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Get Better Results Through Account Structure

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Improve your account structure to increase quality score and get better results. Presentation by Justin Freid at SMX East in September of 2016.

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Get Better Results Through Account Structure

  1. 1. #SMX #XXA @Justin_Freid Increase Quality Score, Get Better Results Get Better Results Through Account Structure
  2. 2. #SMX #XXA @Justin_Freid Searchers Are Looking For Answers Don’t Make It Difficult
  3. 3. #SMX #XXA @Justin_Freid Get Them To Their Answer As Efficiently As Possible
  4. 4. #SMX #XXA @Justin_Freid B A
  5. 5. #SMX #XXA @Justin_Freid There Are Only A Few Things You Can Control
  6. 6. #SMX #XXA @Justin_Freid Why Does Relevance Matter? You Can ControlThis You Can ControlThis You Can Kind Of ControlThis
  7. 7. #SMX #XXA @Justin_Freid Search Query Ad Text Landing PageTarget Keyword Aa
  8. 8. #SMX #XXA @Justin_Freid Control The User Experience
  9. 9. #SMX #XXA @Justin_Freid  Your campaigns must be set up and managed to account for two primary audiences – The searcher – The engine Two Audiences, One Search Query
  10. 10. #SMX #XXA @Justin_Freid Ad Group = Group Of Ads Ad Group ≠ Group Of Keywords
  11. 11. #SMX #XXA @Justin_Freid Want To Know What Drives Me Crazy? Keywords: Diabetes treatment Diabetes medication Meds for diabetes How to get diabetes Info on diabetes Diabetes dieting Management of diabetes Diabetes insulin Diabetes doctors Ad Text:
  12. 12. #SMX #XXA @Justin_Freid What I’d Like To See Keywords: Diabetes medication Medications for diabetes Diabetes meds Meds for diabetes Ad Text:
  13. 13. #SMX #XXA @Justin_Freid Negatives Negatives Negatives Negatives Negatives Negatives Negatives NegativesNegatives Negatives Negatives Negatives Negatives Negatives Negatives Negatives Negatives Negatives Negatives Negatives Negatives Negatives Negatives Negatives Negatives Negatives Negatives Negatives Exact Phrase BROAD/BMM
  14. 14. #SMX #XXA @Justin_Freid Utilize Ad Group Level Negatives To Dictate What Queries Match To Each Keyword
  15. 15. #SMX #XXA @Justin_Freid By leveraging a granular structure and proper naming conventions, back end performance can be easily analyzed - Pull campaign and ad group naming conventions directly into your analytics platform - Example Ad Group Naming Conventions - Unbr – Treatment Options – Exact - Br – Brand Dosing - Phrase Proper Naming Conventions = Better Measurement
  16. 16. #SMX #XXA @Justin_Freid - Broad Match and BMM (and even phrase) aggregate data cross a wide arrange of queries - Leverage Exact to ensure you are spending money in the right places Broad Match Skews Data
  17. 17. #SMX #XXA @Justin_Freid - 63% increase in traffic - CTR rose from 1.38% to 2.37% - CPC decreased from $4.33 to $2.64 Results Don’t Lie 2,199 2,380 2,197 3,459 3,627 3,726 $ 4.48 $ 4.36 $ 4.17 $ 2.60 $ 2.72 $ 2.59 $ 0.00 $ 1.00 $ 2.00 $ 3.00 $ 4.00 $ 5.00 $ 6.00 0 1,000 2,000 3,000 4,000 Nov'15 Dec'15 Jan'16 Feb'16 Mar'16 Apr'16 CPC Clicks Clicks & CPC Clicks CPC 165,983 176,884 149,871 159,141 146,267 151,354 1.32% 1.35% 1.47% 2.17% 2.48% 2.46% 0.00% 0.70% 1.40% 2.10% 2.80% 0 50,000 100,000 150,000 200,000 Nov'15 Dec'15 Jan'16 Feb'16 Mar'16 Apr'16 CTR Impr Impressions & CTR Impr CTR
  18. 18. #SMX #XXA @Justin_Freid  Across 46 accounts, post refresh, CMI was able to generate the following results: – 23% increase in traffic at identical budget levels – $1.28 average decrease in CPC – Average increase in QS of 1.3 – Average increase in position of 1.1 Aggregated Account Refresh Results $3.30 $3.40 $3.50 $3.60 $3.70 $3.80 $3.90 $4.00 - 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Baseline Refresh CPC Clicks Average Monthly Clicks & CPC Avg. Monthly Clicks CPC  Individual Account Results: – 300% increase in traffic – 139% increase in CTR – 9.2% decrease in CPC – 22% decrease in CPA while increasing total conversions by 40%
  19. 19. #SMX #XXA @Justin_Freid 1. Increase relevance from query keywordad textlanding page 2. Utilize proper naming conventions for easy analysis 3. Limit use of Broad/BMM 4. Utilize ad group level negatives 5. If the keyword does not match the ad, start a new ad group
  20. 20. #SMX #XXA @Justin_Freid LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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