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Driving PPC Performance With Single Keyword Ad Groups
April 28-30, 2014
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Not Really(gasp)
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First a quick refresher on what we mean by long-tail keywords…
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LONG-TAIL KEYWORDS
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WHY NOT HAVE MORE?
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ACCOUNTS ARE UNWIELDY
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ACCOUNTS ARE UNWIELDY
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ACCOUNTS ARE UNWIELDY
Most of this stuff is pointless!
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YOU’RE SPREAD THIN
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Wasted Time Zone
YOU’RE SPREAD THIN
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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”?
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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?
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3 REASONS FOR LONG-TAIL
3. THEY WORK WELL IN YOUR NICHEDive into your data to see if this is true…
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CHECK OUT YOUR DATA
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CASE STUDY
Client Goal: Lead Generation for people looking to buy Audi cars
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92,606 Keywords1059 Converting Search Queries
161 Queries With 2+ Conv. (51% of Total)
Top 20 Queries = 26% Conversions
CASE STUDY
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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…
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1. START BROAD
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1. START BROAD
All of our keywords go into normal campaigns like these:
We make heavy usage of +modified +broad +match
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2. MINE BROAD CAMPAIGNS
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2. MINE BROAD CAMPAIGNS
Filter Terms With 2+ Conversions
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2. MINE BROAD CAMPAIGNS
Add into “Top Performers” Campaign Single Keyword Ad Groups
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2. MINE BROAD CAMPAIGNS
Remember to exclude from your broad campaign
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3. OPTIMIZE TOP PERFORMERS
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TOP PERFORMER CAMPAIGNS
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RESULT
+22% CTR
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RESULT
CPA Cut In Half
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RESULT
106% More Leads
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TOP PERFORMERS MEAN…
MORE TESTINGMEANINGFUL DATALESS TEDIUMGREATER IMPACT