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The Superhero Utility Belt to Account Structure
- 1. 1WordStream Confidential #WordStreamLive The Superhero Utility Belt to PPC Account Structure Copyright 2016 WordStream, Inc. All rights reserved. #WordStreamLive #SuperPPCTools
- 2. 2WordStream Confidential #WordStreamLive TWEET AWAY • Win a Moto 360 – 2nd Gen for sharing the most tweets of the day! To be eligible, tweets must contain #WordStreamLive
- 3. 3WordStream Confidential #WordStreamLive MEET YOUR PRESENTERS Jacob Coblenz Customer Success, WordStream @MrWordStream Add Photo Francine Rodríguez Customer Success, WordStream @chanchin18 Add Photo Greg Herrmann Customer Success, WordStream @GregoryHerrmann Add Photo #SuperPPC #WordStreamLive
- 4. 4WordStream Confidential #WordStreamLive We join our intrepid heroes as they face their greatest threat ever… a bad PPC account! Bad Structures Budgets No Conversion Tracking! Keyword Research Negatives Ads & Relevancy Secret Bonus
- 5. 5WordStream Confidential #WordStreamLive Account Structure
- 6. 6WordStream Confidential #WordStreamLive Account Structure
- 7. 7WordStream Confidential #WordStreamLive Account Structure Example Jacob’s Supersuit Store Supersuits Super Boots Super Capes Super Masks Tailoring Ripped Capes Burnt Capes Supersuit Tailoring Account Campaigns Ad Groups
- 9. 9WordStream Confidential #WordStreamLive Choosing Your Settings
- 10. 10WordStream Confidential #WordStreamLive Campaign Type • Search • Display • Search w/ Display Select • Shopping • YouTube
- 11. 11WordStream Confidential #WordStreamLive Location and Language Targeting Options • Location: – Country, State, City, Zip Code – Radius – Exclusions • Language: – All Languages – Specific Languages
- 12. 12WordStream Confidential #WordStreamLive Ad Rotation and Delivery Preference • Rotation: – Optimize – Conversion Optimize – Rotate Evenly – Rotate Indefinitely • Delivery: – Standard – Accelerated
- 13. 13WordStream Confidential #WordStreamLive WordStream’s Default Settings:
- 15. 15WordStream Confidential #WordStreamLive Budget and Math!
- 16. 16WordStream Confidential #WordStreamLive Equation for What to Expect Average CPC x Desired # of Clicks = Your Budget
- 17. 17WordStream Confidential #WordStreamLive I Know What I Need to Spend Equation Monthly Expenditure ÷ 30.4 = Daily Budget
- 18. 18WordStream Confidential #WordStreamLive I’m Not Sure How To Allocate My Budget Use a Shared Budget! Google will spread a selected budget across multiple campaigns.
- 19. 19WordStream Confidential #WordStreamLive Conversion Tracking
- 20. 20WordStream Confidential #WordStreamLive • Implementation Support • We can help! • Please bring the following to your call: • Tracking Code • Access to Website Source Code • Thank You Page Identified Implementation for Conversion Tracking: The Wonder Twins!
- 21. 21WordStream Confidential #WordStreamLive Hammer Down Your Conversion Tracking (Mjölnir)
- 22. 22WordStream Confidential #WordStreamLive Keyword Planning
- 23. 23WordStream Confidential #WordStreamLive Keyword Planning
- 24. 24WordStream Confidential #WordStreamLive Keyword Planning
- 25. 25WordStream Confidential #WordStreamLive Keyword Planning
- 26. 26WordStream Confidential #WordStreamLive WordStream’s New Ideas Alert
- 28. 28WordStream Confidential #WordStreamLive Google Keyword Planner
- 29. 29WordStream Confidential #WordStreamLive Google Keyword Planner
- 30. 30WordStream Confidential #WordStreamLive Google Keyword Planner – Multiply Lists Keyword List One Keyword List Two Batman Capes Superman Outfit Red Costume Glitter Cloak Batman capes, Batman outfit, Batman costume, Batman Cloak, Superman Capes, etc.
- 31. 31WordStream Confidential #WordStreamLive • Search By: • Products/Services • Similar Keywords • Landing Pages • Target By: • Location • Language • Network Google Keyword Planner What About Competitors?
- 32. 32WordStream Confidential #WordStreamLive Google Keyword Planner
- 33. 33WordStream Confidential #WordStreamLive Match Type Strategy
- 34. 34WordStream Confidential #WordStreamLive Broad Modified Broad Phrase Exact Keyword Match Types
- 35. 35WordStream Confidential #WordStreamLive Exact Match Type • Exact match keywords will show an ad when the search query exactly matches the keyword or when the search query is a common misspelling or grammatical variant of the keyword: Search Term: “Superman Tickets” Matches Keyword: [Superman Tickets]
- 36. 36WordStream Confidential #WordStreamLive Phrase Match Type • Phrase match keywords will show an ad when the search query includes the phrase of the keyword or when the search query is a common misspelling or grammatical variant of the keyword. Search Term: “DC Superman Tickets” “Superman Tickets Nov 18” Matches Keyword: “Superman Tickets”
- 37. 37WordStream Confidential #WordStreamLive Modified Broad Match Type • Modified Broad match keywords are denoted with plus signs within the AdWords/WordStream interface (example: +Superman +tickets). Search Term: “Tickets for Superman” “DC Superman Tickets” “Superman vs Justice League Tickets” Matches Keyword: +Superman +Tickets
- 38. 38WordStream Confidential #WordStreamLive Broad Match Type • Broad match keywords will show an ad when a search query is contextually similar to the keyword. Search Term: “DC Movie Tickets” “Seats for Superman movie” “Superman Tickets” Matches Keyword: Superman Tickets
- 39. 39WordStream Confidential #WordStreamLive Keyword Match Types Exact Phrase Mod Broad Broad Relevancy Reach
- 41. 41WordStream Confidential #WordStreamLive Negative Keywords
- 42. 42WordStream Confidential #WordStreamLive Negative Keywords Keyword: “Superman Comics” Matches Search Term: “Recycling Superman Comics and paper goods” Keyword: +Superman +Comics Matches Search Term: “Who is the Superman Comics author?” Search Term: “Comic Routine on Superman” MatchesKeyword: Superman Comics If anyone clicks on your ads for these search terms – you’re still charged!
- 43. 43WordStream Confidential #WordStreamLive Negative Match Types Negative Keyword Match Type Explanation Example Example Explanation Negative Exact Search term is not negative keyword -[Comic Routine on Superman] Will not show when someone searches “Comic Routine on Superman.” Negative Phrase Search term does not contain negative keyword exactly - “Who is” Will not show for any terms including “Who is the Superman Comics author?” Negative Broad Search term does not contain any part of the negative keyword - Recycling Goods Will not show for any terms including “Recycling” or “Goods”
- 44. 44WordStream Confidential #WordStreamLive Negative Keywords Client Center (MCC) Account Campaign Ad Group Keywords Ads Ad Group Keywords Ads Campaign Ad Group Keywords Ads Ad Group Keywords Ads Account Campaign Ad Group Keywords Ads
- 45. 45WordStream Confidential #WordStreamLive WordStream’s Negative Keyword Alert
- 46. 46WordStream Confidential #WordStreamLive WordStream’s Negative Keyword Alert
- 47. 47WordStream Confidential #WordStreamLive • QueryStream • Matched By Column • Remove Keywords Already in Account Filter WordStream’s QueryStream INSERT IMAGE OF QUERYSTREAM WITH RED BOX AROUND MATCHED BY COLUMN
- 48. 48WordStream Confidential #WordStreamLive Ad Relevancy
- 49. 49WordStream Confidential #WordStreamLive Let’s Create Super Ads!
- 50. 50WordStream Confidential #WordStreamLive Don’t forget about semantics!
- 51. 51WordStream Confidential #WordStreamLive Ad Structure Ad Relevancy Landing Page Content Ad Text Content Ad Group Theme Meh. YAAS! Higher CTR Better Quality Score More Relevant Traffic More Likely To Convert
- 52. 52WordStream Confidential #WordStreamLive Ad Preview & Diagnosis
- 53. 53WordStream Confidential #WordStreamLive New Expanded Text Ads ETAs are here and you wont be able to create Standard Text Ads after January 2017 WordStream’s ETA Bulk Edit Excel Sheet
- 54. 54WordStream Confidential #WordStreamLive Ad Extensions
- 55. 55WordStream Confidential #WordStreamLive Ad Extensions Checklist Sitelinks Call Callouts Snippets Locations Review Price App
- 56. 56WordStream Confidential #WordStreamLive Importance of Ad Extensions Get more SERP Real Estate Improve Ad Rank Bump up Quality Score Take leads to a specific page Get Phone Calls!
- 57. 57WordStream Confidential #WordStreamLive Sitelink Extensions
- 58. 58WordStream Confidential #WordStreamLive Call Extensions
- 59. 59WordStream Confidential #WordStreamLive Structured Snippets
- 60. 60WordStream Confidential #WordStreamLive Callout Extensions
- 61. 61WordStream Confidential #WordStreamLive Super Secret Bonus
- 62. 62WordStream Confidential #WordStreamLive Bing Ads 31% Market Share Unique Searches on Bing Spend 23% more than the average Internet User Default Search Engine for Siri & Firefox Browser
- 63. 63WordStream Confidential #WordStreamLive Bing Ads Import Tool allows you to bring AdWords into Bing WordStream helps you streamline your workflow
- 65. 65WordStream Confidential #WordStreamLive Always, Always, Always Remember!
- 66. 66WordStream Confidential #WordStreamLive Questions? Email: support@wordstream.com Phone: (617) 963-0555 x2 #SuperPPC #WordStreamLive
Editor's Notes
- POW! You are about to embark on a PPC journey. Grab your capes as we will lurk above Gotham City looking for accounts with bad Structures, budgets that run from our grasps and the worst villain of all… no conversion tracking. *Gasp* Wham! Our heroes find trouble and have to battle the pesky henchmen keywords research and negatives that waste spend! Boom! Time to fight the big boss. Lets fight for Truth, Justice and Ad Relevancy! And what is our journey without a Super Secret Bonus Power!
- Nothing to worry about folks, just your friendly neighborhood Spiderman here to assist us in explaining the different levels of a PPC account as he scales down the account structure skyscraper skyscraper. Lets start at the account level. This is your entire adwords account, and on this level you get to set you email and log in information as well as your billing information, pretty straight forward. At the campaign level this is where you can choose your settings. We will cover settings in more depth in just a few slides.
- Animations for headings.
- As mentioned before, many important settings are set on the Campaign level of an account. We’ll walk you through a few of the most important ones right now. Need animations here so the titles fly in
- Superman and Batman never really run into Captain America and Ironman. Reason being is they are part of separate comic book universes where there are different sets of rules apply for each. The same is true with AdWords when selecting a network for your campaign to target. The first step in creating a campaign is to select the network it targets. A Search Campaign targets the Search Network, which is anytime an Ad appears on a SERP (Search Engine Result Page). On the Display Network businesses instead place display ads (image ads) on a huge network of websites across the internet. Not surprising to many, a Search w/Display Select campaign is a bit of a combination between the two. Super hero tip: We advise to segment search from shopping campaigns, they behave so different that this is considered a best practice at wordstream. Shopping campaigns, often times referred to as a Product Listing Ads, can show up for the shopping network for Google. I’m sure you are more familiar with YouTube ads than you think, those are the ads that appear before videos that you watch on YouTube, I’m sure you all LOVE those ads ;)
- A good way to SHIELD yourself from bad searches is to use Location and Language Targeting. Kind of like the target shape of Captain America’s shield. Location targeting can be set to the whole world, a specific country, state, city and zip code. Or you could also do a radius targeting. I’ve got a client who installs granite countertops and he is not willing to drive more than 3 hours for a job. So he set his radius targeting for a specified amount of miles surrounding his business. This way he knows he wont get searches outside the area he works in. You can also exclude locations which can help you refine your campaigns even further. Language targeting is fairly straight forward, simply choose the language of the users you would like to show ads too. User’s languages are determined by their Google Settings.
- Everyone loves the flash. Why? You mean why not? Hes super fast, pretty much the funniest superhero and he can even run so fast he can turn back time. Sadly, he can’t help us turn back time on an AdWords account. The flash is here to help explain how ad rotation and ad delivery settings work. Ad Rotation is the way Google delivers your ads on the search and display network. If you have multiple ads within a given ad group, your ads will rotate because no more than one ad from your account can show at a time. This is where you can specific how often you’d like the ads in your ad group to be served relative to one another. Ad Delivery: This one is a bit more straight forward, this setting determines how quickly you want Google to use your budget each day. Standard: shows your ads through the entire day, whereas accelerated shows your ads more quickly until your budget is reached.
- Who doesn’t love Gwenyth Paltrow as
- Animations here.
- This is hard to read. This is a fluid formula
- Anyone willing to call me out to see if I was alive when this show came out? Well I was! The Planeteers share a set of powers provided to them by captain planet. They all come together for the common good of the planet. This is true of shared budgets too, one budget shared across multiple campaigns. It’s a great way to find out which of your campaigns may draw more traffic than others, and if so, you can make more data driven decisions when selecting budgets moving forwards for your campaigns.
- Brand new WS conversion tag. Once you place it once, that’s it! Youre all done with tracking codes. Lets say you aren’t ready for remarketing. But in three months you are, at that point there will be no crazy code hacking needed. Simply turn on remarketing in AdWords and your tag is already good to go.
- Make sure to hammer down your conversion tracking utilizing our team.
- So one of Batman’s worst enemies is the Riddler. He constantly befuddles the caped crusader and makes life very difficult! The Riddler is known for creating confusing puzzles and conundrums for Bruce Wayne…errr…Batman to solve.
- Today we are presented with a conundrum and that is, what keywords to use for our account? Beyond that…what match types should we use for these keywords? And further to that…what negative keywords should we apply to save us wasting our money in the keyword research game in the first place?! I already feel like a damsel in distress just thinking about this!
- But fear not Super PPCers…like all smart superheroes, we are coming prepared to this battle of keywords, match types, and negatives. Like Batman, we’ll have our very own PPC Utility Belt! I’ve been taking notes and have already taken some of Jacob’s own tools and added them to my belt. For keyword planning we have a few tools at our expense that we may or may not even know about.
- We at WordStream were prepared for this super showdown, so we thought we’d give you a tool from our own software that can help start the keyword research battle. This tool is nestled within our 20 Minute Work Week and specifically within our Add Keywords alert, with the undercover name of “New Ideas”. The way this alert works is if the ad group does not have high-quality search queries, we surface New Ideas based on your current keywords and landing pages. The quality of New Ideas is greatly improved once industry is set – so make you and your clients set the industry! And as always, clients should be choosing the keywords that are relevant to their business – not all new ideas will be a perfect fit.
- However, that’s only one tool Greg. That can’t be it?! But wait…there’s more…to be continued…
- ON THE NEXT SLIDE! C’mon folks, we are literally at Google headquarters in Mountain View. You didn’t think I wasn’t going to give a plug for a tool, that truly is wonderful?! The Google Keyword Planner is a tool that is easily accessible, directly within the Google AdWords interface. If you haven’t stumbled into this tool before, then you don’t know what you are missing. Simply click into the “Tools” dropdown near the top of AdWords and select the “Keyword Planner” option.
- The keyword planner has a couple facets to it that make it super special and super hero material. You can search for new keywords, find out the search volume data and trends for particular keywords, as well as multiply keyword lists to get new keywords. You can also get a forecast for lists of keywords to see what trends might be around the corner in terms of competition and spend. Using past volume data and trends as well as getting click and cost performance forecasts are very helpful if you are dealing with a constrained budget. You might need to pick your keywords carefully and not choose keywords that will simply spend your budget within a few clicks each day. These tools get you that insight before the funds come out of the bank.
- The Multiply Keyword option is an intriguing option for those of you with a lot of catalogued data that needs to be set to keywords. I am looking at you folks in the e-commerce fields. If we were to use the Multiply Keyword list option we’d be giving Google a set of keywords from a particular list and combining them with another set of keywords to make combination sets of keywords. Let’s go with the idea that we are selling comic books for a local comic book store. Those still exist, right?! You can put together a set of keywords such as the titles of brands of comics you carry and then a set of keywords that relates to comic books or other synonyms. From here Google will multiply these keywords out and provide you with a set of keywords. This is massively helpful if you know what kinds of keywords you want, but the processing time is becoming tedious.
- Again, if we are coming in blind or just need some additional keywords to help fluff up our account and gain more impressions and traffic, then we should focus our attention to the search for keywords option within AdWords. We can be as general or granular as we want in this approach. You can search by using a specific product or service that your company specializes in. You could also search by similar keywords or plug in your landing page for Google to scour your website and provide some suggestions from their crawl. If you are creating a new campaign for an international target or a region you may not be as familiar with then plug in the location for targeting options. Google can make sure if you are renting your vacation rental in Europe that you are using the terms Holiday Rental so you don’t mix up your vernaculars. Feeling especially villainous like Harley Quinn? Use the landing page search to bring up your competitors websites and see what they might be bidding on as an approach to build up your own account.
- Once the results come out, you should be pleasantly surprised. Google will provide you with the average monthly search volume, the competition, and the suggested big for the particular keyword. Could you ask for more? Oh, you could? Well if any of these keywords look enticing to your eye, simply Add the keyword to the plan and the keywords will get housed in a section to the right of AdWords. You’ll get further daily forecast information based on bids and budgets. Once you have some AdGroups set and the match types set, feel free to add these to your account structure. But you just said match types Greg…
- Batman is going to tag in his good buddy Superman for some match type help. Superman is super smart and really likes to put together a smart match type strategy when it comes to keywords and their match types. Superman will use his four match type powers to put together an awesome keyword structure. Let’s follow along with Superman. In this example we are going to be movie theatre trying to advertise our Superman movie tickets. For the event we are going to test and see how using “Superman Tickets” on various match types will bring in particular search queries.
- Let’s start off with our most precise match type. The exact match type is laser specific, like Batman’s heat vision. The exact match type means search queries that match to the keyword must contain the keyword exactly as is. For our example the search query would have to be verbatum “Superman Tickets”, although the query could be misspelled or in a singular or plural form. These are close variant matches.
- Taking a bit more of a open approach, we might use the Phrase match type which I like to think is equivalent to Superman’s cold breath. This match type allows us to contrain or freeze which queries match up to our keyword by only allowing queries that have words before or after the specific keyword we have identified. In this case we can see a specific date can be inserted after our “Superman Tickets” keyword and our advertisement will still show.
- Our next match type is the modified broad match type and this particular match type is helpful in bringing in a lot of impressions and volume to our website. Because this match type can bring in the beef, we’ll liken it to Superman’s super strength. Modified broad keywords treat the word after a “+” as its own phrase. A modified broad match keyword requires all the words with a “+” to be in the search query, but not necessarily in that order.
- Our final match type should be used with caution, because similar to Superman’s super speed, it can speed up the process of us hitting our daily budget. Broad match keywords will match us up with search queries that are contextually similar to our keyword. We express that you should use caution with this match type as we could easily match up to search queries that don’t make sense such as “Supergirl” or “Superman Action Figure”.
- Make this super villain themed. Everyone loves a good villain. Suicide Squad, villains helping the world. They work for us!
- Let’s remember that negative keywords are necessary and help us bring an account in check. Although phrase, modified broad, and broad keywords have more reach, they also risk attracting less relevant search terms. We can use negatives to halt these less than relevant search terms from even approaching our advertisements.
- Imagine we are the comic book store merchant again. If we were bidding on “Superman comics” with various match types, we might also see various search queries come in that are less than desirable. Search queries that don’t match up with our business goals. The joker is off in the corner laughing at us while we waste our budget away. As the joker laughs at us, we could easily have suppressed this wasted budget from happening by implementing some solid negative keywords into the different levels of our account.
- You can see why we might want to utilize specific match types in certain situation. Certain negatives make sense for an exact match because there will be instances where we do want to see the word “comic” used within a query, but specifically “Comic routine on superman” does not make sense. This was likely some comedian who was a Superman sketch and it doesn’t relate to the physical comics we sell. Other instances will call for a phrase match negative where there will never be a case where there are words before “who is” and it should match up to our advertisements.
- We can now see that together negative keywords can help an account like villains can help our super heroes. Villains help out super heroes on certain levels like we can apply negatives to different levels of our account structure. They can be applied at the campaign or ad group level. Once a negative keyword is applied, all keywords below that level will not show for those irrelevant search terms. Going with our previous example, “Recycling” might make sense as an account wide negative unless we thought about creating a campaign in the future for the recycling of comic books.
- What are some easy ways to find negative keywords you ask? TUH DUH! WordStream will have two tools that you likely use already; the first being our Negative Keyword Alert with is within our 20 Minute Search Work Week. You’ll have weekly opportunities to attack specific AdGroups that have areas of potential improvement. So you won’t be attacking too much of the account at once. This is a great approach for an account that is pretty well optimized but still looking for areas to improve.
- Now do keep in mind these are suggestions. Not all negative suggestions are good for the account similar to not all villains being bad or good in their core. You know your business and goals best, so do be careful with what negatives you decide to select and the match type you apply to them. I suggest clicking on the Nerd Mode button to see additional metrics behind each search query to make more super smart decisions on which queries to convert to negatives. Don’t forget the handy dandy bench option. This will take a query and tell WordStream to can it and not suggest that query going forward. This is helpful in getting poignant and updated suggestions each week.
- The final tool that this super hero has to add to your PPC Tool belt would be the WordStream, QueryStream tool. QueryStream is an in-depth look into your search query report. Before using QueryStream for negatives, I often like to use QueryStream to see how search queries are matching with my keywords by utilizing the “Matched By” column. This then helps me in my pursuit of applying more restrictive match types to keywords that are performing well and hold back on wasting spend on the broad version of that keyword. I prefer to attack negative keywords from this level of the account as I can use the “query” box in the top right-hand corner to see how often a particular term is being used and potentially wasted within my account. For a new account I’ll often switch the date range to the last year and sort by the cost column. This will be a daunting task to undertake, depending on the size of the account, but can prove essential for the short and long-term health of our account. As you work your way down from the highest cost search queries, you will also nick low impression search queries that contain negative keywords before they have a chance to use your budget. Then you can save your money and spend it on other things like nifty super hero gadgets or maybe pay your employees.
- Our heroes are in the last leg on their journey. We have fought the henchmen and now its time to fight the super villain. Its our biggest obstacle cause everything we have done so far is behind the scenes. This is the fight that makes it into the newspapers or you know the google serp. This is the only part of our battle the public sees so lets make it good.
- Here we have 2 sets of underwater heroes. Aquaman & Aqualad and Mermaid Man & Barnacle Boy. A lot of similarities here. They live underwater. They wear basically the same outfits. But someone googling for aqua man and sees an ad for mermaidman wont be happy. That’s not what I wanted. You as an advertiser may think hey super similar but that’s not what I wanted as a user. So why are you organizing these 2 superheros in the same ad group serving the same ad??? What this causes is me completely ignoring your ads or worse even clicking on your ad, getting to your page realizing this is not what I wanted and immediately bouncing out causing you money and no return. So super lesson here. Ad group structure will effect everything down that super journey to the last conversion. So you best make sure you have different themes in different groups. Or else on that last bit of the journey you will lose me. The user.
- The other super lesson we have to drill down is semantics. These are both aquaman. But I personally want new aquaman and not lame cartoon aquaman. He is cool and powerful and that last one is game of thrones but he looks good. And I think it demonstrates the point. If we are going to organize our ads for people wanting to learn more about new Aquaman our ad better have very obvious information to make sure we are distinguishing vs these 2 exactly the same heroes but who target totally different audiences. I want that add to say information on the headline like New Aquaman Jason Momoa. Modern Aquaman. Sexy Aquaman. And that description better tell me about his new movie and his new look and new super tools. I am gonna click on that ad cause you are speaking to me. And when I click and find information on that old aquaman im gonna be sad. So make sure that landing page is taking me to a big picture of the very good looking dude.
- Are your ads running? Why not? Don’t increase impressions which affects CTR which affects Quality Score How to use it
- When you have a lot of services that maybe you want to highlight across ad groups you want to use snippets to highlight them. Like the xmen. There are sooo many xmen. And so many different versions. How could you possibly advertise them all?
- 31% share of search market Unique Searcher on Bing spend 23% more than the average Internet user* Default search engine for Firefox browser and Siri! Tool: Easily import existing search advertising (Adwords) Tool: Streamline functionality built into WordStream
- Tool: Easily import existing search advertising (Adwords) Tool: Streamline functionality built into WordStream
- All super hero journeys must continue. BUT before you can become a superhero, you need superpowers.