Google Adwords Distribution Hacks with Samir Patel @ 500Startups
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Transcript of Google Adwords Distribution Hacks with Samir Patel @ 500Startups
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Google Adwords
Distribution Hacks with
Samir Patel @ 500Startups
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Presenter Bio: Samir Patel
Managed $1B+ in Advertising Spend across Search, Social, Retargeting and Mobile Ads.Founded SearchForce took company to profitability with Fortune 500 clients. Pioneer in applying Wall Street Quantitative Finance Trading Techniques to Online Marketing.Top US Advertisers as Clients: Progressive, Experian, AT&T, Scottrade, Priceline, eBay, Oracle and Salesforce.com.MBA, Brand Marketing from Cornell’s Johnson Graduate School of Business.
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You might have to move in with your Mom
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The Problem: Data and Controls
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The Channel Explosion: importance up, effectiveness down
Lots of Data across Channels (Adwords), Facebook Ads, Twitter, Linkedin, Pinterest,
Analytics (Omniture), Mobile Ads, Marketing Systems (Marketo), Landing page
optimization (Optimizely) but lack of Actionable Intelligence for Advertisers.Strategic: Most CMO’s lack ‘Growth Expertise’ and know-how because of
invisibility of inventory and growth drivers.Tactical: Campaign Optimization super
complicated and clients need highly analytical staff that is expensive and
difficult to hire.
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Why are performance ads so complex to manage?
Hundreds of Best PracticesData continuously changes
Intense CompetitionSuccess metrics change
Variety of new ways you can advertise and complexity in
optimizing each (mobile, retargeting, video etc)
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Five Pillars of Adwords Optimization
Account StructureKeywordsAd CopyLanding PagesGoogle Analytics
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Core ConceptsRelevanceQuality ScoreBounce Rate
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Account Structure Pillar
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Keywords Pillar
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Keywords Pillar
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Keywords Pillar
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Keywords Pillar
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Keyword Pillar
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Landing Page Pillar
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Core Concept : Bounce Rate
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Ad Copy Pillar
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Google Analytics Pillar
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Core Concept : Relevance
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Core Concept : Relevance
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Core Concept : Relevance
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Core Concept : Quality Score
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Core Concept : Quality Score
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Core Concept : Quality Score
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Twitter @MEETSAMIRFuture of Marketing Management:
TrueNorth™ Cognitive Systems
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Solution: Driverless Marketing
TrueNorth™ maximize ROI from Digital Channels and
Marketing Automation Systems.
Automated Actions Accelerate Growth
Increase Profits or Lower cost
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Simple and Actionable Intelligence