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. Event Sponsored by CLIMB SEO: http://www.climbseo.org http://www.lawyerseomarketing.org Ethical SEO Consulting 5350 DTC Parkway, Suite 204 Greenwood Village, CO 80111 888-789-4198

1. Welcome to Pico Digital’s
Discussion re Search Structure
1

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. 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. Why have Quality Score?
Quality Score is Google's way of balancing the interests of all parties in the
online advertising ecosystem.
4

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. 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. 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. 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. What factors influence
Ad Rank?
9
Maximum CPC, Actual Cost per Click and Relevancy = Ad Rank

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. 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. 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. 13Query: boys cargo pants

14. 14

15. 15Mirror your Site Structure

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
• 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. Keywords
18

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. 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. • 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, thesaurus.com
• Are there any seasonal terms like “Thanksgiving”, “Valentines Day”, events
How do I create a Keyword list?

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. Match Types
23

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. • 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. Ads and Extensions
26

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. • 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. 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. Landing Page
30

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. 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
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
Any questions on what we just
covered… Please email me
sbedford@PicoDigitalMarketing.com