adwords account structure - sempdx 2013
TRANSCRIPT
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David Rodnitzky
Iron-Clad Google Iron-Clad Google AdWords AdWords CampaignsCampaigns
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Improper keyword selection and match type costs advertisers millions annually
Account structure mistakes also results in unnecessary cost
The Alpha-Beta process and structure will help you identify and optimize winners and exclude losers = more profit!
Executive Summary
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Keywords vs. Queries
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A keyword is a word or a phrase that a marketer buys on Google
A query is a word or phrase that a user types into Google
Google matches keywords to relevant queries
Keywords vs. Queries – A Crucial Distinction
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Keywords vs. Queries - A Crucial Distinction
Queries
Keyword
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A Quick Way to Measure Query Quality
The Lin-Rodnitzky Ratio (L-R Ratio) is the ratio of total query CPA divided by converting query CPA
Use the “Filter” functionality to find all queries with at least one conversion
Divide the total CPA by the filtered CPA to get your score
A good score is generally between 1.5 to 2.0
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Important Point #1
Google will match your keywords to a lot of irrelevant queries if you give them the latitude to do so.
This results in profit to Google and cost to you!
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Match Type
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Match Type – Broad Match
Match type allows marketers to control how aggressively Google matches keywords to queriesBroad Match: Dragon Tattoo Poster
Dragon Picture Tattoo You Fantasy Island
Broad match gives Google almost total discretion
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Match Type – Broad Match Modified
Match type allows marketers to control how aggressively Google matches keywords to queriesBroad Match Modified: +Dragon +Tattoo +Poster Used Poster of Dragon and Tattoo Sell Dragon Tattoo Poster
Broad match modified prevents synonyms
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Match Type – Phrase Match
Match type allows marketers to control how aggressively Google matches keywords to queriesPhrase Match: “Dragon Tattoo Poster” Buy Dragon Tattoo Poster Dragon Tattoo Poster in Spanish
Phrase match requires a complete phrase
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Match Type – Exact Match
Match type allows marketers to control how aggressively Google matches keywords to queriesExact Match: [Dragon Tattoo Poster]
Dragon Tattoo PosterExact match will only show the exact phrase
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Match Type – Negative Match
Match type allows marketers to control how aggressively Google matches keywords to queriesNegative Match: -Picture
Dragon Tattoo Poster is Ugly Fantasy Island Tattoo Guy
Negative Match excludes any word or phrase
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Important Point #2
We recommend using: Broad match modified to discover new and
profitable queries Exact match to isolate your top performing
queries and bid accordingly Negative match to exclude unprofitable
queries Broad match and phrase match rarely, if at
allBUT WAIT – YOU NEED TO UNDERSTAND
ACCOUNT HIERARCHY FIRST!!!!
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Account Hierarchy
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Basic Account Hierarchy
Account = Billing, Time Zone, Login Info
Campaign = Networks, Devices, Geography, Day-Parting
Keywords, Ad Text
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When Account hierarchy & Queries CollideWhen two or more
keywords in an account match the same query, Google must choose which keyword to enter the auction Keyword #1:
+Dragon +Poster Keyword #2:
+Dragon +Tattoo Query: Dragon Tattoo
Poster
Which keyword will Google choose?
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Google’s Official Policy
Source: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=66292
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Google’s Actual Policy
We have observed numerous occasions where Google does not follow its own policy for matching keywords to queries
Translation: to truly control keyword to query matching, you need to create iron-clad account structure
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Example of where it costs you money to have Bad structure Exact match keyword with targeted ad
copy and landing page is bumped by broad match with generic copy and LP
Negative keyword you added to one campaign is not included in another campaign – keyword gets served
Same keyword with same match type in different campaigns but with different bids – most expensive keyword shown
Account structure mistakes are sometimes caused by user error and sometimes caused by Google algorithmic errors/decisions
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Important Point #3
Failure to carefully plan out your account structure will cost you profit – I guarantee it
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Alpha Beta Structure
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A Beta campaign is designed to quickly identify profitable search queries and eliminate unprofitable ones
An Alpha campaign is designed to isolate profitable queries into ad groups with targeted ad text and landing pages
The overall objective is to take 100% control of your keywords and queries!
The 30,000 Foot View of Alpha Beta
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Step One: Create the Beta campaign “The Bait” All keywords should be
on broad match modified (+broad +match +modified)
Step Two: Run raw search query analysis on Beta campaign
Step Three: Identify winning queries and losing queries
Creating & Analyzing The Beta Campaign
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Step Four: Create an Alpha campaign. Move winning queries into SKAGs in the Alpha SKAGs = Single Keyword Ad
Groups Put all Alpha queries on Exact
Match Create targeted ad text and
landing pages for each SKAGStep Five: Add all losing queries to
the Beta campaign as Negative Exact Match -[free dragon tattoo poster]
Creating the Alpha Campaign, Refining the Beta
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Step Six: Add all Alpha queries to your Beta campaign as Exact Match Negatives! This prevents Google from
matching a bait keywords to your profitable Alpha query
You control bid, ad text, and landing page for winners!
Step Seven: Continue to identify winners and losers in the Beta campaign. Move winners into the Alpha
The Air-Tight Account Secret
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L-R Score – Before & After Alpha-Beta StructureBefore: 1.4 (June 2011)
After: 1.84 (August 2011)
Before: 2.93 (November 2010)
After: 2.11 (March 2011)
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A Virtuous Cycle
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Queries are the lifeblood of AdWords campaigns, not keywords
Match type is a limiter on Google’s discretion to expand your spend
Beta campaigns use broad match modified to test Google’s algo; Alpha campaigns use exact match to lock-in profit
Use the Lin-Rodnitzky Ratio to measure account health
Summary