sempdx - keywordless sem

The End of Keywords?SEMPDXFebruary 27, 2015

3Q Digital

Why Kill Keywords? Keywords are inefficient – humans are inefficient at buying

queries Keywords are too granular – allows for optimization! Keywords are intent-based, not audience-based

3Q Digital

Inefficiency Costs (Google) MoneyKeyword Imps CTR Clicks CPC Revenue Bid 1 Bid 2 Bid 3 Bid 4 Bid 5 Bid 6 Bid 7 Bid 8 Bid 9 Bid 10

blue widget 10000 2% 200 $1.80 $360.00 $2.00 $1.90 $1.80 $1.70 $1.60 $1.50 $1.40 $1.30 $1.20 $1.10big blue widget 8000 2.50% 200 $1.60 $320.00 $1.80 $1.70 $1.60 $1.50 $1.40 $1.30 $1.20big blue widget online 6000 3% 180 $1.30 $234.00 $1.50 $1.40 $1.30 $1.20 $1.10buy big blue widget online 4000 4% 140 $1.00 $140.00 $1.20 $1.10 $1.00 $0.90buy best big blue widget online 2000 4.00% 80 $0.70 $56.00 $0.90 $0.80 $0.70buy best big blue widgets online 1000 5% 45 $0.00 $0.00 $0.70 $0.60TOTAL 31000 2.73% 845 1.31$ 1,110.00$

Keyword Imps CTR Clicks CPC Revenue Bid 1 Bid 2 Bid 3 Bid 4 Bid 5 Bid 6 Bid 7 Bid 8 Bid 9 Bid 10blue widget 31000 2.25% 698 $1.80 $1,255.50 $2.00 $1.90 $1.80 $1.70 $1.60 $1.50 $1.40 $1.30 $1.20 $1.10

Why Kill Keywords?

3Q Digital

1. Broad match expansion2. Close-match variants3. Geo-modifier included4. Enhanced campaigns5. PLAs (Google Shopping)6. DSA7. Remove query data8. Remove advertisers all

together

How to Kill KeywordsDeath by a Thousand Cuts

3Q Digital

Jan 1 -27

How to Kill KeywordsBroad Match Expansion

3Q Digital

How to Kill KeywordsBroad Match Expansion

3Q Digital

How to Kill KeywordsBroad Match Expansion (Geo-Modifier)

3Q Digital

How to Kill KeywordsBroad Match Expansion (Change User Behavior)

3Q Digital

How to Kill KeywordsClose-Match Variants

3Q Digital

AFTER

How to Kill KeywordsEnhanced Campaigns

BEFORE

3Q Digital

How to Kill KeywordsPLAs (Google Shopping)

3Q Digital

How to Kill KeywordsDSA (Dynamic Search Ads)

3Q Digital

Jan 1 -27

How to Kill KeywordsRemove Query Data

3Q Digital

How to Kill KeywordsRemove Advertisers All Together!

3Q Digital

1. Long tail keywords get less and less traffic (broad match expansion, close-match variants, implied geo-modifiers

2. Device-based optimization has been reduced (enhanced campaigns)

3. Keyword-less ad units are appearing (PLAs, Google airfare search)

4. Keyword-less optimization is being pushed (DSA)5. Keyword data may eventually be removed (Query reports)

The Big SummaryKeywords are in Trouble!

3Q Digital

So Whatcha Gonna Do(When They Come for You?)

3Q Digital

1. Start mining query data while you have it!2. Understand your audience3. Expand beyond SEM!

How to Survive a World Without Keywords

3Q Digital

Mine that Data!

3Q Digital

Understand Your Audience! (AdWords)

3Q Digital

Understand Your Audience! (GA)

3Q Digital

Go Beyond SEM!

SEM

Mobile

DRTV Local

Google Shoppin

g and CSEs

SEO

Native Advertising

Affiliate Marketing

Display

Paid Social

Earned Social

Video

International

Thank You!David Rodnitzkydavid@3QDigital.com