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AdWords Key to Success from Pico Digital


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From Samantha Bedford (Pico Digital)

In the 15 years I have been in the industry the main element I find when auditing paid search campaigns is that the foundation is poor. When speaking about foundation I am talking about the structure of your campaigns, adgroups and match types, and how they have been grouped to ensure each ad is relevant to the keyword and landing page.

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AdWords Key to Success from Pico Digital

  1. 1. Welcome to Pico Digital’s Discussion re Search Structure 1
  2. 2. 2 • Almost 16 years in the digital space • Predominantly paid search, display and analytics during that time • Prior agency experience // Location3 Media • Recently moved out on my own • Google AdWords Certified • Google Analytics Certified • Bing / Yahoo Certified • DAA & UBC Award of Achievement in Web Analytics Little bit about me…
  3. 3. 3Where do we start? Think Quality. Quality defines everything in AdWords, from how much you pay to how your ads perform. AdWords uses a formula called Quality Score to measure your ads’ quality and rank your ads among other ads on a page. Ads that relate to what your customers are looking for and that link to relevant content get higher Quality Scores – and the higher the Quality Score, the less you pay to show on the first page of search results. Develop a well-organized account with relevant keywords and ads, and you’ll have higher Quality Scores.
  4. 4. Why have Quality Score? Quality Score is Google's way of balancing the interests of all parties in the online advertising ecosystem. 4
  5. 5. What does Quality Score Influence? Eligibility Determines whether your ad is eligible to enter the auction for that query Price A better Quality Score reduces the price you need to bid to maintain a given position Position Determines the relative position of your ad in relation to the other ads on that result page Top Slot Only high quality ads are eligible to appear above the natural search results 5
  6. 6. What contributes to Quality Score? 1-10 quality score is just an approximation of how Google expects a keyword to perform. Actual scores are unique for each query. 6
  7. 7. If ½ the impressions in your entire account are at QS 6.5 and higher you’re in good shape • 1 – 3 means you are barely showing • 4 means you are showing up but paying more per click • 5 -6 look at profit (CTR vs. Conversion Rate) • 7 is good • 10 is usually brand terms. Quality Score: 1 through 10 7
  8. 8. Click through Rate (CTR) By far, click through rate is the most important factor contributing to your Quality Score. Always check your ad copy report to ensure you have the right blend of CTR and CR (Conversion Rate).
  9. 9. What factors influence Ad Rank? 9 Maximum CPC, Actual Cost per Click and Relevancy = Ad Rank
  10. 10. Pay less than Competitors 10 Advertiser One is showing in a higher position even though he / she is bidding $1.15 less than Advertiser Two.
  11. 11. How to Improve your Quality Score The best way to improve your Quality Score is to focus on your key metrics • Organize your account for maximum effectiveness • Choose relevant keywords • Create straightforward, targeted ads and use ad extensions • Direct to relevant landing pages with quick load times 11
  12. 12. 12Let’s get going… AdWords success is still very dependent on proper organization of keywords, landing pages, bids, and ad text. Until you get that stuff right, everything else is a distraction!
  13. 13. 13Query: boys cargo pants
  14. 14. 14
  15. 15. 15Mirror your Site Structure
  16. 16. 16 • Settings drive campaign structure • Geographic markets • Budget allocation • Location and Device bid adjustments (Campaign level) // remember the impact of these on your base bid calculations • Do not put search and display in the same campaigns – skews trending data for impressions and CTR among other concerns. • Match type performance // Exact verses broad • Bidding implications Segment campaigns by higher level ideas
  17. 17. 17 • Any seasonal implications // products • Performance data // Create groups for promising keywords • Traffic volume • Brand names verses non-brand generic terms • Products / services that you offer / taking into consideration returns for each service for example if you offer hotel bookings and tours – you might make a greater return from hotel bookings than tours. • Consider themes for your adgroups Segment campaigns by higher level ideas
  18. 18. Keywords 18
  19. 19. 19 • A keyword is a word or phrase that a marketer buys on Google • A query is a word or phrase that a user types into Google • Google matches keywords to relevant queries • Google WILL match your keywords to a lot of irrelevant queries if you give them the latitude to do so. A Keyword vs a Query
  20. 20. According to recent Google data, it has been said that in the last 6 months roughly: 20% of daily queries have never been seen on Google 70% of queries in the US have no exact matched keywords 54% of queries in the US have 3 or more words and that number is rising. Google: 34,000 searches per second (2 million per minute; 121 million per hour; 3 billion per day; 88 billion per month, figures rounded) The facts…….
  21. 21. • Start with your website to get an idea of what is considered important • Brainstorm keywords and phrases • Check your own server logs / analytics • If you have site search setup take a look at those keywords • Use product names, brand names, model numbers, codes • Use Google’s Keyword suggestion tool • Think laterally: misspellings, quirky phrases, even URLs • Check competitor keyword data • Check organic search data in analytics • Use additional third party tools such as, TagCrowd, • Are there any seasonal terms like “Thanksgiving”, “Valentines Day”, events How do I create a Keyword list?
  22. 22. • Think of slang terms like socal for Southern California • Use the auto suggest features in the engine • Use the Adgroup Ideas tool • Think like your customer • Group keywords into thematic clusters with adcopy and DKI in mind • Scrub: filter through the list and remove irrelevant terms (add as negatives) • Keep an eye on negatives e.g. if you’re a cruise liner you might want to add a negative for something like fire. Airlines – negative crash. • Mine search query reports consistently particularly during a new launch …. continued
  23. 23. Match Types 23
  24. 24. Matching in diagram form Broad: formal shoes Matches: formal footwear, evening footwear Modified Broad: +formal +shoes Matches: frmal shoes, formal evening shoes etc. Phrase: “formal shoes” Matches: black formal shoes, formal shoes for men Exact: [formal shoes] Matches: formal shoes
  25. 25. • Use modified broad match to discover new queries • Use exact match to isolate top performers • Negative to exclude unprofitable queries – this is key to ensure that exact match terms are not bumped by broad match terms. • Broad and phrase I hardly use these days (sparingly) What Match Types to use…
  26. 26. Ads and Extensions 26
  27. 27. 27 • Ad Extensions – USE THEM • Targeted ad • Good user experience • Higher CTR • Top verses side layout • Extended headlines • Mobile specific ads and extensions • CTA // differentiate yourself // What are competitors saying? • DKI • Display URL • Geography • ® // TM // Price in ad copy? • Bolding in Ad Copy • =LEN(cell reference)
  28. 28. • The keyword insertion wording may look awkward and not read correctly – e.g. flowers buy baby online. • It could end up with trademark violations • Do not use it on misspellings, makes it look like you cannot spell, poor reflection on the brand. • Do not use it if you are advertising on competitor keywords. • Remember it’s all about relevance so make sure the keywords in your ad group that would be inserted do not leave a misleading message. One element to take into account when utilizing dynamic insertion is to ensure your account structure allows for it to function as it is intended. Realistically you should utilize a blend of DKI and no DKI. When not to use dynamic keyword insert
  29. 29. Case sensitive KW insertion The keyword dynamically inserted has to be less than 25 characters otherwise it defaults to the default entry. If every advertiser on the page is using dynamic keyword insert you won’t stand out at all. Monitor your strategy. Note that dynamic keyword insertion can also be applied to your descriptions.
  30. 30. Landing Page 30
  31. 31. • Should be designed for Keywords / ad groups / Ad copy • Keyword level is best and they also overwrite ad level URL’s • Content should match the promise of the ad • Should contain “substantial relevant content” to the keyword • Monitor analytics – in particular bounce rate for the page your directing to. • Can you rapidly build and tweak these pages in order to fine-tune results? • The page should be easily navigable • Should conform with Google’s guidelines for site layout in order to maximize Quality Score • The speed the page loads is also important to quality score Tips to a successful landing page
  32. 32. Create keywords Identify Query Winners and Losers Move Query Winners Negative match losers Identify new Keywords20% of daily queries have never been seen on Google The only way to stay ahead of the curve is to go back to where you started and continue to build out negatives and new keywords regularly. Rinse & Repeat
  33. 33. 33 Recognize value = track and measure the full value of digital. This includes the entire path to conversion and the value of different points along the way. Nothing without proper tracking
  34. 34. 34 Any questions on what we just covered… Please email me