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Campaign-Level Match Type Segmentation FTW! By Susan Waldes


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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Battle Of The Match Types - Given by Susan Waldes, @suzyvirtual, President and Partner - Five Mill. #SMX #22B

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Campaign-Level Match Type Segmentation FTW! By Susan Waldes

  1. 1. #SMX #22B @suzyvirtual Win at SEM & Life Campaign-Level Match Type Segmentation FTW! Susan Waldes, President, Five Mill
  2. 2. #SMX #22B @suzyvirtual Evolution of Alpha Beta Alpha-beta, introduced in 2012 by David Rodnitzky was the first comprehensive segmented match type strategy.
  3. 3. #SMX #22B @suzyvirtual Now More Like Alpha Omega Introduction in the last 3 years of new campaign types, close variants, keyword-less search campaigns and changes to the algorithm are driving a more fluid, comprehensive and complex environment
  4. 4. #SMX #22B @suzyvirtual Continuum of Performance & Optimization As we move from exact match only campaigns outward to keyword-less campaigns our structure and optimization tasks change. PLA/DSA Beta Gamma Beta+RLSA Gamma+RLSA Alpha Alpha+RLSA
  5. 5. #SMX #22B @suzyvirtual All the MORE Reason to Segment by Match Type Exact Match Only Campaigns True Positive Control Other end of the spectrum Negative Control • Precise performance data • True A/B Tests • Reporting insights • Incremental volume • Lower CPCs • Discovery engine • Budget allocation • Time Savings
  6. 6. #SMX #22B @suzyvirtual Different Campaign “Types” Each campaign “type” has its own set of set-up, optimization and management needs and processes Search • Alpha: Exact • Beta: BMM/Phrase • Gamma: Broad • Brand • DSA • RLSA • PLA (Shopping) • Search App Install/Engagement • Call Only Display • GDN • Remarketing • GSP • GDN App Install • Engagement • Video
  7. 7. #SMX #22B @suzyvirtual Require Different Optimizations
  8. 8. #SMX #22B @suzyvirtual  Precise bidding (not “averages”)  SKAG: Precise ad texts and landing pages (and segmented testing of each)  SKAG: Keyword (via ad group) level sitelink extensions/callouts  Don’t need negatives (unless you negate for close variants, in which case, you can cleanly do so) at the ad group level.  Expected performance and budget allocation  Auction insights reveal true direct competitors Exact Match (Alpha) Campaigns
  9. 9. #SMX #22B @suzyvirtual Control Example (reliable “query” reporting) Impression share, call duration, google analytics metrics (bounce, avg pages) and others only go to keyword or ad group level
  10. 10. #SMX #22B @suzyvirtual  Works on averages  Faster account management  Know where to look for negatives  Use negative keyword lists (title them)  Easy keyword expansion  Aggregate ad and landing page tests  Discover new converting queries (via search term reporting) Broad/Phrase/BMM Match (Beta/Gamma) Campaigns
  11. 11. #SMX #22B @suzyvirtual Time Saver 1 (Ease of Negative Additions on Broad Match) Filter your search term reporting and add negatives quickly directly in UI
  12. 12. #SMX #22B @suzyvirtual Time Saver 2 (Ease of Keyword Expansion on Broad Match) Add Additional Keywords quickly right in UI
  13. 13. #SMX #22B @suzyvirtual Segmentation FTW!  Save Time  Get True Actionable Reporting on VIKs (very important keywords)  Better Bidding Be Awesome, Segment by Match Type, win SEM & life
  14. 14. #SMX #22B @suzyvirtual THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016