1. Best Practices
A Guide to Adjusting Active
ReachSearch Campaigns
Created by: Michael Stratton, OrlandoCSC & Kyle Evilsizor, AtlantaCSC

2. Table of Contents
Core Elements
• Keywords
• Text Ads
• Ad Groups
• Geo-Targeting
• Web Events
• Tracking Headers
• Spend
Advice
Scenarios
page 2
page 4
page 6
page 8
page 10
page 12
page 14
page 17
page 18

3. When should a keyword list change?
If a campaign is receiving irrelevant traffic, it is possible we are bidding
on (or broad mapping to) some incorrect keywords. Before submitting
any changes however, the IMC should request a full keyword and negative
keyword list. They should also thoroughly research keyword performance
in the campaign reports.
Keywords
One of the most important elements of any search campaign is the keyword list.
ReachLocal is pretty well versed in building keyword lists for our clients, but there
are times these lists require attention. Often mistakes or omissions in the keyword
list are only discovered after the campaign starts to run.
Examples:
• Adding keywords: The IMC meets with their advertiser and discovers we are bidding on
terms that are normally associated with the vertical, but we are missing some specialized
products or services this particular company sells/provides.
• Negating keywords: The IMC notices some keywords are generating a lot of impressions,
but no clicks (research driven keywords.)
• Removing keywords: The IMC finds incorrect geo-indicators in the keyword list
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4. How can an IMC change keywords?
An IMC must submit a ticket to add, remove, or negate any keywords.
• Ticket Type: Keywords
• Ticket sub-type: varies, depending on situation. There are
several subtypes under this ticket type. When in doubt, an
IMC should double check with their CSC.
• Description: An IMC should always include a detailed explanation of what
they’re requesting and why. Changing keywords on a campaign can have
drastic effects on its performance. Clarity is important.
Note: Many of the keyword ticket subtypes are only available once the IMC
selects a particular CID.
Is it safe?
It can be down-right dangerous to mess with a client’s keyword list. Negating the wrong
keyword could eliminate an entire group of potential customers. Adding the wrong
keywords could waste the customer’s money by targeting the wrong search traffic.
However, it could be just as harmful to leave the wrong keywords on a list. Every IMC
should be careful when adjusting this info, but should not hesitate to correct a problem.
Changes to a keyword list also affect optimization for the campaign, no matter if adding
or removing. Adjusting keywords can dramatically raise or drop the
impressions which may have negative effects on the CTR/Quality Score and
subsequently performance!
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5. When should text ads be changed?
If the CTR or CTC rate is low, the IMC should look at the text ads first.
Make sure the text ad reflects information provided on the landing
page, and the verbiage filters out the wrong type of customer.
“The text ad is like a bouncer at a bar…it makes sure the right
people get in.”
Text Ads
Whether written by the IMC, client, or provisioning team, there are times a
campaign’s text ads need tweaking. This can be as small as choosing different
descriptive language or as large as creating a brand new call to action.
Advice:
When altering text ads, the IMC should take the keyword list and landing page into
account. A well written text ad compliments other elements of the campaign and
will greatly benefit a campaign. Poorly written text ads will adversely effect its
performance. When in doubt, the IMC should ask their CSC
for guidance.
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6. Remember that changes are automatically sent to provisioning for approval
when any change is made in the platform. Sometimes it is also a good idea for
theIMCtosubmitaticketinadditiontomakingthechanges. Iftheadisin“updating”
status for too long (over 48 hours) then a ticket will help push it through faster.
Is it safe?
Text ads can only be updated every so often. It takes
several days for new ads to get pushed out to all
publishers. It is important to allow the changes to take effect
before trying to switch the ads out again. The IMC and client
must have patience and give the new text ads time. Changes
to text ads can also reset the quality score for the campaign
or ad group.
How can an IMC change text ads?
An IMC is able to change or add text ads in the platform.
1. Select in the Action pull-down list.
2. Click
3. To alter existing: Click on particular text needing changes.The
ad text will open in the center of the screen, accessibletochange.
4. To add: Click
5. Toremove:Click Note:Theprimarytextadcannotbe
deleted.
6. Alwaysclick (whetherchanging,adding,orremoving.)
“If it’s not broken don’t fix it.”Just because a text ad has a low CTR does not necessarily
mean you are running a poor campaign. A low CTR% with a high CTC% just means
we are just bringing the advertiser very relevant traffic. Remember our IMCs are true
consultants. Just because an advertiser wants to make a change to the text ads does
not mean that it is in the best interest of the campaign!
Note: Text ads can be written per publisher. It is possible a word
or phrase restricted on Google is allowed on Bing. Contact
Campaign Services about these rare situations.
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7. When should ad groups change?
Low CTRs are often an impetus to add ad groups to a campaign.
Being able to create specific, pointed text ads and keywords to
target the intended audience more directly can greatly benefit a
campaign struggling with more broad text ads. Ad groups should
only be removed if a client truly wants to change the focus of their
campaign, or if major changes happen to their product or service
lines.
Ad Groups
Ad groups are a great way to elicit customers for multiple products/services an
advertiser provides in a direct way.
Advice:
These products and services should be at least related to each other. Mutually
exclusive sides of our customers’businesses should be represented in
separate campaigns and not just multiple ad groups in a single campaign. It
is also important to remember ad groups optimize around each other. If one
performs better than others, our platform will spend more energy and budget
on the more successful of them. If an advertiser prefers a specific amount of their
total budget is allocated for a segment of their business, RL should place it
in its’own campaign.
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8. How can an IMC change ad groups?
An IMC must submit a ticket to add or remove any keywords.
• Ticket Type: Keywords
• Ticket sub-type: Ad group to keyword mapping
• Description: In order for the ad groups to be set up
properly it is very important CS understands exactly
what the purpose of the new ad group is. These
changes should not be requested without the client’s knowledge.
Is it safe?
Anytime text ads or keywords are altered it can
adverselyeffectthecampaign.Removingadgroups
and the keywords mapping to these will cause the
campaign to re-optimize. The platform will almost
be starting from scratch. Changes in these areas
can also negatively effect CTR and Quality Score.
Dynamic landing pages should be enabled for ad
groups, as it is important the system is pushing
relevance in correlation with search terms and ads!
Note: It is possible for an IMC to pause an ad group. Some campaigns may
have “seasonal” ad groups based on seasonal aspects of the advertiser’s
business. This is preferred to removing an adgroup.
Adding/removing ad groups
• Ticket Type: Keywords
• Ticket sub-type: Ad group to keyword mapping
• Description: It is important the IMC states very clearly if they intend to add or
remove an ad group. If the IMC is adding a group, they must include info about
any keywords they wish to map to this group. If removing ad groups, the IMC
should include a explanation of why it is necessary and that they are aware of
what it will do to the campaign. They must also indicate whether the attached
keywords should be removed from the campaign as well.
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9. When should geo-targeting change?
Sometimesthisserviceareachangesduringthecourseofacampaign,oritcouldhavebeenset-up
incorrectly in the beginning. Obviously any campaign set-up mistakes must be corrected as soon
as possible.
Geo
Targeting
Changes to the geo-targeting of a campaign will only effect the IP targeting. For
changes to the geo indicators on keywords, the IMC must submit a ticket to alter
the keyword list.
Advice:
It is important a search campaign is targeted to
encompass an advertiser’s“service area,”or specific
geographical area they wish to target. It is very
important the IMC learns this information from
the advertiser directly and does not infer based
on their own opinion or info from the client’s website.
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10. How can an IMC change the geo-targeting?
An IMC must submit a ticket alter geographic targeting.
• Ticket type: Campaign Targeting
• Ticket sub-type: Adjust targeting area (to modify radius) or change targeting
type (to switch between radius, regional, or cities)
• Description: Include what it needs to change to, and a through explanation
of why the change is necessary. Without this, Campaign Services might not
make the change or will hold up the process seeking more information.
Is it safe?
Changing one of the major factors of a campaign
can definitely cause adverse effects.This is not
something to be updated frequently or at a whim.
This will literally change who sees the ad, and
therefore can potentially damage the progress
of a campaign. It can also greatly affect the
budget spend (both daily spend and CPV
because of population and competition.)
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11. When should web tracking change?
If the client is in a “low call industry” the IMC might end up reviewing
the tracked pages on a regular basis. For these campaigns the web
event tracking will be a more important metric for the client to qualify ROI than calls or emails.
Example: CVBs, some types of retail. It is obviously best the correct pages are tracked from
the onset, so the customer can compare each cycle evenly. However, it is never too late to
correct a mistake.
Web Events
It is important any ReachSearch campaign tracks the appropriate pages on client’s
website. Generally, an IMC should track any form submissions and any pages that
show clear intent to purchase, or propensity to contact the advertiser directly.
Examples:
• All forms on the site (typically)
• Inventory lists
• Service lists
• Directions to location
• Offers/specials page
• Contact information (if not a form)
• Testimonial/review page
Note: our reporting is not meant to replace Google analytics. Do not get“track happy.”
We do not want a client to see web event numbers inflated with irrelevant information.
Note: Any change’s to a site’s domain requiresthe IMC to reset all web event tracking.
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12. Is it safe?
Neverforgetthatourplatformoptimizesaroundwebevents.
It is unwise to mess around with any factor in optimization
too much.
Advice
• Makesurethattherightvalueisgiventotheseaswewanttomaximizetheeffectiveness
of optimization.
• Forms should be tracked at a medium value. Provisioning will automatically track the
form submission at a high value. This means that the IMC should not also track the form
submit at a high value
How can an IMC change web events?
The IMC is able to add or remove web events the in platform. If they are
adding a new form submission, however, they will need to submit a
ticket for the“submit”page to be proxied.
1. Select in the Action pull-down list.
2. Click
3. To add: click (at the bottom of the page.) Space to add more urls will
appear. Click to save changes.
4. To remove: Click the next to the url. Once all urls to be removed are selected ( )
click to save changes.
OncetheIMCprocessesthesechanges,theyareautomaticallysenttoProvisioningforapproval.
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13. When should a tracking header change?
There are clients who get very touchy about the look and feel of their
site. It is up to the IMC to determine if using a tracking header will
upset the client (through conversation with their contact.) However,
iftheCTCrateislow,adding/tweakingtheheadercanhaveapositive
effect.
Tracking
Headers
Although tracking headers do not directly impact optimization, a properly designed
tracking header will positivly effect a campaign’s CTC rate.
Advice:
The tracking header should have a clear, but factual call to
action. Not all businesses offer a“free consultation.”It should
also stand out from the website, but avoid being garish. A
contrasting, but complimentary color is best.
Example:
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14. How can an IMC change a tracking header?
An IMC is able to change or add a tracking header in the platform.
Is it safe?
The tracking header does not directly impact too much on a campaign. However, it
is very important the call to action is appropriate to the business. Not all businesses
offer a “free consultation.” Claiming the advertiser provides something they do not
is a good way to lose the client.
1. Select in the Action pull-down list.
2. Click
3. Click
4. A new browser window will pop-up, allowing the IMC to
alter the type of header, copy, font, background color, etc.
5. Click
Note: It takes several days for the revised tracking header to start serving. The
preview tool (which allows an IMC to see what the campaign’s header looks like
on the advertiser’s website) will not reflect any updates until the header is live.
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15. Spend
Correcting Daily Spend:
If a campaign is vastly over or under spending, it can seriously affect the client’s
perception of ROI and the IMC’s revenue. Optimal daily spend should be between
90-110%, anything below or above that is cause for concern.
Note: Keep in mind that it could be a vertical that has seasonality to it, so please
consider this possibility prior to submitting a ticket for low/high spend issues.
How can an IMC correct daily spend?
The IMC must submit a ticket to correct daily spend.
• Ticket Type: Campaign Budget
• Ticket sub-type: Budget Pacing Under/Over spend (based on situation)
• Description: It must be very clear in the ticket that the IMC is just trying to correct
the daily spend, not over or under spend on purpose.
The core of ReachLocal is our technology. One facet of our advertising platform is
designed to pace our search campaigns to serve a cycle in about 30 days (on
average 28-32 days.) There are rare times, however, when a campaign’s daily spend
rate is off, or it is in the short term best interest of the advertiser for us to either
increase or decrease their campaign’s natural pacing.
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16. How can an IMC increase daily spend?
An IMC has to receive written permission from the advertiser that they
want to increase their spend (include by how much and why.) Their
RSM must submit a ticket to increase the daily spend (overspend.)
• Ticket Type: Campaign Budget
• Ticket sub-type: Budget Pacing –Over spend
• Description: The ticket must include an explanation of why the spend increase is
necessary or requested and the written statement from the advertiser must be
attached.
• CAT will ultimately handle
this ticket.
When would an IMC want to overspend?
There might be times a client would like to over spend for a short
period of time to take advantage of a special event or situation.
Is it safe?
It is important this adjustment be for a limited time. When an IMC messes with pacing
they mess with optimization. Increasing the spend rate makes our system do something
that it’s not designed to. Optimization will take a back seat to page position in this
case. Our system is constantly trying to find the most effective bid for the least possible
amount. Leaving a campaign in a double or triple spend can cause the cost per lead to
go up, which is obviously not ideal.
Increasing Daily Spend:
Intentionally requesting a campaign spend at higher than 100% of
the expected daily budget. This is a rare request.
Example: A roofing company
after a major storm; a flooring
company after a flood; a florist
leading up to Mother’s Day.
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17. Is it safe?
It is important this adjustment be for a limited time. When an IMC messes with pacing
they mess with optimization. Decreasing the spend rate makes our system do something
that it’s not designed to. Optimization will take a back seat to page position in this
case. Our system is constantly trying to find the most effective bid for the least possible
amount. Leaving a campaign at 50% daily spend or so is obviously not ideal and can
lead to a significant increase in CPC.
How can an IMC decrease daily spend?
An IMC has to receive written permission from the advertiser that they
want to lower their spend (include by how much and why.) Their RSM
must submit a ticket to decrease the daily spend (overspend.)
• Ticket Type: Campaign Budget
• Ticket sub-type: Budget Pacing –Under spend
• Description: The ticket must include an explanation of why the spend decrease
is necessary or requested and the written statement from the advertiser must
be attached.
• CAT will ultimately handle this ticket.
Decreasing Daily Spend:
Intentionally requesting a campaign spend significantly lower than
100% of the expected daily budget. This is a rare request.
When would an IMC want to under spend?
There might be times a client would like to slow their spend down
a significant amount for a short period of time. If the advertiser is
experiencing money trouble, it is better to slow their campaign
down than pause it. They might also be a partially seasonal business
who feels strongly the quality of traffic decreases in their off season.
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18. Text Ads
SpendHeaders
Targeting
Ad Groups
Web Events
CTRKeywords
How should an IMC proceed?
It is typical for an inexperienced IMC to feel trepidation
when adjusting the elements of a running search
campaign. The office CSC or regional Campaign Services
team are available to offer advise and help at any time.
There are also a few simple rules an IMC can follow to
ensure they tread carefully.
Make sure it is the appropriate action.
Switchingkeywordsorrewritingtextadsshouldnotbedoneonawhim.TheIMCmust
take time to understand the problem and properly weigh the possible positive and
negative effects before proceeding.Whereas the correct course of action will lead to a
more successful campaign, the wrong adjustment can further damage results. When
in doubt, ask!
Do not make too many changes at once.
ItisimportanttheIMCcanevaluatehowanyadjustmentsimpactacampaign.
If too many elements are altered at once, it will be difficult to see the effect of
each individual element. Therefore, it is best for the IMC to decide on a single
changeandgiveittimetoworkbeforemodifyingotheraspectsofacampaign.
The IMC might not have the answer.
In ReachLocal’s ad platform, the IMC has access to alter a lot of elements in their search
campaigns. However, there is a whole side of the system they do not have access to. If the
IMCscoursthedetailsbutcannotfindtherootoftheproblem,theycanrequestCScheck
the admin side of a campaign by submitting a ticket for a performance review.
1. Ticket type: Campaign performance
2. Ticket sub-type: Performance review
3. Description: If CS does not know the problem, they will not be able to locate the
cause. It is important the IMC be as detailed as possible and provide an explanation
of the entire situation.
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19. Scenarios
Every campaign is different, and the solution to an issue on one campaign may not
necessarily be the correct solution for another. However, here are a few scenarios that
may help guide an IMC to the correct course of action for more common problems.
Situation #1
Campaign information
Vertical: Home Improvement
Budget: Prominent
Geo-targeted Area: 15 miles from business location
Problem
Within the first few cycles of the campaign, all of the reported metrics look healthy
(CPV is steady, CTC & CTR are both strong.) However, when you listen to the phone
calls, it turns out a number of them are for homes outside of the advertiser’s actual
service area. The advertiser is understandably unhappy about this, and changes must
be made to avoid this going forward.
Possible Solutions
Since the client is running a prominent budget for a 15 mile radius, simply shrinking
their geo-target to 10 miles may not be the best idea. An over-budgeted campaign
may not perform well. There might be more appropriate courses of action to explore
first.
1. Acquire a map of the advertiser’s actual service area. It is possible to have a closer
match in the campaign by shifting the center of their geo-targeted radius, as opposed
to simply shrinking it.
2. Request a full keyword list. If their list includes geo-indicators for cities they do
not service, those cities can be removed or negated. That may significantly reduce
calls from outside the client’s service area.
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20. Situation #2
Campaign information
Vertical: Automotive Repair
Budget: Competitive
Geo-targeted Area: 10 miles from business location
Problem
By the second cycle of this campaign, the CTC rate looks pretty unhealthy. The text
ads are driving visits to the advertiser’s website, but those clicks do not convert very
well. Although the advertiser understands we do not guarantee phone calls, they are
understandably worried about their campaign performance.
Possible Solutions
All IMCs should take an objective look at their prospect’s website before setting up a
campaign, since ReachLocal has a lot of experience on the factors that help a site convert.
However, a site may contain all of the normal details and still not convert. Every campaign
is different.This campaign is probably driving irrelevant traffic, and the details of campaign
set-up may hold the answer.
1. Check Proxy! If call numbers all-of-a-sudden drop off, proxy may be broken, or there
may be a random phone number on the site which was not properly replaced.
2. Request a full keyword list. It is important to make sure it only contains services the
advertiser provides. Anything incorrect should be removed.
3. Evaluate the text ads. Does the language properly draw-in the target audience for
this client?The text ads should clearly and concisely explain the services the business
provides and what area they are in (since a potential customer must travel to this
particular business location.)
4. Check the tracking header. Does the background color properly contrast from the
website? Is the call-to-action clear and strong?
Important Note:
When there are several possible solutions to a problem, it is imperative that each
one is vetted carefully before any action is taken. Do not haphazardly start making
changes to a campaign until it is clear what the correct course of action is.
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21. Situation #3
Campaign information
Vertical: Physicians & Surgeons
Budget: Competitive
Geo-targeted Area: DMA
Problem
A highly specialized medical practice seems to be running through their budget very
quickly each cycle, and their CPV fluctuates wildly. The campaign is driving some
phone calls, but since the advertiser falls under HIPPA rules, the IMC can not listen to
them. It is difficult to tell how effective the campaign is due to these factors.
Possible Solutions
Although ReachLocal’s budget recommendations are a great guideline, for highly
specialized or niche advertisers there is simply not enough historical data for the
system to go by. At times like these it is important an IMC does some research before
making any budget or campaign adjustments.
1. Submit a Performance Review. If they keywords and target area look correct, only
CampaignServicescanseethedeeperdetails.Thesedetailsareimportantindetermining if
the campaign is under or over budgeted.
2. Ask around, perhaps someone else in the office/region/company is running a
similar campaign. Their experience may be invaluable in vetting the campaign
settings. Your CSC should be able to help you with this.
3. Talk to the advertiser. If they ran their own AdWords campaign previously they
may give you access to see how they ran it. Also, when a business is that specialized,
there is no harm in being open about our lack of experience with their type of
campaign. The more information a niche advertiser can share about their business,
the better we can run their campaign. They may also inform you the phone calls
they received were exactly the kind they were looking for. The campaign may be
running better than you think.
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