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Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
Using Single Keyword Ad Groups To Drive PPC Performance
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Using Single Keyword Ad Groups To Drive PPC Performance

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A look at how a simplified campaign structure can improve PPC results through top performer single keyword ad group campaigns. From Sam Owen at Hero Conf 2014.

A look at how a simplified campaign structure can improve PPC results through top performer single keyword ad group campaigns. From Sam Owen at Hero Conf 2014.

Published in: Marketing, Technology, Design
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Transcript

  • 1. Driving PPC Performance With Single Keyword Ad Groups April 28-30, 2014
  • 2. Not Really (gasp)
  • 3. First a quick refresher on what we mean by long-tail keywords…
  • 4. LONG-TAIL KEYWORDS
  • 5. WHY NOT HAVE MORE?
  • 6. ACCOUNTS ARE UNWIELDY
  • 7. ACCOUNTS ARE UNWIELDY
  • 8. ACCOUNTS ARE UNWIELDY Most of this stuff is pointless!
  • 9. YOU’RE SPREAD THIN
  • 10. Wasted Time Zone YOU’RE SPREAD THIN
  • 11. 3 REASONS FOR LONG-TAIL 1. AD COPY RELEVANCY Can we really make an ad for “ppc management agency that does display marketing” more relevant than for “ppc management agency display”?
  • 12. 3 REASONS FOR LONG-TAIL 2. CONTROL OVER BIDDING Should you bid up a keyword with 1 click and no conversions in the past month? Should we bid it down?
  • 13. 3 REASONS FOR LONG-TAIL 3. THEY WORK WELL IN YOUR NICHE Dive into your data to see if this is true…
  • 14. CHECK OUT YOUR DATA
  • 15. CASE STUDY Client Goal: Lead Generation for people looking to buy Audi cars
  • 16. 92,606 Keywords 1059 Converting Search Queries 161 Queries With 2+ Conv. (51% of Total) Top 20 Queries = 26% Conversions CASE STUDY
  • 17. 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…
  • 18. 1. START BROAD
  • 19. 1. START BROAD All of our keywords go into normal campaigns like these: We make heavy usage of +modified +broad +match
  • 20. 2. MINE BROAD CAMPAIGNS
  • 21. 2. MINE BROAD CAMPAIGNS Filter Terms With 2+ Conversions
  • 22. 2. MINE BROAD CAMPAIGNS Add into “Top Performers” Campaign Single Keyword Ad Groups
  • 23. 2. MINE BROAD CAMPAIGNS Remember to exclude from your broad campaign
  • 24. 3. OPTIMIZE TOP PERFORMERS
  • 25. TOP PERFORMER CAMPAIGNS
  • 26. RESULT +22% CTR
  • 27. RESULT CPA Cut In Half
  • 28. RESULT 106% More Leads
  • 29. TOP PERFORMERS MEAN… MORE TESTING MEANINGFUL DATA LESS TEDIUM GREATER IMPACT
  • 30. THANK YOU @SamOwenPPC sam.owen@hanapinmarketing.com

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