1.
Driving PPC Performance With Single
Keyword Ad Groups
April 28-30, 2014

2.
Not Really
(gasp)

3.
First a quick refresher on what we
mean by long-tail keywords…

4.
LONG-TAIL KEYWORDS

5.
WHY NOT HAVE MORE?

6.
ACCOUNTS ARE UNWIELDY

7.
ACCOUNTS ARE UNWIELDY

8.
ACCOUNTS ARE UNWIELDY
Most of this stuff is pointless!

9.
YOU’RE SPREAD THIN

10.
Wasted Time Zone
YOU’RE SPREAD THIN

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.
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.
3 REASONS FOR LONG-TAIL
3. THEY WORK WELL IN YOUR
NICHE
Dive into your data to see if this is true…

14.
CHECK OUT YOUR DATA

15.
CASE STUDY
Client Goal: Lead Generation for
people looking to buy Audi cars

16.
92,606 Keywords
1059 Converting Search Queries
161 Queries With 2+
Conv. (51% of Total)
Top 20 Queries =
26% Conversions
CASE STUDY

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.
1. START BROAD

19.
1. START BROAD
All of our keywords go into normal
campaigns like these:
We make heavy usage of +modified
+broad +match

20.
2. MINE BROAD CAMPAIGNS

21.
2. MINE BROAD CAMPAIGNS
Filter Terms With 2+ Conversions

22.
2. MINE BROAD CAMPAIGNS
Add into “Top
Performers”
Campaign Single
Keyword Ad Groups

23.
2. MINE BROAD CAMPAIGNS
Remember to exclude from
your broad campaign

24.
3. OPTIMIZE TOP PERFORMERS

25.
TOP PERFORMER CAMPAIGNS

26.
RESULT
+22% CTR

27.
RESULT
CPA Cut In Half

28.
RESULT
106% More
Leads

29.
TOP PERFORMERS MEAN…
MORE TESTING
MEANINGFUL DATA
LESS TEDIUM
GREATER IMPACT

30.
THANK YOU
@SamOwenPPC
sam.owen@hanapinmarketing.com