Alpha beta ppc setup & optimization

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Using Alpha / Beta … Build-out
campaigns by geo, day parting,
product, budgets, profit margins and
more. Bottom line is “workflow
efficiency”. Do you have the
manpower or not?!
Restructure your account… split,
merge, skag, skam, but do it all with
purpose and attention to detail.
PPC is an art and a skill worth
mastering!

Published in: Marketing, Technology, Design

Alpha beta ppc setup & optimization

  1. 1. presented by: Dan Perach @ppcproz ppcassociates.com/pdf/alpha beta.final.pdf now 3Qdigital.com - David Rodnitzky / Mike Nelson / Will Lin http://www2.webmasterradio.fm/marketing-nirvana/2012/06/04/adwords-keyword-structures-with-mike-nelson Brad Geddes
  2. 2. Prefer to drink from a Busted Fire Hydrant or a Garden Water Hose? Broad match, no exacts, no negatives. Chaos! Alpha Beta Nirvana
  3. 3. Alpha vs Beta alpha vs [exact] high volume head / torso proven their value don’t need negatives query optimization high imp share 80-99% high avg pos 2-4 beta +modified +broad long tail / discovery / clusters due diligence for ROI negatives imperative relevant query capture /stream lower imp share 35-65% lower avg pos 4-6
  4. 4. Reality Check ● 3 hours a week - only alpha ● 10 hours a week - maybe both ● 40 hours a week - go for it
  5. 5. Larry’s #1 2014 PPC New Year Resolution http://www.youtube.com/watch?v=jGkbq-wPZw4&list=UUAqWrnT6rz7W8ZQWN7GOoFQ&feature=c4-overview
  6. 6. Dan’s PPC Poem inspired by Electric Light Orchestra this stream of consciousness, feeling overwhelmed. CONFUSION, it’s a terrible shame! getting burned, getting toasted, how to control this chaos? searching for relevancy & clarity, up, then down, and all around. is there something to lean on?
  7. 7. Campaign Negative Keywords
  8. 8. Campaign Negative Lists
  9. 9. Your Negative Lists: keywords and applied campaigns neg kw 1 neg kw 2 neg kw3 neg kw4 neg kw5
  10. 10. Negative List Building ● ● ● ● ● ● Seriously consider using prepared lists, ie. “free”, “schools” Use the keyword tool for sure Use your own search query reports (look at bounce too) Beta should ideally trigger ONLY long tail, once fully optimized move higher volume queries to Alpha or Irrelevant Negative List negative powerhouse is “phrase match”
  11. 11. Fuzzy Match / Near Match
  12. 12. +Quick +Poll vs Quick Poll Fast Election Results Polling Machines http://www.flickr.com/photos/theshadowknows/ less reach but no synonyms, related / session queries
  13. 13. See Search Terms Report
  14. 14. Search Terms Report
  15. 15. Auction Insights with your Top, high volume Alpha Keywords
  16. 16. Auction Insight Report comp1 comp2 comp3 competitor4 comp5
  17. 17. Campaign level view with added columns
  18. 18. Adrank / Quality Score / Skagging / Skamming AdRank = max cpc x QS x EQ < 25% of your active adgroups should have more than 30 active kws
  19. 19. Account Structuring and Success has nothing to do with “Black Magic” Should you SKAG / SKAM? Using Alpha / Beta … Build-out campaigns by geo, day parting, product, budgets, profit margins and more. Bottom line is “workflow efficiency”. Do you have the manpower or not?! Restructure your account… split, merge, skag, skam, but do it all with purpose and attention to detail. PPC is an art and a skill worth mastering!

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