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State of Search 2014

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Learn more about the three biggest easy misses I see when I audit a Google AdWords account.

Published in: Internet
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State of Search 2014

  1. 1. 3 Ways to Improve Your AdWords (and Become Amigos with Google) Susan Wenograd Wenograd.com Twitter: SusanEDub @SusanEDub #StateofSearch 1
  2. 2. Who Am I, Anyway? • 10 years in digital marketing • PPC is my favorite (don’t tell the other channels) • Client & agency experience • Brands: CircuitCity.com, General Motors, and many others • Based in Dallas, where I claim I hate it from July through September @SusanEDub #StateofSearch 2
  3. 3. It All Starts Off So Easy… We’re going to bid on awesome keywords! We’re going to get perfectly-qualified clicks! @SusanEDub #StateofSearch 3
  4. 4. Phase One: Sadness Where are my sales? The AdWords interface says to increase the budget. @SusanEDub #StateofSearch 4
  5. 5. Phase Two: Frustration What am I doing wrong? @SusanEDub #StateofSearch 5
  6. 6. Phase Three @SusanEDub #StateofSearch 6
  7. 7. When Did It Get So Complicated? @SusanEDub #StateofSearch 7
  8. 8. 3 Biggest Ouches in an Audit • Search Terms & Negative Keywords • Account Structure • Bid Modifiers @SusanEDub #StateofSearch 8
  9. 9. Ouch #1: Lack of Negative Keywords I’m Google, and I’m here to eat your budget. @SusanEDub #StateofSearch 9
  10. 10. Match Type Lesson Broad Match • Match making services • Type A personality • Lesson you’ll never forget Modified Broad Match • Susan’s +Lessons about +Match +Types @SusanEDub #StateofSearch 10
  11. 11. Match Type Lesson (cont.) Exact • [Match Type Lesson] Phrase • Slides with the “Match Type Lesson” info • “Match Type Lesson” at State of Search @SusanEDub #StateofSearch 11
  12. 12. Broad & Phrase Match Keywords vs. Search Queries @SusanEDub #StateofSearch 12
  13. 13. Does This Really Matter? @SusanEDub #StateofSearch 13
  14. 14. Bottom Line @SusanEDub #StateofSearch 14
  15. 15. Weaponry: Search Term Report @SusanEDub #StateofSearch 15
  16. 16. Negative Keywords Match Types: • Broad: Classes • Phrase: Classes in • Exact: Classes in Raleigh Application Levels: • Campaign • Ad Group @SusanEDub #StateofSearch 16
  17. 17. Bonus Tip: Mining Your Search Terms Export search terms. @SusanEDub #StateofSearch 17
  18. 18. It looks worse before it looks better… (Yes,we’re geeking out right now.) @SusanEDub #StateofSearch 18
  19. 19. Consolidate terms to one column • “Remove Duplicates” on each column • Copy keywords in each column to bottom of Column A. @SusanEDub #StateofSearch 19
  20. 20. One list, many insights Negative keyword Hmm. Consumers care about the material…ad copy & keyword additions! Ad Group idea & on-site content idea win! Ad Group for B2C Campaign, negative keyword for this Ad Group @SusanEDub #StateofSearch 20
  21. 21. Ouch #2: Poor Account Structure It’s Campaigns and Ad Groups. Big Deal. @SusanEDub #StateofSearch 21
  22. 22. Good Account Structure vs. Bad • No new ads • No change in bids • No change in landing page • So, what was it? @SusanEDub #StateofSearch 22
  23. 23. It’s gonna sound crazy, but… @SusanEDub #StateofSearch 23
  24. 24. Here’s Why • Cross-matching (aka) “Click bleed” = Sub-optimal ad copy being shown • Broad Match gone wild @SusanEDub #StateofSearch 24
  25. 25. How to Spot Click Bleed Ad Groups term appeared in + spend Ad Groups term appeared in + spend Ad Groups term appeared in + spend Ad Groups term appeared in + spend @SusanEDub #StateofSearch 25
  26. 26. How Do We Fix This? Go to your Ad Group! Are you too good for your Ad Group? @SusanEDub #StateofSearch 26
  27. 27. Clear Account Structure: Option 1 Campaign Ad Group: Broad Ad Group: Exact Negative mirroring @SusanEDub #StateofSearch 27
  28. 28. Clear Account Structure: Option 2 Campaign: Exact Ad Group A Ad Group B Negative mirroring Campaign: Broad Ad Group A Ad Group B @SusanEDub #StateofSearch 28
  29. 29. Does It Work? Before After @SusanEDub #StateofSearch 29
  30. 30. Bonus Tip: Ad Copy in Rotation @SusanEDub #StateofSearch 30
  31. 31. Structure = Control & Time • Negative keyword analysis • Negative keyword mirroring • Bid management • Budget control • Ad copy control • Device control • Daypart control @SusanEDub #StateofSearch 31
  32. 32. Ouch #3: Modifiers @SusanEDub #StateofSearch 32
  33. 33. What are Modifiers? • Gained prominence & function with Enhanced Campaign roll-out • Bid modification by % based on criteria: – Days & Hours – Device Types (Mobile only…thanks, Google) – Geographical location @SusanEDub #StateofSearch 33
  34. 34. Device Types @SusanEDub #StateofSearch 34
  35. 35. All Users Are Not Equal Psst…your mobile users are awesome. @SusanEDub #StateofSearch 35
  36. 36. Geographic Modifiers @SusanEDub #StateofSearch 36
  37. 37. Who loves you? @SusanEDub #StateofSearch 37
  38. 38. Sorry, Detroit Canpaign Level Settings  Locations @SusanEDub #StateofSearch 38
  39. 39. Are They Morning People? Weekday People? @SusanEDub #StateofSearch 39
  40. 40. Custom Ad Schedules Campaign Level Only @SusanEDub #StateofSearch 40
  41. 41. Modifiers Can Get Sticky @SusanEDub #StateofSearch 41
  42. 42. Autopilot Danger: Stacking Modifiers @SusanEDub #StateofSearch 42
  43. 43. Danger, Will Robinson @SusanEDub #StateofSearch 43
  44. 44. Bonus Tip: Callout Extensions • New in September @SusanEDub #StateofSearch 44
  45. 45. Before & After Acct Average Month Prior: CTR of Ads with Callout Added: @SusanEDub #StateofSearch 45
  46. 46. Let’s Wrap This Up @SusanEDub #StateofSearch 46
  47. 47. You Can’t Be Lazy • Campaign & Ad Group Structure • Negative keyword strategy – Don’t fall off the wagon, the market changes • Laser-targeted user behaviors and locations – Dayparting – Geographies – Devices • Check results frequently after making changes to catch issues @SusanEDub #StateofSearch 47
  48. 48. Thank You! @SusanEDub #StateofSearch 48

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