This document discusses how to optimize Google AdWords campaigns through proper account structure and management of keywords and queries. It recommends using an "Alpha-Beta" process where a "Beta" campaign uses broad match modified keywords to identify profitable queries, which are then isolated on exact match in "Alpha" campaigns to control bidding and ads. Through this process of identifying winners and losers and refining match types and negatives, advertisers can improve their Lin-Rodnitzky ratio, which measures the ratio of total queries to converting queries as an indicator of campaign efficiency. Proper account hierarchy and management of match types, negatives and queries is key to maximizing profits from AdWords campaigns.
Using Alpha / Beta … Build-out
campaigns by geo, day parting,
product, budgets, profit margins and
more. Bottom line is “workflow
efficiency”. Do you have the
manpower or not?!
Restructure your account… split,
merge, skag, skam, but do it all with
purpose and attention to detail.
PPC is an art and a skill worth
mastering!
“Paying for SEO”: A Method For Increasing Lead Volume By Over 300%Garrett Mehrguth, MBA
As marketers, we are judged not only by the quality of our work; but also, the leads we generate. Managers and clients do not like to wait for these leads either. Fortunately, in every industry there are plenty of opportunities to "pay to rank" for competitive keywords. Not in the sense of buying links or even search ads, but in the sense of placing oneself on paid lists, review sites, and GDN placements that rank well for your primary keywords.
In this session, we will walk through how to “pay for SEO”, the impact we’ve seen it have on businesses, and what you can realistically expect.
Get negative keywords tips, which will improve your Quality Score in Google AdWords and lower your ad spend. Also get the "5 Steps to Creating a Killer Negative Keywords List."
Using Alpha / Beta … Build-out
campaigns by geo, day parting,
product, budgets, profit margins and
more. Bottom line is “workflow
efficiency”. Do you have the
manpower or not?!
Restructure your account… split,
merge, skag, skam, but do it all with
purpose and attention to detail.
PPC is an art and a skill worth
mastering!
“Paying for SEO”: A Method For Increasing Lead Volume By Over 300%Garrett Mehrguth, MBA
As marketers, we are judged not only by the quality of our work; but also, the leads we generate. Managers and clients do not like to wait for these leads either. Fortunately, in every industry there are plenty of opportunities to "pay to rank" for competitive keywords. Not in the sense of buying links or even search ads, but in the sense of placing oneself on paid lists, review sites, and GDN placements that rank well for your primary keywords.
In this session, we will walk through how to “pay for SEO”, the impact we’ve seen it have on businesses, and what you can realistically expect.
Get negative keywords tips, which will improve your Quality Score in Google AdWords and lower your ad spend. Also get the "5 Steps to Creating a Killer Negative Keywords List."
Machine Learning Tech You Could and Should Use TomorrowHanapin Marketing
This session will explore machine learning tools and platforms already on the market…use cases…and how you can use them right now to create better forecasts, write better ad copy, get better CPAs and literally save lives.
BrightonSEO 2017- Harnessing your Reputation to win New CustomersMyles Anderson
This presentation was delivered by Myles Anderson at BrightonSEO in September 2017.
The 1st part of this presentation looks at the impact that a positive reputation has on key areas of the marketing funnel and on consumer trust in local businesses.
The 2nd part outlines how to build & leverage reputation through an effective review strategy.
Breaking news!!
Google is announcing their latest round of AdWords products, features and research, and we want to help you understand what's coming. Our founder, Larry Kim, will attend the announcement in person and will break down everything you need to know in regards to these changes so that you are fully prepared for them.
Join the webinar to learn:
-How these changes will impact your account
-What these changes really mean for you
-The best way to take full advantage of the changes
PPC Hacks To Help You Optimise Like A Boss - Search Leeds - Arianne DonoghueArianne Donoghue
Arianne Donoghue's talk from SearchLeeds on PPC Hacks To Help You Optimise Like A Boss - hints and tips for advanced PPC users to help you in your campaigns now and when preparing for the future.
SearchLeeds 2018 - Holly Ellwood - Receptional - What’s new in PPC?Branded3
Holly's SearchLeeds talk covered what’s new in PPC and what we can expect from 2018 according to latest releases and search trends. She also looked at areas that are under-utilised currently in the world of paid search, so as to highlight both missed and new opportunities for paid search marketers throughout this year.
From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Advanced Enterprise SEOs, Unite!. PRESENTATION: Enterprise SEO: The World Is In Your Hands - Given by Garth O'Brien, ishop - GoDaddy, Director & Global Head of SEO. #SMX #12A
Machine Learning Tech You Could and Should Use TomorrowHanapin Marketing
This session will explore machine learning tools and platforms already on the market…use cases…and how you can use them right now to create better forecasts, write better ad copy, get better CPAs and literally save lives.
BrightonSEO 2017- Harnessing your Reputation to win New CustomersMyles Anderson
This presentation was delivered by Myles Anderson at BrightonSEO in September 2017.
The 1st part of this presentation looks at the impact that a positive reputation has on key areas of the marketing funnel and on consumer trust in local businesses.
The 2nd part outlines how to build & leverage reputation through an effective review strategy.
Breaking news!!
Google is announcing their latest round of AdWords products, features and research, and we want to help you understand what's coming. Our founder, Larry Kim, will attend the announcement in person and will break down everything you need to know in regards to these changes so that you are fully prepared for them.
Join the webinar to learn:
-How these changes will impact your account
-What these changes really mean for you
-The best way to take full advantage of the changes
PPC Hacks To Help You Optimise Like A Boss - Search Leeds - Arianne DonoghueArianne Donoghue
Arianne Donoghue's talk from SearchLeeds on PPC Hacks To Help You Optimise Like A Boss - hints and tips for advanced PPC users to help you in your campaigns now and when preparing for the future.
SearchLeeds 2018 - Holly Ellwood - Receptional - What’s new in PPC?Branded3
Holly's SearchLeeds talk covered what’s new in PPC and what we can expect from 2018 according to latest releases and search trends. She also looked at areas that are under-utilised currently in the world of paid search, so as to highlight both missed and new opportunities for paid search marketers throughout this year.
From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Advanced Enterprise SEOs, Unite!. PRESENTATION: Enterprise SEO: The World Is In Your Hands - Given by Garth O'Brien, ishop - GoDaddy, Director & Global Head of SEO. #SMX #12A
Ad extensions from Google AdWords are a vital weapon in every advertisers arsenal. Learn all about the ad extensions available on how to set them up to win at AdWords.
How to Spur Growth & Efficiency Gains with Dynamic Search AdsTinuiti
In this 60 minute Dynamic Search Ads webinar, CPC Strategy’s Paid Search Manager, Lewis Brannon, will dive into advanced DSA strategies that will drive traffic & increase campaign build-out efficiency.
Cosa dobbiamo fare?
Promozione con Google AdWords di un
e-commerce con prodotti di elettronica
consumo e tecnica
Target geografico
E-commerce estero con campagna per l’Italia
Primi problemi evidenti
Nessuna possibilità di accedere direttamente al
database e nessuna possibilità di usare API
How To Use Editor to Set Up Google Adwords PPCAnn Stanley
This ebook contains the techniques we use when implementing and managing our clients campaigns and the secrets of how we can achieve a minimum of 20% reduction in costs (either cost per click or cost per conversion).
Part B - gives a more detailed explanation of the key background information you need to understand when setting up an account for multiple products. It also explains how to use Google Editor to achieve this
Sven and I are going to classify Xtext compared to other concepts and frameworks and demonstrate its capabilities with a refined version of an example I presented in London the week before. After that we discuss the versatile possibilities for extending and customizing the framework and finish with an exciting outlook.
KlientBoost and Wishpond Present: Website Popups [infographic]KlientBoost
Website popups can be an advertising opportunity to take advantage of, if used correctly. Here's our six types of popups you can test on your audiences.
KlientBoost and Kissmetrics Present: PPC Analytics [infographic]KlientBoost
It's hard to know which PPC metrics matter when there's so many. These insights into PPC analytics will help you generate more conversions and more revenue.
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.
Awesome Reporting for Winning at PPC #HeroConfKoozai
Whether you are a seasoned PPC pro or you are just getting started, you need to be reporting like a rockstar. Understanding the data you are presented with is paramount when it comes to paid search; the decisions you make need to be informed and backed with stats. There really is no need for the guessing game with all the tools available to us. You'll learn:
- How to report findings in an actionable, specific way to each type of audience (colleague, boss, client, potential client).
- Ways to use Google AdWords, Google Analytics and Excel in partnership to get the most out of your data.
- Why it's beneficial to use audit checklists.
Whether starting from scratch, or looking to start over, our webinar will teach you the fundamentals of Google Ads campaigns, straight from our certified experts. You’ll also learn:
Pre-planning for paid search - How and where to start
Ins and outs of a successful campaign - scope, budget, and more
Fundamentals of paid search - Search, display, shopping, keywords
Restructuring poorly performing campaigns using Google best practices
The 10 Mistakes Made with Google AdWords CampaignsElijah Litscher
This presentation describes 10 common mistakes that small business owners, marketing managers, and other organizations make when setting up and running paid search advertising with Google AdWords. This presentation is for beginner to intermediate marketers and was originally presented at the "Your Keys to Digital Marketing Success" event in Naperville, IL on 2-28-18.
Google Adwords Fundamental Certification Question AnswersMandeep Hooda
Prepare yourself for the Google Adwords Fundamental Certificate. More about Google Adwords Certification read at http://www.sharelocalbusiness.com/blog/google-changes-adwords-certification-exams-certifications-validation/
Have you ever taken over a paid search account and thought, “What were they thinking?” Make sure you don’t make those mistakes! Account structure is an important but often overlooked part of paid search success. At Hero Conf London, Sean Murphy showed us the most impactful changes you can make to your account structure to drive paid search performance.
Web Marketing Academy India brings you the monthly series of Digital Marketing Training Programs for public in Bangalore. For more details visit: www.webmarketingacademy.in
7 Key Paid Search Plays for B2B MarketersDemandWave
71% of B2B marketers use paid search, but only 44% say it results in revenue. Check out our presentation to learn the paid search playbook we use to help clients drive more qualified leads and revenue.
With content from Brad Geddes, author of Advanced Google AdWords, Matt Heinz of Heinz Marketing, Terry Whalen and Joey Muller of CPC Search and Brad Cohen of Janrain, pay-per-click pioneer Trada has worked with the pros in the PPC world to find the underrated tools the most successful marketers are using today. Come prepared to learn, leave prepared to get to work!
This webinar is for marketing leaders in sophisticated marketing organizations–or marketers who are looking to step up their game.
- Where you're losing impressions and WHY: this report and pivot table will change the way you measure PPC
- A/B testing, micro-targeting on keywords and user intent: this tool does it all AND it's affordable
-The social sharing site that creative directors use to pioneer ad copy content
- Segmentations based on your actual buyers: tools that pull social and custom profile data allows you to reach more customers who will BUY NOW
Similar to AdWords Account Structure - SEMpdx 2013 (20)
2. 22
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!
Executive Summary
4. 44
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
Keywords vs. Queries – A Crucial Distinction
6. 66
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
7. 77
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!
9. 99
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
10. 1010
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
11. 1111
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
12. 1212
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
13. 1313
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
14. 1414
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!!!!
17. 1717
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
+Tattoo
Query: Dragon Tattoo
Poster
Which keyword will
Google choose?
19. 1919
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
20. 2020
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
23. 2323
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!
The 30,000 Foot View of Alpha Beta
24. 2424
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
Creating & Analyzing The Beta Campaign
25. 2525
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
-[free dragon tattoo poster]
Creating the Alpha Campaign, Refining the Beta
26. 2626
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
The Air-Tight Account Secret
29. 2929
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
Summary