SlideShare a Scribd company logo
Driving PPC Performance With Single
Keyword Ad Groups
April 28-30, 2014
Using Single Keyword Ad Groups To Drive PPC Performance
Not Really
(gasp)
First a quick refresher on what we
mean by long-tail keywords…
LONG-TAIL KEYWORDS
WHY NOT HAVE MORE?
ACCOUNTS ARE UNWIELDY
ACCOUNTS ARE UNWIELDY
ACCOUNTS ARE UNWIELDY
Most of this stuff is pointless!
YOU’RE SPREAD THIN
Wasted Time Zone
YOU’RE SPREAD THIN
3 REASONS FOR LONG-TAIL
1. AD COPY RELEVANCY
Can we really make an ad for “ppc management
agency that does display marketing” more
relevant than for “ppc management agency
display”?
3 REASONS FOR LONG-TAIL
2. CONTROL OVER BIDDING
Should you bid up a keyword with 1 click and no
conversions in the past month? Should we bid it
down?
3 REASONS FOR LONG-TAIL
3. THEY WORK WELL IN YOUR
NICHE
Dive into your data to see if this is true…
CHECK OUT YOUR DATA
CASE STUDY
Client Goal: Lead Generation for
people looking to buy Audi cars
92,606 Keywords
1059 Converting Search Queries
161 Queries With 2+
Conv. (51% of Total)
Top 20 Queries =
26% Conversions
CASE STUDY
TOP PERFORMER CAMPAIGNS
We decided to focus our energy on
these top performing queries by
placing them in single keyword ad
groups.
Here’s a quick run down of how…
1. START BROAD
1. START BROAD
All of our keywords go into normal
campaigns like these:
We make heavy usage of +modified
+broad +match
2. MINE BROAD CAMPAIGNS
2. MINE BROAD CAMPAIGNS
Filter Terms With 2+ Conversions
2. MINE BROAD CAMPAIGNS
Add into “Top
Performers”
Campaign Single
Keyword Ad Groups
2. MINE BROAD CAMPAIGNS
Remember to exclude from
your broad campaign
3. OPTIMIZE TOP PERFORMERS
TOP PERFORMER CAMPAIGNS
RESULT
+22% CTR
RESULT
CPA Cut In Half
RESULT
106% More
Leads
TOP PERFORMERS MEAN…
MORE TESTING
MEANINGFUL DATA
LESS TEDIUM
GREATER IMPACT
THANK YOU
@SamOwenPPC
sam.owen@hanapinmarketing.com

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