The Day Google AdWords Changed Forever!

Paid search changes every week, but the problems stay the same: the budget doesn't cover the whole market, generic keywords are expensive, and the same query hides very different intent. Brendan Almack and his colleague Kieran from the Dublin agency Wolfgang Digital, winner of the 2015 European Search Awards Grand Prix, show what changed on the day Google Analytics audiences became available for remarketing on search.

You'll learn how audiences of website visitors, Facebook traffic, past purchasers and repeat customers worked for four Irish e-commerce clients, with the numbers. Brendan explains why to split accounts and KPIs into acquisition and retention, and how the agency got around the minimum list size in the new Customer Match feature.