#1 – The Search and Display networks are entirely different animals, and Quality Score is calculated differently for each, which we’ll discuss a little later in this presentation. So, it’s definitely in your best interest in terms of easier management to split these out, and it’s in the account’s best interest because you’ll be able to optimize performance better when they’re split out separately. #2 – You can model your PPC account structure after the structure of your website
Depending on how many products you have within each category, you could actually break this out even further, so you could actually have a campaign called flat screen TVs (as opposed to an ad group) and then your ad groups within each could be broken out by brand or even my size of TV.
#1 – We generally recommend the Standard ad delivery method, because this method allows your ads to be shown evenly throughout the day– this way you’ll be able to run true ad tests to know which messages are working best for your audience. Accelerated can be a good option if you don’t have a campaign budget cap because then you can increase your impression share. If you have a campaign budget cap and set this to accelerated however, you might be missing out on valuable leads later in the day; additionally, you won’t be able to accurately evaluate day parting data.
*We recommend setting your ads to Rotate to allow for more accurate ad testing. This setting does take a little more manual work because approximately every 60 days you have to run an ad report and review each ad group’s data, pausing ads and making changes where needed. If you’re adding in new ad text, it might not get a fair chance to show if you have your settings set to optimize for clicks. In terms of the optimize for conversions option, this became an important point for me in regards to one of my clients – they were testing short form landing pages vs. long form landing pages. The account was originally running landing pages with long forms only. Once I added in the new ads with the short form landing pages, if I had my campaigns set to optimize for conversions, the new ads with the short form landing pages likely wouldn’t have gotten a fair chance for testing, as the older, more established ads with long form landing pages would have been favored and shown more often. As a result, I wouldn’t have had a true and accurate test.
All right, so those were a few of our best practices in terms of account structure and settings. If you’re having issues with low Quality Score and you’re not implementing the best practices we’ve been talking about up to this point, I recommend starting with those first. But now I want to shift the focus to how to actually estimate an account-level Quality Score. #2 – The example we’re going to use for this step-by-step guide on estimating your account-level QS is based on a case study that was done on an account here at Hanapin….(talk about the table) – Looking at your keyword snapshot will give you a good idea of whether or not a low Quality Score is an account-wide problem; for this account, it was.
#1 - …so, whether low QS is an account-wide problem for your account or a campaign-level problem, viewing your keyword data this way will help you know where to start with restructuring.
In this case study, the Branded campaign was actually the biggest low Quality Score culprit. It had one ad group, which isn’t necessarily a problem if all the keywords are closely related, but in this case they weren’t. This ad group had 27 keywords and the Quality Scores ranged from 3 to 7. …So, you can see that some keywords..
#1 – AdWords only collects data when a user’s search query matches exactly to a keyword and the QS of the exact match is then shared with the broad and phrase match versions. So why bother with all match types? Because this way you can see which one gives you a better ROI – bidding higher on match types that receive more clicks and reducing bids on others will improve your CTR which is a main factor of Quality Score – in our case study, the Branding campaign we just looked at only had broad and exact match keywords – no phrase match which didn’t make a lot of sense because this was a smaller-budget account - and a word of caution – be careful with broad match keywords in smaller budget accounts – you might find that phrase and exact and/or modified broad utilize the small budget more effectively. So, in our case study, phrase match keywords were added to the Branding campaign.
Another reason to utilize broader match types is the impression threshold – this is something we learned about from one of our Google reps when we were writing our Ultimate Guide to Quality Score a few months ago. You can find this guide on our blog, www.ppchero.com. So, with the impression threshold, a keyword’s Quality Score is based on its historic performance on Google.com until it achieves a significant number of impressions in your account (and a significant number of impressions was described to us as a high number, in the multiple of thousands). ….So, until keywords reach the impression threshold, there’s little that can be done to influence their Quality Score, and they will initially be given a baseline QS based on the account’s history – they won’t be given their own QS until they reach the threshold, so (read text on slide)
So, the first tip in good account structure is utilizing all match types, or at least you should be open to testing them. The second tip is to put keywords in your ad copy. In our case study, there were three ads running in the Branded campaign, and they all contained keywords. So, the only task was to create ads for the new URL ad group – at this point, you can run an ad performance report and sort by CTR and pull some of your highest CTR messages for the new ad groups, you can write completely new ads and you can even try experimenting with Dynamic Keyword Insertion.
And our third tip is to…(whole slide) In our account example, we were in a boat that some of you might be in where we don’t have control over the PPC landing pages. So we did a landing page review – we ran a destination URL report. Then we created a list with each unique landing page by setting an advanced filter for the destination URL column.
Here, you can choose to either filter the list in the current column or copy to another location. In this case study we copied it; the List Range in that first box is simply your destination URL column and then select “Unique record only.” This will give you one list of the different landing pages your ads are going to.
Next, you can go through the text on each landing page and record the keywords, like is shown in the screen shot. This could be very time consuming if you have a large account and many landing pages, but in this study, there were only a handful of landing pages, and organizing the keywords in this way made it easier to see which landing pages the different ad groups should be pointing to.
We let the restructured Branded campaign run for about a week. When we checked back, we saw these results - The keywords highlighted in yellow are those that had been moved from the original Branded ad group…12 of those 18 keywords had a higher Quality Score, and that was after only a week.
Quality Score is mostly important because it affects your ad rank, whether on the Search or Display Network (talk about formulas)…so, the lower your QS the higher your bid will have to be to get into top ad spots
The criteria for determining these quality scores is different. Also, these networks are so different and perform differently so it would be almost impossible for Google to have them affect each other; your performance on one won’t affect your performance on the other. On the surface, this would seem to be true, but Quality Score is actually adjusted to compensate for ad position differences. Google considers the fact that higher positions naturally generate a higher CTR than lower positions, so they compensate for this by adjusting their formula to break up the self-reinforcing nature of those higher positions.This also isn’t true. According to Google, whether you pause, delete, or restructure an account element, their historical performance will still affect your account history. Even though adjusting these items won’t erase an account’s history, Google still recommends that you delete poor performing keywords and ads b/c it will prevent them from further negatively affecting your account history in the future. As more performance data is accrued over time, the negative affects of these poor-performing elements will decrease, but they will never go away completely.
#1 – you might find that image ads do better than text ads on some sites, or that alternate image ad sizes do better than others – you’ll definitely want to have all your bases covered, especially since some sites don’t allow image ads. The more options you have the more tests you can run to help improve your CTR.#2 – Evaluating this metric will help you understand how your ads are performing against others on the same sites – Relative CTR is calculated by taking the DN campaign’s CTR and dividing that by the CTR of the other ads running in the same places. A low relative CTR can hurt your DN QS. If yours needs to be improved, start by reviewing for potential exclusions, revamping your ads, including negative keywords, and utilizing contextual targeting.#3 – Have you made recent landing page changes? Are any of your destination URLs broken? In our Ultimate Guide to Google AdWords Quality Score, we have a list of items that will break your destination URLs. I’ll provide a link to our blog at the end of this presentation.
#1 – Google considers a slow load time to be the regional average plus three seconds, and if your page’s load time is below this threshold, it could be negatively affecting your Quality Score.#2 –Google considers a low CTR to be less than 1.5%
(last point…) and again this is if your account budget allows, but adding in broad or modified broad match types will help the keywords reach the needed impression threshold to start displaying their own quality score instead of the baseline QS based on the account’s history.
The account was expanded with an additional Display Network campaign, but the bulk of work done in the account was the restructure, so these positive results are mostly attributable to the restructure
So, in conclusion (read first bullet) #1 – don’t just keyword dump – research thoroughly and only add in terms that are very relevant to your market; then, segment out those keywords in a very targeted, themed way#3 – and paying less for top ad spots is a primary goal of PPC advertising
Nov 2011 webinar account structure
Thank you for joining us! The webinar will begin in just a few minutesFeel free to chat questions to the meeting Organizer throughout the webinar. We will leave time at the end to answer as many questions as possible. This webinar is brought to you by:
Tips to Boost Quality Score: Structuring Your Account for Success
Account Structure Basics Create separate Search and Display Network campaigns Create campaigns for each product, service, or around each theme
Estimating Account-Level Quality Score Export all active keywords into Excel and calculate the average Then, sort the keywords into one of AdWords three categories: Poor, OK, or Great
Estimating Account-Level Quality Score Next, you can sort your keyword data by campaign and find the average QS for each. Viewing keyword data this way will help you know where to start with restructuring
Account-Level QS: Case Study1. Take advantage of all match types - You can see which keyword(s) give you a better ROI - You can boost bids on match types that receive more clicks and reduce bids on the others and this will improve your CTR
Account-Level QS: Case Study1. Take advantage of all match types (cont.) - Impression Threshold: If you have a lot of keywords in your account that have very low impressions, these keywords will not be evaluated based on their own Quality Score
Account-Level QS: Case Study2. Put Keywords in ad copy
Account-Level QS: Case Study3. Put keywords on landing pages and link to quality, relevant pages - If you don’t have control over landing pages, do a landing page review
Account-Level QS: Case StudyLanding Page Review
Account-Level QS: Case StudyLanding Page Review
Quality Score Misconceptions1. Display & Search Quality Scores affect each other2. Higher ad position benefits your Quality Score3. Deleting or restructuring low QS elements erases their history
Tips for Improving Quality Score Test different ad types Review your relative CTR Check your destination URLs
Tips for Improving Quality Score Check your site speed in Webmaster Tools or Google Analytics Rewrite low CTR ads Ensure top-performing keywords are in your ads
Tips for Improving Quality Score Consider incorporating Dynamic Keyword Insertion (DKI) ads to boost CTR. Conduct an account audit and restructure where needed Consider pausing keywords with a CTR <1.5% with few or no conversions. Create smaller, more tightly themed ad groups Make sure the landing pages are highly relevant Consider adding in broad or modified broad match keywords
Restructure Success This account had not hit lead goal once in 2010 or 2011 An extensive restructure took place in June and July of this year We started by removing duplicate keywords, then worked to make ad groups more niche or moved ad groups into brand new campaigns
Restructure Success From May to June, lead goal % achieved moved from 80.32% to 95.79%, and cost-per-lead decreased 12.07% From June to July, lead goal % achieved moved from 95.79% to 101.26%, and CPL decreased 15.39%
Structure Your Account for Success It’s clear that account structure is a key element in account health and success Review low QS elements using the step-by-step process covered here A higher Quality Score likely means a lower CPC and a higher ad rank
Speakers include:Crystal Anderson Brad Geddes Andrew GoodmanNate Jeo Joe Kerschbaum John LeeKevin Lee Joanna Lord Melissa MackeyElizabethMarsten Marc Poirier Lisa RaehslerMatt Umbro Matt Van Wagner Marty Weintraub Visit www.HeroConf.com for more information!
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