SlideShare a Scribd company logo
Keyword
Planning in a
Close Variant
World
Navah Hopkins
| #SearchMarketingSummit @navahf 2
What We’ll Be Covering
• What are close variants
• How do you pick your variant
• Revisiting account structure
• Worked in digital marketing since 2008
• Manage international accounts in all verticals
• Avid gamer and cat mom
A Bit About Me
Navah Hopkins
Services Innovation Strategist
| #SearchMarketingSummit @navahf 3
It Can Be Very Tempting to Think of Search Networks as Villains.
| #SearchMarketingSummit @navahf 4
In Reality, the Short Term Pain Foreshadows Long Term Growth.
| #SearchMarketingSummit @navahf 5
Google (and Bing) have made it pretty clear Audiences
and Automation are their Priorities
| #SearchMarketingSummit @navahf 6
So What Are We Doing talking About Keywords?
| #SearchMarketingSummit @navahf 7
Losers Think Abandoning Keywords For Display and
Autopilot Search is the Future
| #SearchMarketingSummit @navahf 8
Winners Know That Audience Focus Is At The Heart of
Keyword Strategy
| #SearchMarketingSummit @navahf 9
• Average AdWords CPC increased
14% Q4 2017 YOY
• Minimum first page bids for non-
branded keywords rose 23% YOY
• Mobile devices produced 55% of
Google’s Q4 2017 clicks
Keyword planning that
doesn’t factor in audiences
wastes money.
*https://www.wordstream.com/blog/ws/2018/02/05/marketing-statistics
| #SearchMarketingSummit @navahf 10
Search Networks Are Evolving
| #SearchMarketingSummit @navahf 11
Can You Imagine if This Was Our Search Experience?
| #SearchMarketingSummit @navahf 12
We Used to Have to Account for All Variables
| #SearchMarketingSummit @navahf 13
| #SearchMarketingSummit @navahf 14
You Would Need to Bid on These Keywords
• Exact: where is the nearest vet, vet near me, nearest vet, vetinarian
near me
• Phrase: vet near me, where is the nearest vet, vetinarian near me,
vet, vet near,
• Modified Broad: vet, where is the nearest vet, vet near me, where
nearest vet
• Broad: pet doctor, local vet, vet near me, where is nearest vet, cat
hospital
| #SearchMarketingSummit @navahf 15
This Caused Ad Groups to Swell to Unruly Sizes
| #SearchMarketingSummit @navahf 16
Now, You’d Only Need These Keywords
• Exact: where is nearest vet, vet near me
• Phrase: where is nearest vet, vet near
• Modified Broad: vet near me
• Broad: where is nearest vet
| #SearchMarketingSummit @navahf 17
However, Most Advertisers Are Still Configured This
Way
• Exact: where is the nearest vet, vet near me, nearest vet, vetinarian
near me
• Phrase: vet near me, where is the nearest vet, vetinarian near me,
vet, vet near,
• Modified Broad: vet, where is the nearest vet, vet near me, where
nearest vet
• Broad: pet doctor, local vet, vet near me, where is nearest vet, cat
hospital
| #SearchMarketingSummit @navahf 18
Google Sometimes Gets Fooled into Putting Budget in
Old Keywords Instead of Valuable Ones
| #SearchMarketingSummit @navahf 19
It’s Our Job to Honor the Rules of Engagement and
Help Google Know Where to Put Our Money
20| #SearchMarketingSummit @navahf
What Are Close Variants?
| #SearchMarketingSummit @navahf 21
• Singular/Plural
• “ed”,“ing”,“er”
• Abbreviations
• Misspellings
• One Word Turned into Two Words
& Visa Versa
What Makes a Variant?
| #SearchMarketingSummit @navahf 22
To Be Clear, the Following Are Now Duplicates of One
Another (on the Same Match-Type)
• Wholesale = Wholesaler = Wholesaling = Whole Sale = Wholesaled
• Lawyer = Lawwyer = Lawyers = Law yer
• Real Estate in Texas = Realestate in Texas = Real Estate TX
| #SearchMarketingSummit @navahf 23
They Are Caught By Match-Type – Match-Types on
Different Bids Don’t Compete With Each Other
Always bid more on Alan Rickman
| #SearchMarketingSummit @navahf 24
The Order of Match-Types
1. Exact: all keywords must be present, nothing added (except for functional
words, but they can be in any order.
2. Phrase: keyword phrase must remain in-tact, but there can be keywords
before and after.
3. Mod. Broad: all keywords must be present, but they can be in any order and
there can be additional keywords in between, before and after.
4. Broad: so long as at least a synonym of one of your keywords is there, your
ad can show.
| #SearchMarketingSummit @navahf 25
A Pirate is Looking for Supplies
• Anti Fairy Repellant
• Mustache wax
• Crocodile hunters
• A way to stop child abduction
| #SearchMarketingSummit @navahf 26
| #SearchMarketingSummit @navahf 27
• Anti-Fairy Repellant
• AntiFairy Repellant
• Repellant for Fairies
• Fairy Repellant
Exact Enters First
| #SearchMarketingSummit @navahf 28
Exact Enters First: The
Following Would Be
Duplicates on Exact
• Anti-Fairy Repellant
• AntiFairy Repellant
• Repellant for Fairies
• Fairy Repellant
| #SearchMarketingSummit @navahf 29
| #SearchMarketingSummit @navahf 30
• Mustache wax under $20
• Organic mustache wax
• Mustache waxing
• Mustachewax
Phrase Enters Second
| #SearchMarketingSummit @navahf 31
Phrase Enters Second: The
Following Would Be
Duplicates on Phrase
• Mustache wax under $20
• Organic mustache wax
• Mustache waxing
• Mustachewax
| #SearchMarketingSummit @navahf 32
| #SearchMarketingSummit @navahf 33
• I need a crocodile hunter
• Crocodile hunting permit
• CrocodileHunter boots
• Hunt crocodil groupon
Mod. Broad Enters Third
| #SearchMarketingSummit @navahf 34
Mod. Broad Enters Third:
The Following Would Be
Duplicates on Mod. Broad
• I need a crocodile hunter
• Crocodile hunting permit
• CrocodileHunter boots
• Hunt crocodil groupon
| #SearchMarketingSummit @navahf 35
| #SearchMarketingSummit @navahf 36
• Child abduction hotline
• Runaway children
• Gps tracker for kids
• Donate to amber alert
Broad Enters Fourth
| #SearchMarketingSummit @navahf 37
Broad Enters Fourth: The
Following Would Be
Duplicates on Broad
• Child abduction hotline
• Runaway children
• Gps tracker for kids
• Donate to amber alert
38| #SearchMarketingSummit @navahf
How Do We Pick Our
Variants?
| #SearchMarketingSummit @navahf 39
HAH! is My Favorite Way to Pick Variants
•Historical Metrics
•Auction Prices
•Human Intuition
| #SearchMarketingSummit @navahf 40
Historical Metrics Are Important
| #SearchMarketingSummit @navahf 41
Conversions (if you trust them) Are the Most
Important
| #SearchMarketingSummit @navahf 42
CTR is a Great Second Consideration if Conversions
Can’t Guide You
| #SearchMarketingSummit @navahf 43
QS Can be a Tie Breaker, but Not a Major
Consideration
| #SearchMarketingSummit @navahf 44
Do You Really Want to Pay a Premium for
Conversions?
| #SearchMarketingSummit @navahf 45
By Removing Close Variants, We
Were Able to Reduce CPA by 37%
| #SearchMarketingSummit @navahf 46
Do we trust conversions? If not, shouldn’t come into
the equation at all.
| #SearchMarketingSummit @navahf 47
CTR and the volume of impressions to clicks will be a
major deciding factor.
| #SearchMarketingSummit @navahf 48
Auction Price is a Big One
| #SearchMarketingSummit @navahf 49
Depending on Device, You May Need to Chase
Position #1 vs #2-3
| #SearchMarketingSummit @navahf 50
• Budget able to fit at least 10 clicks
per day
• Do locations fit into this at all?
• Are bids close together or are there
outliers?
Deciding What Auction
Price Makes Sense
| #SearchMarketingSummit @navahf 51
How did your best customers say they found you?
| #SearchMarketingSummit @navahf 52
How would you search
for your services?
| #SearchMarketingSummit @navahf 53
Are certain terms close but not quite your ideal
customer?
| #SearchMarketingSummit @navahf 54
What if There is No Data?
| #SearchMarketingSummit @navahf 55
Test the following keyword
strategies for 2-3 weeks
and then grow!
– B2B: be sure to include “service”
“software” and/or “platform” to weed
out any B2C traffic.
– B2C: Go longtail on broad, then harvest
queries!
– eCommerce: Consider leading with
Dynamic Search Ads to see what your
customers search for, then build off
those queries!
56| #SearchMarketingSummit @navahf
Revisiting Account
Structure
| #SearchMarketingSummit @navahf 57
Healthy Campaigns have the Following Traits
| #SearchMarketingSummit @navahf 58
No More than 5-7 Ad Groups
| #SearchMarketingSummit @navahf 59
Here’s Why:
60% of
impressions
Budget will
only go to
“winners”
instead of
everything
| #SearchMarketingSummit @navahf 60
No More Than 5-10 Keyword Concepts Per Ad Group
| #SearchMarketingSummit @navahf 61
Ads need to be relevant to be effective
| #SearchMarketingSummit @navahf 62
One Time Zone
| #SearchMarketingSummit @navahf 63
Different Locations Have Different Auction Prices and
Ways of Thinking
| #SearchMarketingSummit @navahf 64
One Strategic Objective
| #SearchMarketingSummit @navahf 65
Conflicting objectives can choke budgets: if you need
volume, you can’t have big ticket leads and visa versa.
| #SearchMarketingSummit @navahf 66
No Bid Should Exceed 10% of Your Daily Budget
| #SearchMarketingSummit @navahf 67
You’ll under serve and compromise lead volume
Based on $369
spend between
October 25th and
November 23rd
2017
| #SearchMarketingSummit @navahf 68
So How Do We Transition?
| #SearchMarketingSummit @navahf 69
Pick One Ad Group to Represent the Variants of a
Keyword
| #SearchMarketingSummit @navahf 70
Move Necessary Keywords into Chosen Ad Group and
Pause Redundancies
| #SearchMarketingSummit @navahf 71
Copy Campaigns if Settings Need to Be Carried Over
| #SearchMarketingSummit @navahf 72
Client Story: A & A Machinery Pre-Close Variant (July 2017)
| #SearchMarketingSummit @navahf 73
Post Close Variant Change (August 2017)
| #SearchMarketingSummit @navahf 74
Seven Months Later, Still Going Strong
| #SearchMarketingSummit @navahf 75
How did we achieve close
variant victory?
– Segmented giant national campaign
into micro campaigns focused on high
ROI hubs of customers. (Two months to
ramp up)
– We audited each location for how users
searched and paused variations driving
up the spend. (One month to see ROI)
– We imported successful campaigns into
Bing.
76| #SearchMarketingSummit @navahf
Let’s Recap!
| #SearchMarketingSummit @navahf 77
What is Now Considered Duplicates
1. Singular/Plural
2. “ed”,“ing”,“er”
3. Abbreviations
4. Misspellings
5. One Word Turned into Two Words & Visa Versa
6. Exact match keywords in different orders
| #SearchMarketingSummit @navahf 78
• Auction Price
• Historical Data
• Human Intuition
• Proven Keyword Structures
Keyword Planning Should
Be Ruled By the Following:
| #SearchMarketingSummit @navahf 79
Happy Ad Groups
Look Like This
• 5-10 Keyword concepts
• 3-5 expanded text ads
• Multiple match types
• Have bids that fit within the budget (10
click minimum)
Not Like this
• More than 30 keywords
• Too many keyword concepts
• Too many ads to test for variables
| #SearchMarketingSummit @navahf 80
Tests Are Important – Don’t Feel Like You’re Locked
Into Your Choice
© Copyright 2017 WordStream, Inc. All rights reserved.
Thanks!
Questions?
Navah Hopkins
nhopkins@wordstream.com

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Editor's Notes

  1. We are going to hatch a dastardly plan to save money!