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Christi olson-sitelinks and broad match modifier
 

Christi olson-sitelinks and broad match modifier

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  • For maximum traffic, try modifying the brand/sub-brand name and leaving rest of the keyword unmodified. For maximum efficiency, you can modify specific model names, sizes, or colors, as well, to more closely match the products you offer.
  • Here you can see the ways in which modified broad match is similar to regular broad match AND the ways in which modified broad match is similar to phrase and exact.For multi-word keywords the plus can be added to one or all of the words. This is how modified broad match provides great reach with increased control over broad match.
  • As you implement broad match modifier it is important to aware of a few things…First – In existing campaigns, avoid overwriting existing keywords – create new onesThere are a few reasons why…Maintain option to bid optimize for each keyword/match type comboUncertain performance of new keywordsChanging existing broad match keywords does not “preserve their quality score” allowing a better starting pointSuddenly changing existing broad match keywords could negatively affect campaign volume
  • Implementing broad match modifier is simple. Add a plus sign in front of the word that you want to expand. This can be done through the AdWords front end UI, AdWords Editor, or via an API.

Christi olson-sitelinks and broad match modifier Christi olson-sitelinks and broad match modifier Presentation Transcript

  • 1
    Google One-line Sitelinks
  • 2
    What is Ad Sitelinks?
    Ad Sitelinks is a new feature of AdWords that allows you to attract more users and move them further down the purchase funnel by providing additional links to content deeper within your sites.
    Example of Ad Sitelinks formats:
    Two-line format (for exceptionally high quality ads where one
    ad provides the ‘best’ answer)
    One-line format (for high quality ads, can appear for multiple
    ads on the same page.)
  • Introducing One-line Ad Sitelinks
    One-line Ad Sitelinks is an extension of the current Ad Sitelinks functionality that allows far more advertisers to leverage the benefits of the Ad Sitelinks format.
    One-line Ad Sitelinks is an extension of the current Ad Sitelinks functionality that allows far more advertisers to leverage the benefits of the Ad Sitelinks format.
    3
    Product Name
  • 4
    What value does this product deliver to you?
  • Online Conversions:Increase your click-through rates on more of your high performing ads.  With the one-line format, you can take advantage of the CTR increase on more than just brand terms.  
    Increase your conversion rates by shortening the path to conversion.  With the one-line format, users still get up to 4 additional URLs that can direct them to pages that directly match their current interests.
    Brand Awareness:
    Increase the opportunity for brand messaging by increasing your brand's presence on more generic queries.  
    Ad Sitelinks Support Online Conversions & Brand Awareness
    5
    One-line Ad Sitelinks
  • 6
    Best Practices
    1Consider breaking out campaigns into more specific sub-groups
    2 Use high-level sitelinks that apply across the campaign to promote site-wide specials and deals (eg. Free shipping, holidays, clearances)
    3Rotate sitelinks in your campaigns to determine the best overall performing links
    4Use tracking parameters for the sitelink URLs to track at the sitelink level
    5 Get performance statistics on ads that show with Ad Sitelinks in the new Extensions Tab, including data on clicks and impressions
  • 7
    Broad Match Modifier
  • What is the basic functionality of this product?
    8
    More Control
    Broad Match
    New keyword targeting feature that delivers greater reach than Phrase Match
    & more control than Broad Match
    More Volume
    Broad Match Modifier
    Exact Match
    Phrase Match
    Broad Match Modifier
    8
  • What value does this product deliver to me?
    Modified Broad Match keywords can deliver more clicks and conversions at an attractive ROI, especially if you primarily use Exact and Phrase Match keywords
    Reasons to use broad match modified
    1
    Great opportunity for increased clicks and conversions (saw a 20% increase in clicks and conversions on average)
    Modified Broad Match keywords have ROI close to Phrase Match
    2
    Operational Best Practices
    f1. Create new modified broad match keywords (rather than replacing existing keywords), then optimize.
    2. For max volume, use + on essential words (brands, destinations, product descriptors) in each keyword only.
    6
    Broad Match Modifier
  • Industry-specific Best Practices: Retail & Tech
    Modify brand / sub-brand term
    Examples:
    Maximize
    Traffic
    Efficiency
    10
  • Like Broad
    Like Phrase/Exact
    11
  • Broad Match Modifier Best Practices
    1) If converting large volumes of keywords, use the bulk tool:
    2) In existing campaigns, avoid overwriting existing keywords –
    create new ones
    3) Don’t overlook keyword negatives
    4) Broad match without modifiers still useful for maximum reach
    5) Space matters + nike + shoes +nike +shoes
    6) In Excel #NAME? appear where keywords begin with a plus sign
    You should Replace All: =+ with + Format columns as text
    12
  • 13
    Broad Match Modifier Implementation