PPC Masters Berlin: February 11th 2016

1. Thursday, 11th February 2016
Query Power
Breaking down search queries to improve our keywords

2. Good Morning
{Guten Morgen}

3. Average Keywords?
Search Queries (30 Days)
11,861
5,608
Keywords Triggered Search
2,200

4. Manual = Yawn…

5. Solution = String

6. Section 1:
Query Power

7. 100 Billion+ Queries
Every Month
http://mashable.com/2015/10/12/google-mobile-searches/#LGM5_gyvRaqr
http://expandedramblings.com/index.php/google-advertising-statistics

8. 3 Billion+ Queries
Every Day
http://mashable.com/2015/10/12/google-mobile-searches/#LGM5_gyvRaqr
http://expandedramblings.com/index.php/google-advertising-statistics

9. 18% of these queries have never
been searched before
http://readwrite.com/2012/02/29/interview_changing_engines_mid-flight_qa_with_goog

10. Searcher behaviour is constantly
evolving…
http://readwrite.com/2012/02/29/interview_changing_engines_mid-flight_qa_with_goog

11. Make sure your keywords are too.

12. Section 2:
How Queries Work?

13. KEYWORDS
How we think people are searching…

14. QUERIES
How people actually search…

15. Longer, more conversational
“where can I buy football boots in Glasgow?”
“good recipe for gluten free chocolate cake”
“how long does the bus from berlin airport take?”
“what is the cheapest to replace your car battery?”
https://searchenginewatch.com/sew/opinion/2411478/longer-search-queries-are-becoming-the-norm-what-it-means-for-seo

16. Semantic Search: “buy waves”
https://searchenginewatch.com/sew/opinion/2411478/longer-search-queries-are-becoming-the-norm-what-it-means-for-seo

17. Semantic Search: “buy waves”

18. Conversational

19. Iceberg by Jolan Soens from the Noun Project
Boat by Mihael Tomic from the Noun Project
} 24 clicks
76 clicks
+adidas +trainers
red adidas trainers
new adidas trainers
adidas running trainers
adidas trainers deals
where can i buy the new adidas trainers in
manchester?
cheap adidas trainers
adidas
originals zx
trainers
Exact Keyword
Other Queries
100 clicks to website

20. Section 3:
Grabbing the Data

21. Viewing Your Search Queries aka.
Search Terms

22. Viewing in AdWords

23. What do Paris Hilton and
Brownies Have in Common?

24. Added/Excluded

25. Close Variant

26. Keyword Matched To

27. Bonus Tip

28. https://www.google.com/settings/u/0/ads/preferences

29. https://www.google.com/settings/u/0/ads/preferences

30. Bonus Tip 2: Shopping Queries

31. Section 4:
Analysis

32. AdWords Filters
Filter 1 : 1 or more conversions (Default)

33. AdWords Filters
Filter 2 : Added/Excluded = None

34. AdWords Filters
Filter 3 : Known Troublemakers

35. AdWords Filters
Filter 4 : High Spenders

36. AdWords Filters
Filter 5 : Low Relevancy, not negatives

37. AdWords Filters
Filter 6 : High Relevancy, not added

38. AdWords Analysis
PROS
Quick and simple
Set up filters to save time
across accounts
Great for people who
know the business
CONS
Not advanced
Can’t break down by
“string”
Big accounts wont work

39. Excel Analysis

40. blue
string 1
Strings, Not Queries
adidas trainers
string 2 string 3
zx
string 1
750 adidas
string 2 string 3

41. Export to Excel

42. Export to Excel

43. Space Before and After
“Search Term” Column
=" "&B3&" "
Formula

44. Text To Column

45. Delimit by Space

46. Paste all single query strings

47. The Lookup Formula
=="*"&" "&B3&" "&"*"
Formula

48. Sum The Metrics
=SUMIF(Sheet1!C:C,Sheet4!C3,Sheet1!E:E)
Formula

49. Performance Data
at
level

50. Splice Up The Data
Over CPA Target CPA
cheap £67.39
deals £65.65
review £62.85
compare £60.27
leather £60.25
yellow £58.97
kids £55.25
golf £52.30
No Conversions Cost
size £315.21
used £259.44
gumtree £254.22
youtube £212.11
cheapest £190.52
bargain £186.35
berlin £156.36
official £145.25
Query String CPA
zx750 £1.21
purchase £2.45
hightops £3.25
canvas £3.76
sneaks £3.98
flux £4.05
dragon £4.20
superstar £4.56
Query String CPA
shoes £7.67
new £7.72
blue £15.06
adidas £18.03
buy £19.25
trainers £20.21
originals £22.25
website £23.25
Hidden Gems
Top Performers Over CPA
No Conversions

51. Excel Analysis
PROS
String Level
Much more advanced
Splice and Dice
Identify themes
Advanced Analysis
CONS
Time consuming
Especially with multiple
accounts.

52. Advanced Analysis

53. Quickly count strings
=LEN(A1)-LEN(SUBSTITUTE(A1," ",""))+1
“where to buy cheap running shoes?”
=6 strings

54. By Length of String
=LEN()

55. Device
Consider Device Bid Adjustments
Place Names
Fewer Strings Per Query
(5 strings non mobile, 4.5 mobile)
Shorter Average String Length
(6 non mobile, 5.5 mobile)

56. By Time
Not by hour
By day of week etc

57. Search Partner Queries
1996 michael jordan collector plate 1 record 72 wins
return to greatness

58. Search Partner Queries
6 ft tall vintage seth thomas grandfather clock
tempus fugit home & garden home dã cor clocks
grandfather clocks

59. Section 5:
Actions

60. 1. Adjust Bids

62. 2. Find New Keywords
“running”
matched 412
individual queries
pushed bids, but do
we have max
coverage?

63. Keyword Planner

64. Google Instant

65. ubersuggest.org

66. SpyFu.com

67. Keywordspy.com

68. SEM Rush

69. keywordtool.io

70. Bonus: import.io

71. 3. Negative Keywords

72. 3. Negative Keywords
Troublemakers Repeat Offenders Red Card
Bid
Down
Neg
Exact
Neg
Broad

73. Section 6:
Case Studies

74. Case Study 1 : E-
Commerce
chef by Les vieux garçons from the Noun Project

75. Good Strings
20, 252 separate queries
“red” matched 87 queries
[£958, 26 conversions]
“magimix” matched 65 queries
[£925, 21 conversions]
“shipping” matched 12 queries
[£28, 4 conversions]

76. Bad Strings
20,252 separate queries
“used” matched 812 queries
[£2,658, 1 conversion]
“reviews” matched 99 queries
[£365, 0 conversions]
“catering” matched 87 queries
[£265, 0 conversions]

77. Results
Saved over £5,000 in monthly spend
Saved almost 6 hours in management
“used” “reviews” and B2B terms as negatives
New Magimix campaign

78. Case Study 2 :
Lead Gen
loan by Rohith M S from the Noun Project

79. Good Strings
2,127 separate queries
“rates” matched 21 queries
[£1,169, 18 conversion]
“funding” matched 11 queries
[£704, 6 conversions]
“best” matched 7 queries
[£285, 5 conversions]

80. Bad Strings
2,127 separate queries
“advice”matched 35 queries
[£1,250, 0 conversions]
“emergency” matched 16 queries
[£365, 0 conversions]
“startup” matched 11 queries
[£195, 0 conversions]

81. Results
10% reduction in monthly spend
Whilst keeping leads constant
Broad negatives for “emergency” added in
New “Funding” campaign built out

82. Closing

83. Takeaways
String analysis in Excel
Filters for quick analysis of search queries in AdWords
Advanced String Analysis
KW research tools
Tier Negatives

84. Download Presentation & All
Excel Formulas Here:
cleandigital.co.uk/ppc-masters

85. Thank You
cleandigital.co.uk/ppc-masters