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Strategies For Online Success
Alan Coleman, CEO
Brendan Almack, Account Director
@wolfgangdigital
Agenda
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Digital Marketing KPI Study
Keeping Up With Google
Getting More From Facebook
Q&A
How Many Adwords Innovations in Q3 2014?
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Product ratings on Google Shopping
New shipping configuration tool available
in Google Merchant Center
Search Network with Display Select
New Shopping Campaigns Upgrade Tool
Close variant matching for all exact and
phrase keywords
Introducing Website Call Conversions
Using Google Search and YouTube to
Promote Your App
Product Listing Ads become Google
Shopping
New display ads formats for a multiscreen world
Google Shopping: automatic item
updates
Estimated cross-device conversions, now
available for display
A simpler way to manage your business
locations in AdWords
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Scale your Shopping campaigns with bulk
uploads and AdWords Editor
Advertising on your schedule with
AdWords Express
Introducing Dynamic Sitelinks
Making it easier to build rich and
engaging mobile ads for the Google
Display Network
Call out Extensions
Product Listing Ads now on search
network
New look mobile search ads
Local inventory ads expand to more
countries and formats
Announcing Ad customiser
What’s New?
AdWords Seller Ratings
Trust
Performance Improvements
 17% lift in CTR
 23% conversion
rate improvement
Review Extensions
The Policy
A review extension must be an accurate, current,
credible, non-duplicative third party review of the
advertiser’s business.
……but
The Wolfgang Hack
The Wolfgang Hack
 16% lift in CTR
 0% conversion rate
improvement
Call Out Extensions
 29% lift in CTR
 -18% reduction in
CPC
Behind the Ad
2014: Year of the Audience
Remarketing Lists for Search Ads (RLSA)
A Whole New World of Generics
 Conversion Rate x 16
 -94% Cost / Conversions
Demographic Targeting
Demographic Targeting
Advertising Dollar
Purchase Funnel Fit
Greatest Reach Of Any Medium Today
Migration To Newsfeed
Al’s Bitcoin Investment
Facebook Case Study
The Mistake Most Facebook Advertisers Make:
What Works:
Turn Your Content Into Ads
Blog post
To ad
Purchase Funnel Fit
User Generated Marketing
Marketing Valhalla
Key Takeaways
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Benchmark your KPIs
Google is a traffic & conversion monster
Put content creation at the heart of your strategy.
Proactively pursue reviews
Facebook’s key strengths are awareness & advocacy.