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1
Confidential | Do Not Distribute 1@navahf @pubcon #PubCon
PUBCON PPC Day:
PUTTING THE PRO IN PROFIT
2
Confidential | Do Not Distribute 2CLIENT NAMEConfidential | Do Not Distribute 2#PubCon
3) How Do I Make Creative That Converts?
(1:00-2:50pm CT)
● Ad Creative
● Landing Pages
● A/B Testing
● SERP Matching/Trending Moment Matching
● CRO
4) How Do I Know If I’m Doing Well?
(3:10-5:00pm CT)
● False Positives/Negatives
● ECommerce
● Lead Generation
● Lead Scoring
AGENDA
1) How Do I Set Up My Campaigns Profitably?
(9:00-10:50am CT)
● Pitfalls
● News/Trends: COVID, Q4, Holidays
● Account Structure
● Automation
1) Who Are My Most Valuable People?
(11:10-12:20pm CT)
● Building Personas
● Custom Audiences/Native Audiences
● Segmentation
● Analytics
● Funnels
● Audience Compliance: GDPR & CCPA
Navah Hopkins
Hennessey Digital
Steve Hammer
Rank Hammer
Akvile DeFazio
AKvertise
3
Confidential | Do Not Distribute 3@navahf @pubcon #PubCon
How Do I Set Up My Campaigns Profitably?
Account Set-up & Pitfalls, Automation, Trends
4
Confidential | Do Not Distribute 4@navahf @pubcon #PubCon
Workflow:
Setting Yourself Up For An Account
You’ll Love to Manage
5
Confidential | Do Not Distribute 5@navahf @pubcon #PubCon
• Tests take a while
• Hand built structure
• Targeting can “cherry pick”
• Loss is missed clicks
SMALL ACCOUNT
• Volume makes tests fast
• Complex structures
• Time to manage
• Scale limits targeting
• Often require automation
• Loss is wasted spend
Large ACCOUNT
6
Confidential | Do Not Distribute 6@navahf @pubcon #PubCon
Strategies That Work In Big Accounts
Won’t Work In Small Ones
7
Confidential | Do Not Distribute 7@navahf @pubcon #PubCon
Let’s Define Small
8
Confidential | Do Not Distribute 8@navahf @pubcon #PubCon
When You Have $1000 Or Less,
You Need To Be Selective On
Channels
9
Confidential | Do Not Distribute 9@navahf @pubcon #PubCon
Every Campaign You Set Requires
Budget, Testing Needs To Be
Controlled
10
Confidential | Do Not Distribute 10@navahf @pubcon #PubCon
In My Opinion:
SKAGs Can’t Be Used By Small Accounts
Because Of Budget Constraints
11
Confidential | Do Not Distribute 11@navahf @pubcon #PubCon
Keywords: Use More Restrictive Match-Types On
Broader Ideas & Broader Match-Types On Long Tail
Keywords
12
Confidential | Do Not Distribute 12@navahf @pubcon #PubCon
This Will Give You Volume
Without Hours Of Negative Work
13
Confidential | Do Not Distribute 13@navahf @pubcon #PubCon
Find The Root Problem Word
As Opposed To Adding Thousands Of Exact Match Negatives
14
Confidential | Do Not Distribute 14@navahf @pubcon #PubCon
Test Campaign Structure On One Part Of Your Business
Then Replicate (Instead Of Building Everything)
15
Confidential | Do Not Distribute 15CLIENT NAMEConfidential | Do Not Distribute 15CLIENT NAME
Campaign Settings
DO’s & DON'T
16
Confidential | Do Not Distribute 16@navahf @pubcon #PubCon
• Settings that cause Pitfalls (S with comments from N)
• Do you have too many or Few campaigns / ad groups (N)
TOPICS COVERED
17
Confidential | Do Not Distribute 17@navahf @pubcon #PubCon
Campaign Types
18
Confidential | Do Not Distribute 18@navahf @pubcon #PubCon
Campaign Settings
19
Confidential | Do Not Distribute 19@navahf @pubcon #PubCon
Campaign Settings
20
Confidential | Do Not Distribute 20@navahf @pubcon #PubCon
Advanced Location Search
21
Confidential | Do Not Distribute 21@navahf @pubcon #PubCon
Nearby Locations
22
Confidential | Do Not Distribute 22@navahf @pubcon #PubCon
Bidding Settings
23
Confidential | Do Not Distribute 23@navahf @pubcon #PubCon
Real Strategies
24
Confidential | Do Not Distribute 24@navahf @pubcon #PubCon
“More Settings”
25
Confidential | Do Not Distribute 25@navahf @pubcon #PubCon
Number of ad groups can also choke a budget: 5-7
is the golden ratio!
60% of
impressions
Budget
will only
go to
“winners”
instead of
everything
26
Confidential | Do Not Distribute 26@navahf @pubcon #PubCon
Keyword Theory
Choosing Keywords & Bids
27
Confidential | Do Not Distribute 27@navahf @pubcon #PubCon
Before We Dive Into Keywords
Let’s Confirm Match-Type Mechanics
28
Confidential | Do Not Distribute 28@navahf @pubcon #PubCon
The Order Of Match-Types
1. Exact: all keywords/implied words must be present, nothing added (except for
functional words, but they can be in any order).
1. Phrase: keyword/implied word phrase must remain in-tact, but there can be
keywords before and after.
1. Mod. Broad: all keywords/implied words must be present, but they can be in
any order and there can be additional keywords in between, before and after.
1. Broad: so long as at least a synonym of one of your keywords is there, your ad
can show.
29
Confidential | Do Not Distribute 29@navahf @pubcon #PubCon
The Order Of Match-Types
1. Exact: all keywords/implied words must be present, nothing added (except for
functional words, but they can be in any order).
1. Phrase: keyword/implied word phrase must remain in-tact, but there can be
keywords before and after.
1. Mod. Broad: all keywords/implied words must be present, but they can be in
any order and there can be additional keywords in between, before and after.
1. Broad: so long as at least a synonym of one of your keywords is there, your ad
can show.
30
Confidential | Do Not Distribute 30@navahf @pubcon #PubCon
Implied Words Allowed For ALL Match-Types
31
Confidential | Do Not Distribute 31@navahf @pubcon #PubCon
Close Variant Angst
The aggregated data in this post is based on a sample of 16,952 WordStream client accounts advertising on Google Search Network between September 24 and
October 31, 2018 using exact match keywords. Clients represent all verticals and predominately US and English speaking markets.
32
Confidential | Do Not Distribute 32@navahf @pubcon #PubCon
Close Variants: Allowing Us To Opt Out Of
Competitive Auction Prices & Keyword
Concepts
The aggregated data is based on a sample of 16,952 WordStream client accounts advertising on Google Search Network between September 24 and October
31, 2018 using exact match keywords. Clients represent all verticals and predominately US and English speaking markets.
33
Confidential | Do Not Distribute 33@navahf @pubcon #PubCon
Implied Words Also Hold The Potential For
Discounts!
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
Exact Avg CPC Phrase Avg CPC Broad Avg CPC
Q2 2019 Avg CPC
Mover Rigging
0
5
10
15
20
25
True Exact Exact Via Phrase Exact Via Broad
Q2 2019 Conversions
Mover Conversions Rigging Conversions
34
Confidential | Do Not Distribute 34@navahf @pubcon #PubCon
Close Variants Add Additional Complexity
35
Confidential | Do Not Distribute 35@navahf @pubcon #PubCon
Important: New Match-Types Mean Ad Groups Should Be
Collections Of Themes, Not Granular & Quality Score
Focused
36
Confidential | Do Not Distribute 36@navahf @pubcon #PubCon
Search Terms No Longer Shows Full Story!
37
Confidential | Do Not Distribute 37@navahf @pubcon #PubCon
Troubleshooting CPA Spikes/Query Quality
Dependent On Volume = $$$
• Not confirmed volume
requirement from Google.
• Queries with no
impressions/clicks coming up.
38
Confidential | Do Not Distribute 38@navahf @pubcon #PubCon
What Makes A Variant
• Singular/Plural
• “ed”,“ing”,“er”
• Abbreviations
• Misspellings
• One Word Turned into Two Words
& Visa Versa
39
Confidential | Do Not Distribute 39@navahf @pubcon #PubCon
Still, Check Your Keyword Assumptions At The
Local Level: Search Trends Change!
40
Confidential | Do Not Distribute 40@navahf @pubcon #PubCon
Negatives:
Broad: if the word is in
the query, your ad
won’t show
Phrase: if the phrase is
in the query, your ad
won’t show
Exact: if the exact
word/phrase is
searched for, you won’t
show
41
Confidential | Do Not Distribute 41@navahf @pubcon #PubCon
Negatives: Eliminating Waste
Campaign/Account WideRoot Problem
Word
Negative Lists
42
Confidential | Do Not Distribute 42@navahf @pubcon #PubCon
Negatives: Directing Budget
Root Overlapping Word Ad Group/Campaign Level Great Candidates For Exact
Match
43
Confidential | Do Not Distribute 43@navahf @pubcon #PubCon
HOW TO
Group Keyword Concepts
44
Confidential | Do Not Distribute 44@navahf @pubcon #PubCon
Single Keyword Ad Groups
-vs-
Single Theme Ad Groups Divides PPC Professionals
45
Confidential | Do Not Distribute 45@navahf @pubcon #PubCon
It’s Important To Understand The Mechanics Of Both
46
Confidential | Do Not Distribute 46@navahf @pubcon #PubCon
• One keyword per ad group
• Might have multiple match types
per ad group or might have an ad
group/campaign per match-type
• Needs three ads per ad group
What Makes A SKAG
47
Confidential | Do Not Distribute 47@navahf @pubcon #PubCon
Main Benefit of SKAGs:
Hyper Control Over Keyword
Ad To Landing Page Relevancy (QS)
48
Confidential | Do Not Distribute 48@navahf @pubcon #PubCon
Main Downside Of
SKAGs:
Close Variants Kills
Perfect Relevancy
&
Creates Accidental
Duplicates ($)
49
Confidential | Do Not Distribute 49@navahf @pubcon #PubCon
• Single theme in the ad group with
3-5 keyword concepts on multiple
match-types.
• Sometimes match-types are in
different campaigns, sometimes
they’re joined
• Needs three ads per ad group
What makes a STAG
50
Confidential | Do Not Distribute 50@navahf @pubcon #PubCon
Main Benefit of STAGs:
Account Structure Can Reflect Business Needs
& Easier To Manage (Time + $)
51
Confidential | Do Not Distribute 51@navahf @pubcon #PubCon
Main Downfall of STAGs: Can Never Achieve Perfect Quality
Score Due To Lack Of Perfect Control Over Relevancy
52
Confidential | Do Not Distribute 52@navahf @pubcon #PubCon
Reminder:
Negatives Do NOT Have Close Variants – &
You Only Have 10K Negatives To Protect Your Campaign
53
Confidential | Do Not Distribute 53@navahf @pubcon #PubCon
The Path You Choose is Entirely Dependent On
The Time & Budget You Have To Manage
54
Confidential | Do Not Distribute 54@navahf @pubcon #PubCon
Some Industries Will Be Forced To Adopt SKAGs/STAGs
Based On Auction Price
Monthly
budget will be
30.4 X daily
budget
55
Confidential | Do Not Distribute 55@navahf @pubcon #PubCon
Before You Convert From One Or The Other, Test With
A “B” Grade Campaign
56
Confidential | Do Not Distribute 56@navahf @pubcon #PubCon
It is Easier To Build from STAGS
If You’re Just Starting, Go STAG!
57
Confidential | Do Not Distribute 57@navahf @pubcon #PubCon
If You Have SKAGS
&
They’re Working,
Don’t Feel Forced to Change – Just
Know Your Workload Got BIGGER
58
Confidential | Do Not Distribute 58@navahf @pubcon #PubCon
Broad Match SKAGs Have A Place In A STAG Account:
Say Hello To Your Data Generator!
59
Confidential | Do Not Distribute 59@navahf @pubcon #PubCon
If You Go This Route: Add All Other Keywords You’re
Bidding On As Exact Match Negative In The Broad
Match Ad Group
60
Confidential | Do Not Distribute 60@navahf @pubcon #PubCon
Automation In Campaigns:
DSA, Bidding, & Smart Campaigns
61
Confidential | Do Not Distribute 61@navahf @pubcon #PubCon
Bidding Strategies: Enter A Goal + Data, Get Back
What You Asked For
62
Confidential | Do Not Distribute 62@navahf @pubcon #PubCon
If You Switch
From Manual To
Auto/Smart Bidding
(& Visa Versa)
You May Be
Gaining/Losing
Levels Of Control
63
Confidential | Do Not Distribute 63@navahf @pubcon #PubCon
If You Ask Google To Deliver on Volume
Don’t Hold It Accountable For Value
Based on data from 3200 client accounts in July 2019
64
Confidential | Do Not Distribute 64@navahf @pubcon #PubCon
Check Your Impression Share
To See If The Keywords You’ve
Chosen Fit Your Budget
In A Way That Provides Value
65
Confidential | Do Not Distribute 65@navahf @pubcon #PubCon
If You Know You Have An Easier Time Winning on
Mobile/Desktop, Don’t Be Afraid to Focus There
Mobile:
4.39% CTR
$34.79 CPA
66
Confidential | Do Not Distribute 66@navahf @pubcon #PubCon
Different Locations Have Different Auction
Prices, Search Patterns, & Time Zones
67
Confidential | Do Not Distribute 67@navahf @pubcon #PubCon
DSA Structure:
No More Than One Major Target Per Ad Group
● Need to be able to assess
auction price
● Need to be able to craft ad copy
that can pertain to all landing
pages of the target
● Don’t want too much variety in
the queries - you won’t be able
to harvest meaningful data
68
Confidential | Do Not Distribute 68@navahf @pubcon #PubCon
DSA MUST Be A Campaign – Budget Cannibalization Is
All But Guaranteed If It Lives As An Ad Group
69
Confidential | Do Not Distribute 69@navahf @pubcon #PubCon
Every Keyword Needs To Be Added
As An Exact Match Negative
70
Confidential | Do Not Distribute 70@navahf @pubcon #PubCon
If The Suggested Targets Look Off
You Have An SEO Problem
71
Confidential | Do Not Distribute 71@navahf @pubcon #PubCon
DSA Creative: Descriptions Are All You Get To Control
– Make The Most Of It!
72
Confidential | Do Not Distribute 72@navahf @pubcon #PubCon
Smart Campaigns
73
Confidential | Do Not Distribute 73@navahf @pubcon #PubCon
Smart Campaigns
Are A Devil’s Bargain:
Low Time Investment,
But No Control
74
Confidential | Do Not Distribute 74@navahf @pubcon #PubCon
Adopting Smart Campaigns Means
You Have A Budget For “Data Acquisition”
75
Confidential | Do Not Distribute 75@navahf @pubcon #PubCon
SMART SEARCH: Less Often
76
Confidential | Do Not Distribute 76@navahf @pubcon #PubCon
SMART DISPLAY: Solid MAYBE
77
Confidential | Do Not Distribute 77@navahf @pubcon #PubCon
SMART SHOPPING: Yes... If You Can*
*Requires 40 conversions in a 30 day period and full ecommerce
tracking (revenue, global tag, and regular conversion tracking)
78
Confidential | Do Not Distribute 78@navahf @pubcon #PubCon
Working Cross-Network
79
Confidential | Do Not Distribute 79@navahf @pubcon #PubCon
Bing
80
Confidential | Do Not Distribute 80@navahf @pubcon #PubCon
Microsoft Knows We’re All Google First
So They Keep Parity For The Most Part.
81
Confidential | Do Not Distribute 81@navahf @pubcon #PubCon
82
Confidential | Do Not Distribute 82@navahf @pubcon #PubCon
There Are Key Differences
That Must Be Accounted For
83
Confidential | Do Not Distribute 83@navahf @pubcon #PubCon
Difference #1: More Flexibility At The Ad Group Level!
84
Confidential | Do Not Distribute 84@navahf @pubcon #PubCon
Difference #2: Ads Serve In The Time-Zone Of The User
● International accounts will feel this
the most, but domestic ones with
different time zones will feel it too.
● If you created a scheduling scheme,
be sure you account for how ads will
be served.
85
Confidential | Do Not Distribute 85@navahf @pubcon #PubCon
Difference #3: One Match-Type Per Keyword
86
Confidential | Do Not Distribute 86@navahf @pubcon #PubCon
Difference #4: More Control Over “Search Partners”
(Syndication Network)
87
Confidential | Do Not Distribute 87@navahf @pubcon #PubCon
Difference #5: No Mixed Media Campaigns (DSA Can’t Be In
Traditional Search Campaigns – Mind This On The Import)
88
Confidential | Do Not Distribute 88@navahf @pubcon #PubCon
Search or Social
First Advertiser
89
Confidential | Do Not Distribute 89@navahf @pubcon #PubCon
Most Marketers Have An Affinity For Either
Search Or Social Advertising
90
Confidential | Do Not Distribute 90@navahf @pubcon #PubCon
Social First Advertisers Tend
To Include Too Many Ad
Groups In Search Campaigns
Because They’re Used To
Legacy Social Structure
91
Confidential | Do Not Distribute 91@navahf @pubcon #PubCon
Search First Advertisers Tend To Leave Ad Sets running Too
Long Because They Are Used To Google/MSFT Needing
Data
Facebook loves new
things - creative
should stay at 3.0
frequency or lower.
92
Confidential | Do Not Distribute 92@navahf @pubcon #PubCon
• Don’t Mix Audiences!
• Automating Bids Is Ok!
• You Have Your Prospect’s Attention
– Ask For What You Actually Want!
Lessons Learned
From Social:
93
Confidential | Do Not Distribute 93@navahf @pubcon #PubCon
Display / Youtube
94
Confidential | Do Not Distribute 94@navahf @pubcon #PubCon
Sometimes Budgets Don’t Allow For What We Need In
Search
95
Confidential | Do Not Distribute 95@navahf @pubcon #PubCon
Display Is A great Way To Blitz
96
Confidential | Do Not Distribute 96@navahf @pubcon #PubCon
Video
4 Main Formats
Skipable Instream
Bumper Ads
Non Skipable Instream
Outstream
97
Confidential | Do Not Distribute 97@navahf @pubcon #PubCon
Display Leverages Audiences For “Perfect” Targeting
98
Confidential | Do Not Distribute 98@navahf @pubcon #PubCon
Display Can Bring Users Your Branded and
Remarketing Search Campaigns are Poised to
Pick-up
$500
Monthly
Budget
168550
Monthly
Impressions
701
Monthly
Clicks
*Average monthly budget, impressions and clicks across
4000 accounts (no budget over $50 and no budget under
$1)
99
Confidential | Do Not Distribute 99@navahf @pubcon #PubCon
• Be Mindful You Can No Longer
Exclude Games*
• Make Sure You Set Sensitive
Content Exclusions if Your brand
Can’t Be Exposed To Risk.
• Display CTR Should NOT Be As High
As Search – if It Is, Placements
Need An Audit.
Display Considerations
*Kirk Tip In
Editor:https://zatomarketing.com/blog/exclude-
mobile-apps-google-adwords-easy-way/
100
Confidential | Do Not Distribute 100@navahf @pubcon #PubCon
Youtube Educates & Blitzes - Really Powerful Audience Options!
101
Confidential | Do Not Distribute 101@navahf @pubcon #PubCon
• Don’t Be Upset If Prospects Skip:
You Only Pay For Views Lasting At
Least 30 Seconds.
• Targeting Folks Who Have Seen
Your Ad & Subscribe To Your
Channel Still Requires At Least
1000 People For Exclusive Search
Targeting.
YouTube Considerations:
102
Confidential | Do Not Distribute 102@navahf @pubcon #PubCon
Thank you!
Navah Hopkins – Hennessey Digital

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  • 1. 1 Confidential | Do Not Distribute 1@navahf @pubcon #PubCon PUBCON PPC Day: PUTTING THE PRO IN PROFIT
  • 2. 2 Confidential | Do Not Distribute 2CLIENT NAMEConfidential | Do Not Distribute 2#PubCon 3) How Do I Make Creative That Converts? (1:00-2:50pm CT) ● Ad Creative ● Landing Pages ● A/B Testing ● SERP Matching/Trending Moment Matching ● CRO 4) How Do I Know If I’m Doing Well? (3:10-5:00pm CT) ● False Positives/Negatives ● ECommerce ● Lead Generation ● Lead Scoring AGENDA 1) How Do I Set Up My Campaigns Profitably? (9:00-10:50am CT) ● Pitfalls ● News/Trends: COVID, Q4, Holidays ● Account Structure ● Automation 1) Who Are My Most Valuable People? (11:10-12:20pm CT) ● Building Personas ● Custom Audiences/Native Audiences ● Segmentation ● Analytics ● Funnels ● Audience Compliance: GDPR & CCPA Navah Hopkins Hennessey Digital Steve Hammer Rank Hammer Akvile DeFazio AKvertise
  • 3. 3 Confidential | Do Not Distribute 3@navahf @pubcon #PubCon How Do I Set Up My Campaigns Profitably? Account Set-up & Pitfalls, Automation, Trends
  • 4. 4 Confidential | Do Not Distribute 4@navahf @pubcon #PubCon Workflow: Setting Yourself Up For An Account You’ll Love to Manage
  • 5. 5 Confidential | Do Not Distribute 5@navahf @pubcon #PubCon • Tests take a while • Hand built structure • Targeting can “cherry pick” • Loss is missed clicks SMALL ACCOUNT • Volume makes tests fast • Complex structures • Time to manage • Scale limits targeting • Often require automation • Loss is wasted spend Large ACCOUNT
  • 6. 6 Confidential | Do Not Distribute 6@navahf @pubcon #PubCon Strategies That Work In Big Accounts Won’t Work In Small Ones
  • 7. 7 Confidential | Do Not Distribute 7@navahf @pubcon #PubCon Let’s Define Small
  • 8. 8 Confidential | Do Not Distribute 8@navahf @pubcon #PubCon When You Have $1000 Or Less, You Need To Be Selective On Channels
  • 9. 9 Confidential | Do Not Distribute 9@navahf @pubcon #PubCon Every Campaign You Set Requires Budget, Testing Needs To Be Controlled
  • 10. 10 Confidential | Do Not Distribute 10@navahf @pubcon #PubCon In My Opinion: SKAGs Can’t Be Used By Small Accounts Because Of Budget Constraints
  • 11. 11 Confidential | Do Not Distribute 11@navahf @pubcon #PubCon Keywords: Use More Restrictive Match-Types On Broader Ideas & Broader Match-Types On Long Tail Keywords
  • 12. 12 Confidential | Do Not Distribute 12@navahf @pubcon #PubCon This Will Give You Volume Without Hours Of Negative Work
  • 13. 13 Confidential | Do Not Distribute 13@navahf @pubcon #PubCon Find The Root Problem Word As Opposed To Adding Thousands Of Exact Match Negatives
  • 14. 14 Confidential | Do Not Distribute 14@navahf @pubcon #PubCon Test Campaign Structure On One Part Of Your Business Then Replicate (Instead Of Building Everything)
  • 15. 15 Confidential | Do Not Distribute 15CLIENT NAMEConfidential | Do Not Distribute 15CLIENT NAME Campaign Settings DO’s & DON'T
  • 16. 16 Confidential | Do Not Distribute 16@navahf @pubcon #PubCon • Settings that cause Pitfalls (S with comments from N) • Do you have too many or Few campaigns / ad groups (N) TOPICS COVERED
  • 17. 17 Confidential | Do Not Distribute 17@navahf @pubcon #PubCon Campaign Types
  • 18. 18 Confidential | Do Not Distribute 18@navahf @pubcon #PubCon Campaign Settings
  • 19. 19 Confidential | Do Not Distribute 19@navahf @pubcon #PubCon Campaign Settings
  • 20. 20 Confidential | Do Not Distribute 20@navahf @pubcon #PubCon Advanced Location Search
  • 21. 21 Confidential | Do Not Distribute 21@navahf @pubcon #PubCon Nearby Locations
  • 22. 22 Confidential | Do Not Distribute 22@navahf @pubcon #PubCon Bidding Settings
  • 23. 23 Confidential | Do Not Distribute 23@navahf @pubcon #PubCon Real Strategies
  • 24. 24 Confidential | Do Not Distribute 24@navahf @pubcon #PubCon “More Settings”
  • 25. 25 Confidential | Do Not Distribute 25@navahf @pubcon #PubCon Number of ad groups can also choke a budget: 5-7 is the golden ratio! 60% of impressions Budget will only go to “winners” instead of everything
  • 26. 26 Confidential | Do Not Distribute 26@navahf @pubcon #PubCon Keyword Theory Choosing Keywords & Bids
  • 27. 27 Confidential | Do Not Distribute 27@navahf @pubcon #PubCon Before We Dive Into Keywords Let’s Confirm Match-Type Mechanics
  • 28. 28 Confidential | Do Not Distribute 28@navahf @pubcon #PubCon The Order Of Match-Types 1. Exact: all keywords/implied words must be present, nothing added (except for functional words, but they can be in any order). 1. Phrase: keyword/implied word phrase must remain in-tact, but there can be keywords before and after. 1. Mod. Broad: all keywords/implied words must be present, but they can be in any order and there can be additional keywords in between, before and after. 1. Broad: so long as at least a synonym of one of your keywords is there, your ad can show.
  • 29. 29 Confidential | Do Not Distribute 29@navahf @pubcon #PubCon The Order Of Match-Types 1. Exact: all keywords/implied words must be present, nothing added (except for functional words, but they can be in any order). 1. Phrase: keyword/implied word phrase must remain in-tact, but there can be keywords before and after. 1. Mod. Broad: all keywords/implied words must be present, but they can be in any order and there can be additional keywords in between, before and after. 1. Broad: so long as at least a synonym of one of your keywords is there, your ad can show.
  • 30. 30 Confidential | Do Not Distribute 30@navahf @pubcon #PubCon Implied Words Allowed For ALL Match-Types
  • 31. 31 Confidential | Do Not Distribute 31@navahf @pubcon #PubCon Close Variant Angst The aggregated data in this post is based on a sample of 16,952 WordStream client accounts advertising on Google Search Network between September 24 and October 31, 2018 using exact match keywords. Clients represent all verticals and predominately US and English speaking markets.
  • 32. 32 Confidential | Do Not Distribute 32@navahf @pubcon #PubCon Close Variants: Allowing Us To Opt Out Of Competitive Auction Prices & Keyword Concepts The aggregated data is based on a sample of 16,952 WordStream client accounts advertising on Google Search Network between September 24 and October 31, 2018 using exact match keywords. Clients represent all verticals and predominately US and English speaking markets.
  • 33. 33 Confidential | Do Not Distribute 33@navahf @pubcon #PubCon Implied Words Also Hold The Potential For Discounts! $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 Exact Avg CPC Phrase Avg CPC Broad Avg CPC Q2 2019 Avg CPC Mover Rigging 0 5 10 15 20 25 True Exact Exact Via Phrase Exact Via Broad Q2 2019 Conversions Mover Conversions Rigging Conversions
  • 34. 34 Confidential | Do Not Distribute 34@navahf @pubcon #PubCon Close Variants Add Additional Complexity
  • 35. 35 Confidential | Do Not Distribute 35@navahf @pubcon #PubCon Important: New Match-Types Mean Ad Groups Should Be Collections Of Themes, Not Granular & Quality Score Focused
  • 36. 36 Confidential | Do Not Distribute 36@navahf @pubcon #PubCon Search Terms No Longer Shows Full Story!
  • 37. 37 Confidential | Do Not Distribute 37@navahf @pubcon #PubCon Troubleshooting CPA Spikes/Query Quality Dependent On Volume = $$$ • Not confirmed volume requirement from Google. • Queries with no impressions/clicks coming up.
  • 38. 38 Confidential | Do Not Distribute 38@navahf @pubcon #PubCon What Makes A Variant • Singular/Plural • “ed”,“ing”,“er” • Abbreviations • Misspellings • One Word Turned into Two Words & Visa Versa
  • 39. 39 Confidential | Do Not Distribute 39@navahf @pubcon #PubCon Still, Check Your Keyword Assumptions At The Local Level: Search Trends Change!
  • 40. 40 Confidential | Do Not Distribute 40@navahf @pubcon #PubCon Negatives: Broad: if the word is in the query, your ad won’t show Phrase: if the phrase is in the query, your ad won’t show Exact: if the exact word/phrase is searched for, you won’t show
  • 41. 41 Confidential | Do Not Distribute 41@navahf @pubcon #PubCon Negatives: Eliminating Waste Campaign/Account WideRoot Problem Word Negative Lists
  • 42. 42 Confidential | Do Not Distribute 42@navahf @pubcon #PubCon Negatives: Directing Budget Root Overlapping Word Ad Group/Campaign Level Great Candidates For Exact Match
  • 43. 43 Confidential | Do Not Distribute 43@navahf @pubcon #PubCon HOW TO Group Keyword Concepts
  • 44. 44 Confidential | Do Not Distribute 44@navahf @pubcon #PubCon Single Keyword Ad Groups -vs- Single Theme Ad Groups Divides PPC Professionals
  • 45. 45 Confidential | Do Not Distribute 45@navahf @pubcon #PubCon It’s Important To Understand The Mechanics Of Both
  • 46. 46 Confidential | Do Not Distribute 46@navahf @pubcon #PubCon • One keyword per ad group • Might have multiple match types per ad group or might have an ad group/campaign per match-type • Needs three ads per ad group What Makes A SKAG
  • 47. 47 Confidential | Do Not Distribute 47@navahf @pubcon #PubCon Main Benefit of SKAGs: Hyper Control Over Keyword Ad To Landing Page Relevancy (QS)
  • 48. 48 Confidential | Do Not Distribute 48@navahf @pubcon #PubCon Main Downside Of SKAGs: Close Variants Kills Perfect Relevancy & Creates Accidental Duplicates ($)
  • 49. 49 Confidential | Do Not Distribute 49@navahf @pubcon #PubCon • Single theme in the ad group with 3-5 keyword concepts on multiple match-types. • Sometimes match-types are in different campaigns, sometimes they’re joined • Needs three ads per ad group What makes a STAG
  • 50. 50 Confidential | Do Not Distribute 50@navahf @pubcon #PubCon Main Benefit of STAGs: Account Structure Can Reflect Business Needs & Easier To Manage (Time + $)
  • 51. 51 Confidential | Do Not Distribute 51@navahf @pubcon #PubCon Main Downfall of STAGs: Can Never Achieve Perfect Quality Score Due To Lack Of Perfect Control Over Relevancy
  • 52. 52 Confidential | Do Not Distribute 52@navahf @pubcon #PubCon Reminder: Negatives Do NOT Have Close Variants – & You Only Have 10K Negatives To Protect Your Campaign
  • 53. 53 Confidential | Do Not Distribute 53@navahf @pubcon #PubCon The Path You Choose is Entirely Dependent On The Time & Budget You Have To Manage
  • 54. 54 Confidential | Do Not Distribute 54@navahf @pubcon #PubCon Some Industries Will Be Forced To Adopt SKAGs/STAGs Based On Auction Price Monthly budget will be 30.4 X daily budget
  • 55. 55 Confidential | Do Not Distribute 55@navahf @pubcon #PubCon Before You Convert From One Or The Other, Test With A “B” Grade Campaign
  • 56. 56 Confidential | Do Not Distribute 56@navahf @pubcon #PubCon It is Easier To Build from STAGS If You’re Just Starting, Go STAG!
  • 57. 57 Confidential | Do Not Distribute 57@navahf @pubcon #PubCon If You Have SKAGS & They’re Working, Don’t Feel Forced to Change – Just Know Your Workload Got BIGGER
  • 58. 58 Confidential | Do Not Distribute 58@navahf @pubcon #PubCon Broad Match SKAGs Have A Place In A STAG Account: Say Hello To Your Data Generator!
  • 59. 59 Confidential | Do Not Distribute 59@navahf @pubcon #PubCon If You Go This Route: Add All Other Keywords You’re Bidding On As Exact Match Negative In The Broad Match Ad Group
  • 60. 60 Confidential | Do Not Distribute 60@navahf @pubcon #PubCon Automation In Campaigns: DSA, Bidding, & Smart Campaigns
  • 61. 61 Confidential | Do Not Distribute 61@navahf @pubcon #PubCon Bidding Strategies: Enter A Goal + Data, Get Back What You Asked For
  • 62. 62 Confidential | Do Not Distribute 62@navahf @pubcon #PubCon If You Switch From Manual To Auto/Smart Bidding (& Visa Versa) You May Be Gaining/Losing Levels Of Control
  • 63. 63 Confidential | Do Not Distribute 63@navahf @pubcon #PubCon If You Ask Google To Deliver on Volume Don’t Hold It Accountable For Value Based on data from 3200 client accounts in July 2019
  • 64. 64 Confidential | Do Not Distribute 64@navahf @pubcon #PubCon Check Your Impression Share To See If The Keywords You’ve Chosen Fit Your Budget In A Way That Provides Value
  • 65. 65 Confidential | Do Not Distribute 65@navahf @pubcon #PubCon If You Know You Have An Easier Time Winning on Mobile/Desktop, Don’t Be Afraid to Focus There Mobile: 4.39% CTR $34.79 CPA
  • 66. 66 Confidential | Do Not Distribute 66@navahf @pubcon #PubCon Different Locations Have Different Auction Prices, Search Patterns, & Time Zones
  • 67. 67 Confidential | Do Not Distribute 67@navahf @pubcon #PubCon DSA Structure: No More Than One Major Target Per Ad Group ● Need to be able to assess auction price ● Need to be able to craft ad copy that can pertain to all landing pages of the target ● Don’t want too much variety in the queries - you won’t be able to harvest meaningful data
  • 68. 68 Confidential | Do Not Distribute 68@navahf @pubcon #PubCon DSA MUST Be A Campaign – Budget Cannibalization Is All But Guaranteed If It Lives As An Ad Group
  • 69. 69 Confidential | Do Not Distribute 69@navahf @pubcon #PubCon Every Keyword Needs To Be Added As An Exact Match Negative
  • 70. 70 Confidential | Do Not Distribute 70@navahf @pubcon #PubCon If The Suggested Targets Look Off You Have An SEO Problem
  • 71. 71 Confidential | Do Not Distribute 71@navahf @pubcon #PubCon DSA Creative: Descriptions Are All You Get To Control – Make The Most Of It!
  • 72. 72 Confidential | Do Not Distribute 72@navahf @pubcon #PubCon Smart Campaigns
  • 73. 73 Confidential | Do Not Distribute 73@navahf @pubcon #PubCon Smart Campaigns Are A Devil’s Bargain: Low Time Investment, But No Control
  • 74. 74 Confidential | Do Not Distribute 74@navahf @pubcon #PubCon Adopting Smart Campaigns Means You Have A Budget For “Data Acquisition”
  • 75. 75 Confidential | Do Not Distribute 75@navahf @pubcon #PubCon SMART SEARCH: Less Often
  • 76. 76 Confidential | Do Not Distribute 76@navahf @pubcon #PubCon SMART DISPLAY: Solid MAYBE
  • 77. 77 Confidential | Do Not Distribute 77@navahf @pubcon #PubCon SMART SHOPPING: Yes... If You Can* *Requires 40 conversions in a 30 day period and full ecommerce tracking (revenue, global tag, and regular conversion tracking)
  • 78. 78 Confidential | Do Not Distribute 78@navahf @pubcon #PubCon Working Cross-Network
  • 79. 79 Confidential | Do Not Distribute 79@navahf @pubcon #PubCon Bing
  • 80. 80 Confidential | Do Not Distribute 80@navahf @pubcon #PubCon Microsoft Knows We’re All Google First So They Keep Parity For The Most Part.
  • 81. 81 Confidential | Do Not Distribute 81@navahf @pubcon #PubCon
  • 82. 82 Confidential | Do Not Distribute 82@navahf @pubcon #PubCon There Are Key Differences That Must Be Accounted For
  • 83. 83 Confidential | Do Not Distribute 83@navahf @pubcon #PubCon Difference #1: More Flexibility At The Ad Group Level!
  • 84. 84 Confidential | Do Not Distribute 84@navahf @pubcon #PubCon Difference #2: Ads Serve In The Time-Zone Of The User ● International accounts will feel this the most, but domestic ones with different time zones will feel it too. ● If you created a scheduling scheme, be sure you account for how ads will be served.
  • 85. 85 Confidential | Do Not Distribute 85@navahf @pubcon #PubCon Difference #3: One Match-Type Per Keyword
  • 86. 86 Confidential | Do Not Distribute 86@navahf @pubcon #PubCon Difference #4: More Control Over “Search Partners” (Syndication Network)
  • 87. 87 Confidential | Do Not Distribute 87@navahf @pubcon #PubCon Difference #5: No Mixed Media Campaigns (DSA Can’t Be In Traditional Search Campaigns – Mind This On The Import)
  • 88. 88 Confidential | Do Not Distribute 88@navahf @pubcon #PubCon Search or Social First Advertiser
  • 89. 89 Confidential | Do Not Distribute 89@navahf @pubcon #PubCon Most Marketers Have An Affinity For Either Search Or Social Advertising
  • 90. 90 Confidential | Do Not Distribute 90@navahf @pubcon #PubCon Social First Advertisers Tend To Include Too Many Ad Groups In Search Campaigns Because They’re Used To Legacy Social Structure
  • 91. 91 Confidential | Do Not Distribute 91@navahf @pubcon #PubCon Search First Advertisers Tend To Leave Ad Sets running Too Long Because They Are Used To Google/MSFT Needing Data Facebook loves new things - creative should stay at 3.0 frequency or lower.
  • 92. 92 Confidential | Do Not Distribute 92@navahf @pubcon #PubCon • Don’t Mix Audiences! • Automating Bids Is Ok! • You Have Your Prospect’s Attention – Ask For What You Actually Want! Lessons Learned From Social:
  • 93. 93 Confidential | Do Not Distribute 93@navahf @pubcon #PubCon Display / Youtube
  • 94. 94 Confidential | Do Not Distribute 94@navahf @pubcon #PubCon Sometimes Budgets Don’t Allow For What We Need In Search
  • 95. 95 Confidential | Do Not Distribute 95@navahf @pubcon #PubCon Display Is A great Way To Blitz
  • 96. 96 Confidential | Do Not Distribute 96@navahf @pubcon #PubCon Video 4 Main Formats Skipable Instream Bumper Ads Non Skipable Instream Outstream
  • 97. 97 Confidential | Do Not Distribute 97@navahf @pubcon #PubCon Display Leverages Audiences For “Perfect” Targeting
  • 98. 98 Confidential | Do Not Distribute 98@navahf @pubcon #PubCon Display Can Bring Users Your Branded and Remarketing Search Campaigns are Poised to Pick-up $500 Monthly Budget 168550 Monthly Impressions 701 Monthly Clicks *Average monthly budget, impressions and clicks across 4000 accounts (no budget over $50 and no budget under $1)
  • 99. 99 Confidential | Do Not Distribute 99@navahf @pubcon #PubCon • Be Mindful You Can No Longer Exclude Games* • Make Sure You Set Sensitive Content Exclusions if Your brand Can’t Be Exposed To Risk. • Display CTR Should NOT Be As High As Search – if It Is, Placements Need An Audit. Display Considerations *Kirk Tip In Editor:https://zatomarketing.com/blog/exclude- mobile-apps-google-adwords-easy-way/
  • 100. 100 Confidential | Do Not Distribute 100@navahf @pubcon #PubCon Youtube Educates & Blitzes - Really Powerful Audience Options!
  • 101. 101 Confidential | Do Not Distribute 101@navahf @pubcon #PubCon • Don’t Be Upset If Prospects Skip: You Only Pay For Views Lasting At Least 30 Seconds. • Targeting Folks Who Have Seen Your Ad & Subscribe To Your Channel Still Requires At Least 1000 People For Exclusive Search Targeting. YouTube Considerations:
  • 102. 102 Confidential | Do Not Distribute 102@navahf @pubcon #PubCon Thank you! Navah Hopkins – Hennessey Digital