Ex-Googlers & current founders of AdHawk (Techstars '15) breakdown how entrepreneurs can accelerate growth for their startup using Google AdWords advertising.
2. About Us
● Co-Founded Google’s Accelerated
Growth Team
● Co-Founder & CEO AdHawk
● Can’t tie a tie
@ToddSaunders
● University of Wisconsin
Economics & Creative writing
● Marketing & Growth Manager at AdHawk
● Thought advertising was stupid until ‘14
@BobbyStemper
3. 1. The Essentials
2. The New Sales Funnel
3. Campaign Types & Best
Practices
4. Things To Remember
5. Resources
What This Presentation Covers
4. The Basics - Locations
Broad to Granular → Country to Neighborhood
Powerful (unknown) Capabilities:
● Radius Targeting
● Income Level Targeting - Multiple household
income tiers but most successful are Top 10% &
Lower 50%.
● Central Commercial Areas - Within any desired
state or country (Locksmith, Health Services, IT).
● Universities - Within any desired state or country.
(eCommerce, Books, Housing, Social Network)
● Airports - Within any desired state or country. (Taxi,
Hotel, Restaurant, eCommerce)
5. The Basics - Locations
Broad to Granular → Country to Neighborhood
Powerful (unknown) Capabilities:
● Radius Targeting
● Income Level Targeting - Multiple household
income tiers but most successful are Top 10% &
Lower 50%.
● Central Commercial Areas - Within any desired
state or country (Locksmith, Health Services, IT).
● Universities - Within any desired state or country.
(eCommerce, Books, Housing, Social Network)
● Airports - Within any desired state or country. (Taxi,
Hotel, Restaurant, eCommerce)
6. The Basics - Locations
Broad to Granular → Country to Neighborhood
Powerful (unknown) Capabilities:
● Radius Targeting
● Income Level Targeting - Multiple household
income tiers but most successful are Top 10% &
Lower 50%. [Tutorial]
● Central Commercial Areas - Within any desired
state or country (Locksmith, Health Services, IT).
● Universities - Within any desired state or country.
(eCommerce, Books, Housing, Social Network)
● Airports - Within any desired state or country. (Taxi,
Hotel, Restaurant, eCommerce)
7. The Basics - Locations
Broad to Granular → Country to Neighborhood
Powerful (unknown) Capabilities:
● Radius Targeting
● Income Level Targeting - Multiple household
income tiers but most successful are Top 10% &
Lower 50%.
● Central Commercial Areas - Within any desired
state or country (Locksmith, Health Services, IT).
[Tutorial]
● Universities - Within any desired state or country.
(eCommerce, Housing, Social Network) [Tutorial]
● Airports - Within any desired state or country. (Taxi,
Hotel, Restaurant, eCommerce) [Tutorial]
8. The Basics - Ad Schedule
Custom control over WHEN...
★ Dayparting during business hours, lunch hours etc.
★ Doubling down on weekdays vs. weekends to
conserve budgets
★ Hourly and daily bid adjustments
★ Small budget hack: only show your ads on your
best days.
[Set-Up Tutorial]
9. The Basics - Devices
Tailoring to different User Experiences
● Device Bid Adjustments: Range is from
-100% to 300%
● Tip! -100% bid adjustment is the only way to
stop your ads from showing on mobile
devices [Tutorial]
● Tablet adjustments launching soon!
10. The Beer Sales Funnel
Make Them Aware
Bring Them
Back
Seal The Deal !
Branded & General Search
Google Shopping
Display Ads
Gmail Ads
Display Remarketing
Dynamic Remarketing
Remarketing List For Search
12. Make Them Aware - Display Ads
What: Network expands over 2M websites & reaches over 90% of the internet.
Where: Image ads can be shown on various types of websites from CNN to
baseball blogs, in your Gmail account & in mobile apps.
Why: Clicks are generally less expensive than search campaigns. It helps you find
users that are not actively searching for your product/service, but might be
interested in it.
Best Practices
Demographic Bid Adjustments
*Gender, Age, Parental Status
Exclude Mobile Apps
*[adsenseformobileapps.com]
Exclude Placements
*Details → Placements
Separate Display Campaigns
*Display → Site Categories
13. Make Them Aware - Display Ads
You can target users 5 differents ways:
1. Interests - targeting people based on their interests.
2. In Market - targeting people in-market to buy specific products/services
3. Topics - showing your ads on websites that talk about specific topics
4. Keywords - showing your ads on websites that have your keyword on it
5. Placements - choosing specific websites to show your ads on
All these targeting methods can be overlaid for even MORE specific targeting
14. Make Them Aware - Display Ads
*Best performing image ad sizes
15. Make Them Aware - Gmail Ads
Gmail Ads are the most efficient way to target competitors & complementary products/services
Targeting: You can target users based on who they are getting emails from and/or what they are
saying in their email. This can be done in the keywords tab like this:
Diapers.com → targets people getting emails from diapers.com
Diapers → targets people saying “diapers” in their email
Gmail Ads are new so there is less competition and cheaper cost per clicks.
16. Make Them Aware - Gmail Ads
Best Practices:
Gmail ads are in beta, so try everything:
1. Know the difference between clicks and clicks to website.
2. Target competitors and similar products in different campaigns.
3. Try different ad templates with different image ads.
4. Make sure your image ads have a call to action “button”.
5. If applicable, create custom HTML ads to embed a form.
[Set-Up Tutorial]
18. Bring Them Back - Remarketing
Remarketing Campaigns:
What: Show your ad to users that visited your site but did not convert.
Where: Remarketing ads can be shown on YouTube, Search Network & Display Network
Why: Show users a different message, coupon or image to bring them back to the site to convert.
Best Practices
Demographic Bid Adjustments
*Gender, Age, Parental Status
Multiple Custom
Combinations
Create Your Own
Image Ads
View Through
Conversions
19. Bring Them Back - Display Remarketing
Things to know:
1. Your ads can’t run until you have 100+ users
cookied in your custom combinations.
2. Bid higher than you normally would because
these people are more likely to convert
3. Try a variation of image ads & text ads.
4. Change the messaging on your ads based on
the previous action the user took on your site.
[Set-Up Tutorial]
20. Bring Them Back - Remarketing List for Search
Remarketing with text ads on Google search
rather than image ads on the display network.
Target users who are searching for your keywords
with more intent to purchase. For instance if you
should target users who are using the word “buy” in-
front of your keyword.
Send them a different message from the one
they originally clicked on.
21. Bring Them Back - Dynamic Remarketing
Things to know:
1. You need to have a linked merchant center account to set these up.
2. These ads are highly targeted and show the exact product the customer was looking at.
3. Make sure your products are in stock 30 days after click.
23. Seal The Deal - Search
Search Campaigns
What: Show your ads above and below relevant Google search results. No
more ads on the right hand side
Where: Google search and Google search partners. Average positions 1-8
from top to bottom of the page
Why: These searches generally have the highest conversion rates however
they are the most expensive and competitive campaigns to run
Best Practices
Optimize Your Quality Score
[7 is good, 8-10 is excellent]
Search Terms Report and
Auction Insights Report
Start With Higher Bids Ad Extensions
24. Seal The Deal - Branded & General Search
*More detail in our Guide to Match Types
25. Seal The Deal - Extensions
Extensions are included in quality score. They make
your ad bigger and are 100% FREE.
Allow you to show extra information to your customers
outside of the ad text.
[Free Download - Ad Extension Guide]
26. Seal The Deal - Call Extensions
Call extensions allow you to display your phone number on your ads.
On mobile the number shows as a click to call button.
On desktop the number shows as plain text. If a user calls the number
without clicking, you don’t get charged!
Google offers a free forwarding number to let you track the number of
phone calls, how long they last and the area code they called from.
Will also help you track conversions.
Call Extensions
27. Seal The Deal - Sitelink Extensions & Structured Snippet Extensions
Direct users to specific sections of your site. You
can have up to 4 per ad
Ex: About Us, Contact, Locations
Limited to 25 characters per sitelink
Allow users to find out more information about
your products
For example you can show users a list of
brands, styles, types, services and courses
that you offer
Sitelink Extensions
Structured Snippet Extensions
28. Seal The Deal - Location Extensions & Callout Extensions
Show your business information and location
Setting these location extensions up can be
painful and are connected to your Google
Places account
Extra line of text that lets you provide more detail
about your business.
Ex: Free Shipping, 24/7 Customer Service & 100
Years in Business
Location Extensions
Callout Extensions
29. Seal The Deal - Google Shopping
Google Shopping ads appear when a user searches for your
products
Think of it like window shopping. Show customers clearly what
the product is and how much it costs
They are shown alongside search results, in the “shopping”
tab and the “images” tab
Keywords are automatically taken from the title + first 70
characters of your product description
Make sure you break your products down into groups and bid
separately on them based on prices, availability etc
If your products are continuously changing, think about using
dynamic search ads
30. Final Things To Remember
AdWords is an iterative process and takes time. Make sure you are trying
many different strategies but do not spread your budget too thin. You
should test strategies for at least 3 weeks to eliminate outside variables.
You can get AdWords support M-F from 9am-8pm EST. The number is 1-
866-2GOOGLE. Make sure when you call that you have your customer
ID handy. This can be found in the upper right hand corner of the account.
Conversions can take up to 48+ hours to calibrate. You should be
looking at your account’s 30 day moving average numbers rather along
with the daily metrics.
All of your campaigns should work together. You should have top of the
funnel campaigns focused on getting relevant users onto the site,
remarketing campaigns to bring people back, and search campaigns to seal
the deal. Make sure you look at the account performance as a whole.
31. Additional Resources
AdHawk’s 40 Page AdWords eBook
https://www.tryadhawk.com/learn/adwords_ebook/
85+ Advertising Tutorial Videos: http://blog.tryadhawk.com/how-
to/online-advertising-video-tutorials/
eCommerce Guide to Google Shopping: http://blog.tryadhawk.
com/google-adwords/google-shopping-guide/
Google AdWords Glossary:
http://blog.tryadhawk.com/google-adwords/google-adwords-glossary/
Subscribe to the AdHawk Blog here
Default Settings in AdWords you Should Avoid: http://blog.
tryadhawk.com/google-adwords/4-default-settings-in-adwords-that-
lower-your-roi/
A Full Guide to Ad Extensions
http://blog.tryadhawk.com/google-adwords/adwords-ad-extensions/
A Guide to Negative Keywords and the Search Terms Report: http:
//blog.tryadhawk.com/google-adwords/negative-keywords-adwords/
How to Set Up a Proper YouTube Video Campaign: http://blog.
tryadhawk.com/google-adwords/youtube-video-ads/
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