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#SMX #22b @john_a_lee
…and what you can do about it!
How Match Type Segmentation is
Part of a Vast Right Wing Conspiracy
John Lee – Clix Marketing
#SMX #22b @john_a_lee
• Managing Partner – Clix Marketing
• Digital Advertising Geek
Emphasis on “Geek”
• Prior Sentences Served:
Hanapin Marketing
Wordstream
• Writer:
Search Engine Watch, ClickZ, Clix Marketing
Blog, The SEM Post, Acquisio Blog, PPC
Hero
• Speaker:
SMX, SMX Social, SES / ClickZ Live,
HeroConf, State of Search, Acquisio User
Summit, Bing Ads Connect
#SMX #22b @john_a_lee
It’s a Stump Speech, Man
My Position
#SMX #22b @john_a_lee
 You don’t always have to
do what smart people tell
you to do (oh, wait…).
 I oppose a/b and SKAGs
as a universal PPC
strategy.
 Segmentation for the
purpose of segmentation is
pointless.
My Position
#SMX #22b @john_a_lee
Sorry Susan… This Is a Battle, Right?
What Trump (I Mean Susan) Says
#SMX #22b @john_a_lee
alpha/beta strategy and SKAGs:
- Provide sterile environment for search query mining.
- Provide environment for granular ad and landing page
testing.
- Force search engines to trigger the most precise
keyword+ad+landing page combo.
- “Efficiency.”
#SMX #22b @john_a_lee
#SMX #22b @john_a_lee
…or “Break it Down” …or “Why I Don’t Care”
Hammer Time!
#SMX #22b @john_a_lee
 One size fits all does not
apply.
 Not all campaign managers
operate at this level and
will be crushed by ALL THE
CAMPAIGNS.
 Some campaign structures
are complicated enough
already.
a/b and SKAGs Preached as Gospel
#SMX #22b @john_a_lee
REAL EXAMPLE
Segmented by Country
Segmented by Theme
5 Countries X 9 Themes X 2 = ???
…90 Campaigns
(and that’s just search, we also have GDN!)
#SMX #22b @john_a_lee
 Create every
campaign. Twice.
 Add a keyword. Add
a negative keyword.
 Download and
upload every
campaign. Twice.
(bandwidth FTW!)
Double Your Pleasure, Double Your Fun
#SMX #22b @john_a_lee
 Longer testing cycles for
ad & landing page data.
 “Low search volume.” It
happens.
 Plural vs. singular.
Reverse word order. Do
they really need
separate ads?
Meaningful & Expeditious Testing?
#SMX #22b @john_a_lee
You Can Do Most of This In a
“Normal” Campaign Structure.
#SMX #22b @john_a_lee
 Exact, modified broad (and more!) in one ad
group.
 Exact is your winner, winner, chicken dinner.
 Mod+broad is your research.
 Learn new queries; create new ad groups.
 Rinse. Repeat.
Sometimes, Less Work is OK
#SMX #22b @john_a_lee
 Ad group level
negative exact match
keywords.
 Still have risk of
mod+broad serving
impression for exact
match? Yes.
 Chance of this happening is slim with tiered
bidding, but if it does – you’ll still serve the right ad!
But John, What About the Negatives?
#SMX #22b @john_a_lee
 Keyword to ad
relevancy is HUGE,
yes. But…
 How much is there
to gain from an ad
for the plural vs.
singular keyword
variations?
But John, What About the Ads?
#SMX #22b @john_a_lee
Keyword.
Destination.
URLs.
But John, What About the Landing Pages?
#SMX #22b @john_a_lee
Exact and Modified Broad Match Only
Really? Really? Really?
#SMX #22b @john_a_lee
 Phrase match is a great catch all for those
“just in case they search” long tail
keywords.
 Broad match is one of the best keyword
research tools out there.
 You can come after me with pitchforks in the lobby…
Phrase & Broad Match Still Have Value
#SMX #22b @john_a_lee
I Don’t Know, Can They?
Can Concessions Be Made?
#SMX #22b @john_a_lee
Yes, a/b and SKAGs can make sense
for high volume keywords.
#SMX #22b @john_a_lee
Should you at least consider a/b and
SKAGs when planning optimization
strategies? Yes.
#SMX #22b @john_a_lee
 Don’t blindly apply a/b and SKAGs to all
keywords.
 Consider the impact of other
segmentations first (e.g. location, ad
schedules, business purpose).
 Let the data inform your ongoing decisions.
But…
#SMX #22b @john_a_lee
Questions?
@john_a_lee
john@clixmarketing.com
www.clixmarketing.com
#SMX #22b @john_a_lee
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016

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John Lee - SMX East 2015 - Match Type Segmentation Part of Right Wing Conspiracy?

  • 1. #SMX #22b @john_a_lee …and what you can do about it! How Match Type Segmentation is Part of a Vast Right Wing Conspiracy John Lee – Clix Marketing
  • 2. #SMX #22b @john_a_lee • Managing Partner – Clix Marketing • Digital Advertising Geek Emphasis on “Geek” • Prior Sentences Served: Hanapin Marketing Wordstream • Writer: Search Engine Watch, ClickZ, Clix Marketing Blog, The SEM Post, Acquisio Blog, PPC Hero • Speaker: SMX, SMX Social, SES / ClickZ Live, HeroConf, State of Search, Acquisio User Summit, Bing Ads Connect
  • 3. #SMX #22b @john_a_lee It’s a Stump Speech, Man My Position
  • 4. #SMX #22b @john_a_lee  You don’t always have to do what smart people tell you to do (oh, wait…).  I oppose a/b and SKAGs as a universal PPC strategy.  Segmentation for the purpose of segmentation is pointless. My Position
  • 5. #SMX #22b @john_a_lee Sorry Susan… This Is a Battle, Right? What Trump (I Mean Susan) Says
  • 6. #SMX #22b @john_a_lee alpha/beta strategy and SKAGs: - Provide sterile environment for search query mining. - Provide environment for granular ad and landing page testing. - Force search engines to trigger the most precise keyword+ad+landing page combo. - “Efficiency.”
  • 8. #SMX #22b @john_a_lee …or “Break it Down” …or “Why I Don’t Care” Hammer Time!
  • 9. #SMX #22b @john_a_lee  One size fits all does not apply.  Not all campaign managers operate at this level and will be crushed by ALL THE CAMPAIGNS.  Some campaign structures are complicated enough already. a/b and SKAGs Preached as Gospel
  • 10. #SMX #22b @john_a_lee REAL EXAMPLE Segmented by Country Segmented by Theme 5 Countries X 9 Themes X 2 = ??? …90 Campaigns (and that’s just search, we also have GDN!)
  • 11. #SMX #22b @john_a_lee  Create every campaign. Twice.  Add a keyword. Add a negative keyword.  Download and upload every campaign. Twice. (bandwidth FTW!) Double Your Pleasure, Double Your Fun
  • 12. #SMX #22b @john_a_lee  Longer testing cycles for ad & landing page data.  “Low search volume.” It happens.  Plural vs. singular. Reverse word order. Do they really need separate ads? Meaningful & Expeditious Testing?
  • 13. #SMX #22b @john_a_lee You Can Do Most of This In a “Normal” Campaign Structure.
  • 14. #SMX #22b @john_a_lee  Exact, modified broad (and more!) in one ad group.  Exact is your winner, winner, chicken dinner.  Mod+broad is your research.  Learn new queries; create new ad groups.  Rinse. Repeat. Sometimes, Less Work is OK
  • 15. #SMX #22b @john_a_lee  Ad group level negative exact match keywords.  Still have risk of mod+broad serving impression for exact match? Yes.  Chance of this happening is slim with tiered bidding, but if it does – you’ll still serve the right ad! But John, What About the Negatives?
  • 16. #SMX #22b @john_a_lee  Keyword to ad relevancy is HUGE, yes. But…  How much is there to gain from an ad for the plural vs. singular keyword variations? But John, What About the Ads?
  • 17. #SMX #22b @john_a_lee Keyword. Destination. URLs. But John, What About the Landing Pages?
  • 18. #SMX #22b @john_a_lee Exact and Modified Broad Match Only Really? Really? Really?
  • 19. #SMX #22b @john_a_lee  Phrase match is a great catch all for those “just in case they search” long tail keywords.  Broad match is one of the best keyword research tools out there.  You can come after me with pitchforks in the lobby… Phrase & Broad Match Still Have Value
  • 20. #SMX #22b @john_a_lee I Don’t Know, Can They? Can Concessions Be Made?
  • 21. #SMX #22b @john_a_lee Yes, a/b and SKAGs can make sense for high volume keywords.
  • 22. #SMX #22b @john_a_lee Should you at least consider a/b and SKAGs when planning optimization strategies? Yes.
  • 23. #SMX #22b @john_a_lee  Don’t blindly apply a/b and SKAGs to all keywords.  Consider the impact of other segmentations first (e.g. location, ad schedules, business purpose).  Let the data inform your ongoing decisions. But…
  • 25. #SMX #22b @john_a_lee THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016