extension feature improve your Adwords Ad CTR by 30%

– Create different campaigns for Search, Display and Mobile … the perform different and for instance, for Mobile even you need to adapt your Call to Action copy, as the Ad is seeing from a mobile device.

– Do not use CPA bidding unless you have had more than 10 conversions/day in the last 30 days (it seems they may reduce that minimum in short).

–  When using remarketing feature, please do not spam your customers, activate the maximum exposure Ad rate to 7 impressions per day and campaign. Remember to include you remarketing tracking code in all your site pages.

– Now is time to use mobile Ads, as there are very few competitors (at least in Spain), low CPC cost and it increase conversions rate:

Some interesting data about Mobile Adwords:

–  Up to 43% conversion increase comparing with Search Ads.

– Up to +80% CTR

– Up to -15% CPC ($)

– Up to -15% CPA

Mobile usage have its own moments.  We use it mostly when we have “nothing to do” as for example going from one place to another or wait for someone or something. We use it mostly from 8pm up to 11pm.

Some useful videos:

Google Remarketing

Google Mobile Marketing Stats

For more information about the New Google Display features you can visit also the official blog post.