We’re seeing many of the Google Ads trends and changes we predicted come to life as we approach the mid-way point in the year.
So how can you learn from your Google Ads performance so far to maintain growth through the rest of 2022?
We’ve got the info you need to get over the half-way hump and finish the year strong! Check out these webinar slides to learn:
• How to audit your 2022 Google Ads performance so far
• Data and insights to help maintain ROI through the second half of the year
• New Google Ads tips to capture and nurture leads
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
Affiliate Marketing AI Trends in 2022 There are some key trends you need to be aware of, whether you're new or seasoned in the affiliate marketing industry. These trends will help to understand how technology and the Internet are impacting the Affiliate Marketing industry over the next few years.
Digital marketing provides numerous benefits for those who learn it, including being a trending and futuristic field, being cost-effective, enabling higher conversion rates and better interaction. Learning digital marketing provides insights into market trends, better career opportunities, opportunities for creativity, and the ability to experiment with different strategies. It is also in high demand and relatively easy to learn.
Digital Marketing Buzz is a local SEO agency in Singapore that helps businesses optimize their websites through search engine optimization to increase traffic. They offer services including website development, SEO marketing, digital marketing, video content marketing, social media marketing. Their philosophy is to care for clients, achieve client success, provide timely responses, strive for optimization, build long-term trust, and listen to and understand their clients. They have proven success working with clients across various industries.
We set off to help SMEs And MNCs to optimize their website on Google through SEO we bring them with more traffic,
as we are aware that Search Engine Optimization (SEO) is very important to any type of business
who wants their business to come from internet.
Conversant seven myths that senior marketers need to stop believingJim Nichols
Seven of the biggest digital myths that hold brands back from generating stronger ROI. Entertaining and easy to read, with concrete advice on the right way to approach new digital challenges.
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
Affiliate Marketing AI Trends in 2022 There are some key trends you need to be aware of, whether you're new or seasoned in the affiliate marketing industry. These trends will help to understand how technology and the Internet are impacting the Affiliate Marketing industry over the next few years.
Digital marketing provides numerous benefits for those who learn it, including being a trending and futuristic field, being cost-effective, enabling higher conversion rates and better interaction. Learning digital marketing provides insights into market trends, better career opportunities, opportunities for creativity, and the ability to experiment with different strategies. It is also in high demand and relatively easy to learn.
Digital Marketing Buzz is a local SEO agency in Singapore that helps businesses optimize their websites through search engine optimization to increase traffic. They offer services including website development, SEO marketing, digital marketing, video content marketing, social media marketing. Their philosophy is to care for clients, achieve client success, provide timely responses, strive for optimization, build long-term trust, and listen to and understand their clients. They have proven success working with clients across various industries.
We set off to help SMEs And MNCs to optimize their website on Google through SEO we bring them with more traffic,
as we are aware that Search Engine Optimization (SEO) is very important to any type of business
who wants their business to come from internet.
Conversant seven myths that senior marketers need to stop believingJim Nichols
Seven of the biggest digital myths that hold brands back from generating stronger ROI. Entertaining and easy to read, with concrete advice on the right way to approach new digital challenges.
Digital Marketing & Digital Transformation - Automate and Redefine Your Busin...Smartinfologiks
The use of digital channels and tools for promoting products or services is known as digital marketing. However, digital transformation refers to the strategic process of leveraging technology to transform and improve a business's entire operations and customer value proposition. Digital marketing is a component of digital transformation, which encompasses a more comprehensive set of changes that can affect many aspects of a business, extending beyond just marketing.
Smartinfologiks - The end-to-end digital marketing solution providers in India possesses a detailed association with technology. With a decade-year-old of experience, we serve 360-degree business solutions that help initiate more traffic and conversions to your business. We’re backed up by a team of adroit developers, designers, and marketers who’re skilled and proficient enough in developing, designing, and marketing your business through organic methods.
Smarter Digital Marketing is the best advertising agency Glasgow that offers effective advertising strategies and SEO services which promote your business and brand.
More Customers, Lower CPL: Stay Competitive with AI in Google AdsHanapin Marketing
If you rely on Google Ads to acquire customers, don’t get left behind. Join Hanapin’s Michael Knight and DialogTech’s Blair Symes for this presentation explaining how you can use AI to drive more customers from Google Ads campaigns at a lower CPL.
In today's rapidly evolving digital landscape, the importance of digital marketing cannot be overstated, and a well-crafted PowerPoint presentation (PPT) can serve as a powerful tool in conveying this message. As businesses navigate the complexities of online consumer behavior and competition, a strategic approach to digital marketing is essential for success. A comprehensive PPT on this topic elucidates how digital marketing channels such as social media, email campaigns, SEO, and content marketing can effectively target and engage audiences, driving brand awareness, customer acquisition, and revenue growth. By highlighting case studies, industry trends, and actionable insights, a compelling digital marketing PPT inspires individuals to leverage these strategies to elevate their businesses in today's digital age, compelling them to take action and embrace the transformative power of digital marketing.
Search Engine Optimization (SEO): Enhance your website's visibility on search engines with SEO strategies. Increase organic traffic by optimizing content, keywords, meta tags, and improving site structure for better search engine ranking.
The document is a magazine from Walter Analytics that discusses digital analytics and trends. It contains the following key points:
- Shaun Ernst reports on the growth of analytics in 2014 and tools like Universal Analytics, Enhanced Ecommerce, and demographic segmenting that provide more insights.
- Neil Walter discusses how to optimize pay-per-click acquisition through Google AdWords, noting it generated over $50 billion in 2013. Testing, refinement and constant innovation are key to success.
- Personalized content and real-time personalization using browser data is becoming more widely adopted by companies like Dropbox and Google to target messages to users.
Navigating the Digital Landscape: Strategies for Effective Digital Marketingabdulwaheedsq3434
In today's fast-paced and ever-evolving digital landscape, businesses must adopt effective strategies to stand out and thrive amidst fierce competition. Digital marketing has emerged as a crucial tool for reaching target audiences, driving engagement, and achieving business objectives.
How to leverage market insights for winning Digital StrategiesMel Tomas
Key Take Aways:
How Marketing intelligence helps you understand customer behaviour, map your competition & create winning digital strategies
How to leverage competitive intelligence to fine tune your digital marketing: SEO, paid media, campaigns, web & mobile channels
Success Story: How Ibibo gets it right
Insights driven marketing: Use cases across industries
The presentation covers elements of a GTM plan, what makes it disruptive and how does one measure it. The presentation was used at the NASSCOM Product Conclave in Cochin held on 14 Dec 2016 by Sunder Madakshira.
Why Digital Marketing Is As Important As Traditional MarketingSoap Media Inc.
If you are looking for an Ottawa digital marketing company, make sure that they look promising on all these factors. Here’s what to expect from a digital marketing company.
Aquent/AMA Webcast: The New Moment of Truth: How Technology Has Influenced Pu...Aquent
In this session, Catherine Roe of Google will discuss why the consumer's changing media and shopping habits necessitate the inclusion of a digital strategy in your integrated shopper marketing plans. Also, how best-in-class companies have leveraged strong manufacturer, retail and media integration to drive sales & retail partnerships. Google will also present a case study on how search & display advertising has been proven to drive sales and ROI for a CPG company.
The document discusses combining inbound and outbound marketing strategies into "Smart Funnels" to leverage the strengths of both approaches. It provides an overview of inbound marketing, noting its benefits like lower cost-per-lead but also challenges in scaling and quick ROI. Outbound marketing approaches are summarized as having a quicker ROI but higher cost-per-lead. The document advocates an integrated approach that uses outbound tactics to drive leads into an inbound funnel, in order to boost volumes, shorten conversion times, and maintain long-term benefits of content marketing.
This document discusses how to develop a data-driven marketing strategy. It recommends building a data-driven culture, leveraging data to act at the right time, optimizing for key data points, integrating customer data, and developing a vision for how to use data. Case studies show how data-driven approaches helped companies increase sales by 34% and better target audiences. The conclusion states that transitioning to data-driven marketing will enhance data collection and analysis to continuously improve performance.
This document provides an overview and guide to online marketing services offered by 411 Locals. It begins with an introduction to the company and what they do. The main body then discusses key topics like the benefits of online marketing, statistics on consumer online behavior, the basic package of services offered, and the timeline clients can expect for search engine optimization results. It emphasizes that online marketing is an ongoing process requiring collaboration between the client and agency.
"How to Master Smart Bidding" Tomaso Uliana - GoogleAdplify
How to Master Smart Bidding with Google Ads’ Machine Learning Power.
Machine Learning & Automation - Unlock growth through Smart Bidding - Evaluate Smart Bidding & Measure the impact
A GUIDE TO ONLINE MARKETING
Gain control over your online advertising dollars
Presented by : 411 Locals
The online marketing agency
preferred by small business
owners from all over the US.
This document provides an overview and guide to online marketing services offered by 411 Locals. It introduces the company and what they do, which is provide affordable marketing solutions tailored for small and mid-sized businesses. The document outlines their basic package which includes getting the business listed on Google within 3 months, a free optimized website, social media profiles, and business directory listings. It discusses the benefits of online marketing and importance for businesses. The remainder of the document covers topics like the online marketing process, timeline, keywords, myths, additional services, frequently asked questions, and testimonials.
Your website is your online storefront, where visitors can learn more about your offerings, build trust in your brand, and eventually become leads and customers.
But having a beautiful, easy-to-navigate site isn’t going to gain you more customers if no one can find your site in the first place.
In fact, 61% of marketers say their biggest challenge is generating qualified traffic and leads.
Check out these webinar slides to learn:
• Ways to drive qualified traffic to your site – both free and paid tactics
• The importance of setting goals and measuring website traffic
• Why website traffic is important
Our experts analyzed data from nearly 20,000 search ad campaigns from business of all types and sizes in North America, to bring you real results from 20+ of the top industries.
We’ve removed the complexities, making it so simple for you to see where you stand against your direct competitors in the most critical performance metrics including:
• Average cost per click
• Average click-through rate
• Average cost per lead
• Average conversion rate
Check out these webinar slides to gain access to the exclusive data you will not find anywhere else.
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Digital Marketing & Digital Transformation - Automate and Redefine Your Busin...Smartinfologiks
The use of digital channels and tools for promoting products or services is known as digital marketing. However, digital transformation refers to the strategic process of leveraging technology to transform and improve a business's entire operations and customer value proposition. Digital marketing is a component of digital transformation, which encompasses a more comprehensive set of changes that can affect many aspects of a business, extending beyond just marketing.
Smartinfologiks - The end-to-end digital marketing solution providers in India possesses a detailed association with technology. With a decade-year-old of experience, we serve 360-degree business solutions that help initiate more traffic and conversions to your business. We’re backed up by a team of adroit developers, designers, and marketers who’re skilled and proficient enough in developing, designing, and marketing your business through organic methods.
Smarter Digital Marketing is the best advertising agency Glasgow that offers effective advertising strategies and SEO services which promote your business and brand.
More Customers, Lower CPL: Stay Competitive with AI in Google AdsHanapin Marketing
If you rely on Google Ads to acquire customers, don’t get left behind. Join Hanapin’s Michael Knight and DialogTech’s Blair Symes for this presentation explaining how you can use AI to drive more customers from Google Ads campaigns at a lower CPL.
In today's rapidly evolving digital landscape, the importance of digital marketing cannot be overstated, and a well-crafted PowerPoint presentation (PPT) can serve as a powerful tool in conveying this message. As businesses navigate the complexities of online consumer behavior and competition, a strategic approach to digital marketing is essential for success. A comprehensive PPT on this topic elucidates how digital marketing channels such as social media, email campaigns, SEO, and content marketing can effectively target and engage audiences, driving brand awareness, customer acquisition, and revenue growth. By highlighting case studies, industry trends, and actionable insights, a compelling digital marketing PPT inspires individuals to leverage these strategies to elevate their businesses in today's digital age, compelling them to take action and embrace the transformative power of digital marketing.
Search Engine Optimization (SEO): Enhance your website's visibility on search engines with SEO strategies. Increase organic traffic by optimizing content, keywords, meta tags, and improving site structure for better search engine ranking.
The document is a magazine from Walter Analytics that discusses digital analytics and trends. It contains the following key points:
- Shaun Ernst reports on the growth of analytics in 2014 and tools like Universal Analytics, Enhanced Ecommerce, and demographic segmenting that provide more insights.
- Neil Walter discusses how to optimize pay-per-click acquisition through Google AdWords, noting it generated over $50 billion in 2013. Testing, refinement and constant innovation are key to success.
- Personalized content and real-time personalization using browser data is becoming more widely adopted by companies like Dropbox and Google to target messages to users.
Navigating the Digital Landscape: Strategies for Effective Digital Marketingabdulwaheedsq3434
In today's fast-paced and ever-evolving digital landscape, businesses must adopt effective strategies to stand out and thrive amidst fierce competition. Digital marketing has emerged as a crucial tool for reaching target audiences, driving engagement, and achieving business objectives.
How to leverage market insights for winning Digital StrategiesMel Tomas
Key Take Aways:
How Marketing intelligence helps you understand customer behaviour, map your competition & create winning digital strategies
How to leverage competitive intelligence to fine tune your digital marketing: SEO, paid media, campaigns, web & mobile channels
Success Story: How Ibibo gets it right
Insights driven marketing: Use cases across industries
The presentation covers elements of a GTM plan, what makes it disruptive and how does one measure it. The presentation was used at the NASSCOM Product Conclave in Cochin held on 14 Dec 2016 by Sunder Madakshira.
Why Digital Marketing Is As Important As Traditional MarketingSoap Media Inc.
If you are looking for an Ottawa digital marketing company, make sure that they look promising on all these factors. Here’s what to expect from a digital marketing company.
Aquent/AMA Webcast: The New Moment of Truth: How Technology Has Influenced Pu...Aquent
In this session, Catherine Roe of Google will discuss why the consumer's changing media and shopping habits necessitate the inclusion of a digital strategy in your integrated shopper marketing plans. Also, how best-in-class companies have leveraged strong manufacturer, retail and media integration to drive sales & retail partnerships. Google will also present a case study on how search & display advertising has been proven to drive sales and ROI for a CPG company.
The document discusses combining inbound and outbound marketing strategies into "Smart Funnels" to leverage the strengths of both approaches. It provides an overview of inbound marketing, noting its benefits like lower cost-per-lead but also challenges in scaling and quick ROI. Outbound marketing approaches are summarized as having a quicker ROI but higher cost-per-lead. The document advocates an integrated approach that uses outbound tactics to drive leads into an inbound funnel, in order to boost volumes, shorten conversion times, and maintain long-term benefits of content marketing.
This document discusses how to develop a data-driven marketing strategy. It recommends building a data-driven culture, leveraging data to act at the right time, optimizing for key data points, integrating customer data, and developing a vision for how to use data. Case studies show how data-driven approaches helped companies increase sales by 34% and better target audiences. The conclusion states that transitioning to data-driven marketing will enhance data collection and analysis to continuously improve performance.
This document provides an overview and guide to online marketing services offered by 411 Locals. It begins with an introduction to the company and what they do. The main body then discusses key topics like the benefits of online marketing, statistics on consumer online behavior, the basic package of services offered, and the timeline clients can expect for search engine optimization results. It emphasizes that online marketing is an ongoing process requiring collaboration between the client and agency.
"How to Master Smart Bidding" Tomaso Uliana - GoogleAdplify
How to Master Smart Bidding with Google Ads’ Machine Learning Power.
Machine Learning & Automation - Unlock growth through Smart Bidding - Evaluate Smart Bidding & Measure the impact
A GUIDE TO ONLINE MARKETING
Gain control over your online advertising dollars
Presented by : 411 Locals
The online marketing agency
preferred by small business
owners from all over the US.
This document provides an overview and guide to online marketing services offered by 411 Locals. It introduces the company and what they do, which is provide affordable marketing solutions tailored for small and mid-sized businesses. The document outlines their basic package which includes getting the business listed on Google within 3 months, a free optimized website, social media profiles, and business directory listings. It discusses the benefits of online marketing and importance for businesses. The remainder of the document covers topics like the online marketing process, timeline, keywords, myths, additional services, frequently asked questions, and testimonials.
Similar to How to Succeed with Google Ads (with Insider Tips Straight from Google!) (20)
Your website is your online storefront, where visitors can learn more about your offerings, build trust in your brand, and eventually become leads and customers.
But having a beautiful, easy-to-navigate site isn’t going to gain you more customers if no one can find your site in the first place.
In fact, 61% of marketers say their biggest challenge is generating qualified traffic and leads.
Check out these webinar slides to learn:
• Ways to drive qualified traffic to your site – both free and paid tactics
• The importance of setting goals and measuring website traffic
• Why website traffic is important
Our experts analyzed data from nearly 20,000 search ad campaigns from business of all types and sizes in North America, to bring you real results from 20+ of the top industries.
We’ve removed the complexities, making it so simple for you to see where you stand against your direct competitors in the most critical performance metrics including:
• Average cost per click
• Average click-through rate
• Average cost per lead
• Average conversion rate
Check out these webinar slides to gain access to the exclusive data you will not find anywhere else.
The promotional campaign for a hearing center gave away a free pair of hearing aids. This generated over 280 marketing leads who provided their contact information and 65 requests for consultations. Tactics included digital ads, social media posts, and a custom sweepstakes page where entrants could complete a survey with contact and qualification questions. The campaign successfully grew the business's email list and scheduled sales consultations as objectives.
Social media is a game – each site has its own playbook and cheat codes, and you can’t use the platforms aimlessly if you want to win more leads and customers!
Since each site is different, how does your business outmaneuver the competition in a space that seems so familiar?
Check out these webinar slides as we break down the winning elements of each social media network including Facebook, LinkedIn, and Twitter, PLUS a special Snapchat guest to cover it all.
You can’t make data-driven decisions without data – but how do you know which data really matters? And how do you turn that data into meaningful insights you can actually act on, today?
We’ve been doing this for more than a decade, so we understand your biggest reporting and analysis challenges. Check out these webinar slides as we reveal our secrets to better track your marketing performance. You'll learn:
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So what’s new, what’s tried-and-true, and what’s best for YOU in 2022? Check out these webinar slides to learn:
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- Practical tips to succeed on each one.
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The clock’s ticking to finalize your 2022 marketing strategy, but what worked this year may not be best next year! In a world of constant changes, how do you prepare?
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• Come up with creative ideas to attract customers
• Create an achievable budget and plan
This document provides benchmarks for key search advertising metrics including average cost per click (CPC), click-through rate (CTR), cost per lead (CPL), and conversion rate (CVR) across different industries. It analyzes the data collection strategy and discusses the meaning and factors that influence each metric. Industry experts are quoted discussing CPC, CTR, CPL, and CVR. The importance of benchmarking metrics against industry standards and adjusting strategies accordingly is emphasized. The presentation concludes that search ads can help businesses' bottom lines by setting realistic goals, knowing what matters most to each business, using benchmarking as a tool, and having backup plans since different metrics may perform better in different situations.
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Google's at it once again, unleashing a slew of big changes to its advertising platform in recent months.
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This document discusses how to build a strong online presence through various marketing strategies. It covers optimizing your website, social media presence, online listings, paid ads, and content. The key strategies outlined include having an attractive, optimized, and visible website; engaging on social media with relevant, shareable content; claiming and optimizing business listings; running effective paid search and display ads; and creating diverse, accessible content. The goal is to improve search visibility, trust, and reach in order to drive more website traffic and conversions.
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To scale and grow your digital marketing agency, you need to offer more to your clients. Easy right? Not so fast.
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We often encounter companies that simply ‘forget’ to build a customer retention strategy in their quest for new customers, and that’s a shame. Think about how much revenue lies in upsell, cross-sell, and renewals of your existing customers.
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Major Types of Marketing: A deep dive into traditional and digital marketing, along with other specialized forms such as guerilla, emotional, and neuromarketing.
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Marketing Strategies and Budgeting: Effective promotional tactics and budget management.
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Digital Marketing Channels: Detailed exploration of key channels including SEO, SEM, email marketing, social media optimization (SMO), social media marketing (SMM), content marketing, affiliate marketing, and influencer marketing.
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SEM (Search Engine Marketing): Discover how to leverage paid advertising for instant visibility and traffic.
Email Marketing: Strategies for crafting effective email campaigns that yield high ROI.
Social Media Optimization (SMO) and Marketing (SMM): Best practices for optimizing and advertising on platforms like Facebook, Instagram, Twitter, and YouTube.
Content Marketing: Creating and distributing valuable content to attract and retain your target audience.
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Real-World Examples: Case studies and examples to illustrate successful digital marketing strategies.
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HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...Higher Education Marketing
Explore our comprehensive slides on the 2024 social media landscape, tailored for educators and marketing professionals in the field of education. With more than 5 billion social media users worldwide and an average individual engagement across as many as seven platforms monthly, understanding these dynamics is crucial for effective educational outreach. Our slides delve into the pivotal trends and strategic adaptations necessary for thriving in this digital arena. Don't miss this opportunity to enhance your strategies with our expert insights.
In today’s digital-first era, leading the pack in local search visibility is not just beneficial—it's crucial.
But it’s not without its challenges, especially with so many new developments in search lately.
Watch as we clear the noise of an ever-evolving search world and explore the latest insights and best practices in local SEO. We’ll show you exclusive tips designed to enhance your local SEO strategy and scale the visibility of your businesses.
You’ll hear:
- Expert insights from Local SEO experts and industry leaders, along with future predictions for local search.
- Actionable recommendations on how to turn the latest industry insights into a winning SEO strategy.
- An exclusive look at Genius Search, a groundbreaking new product that can have a remarkable impact on multi-location businesses.
With Kaci McBride and Mike Snow, we’ll cover how to stay ahead of the competition and keep your SEO game strong using the tools at your disposal. You’ll also get a demonstration of Genius Search, so you can see firsthand how it can elevate your local SEO efforts.
If you’re looking to scale the local visibility and impact of your business, you can’t miss this webinar.
The Power of Digital Marketing in the Modern Age.pdfDavid Thomson
Digital marketing leverages online platforms to promote products and services through targeted advertising, SEO, and social media engagement. It provides real-time analytics and measurable ROI, enabling businesses to optimize their strategies. This approach is crucial for reaching a global audience and driving brand awareness in today's digital age.
2. LOCALiQ is
an all-in-one
marketing
platform to help
you find,
convert
and keep
customers.
PROPRIETARY MARKETING TECHNOLOGY
Our platform runs on optimization technology and AI (informed by data
from 1M+ LOCALiQ campaigns!) that you can’t find anywhere else.
That means unmatched ROI for your business.
FREE TOOLS AT YOUR FINGERTIPS
Wondering how your current online footprint stacks up to that of your
competitors’? Want to identify growth areas based on customer calls?
We can help with that – for free.
MORE TIME TO FOCUS ON RUNNING YOUR
BUSINESS
Our experts manage your entire marketing strategy for you, using vertical
expertise to implement innovative campaigns. And don’t worry – you’ll
have insight into all your progress and can manage new leads 24/7.
How exactly do we help small businesses
grow and thrive?
Meet
4. Susie Marino
• Content Marketing Specialist | LOCALiQ
• Digital Marketing Consultant | WordStream
• Based in Boston
@SusieMarinoPPC /in/susie-marino129/
5. Erin Rose
• 16+ years in marketing technology and digital
strategy
• Worked with leading organizations like M.D.
Anderson, Susan G. Komen, Weill Cornell
Medicine, Nike, and FedEx
• Worn every hat you can in the agency space:
Sales, Service, Development, Design, Analytics,
Enablement
• On a mission to visit 100 beaches
/in/erinrose451/
6. Jenna Zeidan
• Agency Partner Development Manager | Google
• Agency Top Account Strategist | Google
• Digital Marketing & eComm Certificate SME
Content Creator | Google & Coursera
• Account Executive | AON
• Based in Los Angeles
/in/jenna-zeidan
7. AGENDA • Understanding the consumer purchase journey
• Digital marketing trends recap
• Focusing on the fundamentals for your business
• The future of Google search
• Next steps: what to apply to your business in 2022
11. It All Starts with a Search, but...
How is the Google Ads Space Changing?
• YouTube on the rise?
• How does voice search and home
assistance devices impact strategy?
• Are SEO and PPC friends or enemies?
16. Not dealing with the inflation of gas would have
been like putting less and less fuel in your car over
the years.
Meaning you didn’t react to the change in the
market so you didn’t get as far as you did before.
Inflation
18. Not dealing with the inflation of advertising costs
means your profit vehicle won’t go as far.
You must react to the market because the market
is reacting to you whether you move or not.
Click Inflation
19. /imˈpreSHən SHer/
Noun
ADVERTISING
Is the percentage of impressions that your ads receive
compared to the total number of impressions your ads
could get.
“Our impression share dropped over time."
Impression Share
23. Combating click inflation and securing
impression share.
Where will the money come from?
• Traditional Media vs Digital Advertising
• Technology-Based Spend Efficiency
• Cost Centers
Budgeting
24. Optimization Drives Efficiency
We leverage a blend of optimization tactics.
CONVERSION
OPTIMIZATION
Based on the keywords
ability to convert to a
call, email, form
submission, or
e-commerce transaction
REACH MAXIMIZATION
ALGORITHM
Based on algorithmic
performance specific to
the performance of the
keyword-based on time of
day, day of the week, etc.
HUMAN-BASED
OPTIMIZATION
Tactics that allow for
trending, pricing,
trials, etc.
All-encompassing
framework that is
scalable, accurate,
and ever evolving.
25. Search Campaign Optimizations
Optimization Algorithm
Our technical component
manages bid and budget
adjustments on a micro
level but at a macro scale.
CSM Optimization
Unique insights and
strategy intervention with
a human touch. We are
here to make sure your
goals are being met every
step along the way.
Change History
LOCALiQ Tech
“Hand-Managed”
All Changes Ad Changes Bid Changes Budget Changes Keyword Changes Network Changes Status Changes Target Changes
9.83K 99 3.5K 59 6.1K 1 62 13
All Changes Ad Changes Bid Changes Budget Changes Keyword Changes Network Changes Status Changes Account Changes
297 14 93 26 135 1 15 13
28. Member Partner
Premier
Partner
Education & Insights
Product education & certifications
Consumer insights reports
Product betas
Access & Support
Account & technical support
Advanced Google Ads support
Executive experiences (Invitation only)
Dedicated account support (Invitation only)
Recognition& Rewards
Competitions & rewards
Promotional offers
Partner badge
Directory
Premier Partner awards
LOCALiQ is
a top 3%
Google ads
partner in
the US
making
them a
Google
Premier
Partner
33. The increase in connectivity is having
a dramatic impact on how we behave
as consumers and how
we interact with brands.
34. Proprietary + Confidential
Proprietary + Confidential
next day delivery
next day delivery gifts
next day delivery flowers
next day delivery groceries
next day delivery furniture
next day delivery service
next day delivery gifts for him
There are billions of searches made on Google every day.
15% of these searches, we have never seen before.
New surfaces and popularity of voice search are
changing the way customers look for information.
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200% increase in
search interest for
"trading apps"
And the pandemic has shifted and accelerated how and what people are searching...
200% increase in
search interest for
"places to visit near”
20x increase
in search interest for
"support local businesses"
Consumer behaviors continue to change, with people turning to Search
to explore, research, and plan more of their daily needs
Source:Google InternalData, 2021
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The consumer journey is now more
unpredictable than ever before, with
more searches happening during
discovery, research, and consideration.
RESEARCH
CONSIDERATION
DISCOVERY
75% of US consumers
have tried different stores, websites,
or brands during the pandemic.
Source: McKinsey
3 in 4 surveyed CMO’s
said post-pandemic changes in
consumer behavior will impact
marketing strategies.
Source: eMarketer
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Retail was up almost 6% in 2020, the
most growth in over a decade, with
ecommerce up 44%.
Source: Digital Commerce 360, 2021
80% of consumers who started shopping
online in 2020 plan to continue doing so
after the pandemic.
Source: PWC, 2020
YouTube now has over 2 billion monthly
logged in users watching over a billion
hours of video every day.
Source: Google Internal Data, 2020
77% of respondents say they used
YouTube in 2020 to learn a new skill.
Source: Ipsos Research, 2020
The pace of change
was already fast.
It will only get faster.
COVID-19 has accelerated trends that predate the
pandemic, many of which will continue when it’s over.
The consumer journey is getting more complicated,
with ecommerce and on-demand video growing.
Organizations must embrace digital transformation,
from product development to sales strategy to
fulfillment.
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Data and automation can ready
businesses for new growth
opportunities
In a dynamic environment, businesses can capture
demand and drive growth by delivering against what
matters to their customers now.
There is an opportunity to make marketing an agile
profit center.
Doing so requires automated solutions that make
actionable sense of data and signals,
in real time, and at scale.
81% of small to medium businesses
increased their use of digital tools since
the start of the pandemic.
Source: SME Recovery report
Advertising that makes use of data and
automation to speak to what matters for
consumers can drive an increase of
15% in purchase intent.
Source: Rethinking Readiness
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Be ready for what comes next
As an essential partner, businesses are looking to
Google for help with digital transformation and
building resilience for the future.
Google can equip businesses for the transformation
needed to deliver results today and growth for
tomorrow.
To be ready, businesses must...
Be privacy-first
Invest with partners who are innovating
for our privacy-centric world.
Be data-driven
Build a foundation for measurement
based on 1st-party data, durable tagging,
and informed modeling.
Be agile
Find growth by using automation to move
faster and meet demand in real time.
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Automated products that work
together to find Search demand,
optimize performance, and deliver
best-in-class creative.
Privacy-safe measurement powered by
1P data, conversion modelling, and
new privacy-preserving
technologies.
Google has measurement and automation solutions to help businesses
capture new growth opportunities and be ready for what comes next
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$1 trillion
In 2022 eCommerce will hit
Source: eCommerce to hit $1T in 2022
where 7 out of 10 shoppers research a
product on Google before they buy
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Source: The Amazon Challenge 2020, base: all product buyers and purchase intenders of Consumer electronic products, n=4.515,laptop n=1.058,
Smartphone n=1.479, TV n=1.178, Games console
n=799 (weighted base). Q14: Which of these search engines, if any, did you use to investigate this product at any stage, fromyour initial research up to
now? // Q15: Which of these websites or apps, if
any, did you use to investigate this product at any stage, from your initial research up to now? Q16: On which of these websi
tes did you watch online
videos that influenced or informed your purchase in
any way or at any time?
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How we search
Every search on Google is unique, because
each is fueled by an individual user sending
many unique signals.
Optimizing for all of these unique signals, and
the interactions between them, creates more
complexity in account management.
Automated targeting is the best solution to
efficiently account for all available signals
to improve performance.
Query
Browser
Language
Shopping
Ad Format
Location
Search partner
Remarketing list
Purchase history
Device
OS
Day of
Week
Time of Day
46. Search has evolved thanks to Machine Learning
Smart Bidding
Dynamic Search Ads
Responsive Search Ads
Optimized Ad Rotation
Ad extension
selection
Data Driven
Attribution
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Starting June 30, 2022, Responsive Search Ads
will be the only Search ad type that can be
created or edited in standard Search campaigns.
48.
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Top Signals
Report Update
The Top Signals Report highlights certain
traffic slices that are predicted to have
higher or lower conversion rates. These
signals are shown for Smart Bidding
strategies. We are moving to show queries
instead of keywords to reflect how bidding
models do not use keywords as a signal
but rather the underlying queries.
New Trumping Hierarchy
Literal Matches to Keywords
preferred for all Match Types
Previously, only an exact match keyword that’s
identical to the search term or the spell-corrected
search term received preference in keyword selection.
We are now launching a change so that also Phrase
and Broad Match keywords that are identical to the
search term or the spell-corrected search term are
preferred over other keywords in the keyword
selection process More information here!
Search Query
Report Update
Show you more queries that meet our privacy
standards in the search terms report for Search
and Dynamic Search Ads campaigns. This data
will now be shown in your reports for queries
you received starting from February 1, 2021.
This update can help you identify more relevant
keyword themes, making it easier to optimize
your ad copy, landing pages, and more.
2021 Improvements: Control and Transparency Launches
Impact: Reinforce the message that our
system optimizes by queries not match
types.
Impact: No need to keep exact and broad
match keywords in parallel to route traffic to
the ad group that has a keyword that exactly
matches the user search term.
Impact: Transparency in the queries
your keywords are showing for.
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One out of 10 search queries is misspelled, and new
words are constantly being introduced, along with
new ways to misspell them
Thanks to advancements in deep learning, we now have a
better way to understand spelling. In 2020, we announced a
new spelling algorithm that uses a deep neural net that better
models and learns from less-common and unique spelling
mistakes.
Our natural language understanding models look at a search in
context, like the relationship that words and letters within the
query have to each other. Our systems start by deciphering or
trying to understand your entire search query first. From there,
we look to see if your advertiser has a keyword for the query
based on our overall understanding of what you’re looking for.
For example, we can tell from the other words in the query
“average home coast” that you’re probably looking for
information on “average home cost.”
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What did we learn?
Connected devices have gone from 8B to 27B since 2017
15% of searches on Google are new everyday
Consumer journey is now complex and unpredictable
People are using Search to explore, research, and plan
Brands need to embrace this digital transformation through privacy-
first measurement and automation
In 2022 eCommerce will hit $1 trillion where Google is the most used
website for product research