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SMX London Keyword Planning in a Close Variant World

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My SMX London keyword planning deck. We discuss what are now duplicates and how to choose your variants,

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SMX London Keyword Planning in a Close Variant World

  1. 1. #SMX #11B @WordStream @navahf Navah Hopkins - WordStream Keyword Planning in a Close Variant World
  2. 2. #SMX #11B @WordStream @navahf • Worked in digital marketing since 2008 • Manage international accounts in all verticals • Avid gamer, marketing nerd, and cat mom About Me
  3. 3. #SMX #11B @WordStream @navahf It Can Be Very Tempting to Think of Search Networks as Villains.
  4. 4. #SMX #11B @WordStream @navahf In Reality, the Short Term Pain Foreshadows Long Term Growth.
  5. 5. #SMX #11B @WordStream @navahf Google (and Bing) Have Made it Pretty Clear Audiences, Attribution, and Automation are Their Priorities
  6. 6. #SMX #11B @WordStream @navahf So What Are We Doing talking About Keywords?
  7. 7. #SMX #11B @WordStream @navahf Losers Think Abandoning Keywords For Display and Autopilot Search is the Future
  8. 8. #SMX #11B @WordStream @navahf Winners Know That Audience Focus Is At The Heart of Keyword Strategy
  9. 9. #SMX #11B @WordStream @navahf • 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. #SMX #11B @WordStream @navahf Search Networks Are Evolving
  11. 11. #SMX #11B @WordStream @navahf Can You Imagine if This Was Our Search Experience?
  12. 12. #SMX #11B @WordStream @navahf We Used to Have to Account for All Variables
  13. 13. #SMX #11B @WordStream @navahf
  14. 14. #SMX #11B @WordStream @navahf 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. #SMX #11B @WordStream @navahf This Caused Ad Groups to Swell to Unruly Sizes
  16. 16. #SMX #11B @WordStream @navahf 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. #SMX #11B @WordStream @navahf 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. #SMX #11B @WordStream @navahf Google Sometimes Gets Fooled into Putting Budget in Old Keywords Instead of Valuable Ones
  19. 19. #SMX #11B @WordStream @navahf It’s Our Job to Honor the Rules of Engagement and Help Google Know Where to Put Our Money
  20. 20. #SMX #11B @WordStream @navahf What Makes A Duplicate/Match Type Rules of Engagement Close Variant Mechanics
  21. 21. #SMX #11B @WordStream @navahf • Singular/Plural • “ed”,“ing”,“er” • Abbreviations • Misspellings • One Word Turned into Two Words & Visa Versa What Makes a Variant?
  22. 22. #SMX #11B @WordStream @navahf 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. #SMX #11B @WordStream @navahf They Are Caught By Match-Type – Match-Types on Different Bids Don’t Compete With Each Other Always bid more onAlan Rickman
  24. 24. #SMX #11B @WordStream @navahf 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. #SMX #11B @WordStream @navahf A Pirate is Looking for Supplies Anti Fairy Repellant Mustache wax Crocodile hunters A way to stop child abduction
  26. 26. #SMX #11B @WordStream @navahf
  27. 27. #SMX #11B @WordStream @navahf • Anti-Fairy Repellant • AntiFairy Repellant • Repellant for Fairies • Fairy Repellant Exact Enters First
  28. 28. #SMX #11B @WordStream @navahf Exact Enters First: The Following Would Be Duplicates on Exact • Anti-Fairy Repellant • AntiFairy Repellant • Repellant for Fairies • Fairy Repellant
  29. 29. #SMX #11B @WordStream @navahf
  30. 30. #SMX #11B @WordStream @navahf • Mustache wax under $20 • Organic mustache wax • Mustache waxing • Mustachewax Phrase Enters Second
  31. 31. #SMX #11B @WordStream @navahf Phrase Enters Second: The Following Would Be Duplicates on Phrase • Mustache wax under $20 • Organic mustache wax • Mustache waxing • Mustachewax
  32. 32. #SMX #11B @WordStream @navahf
  33. 33. #SMX #11B @WordStream @navahf • I need a crocodile hunter • Crocodile hunting permit • CrocodileHunter boots • Hunt crocodil groupon Mod. Broad Enters Third
  34. 34. #SMX #11B @WordStream @navahf 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. #SMX #11B @WordStream @navahf
  36. 36. #SMX #11B @WordStream @navahf • Child abduction hotline • Runaway children • Gps tracker for kids • Donate to amber alert Broad Enters Fourth
  37. 37. #SMX #11B @WordStream @navahf 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. #SMX #11B @WordStream @navahf *#SMXInsights Incoming!* Pick Your Variant
  39. 39. #SMX #11B @WordStream @navahf Keyword Choices Influence Budget Efficiency Based on $369 spend between October 25th and November 23rd 2017
  40. 40. #SMX #11B @WordStream @navahf HAH! is My Favorite Way to Pick Variants Historical Metrics Auction Prices Human Intuition
  41. 41. #SMX #11B @WordStream @navahf Historical Metrics Are Important
  42. 42. #SMX #11B @WordStream @navahf Conversions (if you trust them) Are the Most Important
  43. 43. #SMX #11B @WordStream @navahf CTR is a Great Second Consideration if Conversions Can’t Guide You
  44. 44. #SMX #11B @WordStream @navahf QS Can be a Tie Breaker, but Not a Major Consideration
  45. 45. #SMX #11B @WordStream @navahf Do You Really Want to Pay a Premium for Conversions?
  46. 46. #SMX #11B @WordStream @navahf By Removing Close Variants, We Were Able to Reduce CPA by 37%
  47. 47. #SMX #11B @WordStream @navahf Auction Price Plays A Big Role In Account Efficiency
  48. 48. #SMX #11B @WordStream @navahf Depending on Device, You May Need to Chase Position #1 vs #2-3
  49. 49. #SMX #11B @WordStream @navahf Different Locations Have Different Auction Prices and Ways of Thinking
  50. 50. #SMX #11B @WordStream @navahf Conflicting objectives can choke budgets: if you need volume, you can’t have big ticket leads and visa versa.
  51. 51. #SMX #11B @WordStream @navahf Share these #SMXInsights on your social channels! #SMXInsights  Pick Auction Price thresholds that yield high ROI: – Can you fit at least 10 clicks a day? If not you’re banking on better than 10% conversion rate. – Do you have hubs of customers with better margins? Bid them up via location targeting! – Do the bids fall in a consistent range, or are there outliers? Could be a sign of conflicting objectives.
  52. 52. #SMX #11B @WordStream @navahf How did your best customers say they found you?
  53. 53. #SMX #11B @WordStream @navahf How would you search for your services?
  54. 54. #SMX #11B @WordStream @navahf Are certain terms close but not quite your ideal customer?
  55. 55. #SMX #11B @WordStream @navahf What if There is No Data?
  56. 56. #SMX #11B @WordStream @navahf Share these #SMXInsights on your social channels! #SMXInsights  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!
  57. 57. #SMX #11B @WordStream @navahf Healthy Campaigns have the Following Traits
  58. 58. #SMX #11B @WordStream @navahf Share these #SMXInsights on your social channels! #SMXInsights  Honor Google’s Investment Banker Tendencies: – No more than 5-7 ad groups per campaign – Healthy bid to budget ratio: no bid exceeds 10% of daily budget – Maintain strategic continuity by keeping ad groups to 5-10 keyword concepts on multiple match types
  59. 59. #SMX #11B @WordStream @navahf So How Do We Transition?
  60. 60. #SMX #11B @WordStream @navahf Client Story: A & A Machinery Pre-Close Variant (July 2017)
  61. 61. #SMX #11B @WordStream @navahf Post Close Variant Change (August 2017)
  62. 62. #SMX #11B @WordStream @navahf Seven Months Later, Still Going Strong
  63. 63. #SMX #11B @WordStream @navahf Share these #SMXInsights on your social channels! #SMXInsights  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.
  64. 64. #SMX #11B @WordStream @navahf Let’s Recap!
  65. 65. #SMX #11B @WordStream @navahf 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
  66. 66. #SMX #11B @WordStream @navahf • Auction Price • Historical Data • Human Intuition • Proven Keyword Structures Keyword Planning Should Be Ruled By the Following:
  67. 67. #SMX #11B @WordStream @navahf 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
  68. 68. #SMX #11B @WordStream @navahf Tests Are Important – Don’t Feel Like You’re Locked Into Your Choice
  69. 69. #SMX #11B @WordStream @navahf LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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