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Susan Wenograd
Wenograd.com
Twitter: SusanEDub
@SusanEDub #StateofSearch 1
3 Ways to Improve Your
AdWords (and Become
Amigos with Google)
Who Am I, Anyway?
• 10 years in digital marketing
• PPC is my favorite (don’t tell the other
channels)
• Client & agency experience
• Brands: CircuitCity.com, General Motors,
and many others
• Based in Dallas, where I claim I hate it
from July through September
@SusanEDub #StateofSearch 2
It All Starts Off So Easy…
@SusanEDub #StateofSearch 3
We’re going to bid on awesome keywords!
We’re going to get perfectly-qualified clicks!
Phase One: Sadness
@SusanEDub #StateofSearch 4
Where are my sales?
The AdWordsinterface says
to increase the budget.
3 Biggest Ouches in an Audit
• Search Terms & Negative Keywords
• Account Structure
• Bid Modifiers
@SusanEDub #StateofSearch 8
Ouch #1: Lack of Negative
Keywords
@SusanEDub #StateofSearch 9
I’m Google, and
I’m here to eat
your budget.
Match Type Lesson
Broad Match
• Match making services
• Type A personality
• Lesson you’ll never forget
Modified Broad Match
• Susan’s +Lessons about +Match +Types
@SusanEDub #StateofSearch 10
Match Type Lesson (cont.)
@SusanEDub #StateofSearch 11
Exact• [Match Type Lesson]
Phrase• Slides with the “Match Type Lesson” info
• “Match Type Lesson” at State of Search
Negative Keywords
Match Types:
• Broad: Classes
• Phrase: Classes in
• Exact: Classes in Raleigh
Application Levels:
• Campaign
• Ad Group
@SusanEDub #StateofSearch 16
It looks worse before it looks
better…
@SusanEDub #StateofSearch 18
(Yes,we’re geeking out right now.)
Consolidate terms to one column
• “Remove Duplicates” on each column
• Copy keywords in each column to bottom
of Column A.
@SusanEDub #StateofSearch 19
One list, many insights
@SusanEDub #StateofSearch 20
Negative keyword
Hmm. Consumers care about
the material…ad copy &
keyword additions!
Ad Group idea & on-site
content idea win!
Ad Group for B2C Campaign,
negative keyword for this Ad
Group
Ouch #2: Poor Account Structure
@SusanEDub #StateofSearch 21
It’s Campaigns and
Ad Groups.
Big Deal.
Good Account Structure vs. Bad
@SusanEDub #StateofSearch 22
• No new ads
• No change in bids
• No change in landing page
• So, what was it?
Here’s Why
• Cross-matching (aka) “Click bleed”
= Sub-optimal ad copy being shown
• Broad Match gone wild
@SusanEDub #StateofSearch 24
How to Spot Click Bleed
@SusanEDub #StateofSearch 25
Ad Groups term appeared in + spend
Ad Groups term appeared in + spend
Ad Groups term appeared in + spend
Ad Groups term appeared in + spend
How Do We Fix This?
@SusanEDub #StateofSearch 26
Go to your Ad Group! Are you
too good for your Ad Group?
Clear Account Structure: Option 1
@SusanEDub #StateofSearch 27
Campaign
Ad Group: Broad
Ad Group: Exact
Negative
mirroring
Clear Account Structure: Option 2
@SusanEDub #StateofSearch 28
Campaign: Exact
Ad Group A
Ad Group B
Campaign: Broad
Ad Group A
Ad Group B
Negative
mirroring
Structure = Control & Time
• Negative keyword analysis
• Negative keyword mirroring
• Bid management
• Budget control
• Ad copy control
• Device control
• Daypart control
@SusanEDub #StateofSearch 31
What are Modifiers?
• Gained prominence & function with
Enhanced Campaign roll-out
• Bid modification by % based on criteria:
– Days & Hours
– Device Types (Mobile only…thanks, Google)
– Geographical location
@SusanEDub #StateofSearch 33
Before & After
@SusanEDub #StateofSearch 45
Acct Average Month Prior:
CTR of Ads with Callout Added:
You Can’t Be Lazy
• Campaign & Ad Group Structure
• Negative keyword strategy
– Don’t fall off the wagon, the market changes
• Laser-targeted user behaviors and locations
– Dayparting
– Geographies
– Devices
• Check results frequently after making changes to catch issues
@SusanEDub #StateofSearch 47