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Using Single Keyword Ad Groups To Drive PPC Performance
The document discusses the benefits of using single keyword ad groups in PPC campaigns, particularly for long-tail keywords. It emphasizes three main advantages: improved ad copy relevancy, better control over bidding, and effectiveness in niche markets. A case study is provided, demonstrating that focusing on top-performing queries can significantly improve click-through rates and lead generation.
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Using Single Keyword Ad Groups To Drive PPC Performance
- 1. Driving PPC PerformanceWith Single Keyword Ad Groups April 28-30, 2014
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- 4. First a quickrefresher on what we mean by long-tail keywords…
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- 6. WHY NOT HAVEMORE?
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- 9. ACCOUNTS ARE UNWIELDY Mostof this stuff is pointless!
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- 11. Wasted Time Zone YOU’RESPREAD THIN
- 12. 3 REASONS FORLONG-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”?
- 13. 3 REASONS FORLONG-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?
- 14. 3 REASONS FORLONG-TAIL 3. THEY WORK WELL IN YOUR NICHE Dive into your data to see if this is true…
- 15. CHECK OUT YOURDATA
- 16. CASE STUDY Client Goal:Lead Generation for people looking to buy Audi cars
- 17. 92,606 Keywords 1059 ConvertingSearch Queries 161 Queries With 2+ Conv. (51% of Total) Top 20 Queries = 26% Conversions CASE STUDY
- 18. TOP PERFORMER CAMPAIGNS Wedecided 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…
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- 20. 1. START BROAD Allof our keywords go into normal campaigns like these: We make heavy usage of +modified +broad +match
- 21. 2. MINE BROADCAMPAIGNS
- 22. 2. MINE BROADCAMPAIGNS Filter Terms With 2+ Conversions
- 23. 2. MINE BROADCAMPAIGNS Add into “Top Performers” Campaign Single Keyword Ad Groups
- 24. 2. MINE BROADCAMPAIGNS Remember to exclude from your broad campaign
- 25. 3. OPTIMIZE TOPPERFORMERS
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- 30. TOP PERFORMERS MEAN… MORETESTING MEANINGFUL DATA LESS TEDIUM GREATER IMPACT
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