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Keyword planning in a close variant world search marketing summit 2018

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My Search Marketing Summit 2018 talk on keyword planning for close variants. I talk about close variant mechanics, and how to choose your variants.

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Keyword planning in a close variant world search marketing summit 2018

  1. 1. Keyword Planning in a Close Variant World Navah Hopkins
  2. 2. | #SearchMarketingSummit @navahf 2 What We’ll Be Covering • What are close variants • How do you pick your variant • Revisiting account structure • Worked in digital marketing since 2008 • Manage international accounts in all verticals • Avid gamer and cat mom A Bit About Me Navah Hopkins Services Innovation Strategist
  3. 3. | #SearchMarketingSummit @navahf 3 It Can Be Very Tempting to Think of Search Networks as Villains.
  4. 4. | #SearchMarketingSummit @navahf 4 In Reality, the Short Term Pain Foreshadows Long Term Growth.
  5. 5. | #SearchMarketingSummit @navahf 5 Google (and Bing) have made it pretty clear Audiences and Automation are their Priorities
  6. 6. | #SearchMarketingSummit @navahf 6 So What Are We Doing talking About Keywords?
  7. 7. | #SearchMarketingSummit @navahf 7 Losers Think Abandoning Keywords For Display and Autopilot Search is the Future
  8. 8. | #SearchMarketingSummit @navahf 8 Winners Know That Audience Focus Is At The Heart of Keyword Strategy
  9. 9. | #SearchMarketingSummit @navahf 9 • Average AdWords CPC increased 14% Q4 2017 YOY • Minimum first page bids for non- branded keywords rose 23% YOY • Mobile devices produced 55% of Google’s Q4 2017 clicks Keyword planning that doesn’t factor in audiences wastes money. *https://www.wordstream.com/blog/ws/2018/02/05/marketing-statistics
  10. 10. | #SearchMarketingSummit @navahf 10 Search Networks Are Evolving
  11. 11. | #SearchMarketingSummit @navahf 11 Can You Imagine if This Was Our Search Experience?
  12. 12. | #SearchMarketingSummit @navahf 12 We Used to Have to Account for All Variables
  13. 13. | #SearchMarketingSummit @navahf 13
  14. 14. | #SearchMarketingSummit @navahf 14 You Would Need to Bid on These Keywords • Exact: where is the nearest vet, vet near me, nearest vet, vetinarian near me • Phrase: vet near me, where is the nearest vet, vetinarian near me, vet, vet near, • Modified Broad: vet, where is the nearest vet, vet near me, where nearest vet • Broad: pet doctor, local vet, vet near me, where is nearest vet, cat hospital
  15. 15. | #SearchMarketingSummit @navahf 15 This Caused Ad Groups to Swell to Unruly Sizes
  16. 16. | #SearchMarketingSummit @navahf 16 Now, You’d Only Need These Keywords • Exact: where is nearest vet, vet near me • Phrase: where is nearest vet, vet near • Modified Broad: vet near me • Broad: where is nearest vet
  17. 17. | #SearchMarketingSummit @navahf 17 However, Most Advertisers Are Still Configured This Way • Exact: where is the nearest vet, vet near me, nearest vet, vetinarian near me • Phrase: vet near me, where is the nearest vet, vetinarian near me, vet, vet near, • Modified Broad: vet, where is the nearest vet, vet near me, where nearest vet • Broad: pet doctor, local vet, vet near me, where is nearest vet, cat hospital
  18. 18. | #SearchMarketingSummit @navahf 18 Google Sometimes Gets Fooled into Putting Budget in Old Keywords Instead of Valuable Ones
  19. 19. | #SearchMarketingSummit @navahf 19 It’s Our Job to Honor the Rules of Engagement and Help Google Know Where to Put Our Money
  20. 20. 20| #SearchMarketingSummit @navahf What Are Close Variants?
  21. 21. | #SearchMarketingSummit @navahf 21 • Singular/Plural • “ed”,“ing”,“er” • Abbreviations • Misspellings • One Word Turned into Two Words & Visa Versa What Makes a Variant?
  22. 22. | #SearchMarketingSummit @navahf 22 To Be Clear, the Following Are Now Duplicates of One Another (on the Same Match-Type) • Wholesale = Wholesaler = Wholesaling = Whole Sale = Wholesaled • Lawyer = Lawwyer = Lawyers = Law yer • Real Estate in Texas = Realestate in Texas = Real Estate TX
  23. 23. | #SearchMarketingSummit @navahf 23 They Are Caught By Match-Type – Match-Types on Different Bids Don’t Compete With Each Other Always bid more on Alan Rickman
  24. 24. | #SearchMarketingSummit @navahf 24 The Order of Match-Types 1. Exact: all keywords must be present, nothing added (except for functional words, but they can be in any order. 2. Phrase: keyword phrase must remain in-tact, but there can be keywords before and after. 3. Mod. Broad: all keywords must be present, but they can be in any order and there can be additional keywords in between, before and after. 4. Broad: so long as at least a synonym of one of your keywords is there, your ad can show.
  25. 25. | #SearchMarketingSummit @navahf 25 A Pirate is Looking for Supplies • Anti Fairy Repellant • Mustache wax • Crocodile hunters • A way to stop child abduction
  26. 26. | #SearchMarketingSummit @navahf 26
  27. 27. | #SearchMarketingSummit @navahf 27 • Anti-Fairy Repellant • AntiFairy Repellant • Repellant for Fairies • Fairy Repellant Exact Enters First
  28. 28. | #SearchMarketingSummit @navahf 28 Exact Enters First: The Following Would Be Duplicates on Exact • Anti-Fairy Repellant • AntiFairy Repellant • Repellant for Fairies • Fairy Repellant
  29. 29. | #SearchMarketingSummit @navahf 29
  30. 30. | #SearchMarketingSummit @navahf 30 • Mustache wax under $20 • Organic mustache wax • Mustache waxing • Mustachewax Phrase Enters Second
  31. 31. | #SearchMarketingSummit @navahf 31 Phrase Enters Second: The Following Would Be Duplicates on Phrase • Mustache wax under $20 • Organic mustache wax • Mustache waxing • Mustachewax
  32. 32. | #SearchMarketingSummit @navahf 32
  33. 33. | #SearchMarketingSummit @navahf 33 • I need a crocodile hunter • Crocodile hunting permit • CrocodileHunter boots • Hunt crocodil groupon Mod. Broad Enters Third
  34. 34. | #SearchMarketingSummit @navahf 34 Mod. Broad Enters Third: The Following Would Be Duplicates on Mod. Broad • I need a crocodile hunter • Crocodile hunting permit • CrocodileHunter boots • Hunt crocodil groupon
  35. 35. | #SearchMarketingSummit @navahf 35
  36. 36. | #SearchMarketingSummit @navahf 36 • Child abduction hotline • Runaway children • Gps tracker for kids • Donate to amber alert Broad Enters Fourth
  37. 37. | #SearchMarketingSummit @navahf 37 Broad Enters Fourth: The Following Would Be Duplicates on Broad • Child abduction hotline • Runaway children • Gps tracker for kids • Donate to amber alert
  38. 38. 38| #SearchMarketingSummit @navahf How Do We Pick Our Variants?
  39. 39. | #SearchMarketingSummit @navahf 39 HAH! is My Favorite Way to Pick Variants •Historical Metrics •Auction Prices •Human Intuition
  40. 40. | #SearchMarketingSummit @navahf 40 Historical Metrics Are Important
  41. 41. | #SearchMarketingSummit @navahf 41 Conversions (if you trust them) Are the Most Important
  42. 42. | #SearchMarketingSummit @navahf 42 CTR is a Great Second Consideration if Conversions Can’t Guide You
  43. 43. | #SearchMarketingSummit @navahf 43 QS Can be a Tie Breaker, but Not a Major Consideration
  44. 44. | #SearchMarketingSummit @navahf 44 Do You Really Want to Pay a Premium for Conversions?
  45. 45. | #SearchMarketingSummit @navahf 45 By Removing Close Variants, We Were Able to Reduce CPA by 37%
  46. 46. | #SearchMarketingSummit @navahf 46 Do we trust conversions? If not, shouldn’t come into the equation at all.
  47. 47. | #SearchMarketingSummit @navahf 47 CTR and the volume of impressions to clicks will be a major deciding factor.
  48. 48. | #SearchMarketingSummit @navahf 48 Auction Price is a Big One
  49. 49. | #SearchMarketingSummit @navahf 49 Depending on Device, You May Need to Chase Position #1 vs #2-3
  50. 50. | #SearchMarketingSummit @navahf 50 • Budget able to fit at least 10 clicks per day • Do locations fit into this at all? • Are bids close together or are there outliers? Deciding What Auction Price Makes Sense
  51. 51. | #SearchMarketingSummit @navahf 51 How did your best customers say they found you?
  52. 52. | #SearchMarketingSummit @navahf 52 How would you search for your services?
  53. 53. | #SearchMarketingSummit @navahf 53 Are certain terms close but not quite your ideal customer?
  54. 54. | #SearchMarketingSummit @navahf 54 What if There is No Data?
  55. 55. | #SearchMarketingSummit @navahf 55 Test the following keyword strategies for 2-3 weeks and then grow! – B2B: be sure to include “service” “software” and/or “platform” to weed out any B2C traffic. – B2C: Go longtail on broad, then harvest queries! – eCommerce: Consider leading with Dynamic Search Ads to see what your customers search for, then build off those queries!
  56. 56. 56| #SearchMarketingSummit @navahf Revisiting Account Structure
  57. 57. | #SearchMarketingSummit @navahf 57 Healthy Campaigns have the Following Traits
  58. 58. | #SearchMarketingSummit @navahf 58 No More than 5-7 Ad Groups
  59. 59. | #SearchMarketingSummit @navahf 59 Here’s Why: 60% of impressions Budget will only go to “winners” instead of everything
  60. 60. | #SearchMarketingSummit @navahf 60 No More Than 5-10 Keyword Concepts Per Ad Group
  61. 61. | #SearchMarketingSummit @navahf 61 Ads need to be relevant to be effective
  62. 62. | #SearchMarketingSummit @navahf 62 One Time Zone
  63. 63. | #SearchMarketingSummit @navahf 63 Different Locations Have Different Auction Prices and Ways of Thinking
  64. 64. | #SearchMarketingSummit @navahf 64 One Strategic Objective
  65. 65. | #SearchMarketingSummit @navahf 65 Conflicting objectives can choke budgets: if you need volume, you can’t have big ticket leads and visa versa.
  66. 66. | #SearchMarketingSummit @navahf 66 No Bid Should Exceed 10% of Your Daily Budget
  67. 67. | #SearchMarketingSummit @navahf 67 You’ll under serve and compromise lead volume Based on $369 spend between October 25th and November 23rd 2017
  68. 68. | #SearchMarketingSummit @navahf 68 So How Do We Transition?
  69. 69. | #SearchMarketingSummit @navahf 69 Pick One Ad Group to Represent the Variants of a Keyword
  70. 70. | #SearchMarketingSummit @navahf 70 Move Necessary Keywords into Chosen Ad Group and Pause Redundancies
  71. 71. | #SearchMarketingSummit @navahf 71 Copy Campaigns if Settings Need to Be Carried Over
  72. 72. | #SearchMarketingSummit @navahf 72 Client Story: A & A Machinery Pre-Close Variant (July 2017)
  73. 73. | #SearchMarketingSummit @navahf 73 Post Close Variant Change (August 2017)
  74. 74. | #SearchMarketingSummit @navahf 74 Seven Months Later, Still Going Strong
  75. 75. | #SearchMarketingSummit @navahf 75 How did we achieve close variant victory? – Segmented giant national campaign into micro campaigns focused on high ROI hubs of customers. (Two months to ramp up) – We audited each location for how users searched and paused variations driving up the spend. (One month to see ROI) – We imported successful campaigns into Bing.
  76. 76. 76| #SearchMarketingSummit @navahf Let’s Recap!
  77. 77. | #SearchMarketingSummit @navahf 77 What is Now Considered Duplicates 1. Singular/Plural 2. “ed”,“ing”,“er” 3. Abbreviations 4. Misspellings 5. One Word Turned into Two Words & Visa Versa 6. Exact match keywords in different orders
  78. 78. | #SearchMarketingSummit @navahf 78 • Auction Price • Historical Data • Human Intuition • Proven Keyword Structures Keyword Planning Should Be Ruled By the Following:
  79. 79. | #SearchMarketingSummit @navahf 79 Happy Ad Groups Look Like This • 5-10 Keyword concepts • 3-5 expanded text ads • Multiple match types • Have bids that fit within the budget (10 click minimum) Not Like this • More than 30 keywords • Too many keyword concepts • Too many ads to test for variables
  80. 80. | #SearchMarketingSummit @navahf 80 Tests Are Important – Don’t Feel Like You’re Locked Into Your Choice
  81. 81. © Copyright 2017 WordStream, Inc. All rights reserved. Thanks! Questions? Navah Hopkins nhopkins@wordstream.com

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