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Driving PPC Performance With Single
Keyword Ad Groups
April 28-30, 2014
Not Really
(gasp)
First a quick refresher on what we
mean by long-tail keywords…
LONG-TAIL KEYWORDS
WHY NOT HAVE MORE?
ACCOUNTS ARE UNWIELDY
ACCOUNTS ARE UNWIELDY
ACCOUNTS ARE UNWIELDY
Most of this stuff is pointless!
YOU’RE SPREAD THIN
Wasted Time Zone
YOU’RE SPREAD THIN
3 REASONS FOR LONG-TAIL
1. AD COPY RELEVANCY
Can we really make an ad for “ppc management
agency that does display marketi...
3 REASONS FOR LONG-TAIL
2. CONTROL OVER BIDDING
Should you bid up a keyword with 1 click and no
conversions in the past mo...
3 REASONS FOR LONG-TAIL
3. THEY WORK WELL IN YOUR
NICHE
Dive into your data to see if this is true…
CHECK OUT YOUR DATA
CASE STUDY
Client Goal: Lead Generation for
people looking to buy Audi cars
92,606 Keywords
1059 Converting Search Queries
161 Queries With 2+
Conv. (51% of Total)
Top 20 Queries =
26% Conversions
C...
TOP PERFORMER CAMPAIGNS
We decided to focus our energy on
these top performing queries by
placing them in single keyword a...
1. START BROAD
1. START BROAD
All of our keywords go into normal
campaigns like these:
We make heavy usage of +modified
+broad +match
2. MINE BROAD CAMPAIGNS
2. MINE BROAD CAMPAIGNS
Filter Terms With 2+ Conversions
2. MINE BROAD CAMPAIGNS
Add into “Top
Performers”
Campaign Single
Keyword Ad Groups
2. MINE BROAD CAMPAIGNS
Remember to exclude from
your broad campaign
3. OPTIMIZE TOP PERFORMERS
TOP PERFORMER CAMPAIGNS
RESULT
+22% CTR
RESULT
CPA Cut In Half
RESULT
106% More
Leads
TOP PERFORMERS MEAN…
MORE TESTING
MEANINGFUL DATA
LESS TEDIUM
GREATER IMPACT
THANK YOU
@SamOwenPPC
sam.owen@hanapinmarketing.com
Using Single Keyword Ad Groups To Drive PPC Performance
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Using Single Keyword Ad Groups To Drive PPC Performance

A look at how a simplified campaign structure can improve PPC results through top performer single keyword ad group campaigns. From Sam Owen at Hero Conf 2014.

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Using Single Keyword Ad Groups To Drive PPC Performance

  1. 1. Driving PPC Performance With Single Keyword Ad Groups April 28-30, 2014
  2. 2. Not Really (gasp)
  3. 3. First a quick refresher on what we mean by long-tail keywords…
  4. 4. LONG-TAIL KEYWORDS
  5. 5. WHY NOT HAVE MORE?
  6. 6. ACCOUNTS ARE UNWIELDY
  7. 7. ACCOUNTS ARE UNWIELDY
  8. 8. ACCOUNTS ARE UNWIELDY Most of this stuff is pointless!
  9. 9. YOU’RE SPREAD THIN
  10. 10. Wasted Time Zone YOU’RE SPREAD THIN
  11. 11. 3 REASONS FOR LONG-TAIL 1. AD COPY RELEVANCY Can we really make an ad for “ppc management agency that does display marketing” more relevant than for “ppc management agency display”?
  12. 12. 3 REASONS FOR LONG-TAIL 2. CONTROL OVER BIDDING Should you bid up a keyword with 1 click and no conversions in the past month? Should we bid it down?
  13. 13. 3 REASONS FOR LONG-TAIL 3. THEY WORK WELL IN YOUR NICHE Dive into your data to see if this is true…
  14. 14. CHECK OUT YOUR DATA
  15. 15. CASE STUDY Client Goal: Lead Generation for people looking to buy Audi cars
  16. 16. 92,606 Keywords 1059 Converting Search Queries 161 Queries With 2+ Conv. (51% of Total) Top 20 Queries = 26% Conversions CASE STUDY
  17. 17. TOP PERFORMER CAMPAIGNS We decided to focus our energy on these top performing queries by placing them in single keyword ad groups. Here’s a quick run down of how…
  18. 18. 1. START BROAD
  19. 19. 1. START BROAD All of our keywords go into normal campaigns like these: We make heavy usage of +modified +broad +match
  20. 20. 2. MINE BROAD CAMPAIGNS
  21. 21. 2. MINE BROAD CAMPAIGNS Filter Terms With 2+ Conversions
  22. 22. 2. MINE BROAD CAMPAIGNS Add into “Top Performers” Campaign Single Keyword Ad Groups
  23. 23. 2. MINE BROAD CAMPAIGNS Remember to exclude from your broad campaign
  24. 24. 3. OPTIMIZE TOP PERFORMERS
  25. 25. TOP PERFORMER CAMPAIGNS
  26. 26. RESULT +22% CTR
  27. 27. RESULT CPA Cut In Half
  28. 28. RESULT 106% More Leads
  29. 29. TOP PERFORMERS MEAN… MORE TESTING MEANINGFUL DATA LESS TEDIUM GREATER IMPACT
  30. 30. THANK YOU @SamOwenPPC sam.owen@hanapinmarketing.com

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