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Beating Google By Using 
Google 
A Solution To The Close Variant Change 
@AlanMorte - @ThreeVentures
What Is A Close Variant? 
@AlanMorte
A Keyword… 
• Misspelling 
• In Singular or Plural Form 
• Acronyms, Abbreviations, Accents 
@AlanMorte
It Applies To… 
• Phrase Match 
• Exact Match 
• Were Able To Opt Out… 
@AlanMorte
Then Something 
Happened... 
@AlanMorte
August 2014… 
@AlanMorte
Remember Rand From Earlier? 
@AlanMorte
A Middle Finger To Us! 
@AlanMorte
From Big Brother… 
@AlanMorte
Oh Hell No… 
@AlanMorte
Okay, Calming Down… 
@AlanMorte
The “Sophisticated” Trend… 
@AlanMorte
Sophistication Means Work… 
• Negative Keywords Mean Time… 
• Time Means Work… 
• And There’s An Issue… 
@AlanMorte
All PPC Marketers 
Sophisticated? 
@AlanMorte
Probably Not… 
Sophistication = Work 
@AlanMorte
Let Me Justify First… 
• You Tested This 
• You Didn’t Test This 
• But You Still Googled For Conformation… 
@AlanMorte
And Found Data Like This… 
@AlanMorte 
Source: resources.spyfu.com/loss-exact-match-sad-losing-phrase-match-will-torpedo-p...
And This… 
@AlanMorte 
Source: resources.spyfu.com/loss-exact-match-sad-losing-phrase-match-will-torpedo-profits
And Realized, Oh Shit! 
@AlanMorte
This Is Going To Impact Me… 
• I Need To Regain Control 
• I Have To Use Negative Keywords 
• This Time I’m Going To Stick...
Isn’t That What We 
Always Say? 
@AlanMorte
PPC Managers Go To 
Less Control = More Negative Keywords 
@AlanMorte
And Monday Comes… 
@AlanMorte
You Login To Adwords 
• Look At Search Query Data For One Campaign, Ad 
Group, Or Keyword 
• Page Loads Take Forever 
• An...
That’s Sophisticated?! 
@AlanMorte
Not! 
@AlanMorte
What’s Your Take, Alan? 
@AlanMorte
Sophistication Is A Big 
Word… 
@AlanMorte
The Wrong Word… 
@AlanMorte
Because We Forgot To K.I.S.S… 
• Manage Negative Keywords Effectively 
• Can’t Be Limited To The Interface 
• Need To Thin...
What’s Another Way To 
Get Search Query Data… 
@AlanMorte
Use … 
@AlanMorte
To Beat … 
@AlanMorte
With The Adwords API 
@AlanMorte
What If I… 
• Have Never Worked With The API 
• Am Not A Programmer 
• Am On A Budget 
@AlanMorte
Stop Trying To Be 
Sophisticated… 
@AlanMorte
Think Simple… 
@AlanMorte
And Use A Tool… 
@AlanMorte
Like Super Metrics Data 
Grabber! 
(Which I have no affiliation with) 
@AlanMorte
Super Metrics Data Grabber 
• Excel Application 
• Pulls Adwords API Data & Inserts Into A CSV 
• Includes One Click Autom...
Alan, English Please. 
@AlanMorte
You Get Search Term Data For… 
• Any Campaign 
• Any Adgroups / Keywords 
• Any Account, or Accounts 
@AlanMorte
All In One Report 
@AlanMorte
Update With One Click 
@AlanMorte
Now That’s Simple 
@AlanMorte
What You’ll Need 
• $39 / MO 
• An Adwords ID (Use MCC for multi-account access) 
• Excel (Windows or Mac) 
@AlanMorte
Before We Start… 
@AlanMorte
What’s Your Plan? 
@AlanMorte
For Account Strategy… 
• For Who? 
• What Are The Goals? 
• What Are The Search Query KPIs? 
@AlanMorte
And… 
@AlanMorte
For Excel Automation? 
• Review Column? (Yes!) 
• Conditional Formatting To Shorten Analysis?(Yes!) 
@AlanMorte
Let’s Get Started… 
@AlanMorte
Super Metrics Data 
Grabber How To 
@AlanMorte
Getting Started – Step 1 
• What Metrics Do I Need? 
• How Often Will I Be Reviewing? 
• Do I Separate Keywords With & Wit...
Getting Started – Step 2 
• Go To: threev.co/DataGrabber 
• Download 
• Open 
@AlanMorte
And See This… 
@AlanMorte
Authentication – Step 3 
• Login With A Google Account 
• Select Google Adwords Module 
@AlanMorte
Account Selection – Step 4 
@AlanMorte
Metrics & Dimensions – Step 5 
@AlanMorte
Dates, Filters, & Data – Step 6 
@AlanMorte
Review & Verify – Step 7 
@AlanMorte
Excel ‘If’ Function – Review 
Column -Step 8 
@AlanMorte
Excel Conditional Formats - Step 
9A 
@AlanMorte
Excel Conditional Formats – Step 
9B 
@AlanMorte
Excel Conditional Formats - Step 
9C 
@AlanMorte
Final Product Looks Like… 
@AlanMorte
Build Out As Needed & 
On Mondays… 
@AlanMorte
One Click Updates It All… 
@AlanMorte
So What About Bing? 
@AlanMorte
There’s A Module For That… 
@AlanMorte
But Does It Really Work? 
@AlanMorte
10/2014 - 22K Clicks & 491K Impr. 
@AlanMorte
Data Says Yes… 
• Increased ROI 25.32% 
• Lowered Cost Per Conversion 5.33% 
• Lowered Cost 14.45% 
• Increased Conversion...
And There’s A Blog Post 
@AlanMorte
Links 
• How To Blog Post – threev.co/SOSBeatGoogle 
• Data Shown In Test – threev.co/DataSource 
• Super Metrics Tool – t...
Thank You! 
@AlanMorte
Beating Google By Using 
Google 
A Solution To The Close Variant Change 
@AlanMorte - @ThreeVentures
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Beating Google By Using Google - A Solution To The Adwords Close Variant Change

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Alan’s presentation “Beating Google By Using Google” and this post, is meant to help PPC managers regain some of the lost control from the recent Adwords change. The twist is that this solution saves you time and regains the the lost control inside of Adwords.

Published in: Marketing
  • Hi Christi, we talked briefly about this after the presentation. In short, for large accounts, you can do this with some excel 'cleverness'. However, most of our conversation I thought was about a previous session that you watched where the presenter said that they did this with some sort of script (Excel or other). Such a tactic is really technical. For my presentation, I wanted to focus on a less complex and simple solution that knocks out automating 90% of search query monitoring that PPC managers should perform. However, would be happy to collaborate with you on a solution to your question.
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  • Hi Alan --- Am I remembering correctly that during the presentation you also showed or talked about breaking search queries into a bazillion parts and then creating a new reference chart to show the common terms/phrases that should be negative matched. E.G. query = "how do I sign up for a free account" could be broken into two or three word phrases and I might find that "how do I" and "free account" should be broad negatives across the board if they aren't hitting my performance goals. Was that you during SOS?
       Reply 
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    Your message goes here
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Beating Google By Using Google - A Solution To The Adwords Close Variant Change

  1. 1. Beating Google By Using Google A Solution To The Close Variant Change @AlanMorte - @ThreeVentures
  2. 2. What Is A Close Variant? @AlanMorte
  3. 3. A Keyword… • Misspelling • In Singular or Plural Form • Acronyms, Abbreviations, Accents @AlanMorte
  4. 4. It Applies To… • Phrase Match • Exact Match • Were Able To Opt Out… @AlanMorte
  5. 5. Then Something Happened... @AlanMorte
  6. 6. August 2014… @AlanMorte
  7. 7. Remember Rand From Earlier? @AlanMorte
  8. 8. A Middle Finger To Us! @AlanMorte
  9. 9. From Big Brother… @AlanMorte
  10. 10. Oh Hell No… @AlanMorte
  11. 11. Okay, Calming Down… @AlanMorte
  12. 12. The “Sophisticated” Trend… @AlanMorte
  13. 13. Sophistication Means Work… • Negative Keywords Mean Time… • Time Means Work… • And There’s An Issue… @AlanMorte
  14. 14. All PPC Marketers Sophisticated? @AlanMorte
  15. 15. Probably Not… Sophistication = Work @AlanMorte
  16. 16. Let Me Justify First… • You Tested This • You Didn’t Test This • But You Still Googled For Conformation… @AlanMorte
  17. 17. And Found Data Like This… @AlanMorte Source: resources.spyfu.com/loss-exact-match-sad-losing-phrase-match-will-torpedo-profits
  18. 18. And This… @AlanMorte Source: resources.spyfu.com/loss-exact-match-sad-losing-phrase-match-will-torpedo-profits
  19. 19. And Realized, Oh Shit! @AlanMorte
  20. 20. This Is Going To Impact Me… • I Need To Regain Control • I Have To Use Negative Keywords • This Time I’m Going To Stick To It… @AlanMorte
  21. 21. Isn’t That What We Always Say? @AlanMorte
  22. 22. PPC Managers Go To Less Control = More Negative Keywords @AlanMorte
  23. 23. And Monday Comes… @AlanMorte
  24. 24. You Login To Adwords • Look At Search Query Data For One Campaign, Ad Group, Or Keyword • Page Loads Take Forever • And Then 12PM Comes & You’re Not Done… @AlanMorte
  25. 25. That’s Sophisticated?! @AlanMorte
  26. 26. Not! @AlanMorte
  27. 27. What’s Your Take, Alan? @AlanMorte
  28. 28. Sophistication Is A Big Word… @AlanMorte
  29. 29. The Wrong Word… @AlanMorte
  30. 30. Because We Forgot To K.I.S.S… • Manage Negative Keywords Effectively • Can’t Be Limited To The Interface • Need To Think Simple, Easy @AlanMorte
  31. 31. What’s Another Way To Get Search Query Data… @AlanMorte
  32. 32. Use … @AlanMorte
  33. 33. To Beat … @AlanMorte
  34. 34. With The Adwords API @AlanMorte
  35. 35. What If I… • Have Never Worked With The API • Am Not A Programmer • Am On A Budget @AlanMorte
  36. 36. Stop Trying To Be Sophisticated… @AlanMorte
  37. 37. Think Simple… @AlanMorte
  38. 38. And Use A Tool… @AlanMorte
  39. 39. Like Super Metrics Data Grabber! (Which I have no affiliation with) @AlanMorte
  40. 40. Super Metrics Data Grabber • Excel Application • Pulls Adwords API Data & Inserts Into A CSV • Includes One Click Automation @AlanMorte
  41. 41. Alan, English Please. @AlanMorte
  42. 42. You Get Search Term Data For… • Any Campaign • Any Adgroups / Keywords • Any Account, or Accounts @AlanMorte
  43. 43. All In One Report @AlanMorte
  44. 44. Update With One Click @AlanMorte
  45. 45. Now That’s Simple @AlanMorte
  46. 46. What You’ll Need • $39 / MO • An Adwords ID (Use MCC for multi-account access) • Excel (Windows or Mac) @AlanMorte
  47. 47. Before We Start… @AlanMorte
  48. 48. What’s Your Plan? @AlanMorte
  49. 49. For Account Strategy… • For Who? • What Are The Goals? • What Are The Search Query KPIs? @AlanMorte
  50. 50. And… @AlanMorte
  51. 51. For Excel Automation? • Review Column? (Yes!) • Conditional Formatting To Shorten Analysis?(Yes!) @AlanMorte
  52. 52. Let’s Get Started… @AlanMorte
  53. 53. Super Metrics Data Grabber How To @AlanMorte
  54. 54. Getting Started – Step 1 • What Metrics Do I Need? • How Often Will I Be Reviewing? • Do I Separate Keywords With & Without Conversions? @AlanMorte
  55. 55. Getting Started – Step 2 • Go To: threev.co/DataGrabber • Download • Open @AlanMorte
  56. 56. And See This… @AlanMorte
  57. 57. Authentication – Step 3 • Login With A Google Account • Select Google Adwords Module @AlanMorte
  58. 58. Account Selection – Step 4 @AlanMorte
  59. 59. Metrics & Dimensions – Step 5 @AlanMorte
  60. 60. Dates, Filters, & Data – Step 6 @AlanMorte
  61. 61. Review & Verify – Step 7 @AlanMorte
  62. 62. Excel ‘If’ Function – Review Column -Step 8 @AlanMorte
  63. 63. Excel Conditional Formats - Step 9A @AlanMorte
  64. 64. Excel Conditional Formats – Step 9B @AlanMorte
  65. 65. Excel Conditional Formats - Step 9C @AlanMorte
  66. 66. Final Product Looks Like… @AlanMorte
  67. 67. Build Out As Needed & On Mondays… @AlanMorte
  68. 68. One Click Updates It All… @AlanMorte
  69. 69. So What About Bing? @AlanMorte
  70. 70. There’s A Module For That… @AlanMorte
  71. 71. But Does It Really Work? @AlanMorte
  72. 72. 10/2014 - 22K Clicks & 491K Impr. @AlanMorte
  73. 73. Data Says Yes… • Increased ROI 25.32% • Lowered Cost Per Conversion 5.33% • Lowered Cost 14.45% • Increased Conversion Rate 17.85% @AlanMorte
  74. 74. And There’s A Blog Post @AlanMorte
  75. 75. Links • How To Blog Post – threev.co/SOSBeatGoogle • Data Shown In Test – threev.co/DataSource • Super Metrics Tool – threev.co/DataGrabber @AlanMorte
  76. 76. Thank You! @AlanMorte
  77. 77. Beating Google By Using Google A Solution To The Close Variant Change @AlanMorte - @ThreeVentures

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