WordStream delivers 8 actions that will help you increase the effectiveness of your ads on both Google and Facebook. You will discover: - Tips to increase clicks and conversions. - Tactics to ensure you are generating qualified traffic. - How to minimize wasted spend. - Why testing is important & so much more!

1. How To Compete in Google &
Facebook:
8 Actions To Take This Month

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Amanda Oles
Marketing Manager
Webinar MC

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WordStream has partnered with
LOCALiQ to deliver results-focused,
technology-backed marketing services
to help local businesses unlock
measurable business growth.

5. The webinar will be recorded.
Check your inbox for the materials.
Submit your questions for Q&A!

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The landscape is always
changing...

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Google
Spending on Google search ads grew 15%
year-over-year in Q2 2019

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Google
Image source: MERKLE’S Q2 2020 REPORT
15% 11%

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Google
Spending on desktop Google search ads grew 6%
year-over-year in Q2 2019

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Google
6%

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Google
Spending on mobile Google search ads grew
16% year-over-year in Q2 2020

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Facebook
Facebook Ad Impressions were up 25%
year-over-year in Q2 2020, up from a 13%
decline in Q1

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Facebook
Instagram ad spend grew 30% year-over-year
in Q2 2020

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Facebook
Instagram impressions rose 46%
year-over-year in Q2 2020

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Competition Is Inevitable

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But Fear Not!

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4 Actions To Take In Google
Ads This Month

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Google Action #1: Add
Negative Keywords

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Why Will I Have A Bad
Time?

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Every year the volume of
Google searches grows by
roughly 10% AND between
16-20% of searches are brand
new to Google

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Wasted Spend Is Scary!

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Google Action #2:
Understand Your Match
Types

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Pick Match Types That Work
For Your Budget & Strategy

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What Happens If I Don’t?
Probably Throwing Money
Away

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Different Match Types Have Different Levels Of
Quality And Search Volumes Associated With Them

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For Example

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Consider The Following Factors: Campaign Goal, Daily
Budget, And Expected Average Cost Per Clicks

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Google Action #3: Audience
Overlaying

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Search Audiences
Affinity / Custom affinity
In-market
Remarketing*
*Your account must be eligible for personalized advertising to use this audience

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Search Audiences
*Your account must be eligible for personalized advertising to use this audience
Observation Targeting.vs.

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Setting Up an Audience
In-market
Choose a campaign or ad group
Select from the list of
in-market categories
Set your audience to
“Targeting” or
“Observation” mode

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Making an Audience
Set your bid adjustment

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Google Action #4: Ad
Refresh & Optimizations

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Legacy Text Ads

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ETA++ Format

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Legacy Text Ads

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ETA++ Format

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ETA++ Format

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Ad Refresh
Test at least 3 ads per ad group
Switch up headline & description copy
Optimize toward the best performing ad

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4 Actions To Take In
Facebook Ads This Month

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Facebook Action #1:
Design Your Ads
to Your Core Platform

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Primary text
Headline
Description
Call to Action (CTA)

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Primary text
Headline
Description
Call to Action (CTA)

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Facebook Action #2:
Test Different Ad Types in
the Same Ad Set!

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Facebook Action #3: Switch
to Campaign Level Budgets

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Why Switch?

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Why Switch?

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To Compete Of Course!

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Facebook Action #4: Align
Bid Strategy With
Campaign’s Objective

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The Options

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What Does This Mean?

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Onto The Meat: Bidding!

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Facebook Has Numerous
Bidding Options

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Facebook Has Numerous
Bidding Options

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Facebook Has Numerous
Bidding Options

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Now You’re a Pro!

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Recap: Your 8 Actions To Take This Month
Google: Add Negative Keywords
Google: Understand Your Match
Types
Google: Audience Overlaying
Google: Ad Refresh & Optimizations
Facebook: Design Ads To Platform
Facebook: Test Different Ad
Types
Facebook: Campaign Level
Budgets
1
2
3
4
5
6
7
8 Facebook: Align Bid Strategy

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