Get Organized!Organize Your PPC Campaign for Success                         #organizePPC
trada.com            #organizePPC
Anna Sawyer,Marketing Manager andSuper Organized Person  @annafsawyer                         trada.com
Why get organized?Follow me on Twitter!: @annafsawyer   trada.com
Why is campaignorganization important?                          Organized campaign =                          better Quali...
If your campaign is            disorganized?                                      You’ll lose ad                          ...
Campaign structureFollow me on Twitter!: @annafsawyer   trada.com
Account      Campaign                       CampaignAd group   Ad group             Ad group   Ad groupkeywords   keywords...
E-commerce example
Account:                                           ThinkGeek             Campaign:                                        ...
Ad group architectureFollow me on Twitter!: @annafsawyer   trada.com
Ad groups are thefoundation of a successfulsearch marketing campaign.
Essential practices for       ad group structure                                      Look for themes in                  ...
Essential practices for       ad group structure                                      Use specific keywords                ...
Essential practices for       ad group structure                                      Keep ad groups very                 ...
How should you organize   your ad groups?                          product       theme                          concept   ...
How should you organize   your ad groups?                            product       themeSnike Air Pegasus Mens     Running...
How should you organize   your ad groups?                           product       theme   Snike red running         shoes ...
How should you organize   your ad groups?                           product       theme   Shoes for running               ...
How should you organize   your ad groups?                          product       theme    Running shoes    Jogging shoes  ...
How should you organize   your ad groups?       Short    Running shoes         product       theme     Snike shoes        ...
How should you organize   your ad groups?                          product       theme    Awareness   Shoes for running   ...
How should you organize   your ad groups?    Comparison                            product       themeSnike running shoes ...
How should you organize   your ad groups?                          product       theme       Direct  Snike Air Pegasus    ...
Be creative!              Ad group:               Barefoot is for Cavemen                                      Modern huma...
The truth about mixing           match typesFollow me on Twitter!: @annafsawyer   trada.com
Match types              broad match               keywords          “phrase                                  match       ...
Ads could show forBroad match:   any of the following:   shoes                     shoes to buy               tips for rep...
Ads could show for  Phrase match:   any of the following:“running shoes”                    buy running shoes             ...
Ads will show for the   Exact match:        following:[running shoes]                      running shoes
Mixing match types:                                      Don’t mix keywords                                      using all...
Think of it like this.                         Broad match is great                         for testing the waters.       ...
Build out your negative            keyword listFollow me on Twitter!: @annafsawyer   trada.com
Negative keywords                    Include negative                    keywords in your                    campaign to e...
Ad group:      Negative keywords:Running shoes                - used                - reviews                - repair
Negative keywordsmake an ad group more       focused.                        Use the search queries                       ...
Search Queries Report
Reorganize a failing campaignFollow me on Twitter!: @annafsawyer   trada.com
A complete campaignreorganization can takea failing campaign andrejuvenate it.
How do campaigns fail?                         click prices                          too high                         not ...
Consider  separating adgroups to create    Break ad groups down   even more        more finely by theme,targeted ad copy.  ...
Constantly rewrite   Write new ads forand test ads (4 at   your new ad groups -     a time).        and keep writing them!...
Constantly rewrite  and test landing    pages. Audit     For an impeccably- landing pages for   optimized landingSEO, whic...
Use the first   page bid        Changing yourestimate tool      campaign structure can to help ensure    affect your bid pr...
Remember that small changes candrastically improve your campaign, anda complete overhaul will save you time      and money...
TRADA PRESENTSClick Fraud!How it happens,how you’re protected,what you can do Thursday, Jan 12
Here’s where we take two  minutes to show you howTrada can help you scale your      online advertising... and it doesn’t c...
Trada has thousands of online advertisingexperts who do PPC and Facebook ads for you.
Multiple experts workon your campaign at   the same time.       You get: Diversity of thinkingConstant optimizationMultipl...
Turbine: a Trada Client
Turbine: a Trada Client                          CAMPAIGN STATS:                          Paid Search Experts: 15         ...
Turbine: a Trada Client                          “The Trada marketplace quickly                           made me comforta...
Time for questions!                       @annafsawyer For more information or to schedule a Trada demo, email            ...
Internet            Ads UpdateLove Trada’s content? Anna and frequent conspirator  Matt Hessler release a weekly-ish fast-...
Time for questions!                       @annafsawyer For more information or to schedule a Trada demo, email            ...
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[WEBINAR] Organize Your PPC Campaign for Success

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Thoughtful campaign organization is essential to success as a paid search marketer. Learn how to set up your campaign right from the start - or reorganize a campaign that needs work - and pay less for clicks while getting a better ad position! Learn exactly how to organize your PPC campaign to save time and deliver a better ROI.

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[WEBINAR] Organize Your PPC Campaign for Success

  1. 1. Get Organized!Organize Your PPC Campaign for Success #organizePPC
  2. 2. trada.com #organizePPC
  3. 3. Anna Sawyer,Marketing Manager andSuper Organized Person @annafsawyer trada.com
  4. 4. Why get organized?Follow me on Twitter!: @annafsawyer trada.com
  5. 5. Why is campaignorganization important? Organized campaign = better Quality Score Better Quality Score = lower click prices higher ad position better results
  6. 6. If your campaign is disorganized? You’ll lose ad position, pay more, and get fewer clicks Your competitors will beat you in traffic and pay lessFollow me on Twitter!: @annafsawyer trada.com
  7. 7. Campaign structureFollow me on Twitter!: @annafsawyer trada.com
  8. 8. Account Campaign CampaignAd group Ad group Ad group Ad groupkeywords keywords keywords keywords & ads & ads & ads & ads
  9. 9. E-commerce example
  10. 10. Account: ThinkGeek Campaign: Campaign: Apparel ToysAd group: Ad group: Ad group: Ad group:Rock Guitar Shirts Drum Machine Shirts Giant Plush Microbes Gyroscopes keywords keywords keywords keywords & ads & ads & ads & ads
  11. 11. Ad group architectureFollow me on Twitter!: @annafsawyer trada.com
  12. 12. Ad groups are thefoundation of a successfulsearch marketing campaign.
  13. 13. Essential practices for ad group structure Look for themes in keyword lists Reorganize general ad groups Ad text should be relevant to every keywordFollow me on Twitter!: @annafsawyer trada.com
  14. 14. Essential practices for ad group structure Use specific keywords with specific ad text Use general keywords with general ad textFollow me on Twitter!: @annafsawyer trada.com
  15. 15. Essential practices for ad group structure Keep ad groups very small. 10-20 keywords is standard. Write multiple ads for each ad group (we suggest 4)Follow me on Twitter!: @annafsawyer trada.com
  16. 16. How should you organize your ad groups? product theme concept terminology point in tail size buying cycle
  17. 17. How should you organize your ad groups? product themeSnike Air Pegasus Mens Running Shoe concept terminologySnike Sloop 2 Mens Trail Running Shoe point in tail size buying cycle
  18. 18. How should you organize your ad groups? product theme Snike red running shoes concept terminology Snike red trail runners point in tail size buying cycle
  19. 19. How should you organize your ad groups? product theme Shoes for running concept terminology Shoes for trail running point in tail size buying cycle
  20. 20. How should you organize your ad groups? product theme Running shoes Jogging shoes Shoes for sprinters Footwear concept terminology Trainers Kicks Treads point in tail size buying cycle
  21. 21. How should you organize your ad groups? Short Running shoes product theme Snike shoes Long concept terminology Where can I buy running shoes online point inDiscount Snike running tail size buying cycle shoes on the web
  22. 22. How should you organize your ad groups? product theme Awareness Shoes for running concept terminology Running shoes point in tail size buying cycle
  23. 23. How should you organize your ad groups? Comparison product themeSnike running shoes price Snike running shoes concept terminology cheapBest Snike running shoes point in tail size buying cycle Best shoes for running 10K
  24. 24. How should you organize your ad groups? product theme Direct Snike Air Pegasus concept terminology Mens Running Shoe size 10 point in tail size buying cycle
  25. 25. Be creative! Ad group: Barefoot is for Cavemen Modern humans have the Snike Air Pegasus. Barefoot Running Free Shipping and Returns! tradashoes.com/SnikeFollow me on Twitter!: @annafsawyer trada.com
  26. 26. The truth about mixing match typesFollow me on Twitter!: @annafsawyer trada.com
  27. 27. Match types broad match keywords “phrase match keywords” [exact match keywords]
  28. 28. Ads could show forBroad match: any of the following: shoes shoes to buy tips for repairing shoes shoes for horses bowling shoes
  29. 29. Ads could show for Phrase match: any of the following:“running shoes” buy running shoes running shoes for kids recycle running shoes
  30. 30. Ads will show for the Exact match: following:[running shoes] running shoes
  31. 31. Mixing match types: Don’t mix keywords using all three match types in one ad group.Follow me on Twitter!: @annafsawyer trada.com
  32. 32. Think of it like this. Broad match is great for testing the waters. Move what’s working into a “phrase match” ad group. Use [exact match] for keywords that convert - and bid high.
  33. 33. Build out your negative keyword listFollow me on Twitter!: @annafsawyer trada.com
  34. 34. Negative keywords Include negative keywords in your campaign to ensure that your ad won’t appear when a searcher types in a certain term.
  35. 35. Ad group: Negative keywords:Running shoes - used - reviews - repair
  36. 36. Negative keywordsmake an ad group more focused. Use the search queries report to brainstorm more negative keywords.
  37. 37. Search Queries Report
  38. 38. Reorganize a failing campaignFollow me on Twitter!: @annafsawyer trada.com
  39. 39. A complete campaignreorganization can takea failing campaign andrejuvenate it.
  40. 40. How do campaigns fail? click prices too high not spending budget poor ad position
  41. 41. Consider separating adgroups to create Break ad groups down even more more finely by theme,targeted ad copy. and remove poorly- performing keywords. trada.com
  42. 42. Constantly rewrite Write new ads forand test ads (4 at your new ad groups - a time). and keep writing them! Ad testing is immensely beneficial and gives you great data. trada.com
  43. 43. Constantly rewrite and test landing pages. Audit For an impeccably- landing pages for optimized landingSEO, which can be page, each ad group a good indicator has a distinct landing of landing page page. quality. trada.com
  44. 44. Use the first page bid Changing yourestimate tool campaign structure can to help ensure affect your bid pricing. that your Always consult the bid keywords are estimate tool - but priced to serve remember, it’s not ads on the first infallible. page. trada.com
  45. 45. Remember that small changes candrastically improve your campaign, anda complete overhaul will save you time and money in the long run. trada.com
  46. 46. TRADA PRESENTSClick Fraud!How it happens,how you’re protected,what you can do Thursday, Jan 12
  47. 47. Here’s where we take two minutes to show you howTrada can help you scale your online advertising... and it doesn’t cost any more than if you were to run PPC or Facebook ads campaigns yourself. trada.com
  48. 48. Trada has thousands of online advertisingexperts who do PPC and Facebook ads for you.
  49. 49. Multiple experts workon your campaign at the same time. You get: Diversity of thinkingConstant optimizationMultiple ad networks
  50. 50. Turbine: a Trada Client
  51. 51. Turbine: a Trada Client CAMPAIGN STATS: Paid Search Experts: 15 Conversion Rate: 20% increase Click-Through Rate: 40% increase Cost-per-Conversion: 16% reduction
  52. 52. Turbine: a Trada Client “The Trada marketplace quickly made me comfortable enough to ‘take my hands off the wheel’ on paid search. Trada’s paid search experts know our industry lingo and are running on all cylinders, driving high volumes to our Dungeons & Dragons online gaming service.” – Chase Huber Director, Advertising
  53. 53. Time for questions! @annafsawyer For more information or to schedule a Trada demo, email sfox@trada.com trada.com
  54. 54. Internet Ads UpdateLove Trada’s content? Anna and frequent conspirator Matt Hessler release a weekly-ish fast-paced podcast with practical tips for understanding and capitalizing on current trends in online advertising.Search for Trada in the iTunes store and subscribe! It’s free!
  55. 55. Time for questions! @annafsawyer For more information or to schedule a Trada demo, email sfox@trada.com trada.com
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