using single keyword ad groups to drive ppc performance

Driving PPC Performance With Single Keyword Ad Groups

April 28-30, 2014

Not Really(gasp)

First a quick refresher on what we mean by long-tail keywords…

LONG-TAIL KEYWORDS

WHY NOT HAVE MORE?

ACCOUNTS ARE UNWIELDY

ACCOUNTS ARE UNWIELDY

ACCOUNTS ARE UNWIELDY

Most of this stuff is pointless!

YOU’RE SPREAD THIN

Wasted Time Zone

YOU’RE SPREAD THIN

3 REASONS FOR LONG-TAIL

1. AD COPY RELEVANCYCan we really make an ad for “ppc management agency that does display marketing” more relevant than for “ppc management agency display”?

3 REASONS FOR LONG-TAIL

2. CONTROL OVER BIDDINGShould you bid up a keyword with 1 click and no conversions in the past month? Should we bid it down?

3 REASONS FOR LONG-TAIL

3. THEY WORK WELL IN YOUR NICHEDive into your data to see if this is true…

CHECK OUT YOUR DATA

CASE STUDY

Client Goal: Lead Generation for people looking to buy Audi cars

92,606 Keywords1059 Converting Search Queries

161 Queries With 2+ Conv. (51% of Total)

Top 20 Queries = 26% Conversions

CASE STUDY

TOP PERFORMER CAMPAIGNS

We decided to focus our energy on these top performing queries by placing them in single keyword ad groups.

Here’s a quick run down of how…

1. START BROAD

1. START BROAD

All of our keywords go into normal campaigns like these:

We make heavy usage of +modified +broad +match

2. MINE BROAD CAMPAIGNS

2. MINE BROAD CAMPAIGNS

Filter Terms With 2+ Conversions

2. MINE BROAD CAMPAIGNS

Add into “Top Performers” Campaign Single Keyword Ad Groups

2. MINE BROAD CAMPAIGNS

Remember to exclude from your broad campaign

3. OPTIMIZE TOP PERFORMERS

TOP PERFORMER CAMPAIGNS

RESULT

+22% CTR

RESULT

CPA Cut In Half

RESULT

106% More Leads

TOP PERFORMERS MEAN…

MORE TESTINGMEANINGFUL DATALESS TEDIUMGREATER IMPACT

THANK YOU

@SamOwenPPCsam.owen@hanapinmarketing.com