This document discusses strategies for improving performance on Google AdWords campaigns. It finds that mobile performance is increasingly important and optimizations should start with mobile. It recommends using call-only campaigns for call-focused keywords and click-to-call ads for others. Native Gmail ads and customer matching are presented as ways to target competitors' customers and existing customers. AdWords scripts are highlighted as a way to automate optimizations, mitigate external factors, and create more compelling ad messages. The key takeaways emphasize focusing on mobile, using call campaigns and click-to-call ads appropriately, targeting competitors with Gmail ads, leveraging customer lists, and solving business problems with scripts.

1. #AskTheAudience

2. #AskTheAudience

3. Google’sShare of GlobalAdspend

5. 1
2
3
4

6. The Impact?
• Improved CTR from
positions 3 to 4
• Slightly cheaper CPCs
for position 4

7. 3 Ads on Top

8. The Impact?
0.00%
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2.00%
3.00%
4.00%
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6.00%
7.00%
8.00%
Ad Click Through Rate
• Increased CTR
• Increase in mobile traffic
• Increase in mobile spend

9. Impact on Cost
0%
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% Clicks % Cost

10. So What?
• Mobile performance dictating account
performance
• Optimisation needs to start with mobile
• Need to understand mobile impact on
conversion rate
• Mobile SEO gets even tougher

11. BETA - Extended Text Ads

12. Early Results
+ 10% CTR

13. Call Only Campaigns

14. Click to Call

15. 100%
Conversion
Rate!!!

16. Let’s Test it
• Google forwarding number
• Measures & reports actual calls
• Actual call conversion rate?
4% 

17. Click to Call
80 – 90%

18. Native Gmail Ads

19. Expanded Ad

20. Competitor Targeting
YOUR BIGGEST
COMPETITOR

21. Refining your Targeting

22. Lead Capture on
Gmail

23. Customer Match

24. Customer Match

26. AdWords Scripts
• Improve performance
• Mitigate external factors that affect AdWords performance
• Create compelling ad messages

27. AdWords Scripts

28. Scripts

29. Scripts

30. Out Of Stock Script
Assisted revenue up 500%

32. Dynamic Exchange Rates
Conversion Rate x 2

33. Key Takeaways
1. Mobile performance is dictating AdWords account performance. Think
mobile first.
2. Use Call Only Campaigns for keywords with call intent &click to call for
those without call intent
3. Target your competitors' customers with Native Gmail Ads.
4. Segment your email list and unlock the power of Customer Match.
5. Solve real business challenges with AdWords Scripts.