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SEMpdx - Awesome AdWords Account Structures

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SEMpdx - Awesome AdWords Account Structures

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How to create an air-tight account structure in Google AdWords through the use of single keyword ad groups (SKAGs) and rigorous query-level analysis. As presented at SEMpdx in February 2013.

How to create an air-tight account structure in Google AdWords through the use of single keyword ad groups (SKAGs) and rigorous query-level analysis. As presented at SEMpdx in February 2013.

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SEMpdx - Awesome AdWords Account Structures

  1. 1. Iron-Clad Google AdWords Campaigns David Rodnitzky
  2. 2. Executive Summary  Improper keyword selection and match type costs advertisers millions annually  Account structure mistakes also results in unnecessary cost  The Alpha-Beta process and structure will help you identify and optimize winners and exclude losers = more profit! 2
  3. 3. Keywords vs. Queries
  4. 4. Keywords vs. Queries – A Crucial Distinction  A keyword is a word or a 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 4
  5. 5. Keywords vs. Queries - A Crucial Distinction Keyword Queries 5
  6. 6. A Quick Way to Measure Query Quality  The Lin-Rodnitzky Ratio (L-R Ratio) is the ratio of total query CPA divided by converting query CPA  Use the “Filter” functionality to find all queries with at least one conversion  Divide the total CPA by the filtered CPA to get your score  A good score is generally between 1.5 to 2.0 6
  7. 7. Important Point #1 Google will match your keywords to a lot of irrelevant queries if you give them the latitude to do so. This results in profit to Google and cost to you! 7
  8. 8. Match Type
  9. 9. Match Type – Broad Match Match type allows marketers to control how aggressively Google matches keywords to queries  Broad Match: Dragon Tattoo Poster  Dragon Picture  Tattoo You  Fantasy Island  Broad match gives Google almost total discretion 9
  10. 10. Match Type – Broad Match Modified Match type allows marketers to control how aggressively Google matches keywords to queries  Broad Match Modified: +Dragon +Tattoo +Poster  Used Poster of Dragon and Tattoo  Sell Dragon Tattoo Poster  Broad match modified prevents synonyms 10
  11. 11. Match Type – Phrase Match Match type allows marketers to control how aggressively Google matches keywords to queries  Phrase Match: “Dragon Tattoo Poster”  Buy Dragon Tattoo Poster  Dragon Tattoo Poster in Spanish  Phrase match requires a complete phrase 11
  12. 12. Match Type – Exact Match Match type allows marketers to control how aggressively Google matches keywords to queries  Exact Match: [Dragon Tattoo Poster]  Dragon Tattoo Poster  Exact match will only show the exact phrase 12
  13. 13. Match Type – Negative Match Match type allows marketers to control how aggressively Google matches keywords to queries  Negative Match: -Picture  Dragon Tattoo Poster is Ugly  Fantasy Island Tattoo Guy  Negative Match excludes any word or phrase 13
  14. 14. Important Point #2 We recommend using:  Broad match modified to discover new and profitable queries  Exact match to isolate your top performing queries and bid accordingly  Negative match to exclude unprofitable queries  Broad match and phrase match rarely, if at all BUT WAIT – YOU NEED TO UNDERSTAND ACCOUNT HIERARCHY FIRST!!!! 14
  15. 15. Account Hierarchy
  16. 16. Basic Account Hierarchy Account = Billing, Time Zone, Login Info Campaign = Networks, Devices, Geography, Day-Parting Keywords, Ad Text 16
  17. 17. When Account hierarchy & Queries Collide When two or more keywords in an account match the same query, Google must choose which keyword to enter the auction  Keyword #1: +Dragon +Poster  Keyword #2: +Dragon Which keyword will Google choose? +Tattoo  Query: Dragon Tattoo 17 Poster
  18. 18. Google’s Official Policy Source: http://adwords.google.com/support/aw/bin/answer.py? hl=en&answer=66292 18
  19. 19. Google’s Actual Policy We have observed numerous occasions where Google does not follow its own policy for matching keywords to queries Translation: to truly control keyword to query matching, you need to create iron-clad account structure 19
  20. 20. Example of where it costs you money to have Bad structure  Exact match keyword with targeted ad copy and landing page is bumped by broad match with generic copy and LP  Negative keyword you added to one campaign is not included in another campaign – keyword gets served  Same keyword with same match type in different campaigns but with different bids – most expensive keyword shown Account structure mistakes are sometimes caused by user error and sometimes caused by Google algorithmic errors/decisions 20
  21. 21. Important Point #3 Failure to carefully plan out your account structure will cost you profit – I guarantee it 21
  22. 22. Alpha Beta Structure
  23. 23. The 30,000 Foot View of Alpha Beta  A Beta campaign is designed to quickly identify profitable search queries and eliminate unprofitable ones  An Alpha campaign is designed to isolate profitable queries into ad groups with targeted ad text and landing pages  The overall objective is to take 100% control of your keywords and queries! 23
  24. 24. Creating & Analyzing The Beta Campaign Step One: Create the Beta campaign “The Bait”  All keywords should be on broad match modified (+broad +match +modified) Step Two: Run raw search query analysis on Beta campaign Step Three: Identify winning queries and losing queries 24
  25. 25. Creating the Alpha Campaign, Refining the Beta Step Four: Create an Alpha campaign. Move winning queries into SKAGs in the Alpha  SKAGs = Single Keyword Ad Groups  Put all Alpha queries on Exact Match  Create targeted ad text and landing pages for each SKAG Step Five: Add all losing queries to the Beta campaign as Negative Exact Match 25  -[free dragon tattoo poster]
  26. 26. The Air-Tight Account Secret Step Six: Add all Alpha queries to your Beta campaign as Exact Match Negatives!  This prevents Google from matching a bait keywords to your profitable Alpha query  You control bid, ad text, and landing page for winners! Step Seven: Continue to identify winners and losers in the Beta campaign. Move winners into the Alpha 26
  27. 27. L-R Score – Before & After Alpha-Beta Structure Before: 1.4 (June 2011) After: 1.84 (August 2011) Before: 2.93 (November 2010) After: 2.11 (March 2011) 27
  28. 28. A Virtuous Cycle 28
  29. 29. Summary  Queries are the lifeblood of AdWords campaigns, not keywords  Match type is a limiter on Google’s discretion to expand your spend  Beta campaigns use broad match modified to test Google’s algo; Alpha campaigns use exact match to lock-in profit  Use the Lin-Rodnitzky Ratio to measure account health 29
  30. 30. Thank You! david@ppcassociates.com www.ppcassociates.com @rodnitzky

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