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 @Caitlin_Halpert
Get the benefits without the downsides of endless ad groups
Management-friendly
Alpha-Beta
#SMX #23B @Caitlin_Halpert
How I’m going to win!!
• Why	
  are	
  we	
  having	
  this	
  debate?	
  Why?	
  
• Alpha-­‐Be...
#SMX #23B @Caitlin_Halpert
How to maximize “nurses uniforms”?
Query	
  /	
  Keyword	
   Max	
  CPC	
   Avg	
  Pos	
   Cost...
#SMX #23B @Caitlin_Halpert
Clean query mapping = effective bidding
Ideal	
  
Bid	
   Volume	
  
Efficiency	
  
#SMX #23B @Caitlin_Halpert
Alpha-Beta campaign structure
We	
  aim	
  for	
  query	
  control	
  through	
  exact	
  match...
#SMX #23B @Caitlin_Halpert
Single-keyword ad groups & negatives
Query Reports Alpha Campaign 1:1 Mappings
best query ever
...
#SMX #23B @Caitlin_Halpert
Alpha-Beta account structure in practice
Account	
  
Campaign	
  
Brand	
  -­‐	
  Alpha	
  
SKA...
#SMX #23B @Caitlin_Halpert
Misconception	
  #1:	
  Alpha-­‐Beta	
  is	
  not	
  scalable	
  
#SMX #23B @Caitlin_Halpert9	
  A Harte Hanks Company
Alpha-Beta gone wrong!
190 active campaigns in Google
346,536 Active ...
#SMX #23B @Caitlin_Halpert
Ease management in 3 steps
Careful	
  keyword	
  selection	
  
Aim	
  for	
  high	
  data-­‐den...
#SMX #23B @Caitlin_Halpert
Top	
  converters	
  
Top	
  search	
  volume	
  
&	
  may	
  convert	
  
Picking alphas is eas...
#SMX #23B @Caitlin_Halpert
Misconception	
  #2:	
  Betas	
  are	
  “lesser”	
  keywords	
  
that	
  eventually	
  will	
  ...
#SMX #23B @Caitlin_Halpert
Beta selection is just as important!
Betas	
  mine	
  new	
  queries	
  AND	
  roll-­‐up	
  dat...
#SMX #23B @Caitlin_Halpert
Copying	
  Alphas	
  is	
  lazy	
  
§  [pink	
  dresses]	
  is	
  different	
  from	
  [dresses...
#SMX #23B @Caitlin_Halpert
Misconception	
  #3:	
  Alpha-­‐Beta	
  requires	
  excessive	
  
keyword	
  build-­‐out	
  for...
#SMX #23B @Caitlin_Halpert
Use Dynamic Search Ads!
Use	
  DSA	
  for	
  what	
  it’s	
  designed	
  for	
  –	
  ensuring	
...
#SMX #23B @Caitlin_Halpert
Misconception	
  #4:	
  It’s	
  hard	
  to	
  maintain	
  clean	
  
query	
  mapping	
  in	
  A...
#SMX #23B @Caitlin_Halpert
Maintain your keywords Optimizations	
  
Bleeders	
  
Irrelevant	
  
Promotions	
  
Demotions	
...
#SMX #23B @Caitlin_Halpert
Remove low search volume (LSV) keywords
LSV	
  keywords	
  are	
  not	
  serving	
  
• Or,	
  n...
#SMX #23B @Caitlin_Halpert
Remove non-converting keywords
Some	
  keywords	
  are	
  logically	
  a	
  good	
  fit,	
  but	...
#SMX #23B @Caitlin_Halpert
Do these things!
•  Top	
  performers	
  deserve	
  special	
  attention	
  
•  Set	
  up	
  fo...
#SMX #23B @Caitlin_Halpert
SEE YOU AT THE NEXT #SMX
THANK YOU!
#SMX #23B @Caitlin_Halpert
Bonus Materials!
#SMX #23B @Caitlin_Halpert
What’s wrong with “keyword coverage”…
Query	
  /	
  Keyword	
   Max	
  CPC	
   Avg	
  Pos	
   C...
#SMX #23B @Caitlin_Halpert
What do SKAG ad group builds look like?
Campaign	
   Ad	
  Group	
   Keyword	
   Headline	
   D...
#SMX #23B @Caitlin_Halpert
•  Performance	
  warrants	
  unique	
  keyword	
  –	
  
corresponding	
  alpha	
  neg	
  will	...
#SMX #23B @Caitlin_Halpert
SEE YOU AT THE NEXT #SMX!
THANK YOU!
Upcoming SlideShare
Loading in …5
×

Management Friendly Alpha-Beta By Caitlin Halpert

12,145 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: Management Friendly Alpha-Beta - Given by Caitlin Halpert, @caitlin_halpert - 3Q Digital, Account Director. #SMX #23B

Published in: Marketing
  • Be the first to comment

Management Friendly Alpha-Beta By Caitlin Halpert

  1. 1. #SMX #23B @Caitlin_Halpert Get the benefits without the downsides of endless ad groups Management-friendly Alpha-Beta
  2. 2. #SMX #23B @Caitlin_Halpert How I’m going to win!! • Why  are  we  having  this  debate?  Why?   • Alpha-­‐Beta  defined  What?   • I  do  not  accept  your  misconceptions!  How?  
  3. 3. #SMX #23B @Caitlin_Halpert How to maximize “nurses uniforms”? Query  /  Keyword   Max  CPC   Avg  Pos   Cost   Conv   CPA   nurses  uniforms   2.15   $3,035.39   561   $6.17   +nurse  +uniforms   $1.10   2.39   $234.29   69   $3.84   [nurse  uniform]   $1.35   2.30   $897.43   154   $6.80   [nurse  uniforms]   $1.50   2.00   $1,903.67   338   $6.37  
  4. 4. #SMX #23B @Caitlin_Halpert Clean query mapping = effective bidding Ideal   Bid   Volume   Efficiency  
  5. 5. #SMX #23B @Caitlin_Halpert Alpha-Beta campaign structure We  aim  for  query  control  through  exact  match,  single-­‐keyword  ad  groups,  paired  with   broad/broad  modified  match  keywords,  and  exact  match  negatives  for  mapping     BETA (query mining) Broad and +BMM ALPHA (query sculpting) [Exact]
  6. 6. #SMX #23B @Caitlin_Halpert Single-keyword ad groups & negatives Query Reports Alpha Campaign 1:1 Mappings best query ever stupid query Performance negative AG/KW: [best query ever] - [best query ever] Negative in all beta campaigns Query   Keyword   Ad   Landing  Page  
  7. 7. #SMX #23B @Caitlin_Halpert Alpha-Beta account structure in practice Account   Campaign   Brand  -­‐  Alpha   SKAG  1   SKAG  2   SKAG  3   Campaign   Brand  -­‐  Beta   SKAG  1   SKAG  2   SKAG  3   Campaign   Non-­‐Brand  -­‐  Alpha   SKAG  1   SKAG  2   SKAG  3   Campaign   Non-­‐Brand  –  Beta   SKAG  1   SKAG  2   SKAG  3  
  8. 8. #SMX #23B @Caitlin_Halpert Misconception  #1:  Alpha-­‐Beta  is  not  scalable  
  9. 9. #SMX #23B @Caitlin_Halpert9  A Harte Hanks Company Alpha-Beta gone wrong! 190 active campaigns in Google 346,536 Active Keywords §  85% are flagged as low search volume §  9% of active keywords are fully eligible In the last 30 days: §  2% of keywords had more than 10 impressions §  37 keywords rendered conversions
  10. 10. #SMX #23B @Caitlin_Halpert Ease management in 3 steps Careful  keyword  selection   Aim  for  high  data-­‐density   Review  &  update  keyword  lists  
  11. 11. #SMX #23B @Caitlin_Halpert Top  converters   Top  search  volume   &  may  convert   Picking alphas is easy…
  12. 12. #SMX #23B @Caitlin_Halpert Misconception  #2:  Betas  are  “lesser”  keywords   that  eventually  will  be  paused  
  13. 13. #SMX #23B @Caitlin_Halpert Beta selection is just as important! Betas  mine  new  queries  AND  roll-­‐up  data  from  lower  volume  queries  that  will  never  be   promoted  to  alpha     For  any  variation  you’re  considering:   §  Is  there  search  volume  or  past  performance  to  show  that  there’s  sufficient  data?  Use  the  Keyword  Planner   §  Is  there  a  unique  landing  page?  If  resources  are  tight,  is  it  worth  the  investment?   §  Is  there  unique  messaging?  Will  that  additional  modifier  fit  in  the  ad  copy?   §  Are  you  further  segmenting  campaigns  (e.g.  geography)?  Use  fewer  betas  to  start  when  segmentation  is  required     If  the  product  falls  in  an  easy  to  identify  category,  keep  it  simple  and  have  catch-­‐all  head  terms  to  start  
  14. 14. #SMX #23B @Caitlin_Halpert Copying  Alphas  is  lazy   §  [pink  dresses]  is  different  from  [dresses  pink]     §  +pink  +dresses  is  not  different  from  +dresses  +pink     For  type/product/theme  coverage,  start  with  the  site  as  a  guide,  but  minimize  variations   §  +cotton  +nurse  +uniform  –  YES   §  +pink  +nurse  +uniform  –  YES   §  +pink  +cotton  +nurse  +uniform  –  NO   Use your brain.
  15. 15. #SMX #23B @Caitlin_Halpert Misconception  #3:  Alpha-­‐Beta  requires  excessive   keyword  build-­‐out  for  full  product  coverage  
  16. 16. #SMX #23B @Caitlin_Halpert Use Dynamic Search Ads! Use  DSA  for  what  it’s  designed  for  –  ensuring  coverage  across  your  product  set     Use  DSA  to  find  new  Alphas  &  Betas     Outlier:  Certain  retailers  cannot  use  DSA  because  of  policy  reasons  so  an  automated  system   to  maintain  coverage  across  10,000+  SKUs  is  acceptable,  but  bidding  is  difficult  
  17. 17. #SMX #23B @Caitlin_Halpert Misconception  #4:  It’s  hard  to  maintain  clean   query  mapping  in  Alpha-­‐Beta  
  18. 18. #SMX #23B @Caitlin_Halpert Maintain your keywords Optimizations   Bleeders   Irrelevant   Promotions   Demotions   LSV   Non-­‐ Converters  
  19. 19. #SMX #23B @Caitlin_Halpert Remove low search volume (LSV) keywords LSV  keywords  are  not  serving   • Or,  not  serving  as  often  as  they  would  if  matched  to  higher-­‐volume  keywords   LSV  keywords  are  a  waste  of  time   • Unique  ad  creation  is  a  large  time  investment  with  no  pay-­‐off   LSV  keywords  change  over  time   • [gopro2  hd]  might  have  had  volume  3  years  ago,  but  it  doesn’t  now  –  CUT  IT   • [wine  Christmas  gifts]  only  has  volume  from  Nov  15th-­‐Dec  25th  –  PAUSE  &  MARK   AS  SEASONAL  
  20. 20. #SMX #23B @Caitlin_Halpert Remove non-converting keywords Some  keywords  are  logically  a  good  fit,  but  after  months  still  don’t  convert   §  Have  they  been  given  a  chance  (had  bids  above  first-­‐page  recommendations)?  –  PAUSE   §  Is  there  search  volume,  but  CVR  is  too  low?  –  PAUSE   §  Is  search  volume  so  low  that  data-­‐based  decisions  are  impossible?  –  PAUSE     There’s  a  difference  between  pausing  &  no  longer  serving  and  pausing  &  redirecting  queries   to  a  higher  volume  keyword   §  Understand  which  you’re  doing  but  know  there’s  little  risk  in  pausing  a  non-­‐converter   that’s  had  it’s  chance  
  21. 21. #SMX #23B @Caitlin_Halpert Do these things! •  Top  performers  deserve  special  attention   •  Set  up  for  long-­‐term  query  sculpting   Alpha-­‐Beta   SKAGs   •  Keep  keywords  simple  –  it’s  easy  to  add  more   •  Think  about  data-­‐density  Selection   •  Keep  Alpha-­‐Beta  clean  with  negative  &  alpha  updates   •  Remove  low-­‐volume  &  non-­‐converters  Maintenance  
  22. 22. #SMX #23B @Caitlin_Halpert SEE YOU AT THE NEXT #SMX THANK YOU!
  23. 23. #SMX #23B @Caitlin_Halpert Bonus Materials!
  24. 24. #SMX #23B @Caitlin_Halpert What’s wrong with “keyword coverage”… Query  /  Keyword   Max  CPC   Avg  Pos   Cost   Conv   CPA   Brand.com   $9013.76   2185   $4.13   [Brand.com]   $.80   1.0   $1978.16   470   $4.21   [Brand  misspelling  1]   $.80   1.0   $2009.61   526   $3.82   [Brand  misspelling  2]   $.80   1.0   $2093.21   492   $4.25   [Brand  misspelling  3]   $.80   1.0   $2063.74   445   $4.64   96%  of  the  spend  on  the  “misspelling”  Alphas  is  actually  from  the  correct  spelling  query  
  25. 25. #SMX #23B @Caitlin_Halpert What do SKAG ad group builds look like? Campaign   Ad  Group   Keyword   Headline   Desc  Line  1   Desc  Line  2   Display  URL   Brand  -­‐  Alpha   brand.com   [brand.com]   Brand.com  -­‐  Official   Try  Our  New  Widgets  Today!   Best  Deal  Available  Now.   Brand.com   Brand  -­‐  Beta   brand  name   +brand  +name   Brand  Name  -­‐  Official   Try  Our  New  Widgets  Today!   Best  Deal  Available  Now.   Brand.com   Brand  -­‐  Beta   brand.com   +brand.com   Brand.com  -­‐  Official   Try  Our  New  Widgets  Today!   Best  Deal  Available  Now.   Brand.com   Non-­‐Brand  -­‐  Alpha   cool  product   [cool  product]   Buy  a  Cool  Product   Try  Our  Cool  Product  Today.   Best  Deal  Available  Now.   Brand.com/Cool-­‐ Product   Non-­‐Brand  -­‐  Alpha   new  cool  product   [new  cool  product]   Buy  a  New  Cool  Product   Try  Our  New  Cool  Product  Today.   Best  Deal  Available  Now.   Brand.com/New-­‐ Cool-­‐Product   Non-­‐Brand  -­‐  Alpha   other  product   [other  product]   Buy  a  Other  Product   Try  Our  Other  Product  Today.   Best  Deal  Available  Now.   Brand.com/Other-­‐ Product   Non-­‐Brand  -­‐  Beta   cool  product   +cool  +product   Buy  a  Cool  Product   Try  Our  Cool  Product  Today.   Best  Deal  Available  Now.   Brand.com/Cool-­‐ Product  
  26. 26. #SMX #23B @Caitlin_Halpert •  Performance  warrants  unique  keyword  –   corresponding  alpha  neg  will  fix  mapping  issues  Alpha  promotion   •  When  problem  query  exists  as  an  alpha   Confirm  alpha   negatives   •  Fixes  cross-­‐matching  when  a  target  keyword   exists  &  term  does  not  qualify  for  alpha  promotion   Ad  group  level   negatives   •  If  misspellings  or  alternative  keyword  variations   are  capturing  the  same  queries  as  other  keywords   Pause/remove   keywords   4 ways to fix bad mapping within Alpha-Beta
  27. 27. #SMX #23B @Caitlin_Halpert SEE YOU AT THE NEXT #SMX! THANK YOU!

×