Learn an efficient way to boost your AdWords results. Stick to your plans or react to your competitors movements. The SEM landscape is changing faster than ever before and with ever increasing PPC prices the need to be one step ahead of the competition is bigger than ever before. In this presentation we give an outline of some of the great inefficiencies that still exist in the SEM space today and how you could shape your plans around them and act fast to get better results.

1. 3 ways to AdWords
Success 2015

2. You need a plan!
Or your competitors will create one for you.

3. Budget vs ROI
• Most marketers work with
monthly budgets for their
different marketing channels.
• In addition to this there is a KPI
(Key Performance Indicator) -
for example ROI or CPA.
• Spending more usually means
accepting lower ROI or higher
CPA.

4. Scenario Planning
• The earlier in the month you
evaluate how to spend your
budget, the more options you will
have.
• Software based forecasting can
help you get a quick overview of
your options.
More Conversions
Morebudget
Optimized options curve

5. The world is changing
all the time
So should you AdWords

6. Your customers go to work
Most people need to be at
work around 09:00
People spend their crowded metro ride
using their devices ..

7. Each business
have a unique
pattern ..
Different kinds of customers
Prefer doing business
at different times
and days of the week!

8. Buy enough Clicks
And the patterns will be there!

9. Outbid your competition

10. No plan is perfect

11. It is important to monitor your plan
You may have to re-evaluate at any time.

12. Actuals Forecasted
As not all of your users convert
straight after clicking, the investment
you make on a particular day may
have a higher return that shows at a
later point when they choose to
convert.
Consider Conversion lag
Is your daily spend in line with budget?
Target spend
Unspent budget
Evaluating your plan

13. Factors influencing your plan
• Changes in supply / demand (for example flight tickets
available / people wanting to travel)
• Changes in competitiveness (for example discounts offered
by you or your competitors)
• Changes in ad quality or relative ad quality (if your
competitors get a better quality score, they will be able to
buy more impression share cheaper)
• Seasonality and holidays
• Incorrect forecasts

14. If your plan doesn’t work out.
• Go back to scenario planning.
More Conversions
Morebudget
Optimized options curve

15. Next steps?

16. Try out Campanja Planner
• Campanja have developed an
App to be able address the
issues that we see for AdWords
in 2015.
• Feel free to try it out, forecasting
and scenarios is free.
• Only pay if you enable bidding.
• Download on Google Play!

17. Learn more about Campanja
• http://www.slideshare.net/campanja/highfrequency-bidding-explained
• http://campanja.com/
• https://www.facebook.com/Campanja