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#SMX #11B @bgTheory
Brad Geddes | Co-Founder of AdAlysis
Organizing Your Account Through Ad Testing
#SMX #11B @bgTheory
Airline company • Fly from 40 cities to 40 cities • Cities encompass 6 countries & 5 languages
How do you create this account?
Scenario
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Main Keywords Modifiers
<city> to <city> <airport code> to <airport code>
<airport name> to <airport name>
From <airport code>
To <airport code>
From <city> To <city>
From <airport name>
To <airport name>
Initial keyword brainstorm
Flights Airlines
Travel
Cheap flights
Cheap travel
Deals
#SMX #11B @bgTheory
• SJC to IAD • IAD to SJC • Dulles to San Jose Flights • Flights from San Joe to Dulles • Washington DC to San Jose Flights • San Jose to Washington DC Cheap Flights • Cheap flights to San Jose • Cheap flights from Dulles
Potential Keywords
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How Many Ad Groups?
Keyword Type Combinations Languages Minimum Ad Groups
<city> to <city> 1600 5 8000
<airport code> to <airport code> 1600 5 8000
<airport name> to <airport name> 1600 5 8000
From <airport code> 40 5 200
To <airport code> 40 5 200
From <city> 40 5 200
To <city> 40 5 200
From <airport name> 40 5 200
To <airport name> 40 5 200
Total 3360 5 25,200
#SMX #11B @bgTheory
• Should discount/cheap keywords be their own ad group? • Should travel vs flights be their own ad group? • Should ‘from’ keywords be geo-‐targeted to a specific region? • Does each language/country combination need a campaign? • As <city> to <city> must use phrase match, must have every
combination with/without to, and other connector words
Should modifiers, languages, countries, etc be their own ad groups or campaigns?
#SMX #11B @bgTheory
Are you already organizing keywords?
Account
Campaign
Ad group 1
Ad group 2
Ad group 3
Campaign 2
Ad group 1
Ad group 2
Ad group 3
#SMX #11B @bgTheory
Stop! Keywords are irrelevant to organization
A keyword’s only purpose is to show an ad and set a bid.
All organization should come from the ad a user sees
#SMX #11B @bgTheory
Stop Organizing Keywords: What is the ad?
The Ad Minimum Ad Groups
To <city>/<airport code> 200
From <city>/<airport code> 200
<city> to <city> 16,800
#SMX #11B @bgTheory
Keywords: • Orlando to Munich Flights • Munich to Rome Flights • etc
Initial Ad Tests with Most Specific Keywords
Ads CTR Conv Rate
To <city> 2.3% 1.90%
From <city> 1.8% 1.5%
<city> to <city> 4.1% 3.75%
Next problem: What is user just types in ‘cheap flights to Orlando’?
If use national targeting, can’t create <city> to <city> ads
#SMX #11B @bgTheory
Experiment • Create 10 campaigns targeted to a specific city (so can create
<city> to <city> Ads • Use keywords such as ‘flights to Orlando’ (only know one city)
Next Experiment
Ads CTR CR Original CR
To <city> 2.9% 1.8% 1.90%
From <city> 2.3% 1.5% 1.5%
<city> to <city> 4.1% 3.6% 3.75%
#SMX #11B @bgTheory
• Cheap vs deals vs inexpensive made a slight difference in the ads; but not enough to double or triple ad groups
• Airport names do better than codes or cities; need own ad groups • Managing campaigns by country was better than by language even if
some countries need multiple language ad groups • Special RLSA ads made a difference; but not enough to warrant
doubling the ad groups • Multiple rounds of multi-‐ad group testing were used to determine
D1s & CTAs.
Additional Ad Tests Concluded:
#SMX #11B @bgTheory
• Creating a campaign for every single city increases revenue for the airline company.
• Creating a campaign for every city they fly from would be an additional ~200 campaigns and 80,000+ ad groups
• Account is managed by 4 people. • Structure overwhelms resources • Solutions: • Hire (not going to do that right now) • Create additional campaigns only for cities with more than 1000+ conversions/year
and not more than 10-‐20 cities • Skip this structure type due to resource constraints
What do you do with the data?
#SMX #11B @bgTheory
Final Initial Organization Due to Resource Constraints Campaign Type # of cmp type Keyword Type Modifications Total Ad Groups Country -‐ Specific 6 <city> to <city> None 9600 Country -‐ Specific 6 <airport code> to <airport code> None 9600 Country -‐ Specific 6 <airport name> to <airport name> None 9600 Country -‐ Specific 6 From <airport code> None 240 Country -‐ Specific 6 To <airport code> None 240 Country -‐ Specific 6 From <city> None 240 Country -‐ Specific 6 To <city> None 240 Country -‐ Specific 6 From <airport name> None 240 Country -‐ Specific 6 To <airport name> None 240 Country -‐ Specific 6 <city> to <city> Cheap / Deals 9600 Country -‐ Specific 6 <airport code> to <airport code> Cheap / Deals 9600 Country -‐ Specific 6 From <airport code> Cheap / Deals 240 Country -‐ Specific 6 To <airport code> Cheap / Deals 240 Country -‐ Specific 6 From <city> Cheap / Deals 240 Country -‐ Specific 6 From <airport name> Cheap / Deals 240 Country -‐ Specific 6 To <airport name> Cheap / Deals 240 Country -‐ Specific 6 To <city> Cheap / Deals 240 City -‐ specific 10 To <airport code> None 400 City -‐ specific 10 To <city> None 400 City -‐ specific 10 To <airport name> None 400 City -‐ specific 10 To <airport code> Cheap / Deals 400 City -‐ specific 10 To <city> Cheap / Deals 400 City -‐ specific 10 To <airport name> Cheap / Deals 400 City -‐ specific 10 Generic flight words None 10 City -‐ specific 10 Generic words (cheap flights) Cheap / Deals 10 Country -‐ Generic 6 Generic words (cheap flights) Multiples 150 Brand 1 Brand Multiples 11
Total 23 53,461
#SMX #11B @bgTheory
• If city has more than 500/conversions year – it gets a campaign. • All ads are tested with multi-‐ad group testing within a country and by ad group
type • RLSA is bid modifier only • Using dynamic remarketing • All ad groups labeled by match type to ensure proper structure • Cannot use anything but exact and phrase in <city> to <city> campaigns. • Next expansion: • Test mixed keywords: <city> to <airport code>; <airport name> to <city>; etc • DSAs for query mining • Additional language expansion • Additional remarketing / RLSA testing
Additional Notes
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If you want more DSA information; attend this session later today
DSAs as an Organizational Research Tool
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How Many Ad Groups & Categories Could You Create?
TV & Home Theatre TVs / Audio / Video
Home Theater Systems
Sound Bars
Speakers
Receivers & Amplifiers
Stereo Shelf Systems
Wireless & Multiroom Audio
CD Players & Turntables
Headphones
Headphones
Earbud & In-‐Ear Headphones
Gaming Headsets
Kids' Headphones
Over-‐Ear & On-‐Ear Headphones
Sports Headphones
Studio Headphones
Wireless Headphones
Headphone Accessories
Gaming Headsets
Brand
Style
Features
Features
Noise cancelling
Rechargeable
DSP
USB
#SMX #11B @bgTheory
DSA Category Rough Ad Preview
• Home appliances
• Kitchen Appliances • Small appliances
• Blenders – Juicers
Simple DSA Testing Can Help You Out
<dynamic title> <category> Up to 25% Off
Free Shipping on <category>!
#SMX #11B @bgTheory
The Ad Results
Segment Impressions Clicks CTR Conv rate Home appliances 1,043,201 8,012 0.77% 1.26% Kitchen Appliances 328,497 4023 1.22% 1.67% Small appliances 229,677 3301 1.44% 2.15% Blenders 118,093 2122 1.80% 3.02% Juicers 31,012 572 1.84% 3.1%
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Within reason…
When You “Scale” Ads - must accept some inefficiencies
#SMX #11B @bgTheory
• There’s a Reason they are named: • Google AdWords
• Bing Ads
• Ad Groups
• Organization is from the ads • Devise your ad tests • Populate ad groups with targets
based upon ads • Read the data
• Create organizational strategies from the ad results
Recap
Automate Your Ad Testing
#SMX #11B @bgTheory
SEE YOU AT THE NEXT #SMX
THANK YOU!
