Google Confidential and Proprietary

Digital Marketing Institute April 2012

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1. Search

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Improving Search Performance: 1. Getting the most out of your search ads

2. Using account data to make intelligent decisions

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Improving Search Performance: 1. Getting the most out of your search ads:

Ad Extensions

2. Using account data to make intelligent decisions Dimensions Tab & Device Segmentation

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2. Mobile

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One click on this format populates the

user’s caller with the appropriate phone

number.

Doing what the the phone was designed

for… and no need for a website!

Searching for a number: Click To Call Ads Hello!

Keyword

Connection

Operator

Location

Target by:

Day/Time

Device

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How Can You Target Ads to Specific Mobile Users?

Device & Operator Location

Time of day / Context Keyword Bundles

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Click to download ads link directly to the

App Store & Android Market.

When an app is part of your strategy and

the best way for your clients to engage

with your company.

Searching for information: Click-to-Download Ads

“There’s an App for that”

Keyword

Connection

Operator

Location

Target by:

Day/Time

Device

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Target users on their phones, when they

are close to your locations using click to

call and maps linking.

Searching for a location: Hyper-Local Ads Target & Bid by distance

Keyword

Connection

Operator

Location

Target by:

Day/Time

Device

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Add value with Ad Extensions Decisions through Dimensions Mobile is on the Move

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3. What’s new?

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Search To Do List:

1. Activate ad extensions:

Sitelinks

Location extensions

2. Listen to your users. Analyse data available via the

‘Dimensions’ tab

3. Who’s using what? Check which devices users are using to

find your site via the ‘segment’ menu under the Campaign

tab

4. Next Steps

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Mobile To Do List:

1. Check your site on a smartphone – how does it look?

2. Download the mobile best practice guidelines from ‘How to

Get Mo’

3. Activate click-to-call extensions

4. Advertise apps via click-to-download ads

5. Drive footfall to stores via location extensions

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Useful Search Links:

Sitelinks – how to:

http://support.google.com/adwords/bin/answer.py?hl=en&answer=2375416

Location Extensions – how to:

http://support.google.com/adwords/bin/answer.py?hl=en&answer=2404182

Dimensions Tab Data:

http://support.google.com/adwords/bin/answer.py?hl=en&answer=2454008

Customise your view to see which devices your users are searching on:

http://support.google.com/adwords/bin/answer.py?hl=en&answer=2454067&fro

m=166377&rd=1

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Useful Mobile Links:

How to Get Mo Site: http://www.howtogomo.com

Mobile – how to opt in:

http://support.google.com/adwords/bin/answer.py?hl=en&answer=2472776&fro

m=152150&rd=1

Click to call – how to set up:

https://support.google.com/adwords/bin/answer.py?hl=en&answer=173346

Click to download – how to set up:

http://support.google.com/adwords/bin/answer.py?hl=en&answer=1107950

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Need more help? Get in touch

support.google.com/AdWords

1800 812 558, Mon-Fri, 9am-6pm