Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
#SMX #23B @Justin_Freid
How Account Structure Leads To Optimal Results
Improve
Structure,
Improve Results
#SMX #23B @Justin_Freid
•  Justin	
  Freid	
  
•  @justin_freid	
  
•  Vice	
  President	
  Of	
  Emerging	
  
Media	
  At...
#SMX #23B @Justin_Freid
A Meticulous, Granular Approach
To Account Structure Yields The
Optimal Results
#SMX #23B @Justin_Freid
My thoughts on skags…
#SMX #23B @Justin_Freid
Goal:	
  Get	
  your	
  customers	
  to	
  complete	
  a	
  desire	
  action	
  as	
  
efficiently	
...
#SMX #23B @Justin_Freid
Your	
  campaigns	
  need	
  to	
  be	
  optimized	
  for	
  your	
  two	
  audiences:	
  
Search	...
#SMX #23B @Justin_Freid
B	
  
A	
  
#SMX #23B @Justin_Freid
•  Provide	
  a	
  positive	
  user	
  experience	
  to	
  the	
  searcher	
  
•  Get	
  the	
  se...
#SMX #23B @Justin_Freid
Ad Group = Group Of Ads
Ad Group ≠ Group Of Keywords
#SMX #23B @Justin_Freid
•  Your	
  head	
  is	
  on	
  straight,	
  your	
  
function	
  well	
  
•  Ability	
  to	
  make...
#SMX #23B @Justin_Freid
•  You’re	
  ready	
  to	
  party	
  
•  You	
  begin	
  to	
  get	
  louder,	
  
attracting	
  mo...
#SMX #23B @Justin_Freid
•  You’re	
  the	
  life	
  of	
  the	
  party	
  
•  You	
  begin	
  to	
  make	
  some	
  
quest...
#SMX #23B @Justin_Freid
•  You	
  have	
  absolutely	
  no	
  
idea	
  what	
  is	
  going	
  on	
  
anymore	
  
•  You	
 ...
#SMX #23B @Justin_Freid
Ad Group Level Negatives Are Like Your DD
#SMX #23B @Justin_Freid
§  Across	
  46	
  accounts,	
  post	
  refresh,	
  CMI	
  
was	
  able	
  to	
  generate	
  the	...
#SMX #23B @Justin_Freid
SEE YOU AT THE NEXT #SMX
THANK YOU!
Upcoming SlideShare
Loading in …5
×

Improve Structure, Improve Results By Justin Freid

11,066 views

Published on

From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: The Great Campaign Structure & Match Type Debate. PRESENTATION: Improve Structure, Improve Results - Given by Justin Freid, @justin_freid - CMI Media, VP of Emerging Media. #SMX #23B

Published in: Marketing
  • Be the first to comment

Improve Structure, Improve Results By Justin Freid

  1. 1. #SMX #23B @Justin_Freid How Account Structure Leads To Optimal Results Improve Structure, Improve Results
  2. 2. #SMX #23B @Justin_Freid •  Justin  Freid   •  @justin_freid   •  Vice  President  Of  Emerging   Media  At  CMI/Compas   •  SEO,  SEM  and  Social  
  3. 3. #SMX #23B @Justin_Freid A Meticulous, Granular Approach To Account Structure Yields The Optimal Results
  4. 4. #SMX #23B @Justin_Freid My thoughts on skags…
  5. 5. #SMX #23B @Justin_Freid Goal:  Get  your  customers  to  complete  a  desire  action  as   efficiently  as  possible.    
  6. 6. #SMX #23B @Justin_Freid Your  campaigns  need  to  be  optimized  for  your  two  audiences:   Search  engines  and  humans  
  7. 7. #SMX #23B @Justin_Freid B   A  
  8. 8. #SMX #23B @Justin_Freid •  Provide  a  positive  user  experience  to  the  searcher   •  Get  the  searcher  to  the  information  they  are  looking  for  as  quickly  as   possible   •  Move  the  searcher  to  the  next  step  in  their  purchase  path   •  Increase  relevancy  to  improve  quality  score   Structure Matters Search Query Ad Text Landing PageTarget Keyword Aa
  9. 9. #SMX #23B @Justin_Freid Ad Group = Group Of Ads Ad Group ≠ Group Of Keywords
  10. 10. #SMX #23B @Justin_Freid •  Your  head  is  on  straight,  your   function  well   •  Ability  to  make  rationale   decisions   •  Really  only  interested  in  talking   to  your  own  groups  of  friends   The Beer Scale – Exact Match
  11. 11. #SMX #23B @Justin_Freid •  You’re  ready  to  party   •  You  begin  to  get  louder,   attracting  more  attention   •  You’re  interested  in   meeting  new  people   The Beer Scale – Phrase Match
  12. 12. #SMX #23B @Justin_Freid •  You’re  the  life  of  the  party   •  You  begin  to  make  some   questionable  decisions   •  Everyone  is  your  best  friend   •  You  have  told  multiple   people  ‘I  love  you  man’   The Beer Scale – BMM
  13. 13. #SMX #23B @Justin_Freid •  You  have  absolutely  no   idea  what  is  going  on   anymore   •  You  make  lots  of  bad   decisions   •  But..  There  is  a  chance  you   could  make  a  good   decision   The Beer Scale – Broad Match
  14. 14. #SMX #23B @Justin_Freid Ad Group Level Negatives Are Like Your DD
  15. 15. #SMX #23B @Justin_Freid §  Across  46  accounts,  post  refresh,  CMI   was  able  to  generate  the  following   results:     –  23%  increase  in  traffic  at  identical  budget   levels   –  $1.28  average  decrease  in  CPC   –  Average  increase  in  QS  of  1.3   –  Average  increase  in  position  of  1.1   Aggregated Account Refresh Results  $3.30      $3.40      $3.50      $3.60      $3.70      $3.80      $3.90      $4.00      -­‐      500      1,000      1,500      2,000      2,500      3,000      3,500      4,000      4,500     Baseline   Refresh   CPC   Clicks   Average  Monthly  Clicks  &  CPC     Avg.  Monthly  Clicks   CPC   §  Individual  Account  Results:     –  300%  increase  in  traffic   –  139%  increase  in  CTR   –  9.2%  decrease  in  CPC   –  22%  decrease  in  CPA  while  increasing  total  conversions  by   40%  
  16. 16. #SMX #23B @Justin_Freid SEE YOU AT THE NEXT #SMX THANK YOU!

×