[webinar] organize your ppc campaign for success

Get Organized!Organize Your PPC Campaign for Success

#organizePPC

#organizePPCtrada.com

Anna Sawyer, Marketing Manager and Super Organized Person

@annafsawyer

trada.com

Why get organized?

Follow me on Twitter!: @annafsawyer trada.com

Organized campaign =

better Quality Score

Why is campaign organization important?

Better Quality Score =

lower click priceshigher ad positionbetter results

You’ll lose ad position, pay more, and get fewer clicks

If your campaign is disorganized?

Your competitors will beat you in traffic and pay less

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Campaign structure

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Account

Campaign Campaign

Ad group Ad group Ad group Ad group

keywords & ads

keywords & ads

keywords & ads

keywords & ads

E-commerce example

Account:ThinkGeek

Campaign:Apparel

Campaign:Toys

Ad group:Rock Guitar Shirts

keywords & ads

keywords & ads

keywords & ads

keywords & ads

Ad group:Drum Machine Shirts

Ad group:Giant Plush Microbes

Ad group:Gyroscopes

Ad group architecture

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Ad groups are the foundation of a successful search marketing campaign.

Look for themes in keyword lists

Essential practices for ad group structure

Reorganize general ad groups

Ad text should be relevant to every keyword

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Use specific keywords with specific ad text

Essential practices for ad group structure

Use general keywords with general ad text

Follow me on Twitter!: @annafsawyer trada.com

Keep ad groups very small. 10-20 keywords is standard.

Write multiple ads for each ad group (we suggest 4)

Essential practices for ad group structure

Follow me on Twitter!: @annafsawyer trada.com

How should you organize your ad groups?

product

tail size

concept terminology

theme

point in buying cycle

How should you organize your ad groups?

product

tail size

concept terminology

theme

point in buying cycle

Snike Air Pegasus Men's Running Shoe

Snike Sloop 2 Men's Trail Running Shoe

How should you organize your ad groups?

product

tail size

concept terminology

theme

point in buying cycle

Snike red running shoes

Snike red trail runners

How should you organize your ad groups?

product

tail size

concept terminology

theme

point in buying cycle

Shoes for running

Shoes for trail running

How should you organize your ad groups?

product

tail size

concept terminology

theme

point in buying cycle

Running shoesJogging shoes

Shoes for sprintersFootwearTrainers

KicksTreads

How should you organize your ad groups?

product

tail size

concept terminology

theme

point in buying cycle

ShortRunning shoesSnike shoes

LongWhere can I buy

running shoes online

Discount Snike running shoes on the web

How should you organize your ad groups?

product

tail size

concept terminology

theme

point in buying cycle

Awareness

Shoes for running

Running shoes

How should you organize your ad groups?

product

tail size

concept terminology

theme

point in buying cycle

Comparison

Snike running shoes price

Snike running shoes cheap

Best Snike running shoes

Best shoes for running 10K

How should you organize your ad groups?

product

tail size

concept terminology

theme

point in buying cycle

Direct

Snike Air Pegasus Men's Running Shoe

size 10

Be creative!

Ad group:

Barefoot Running

Barefoot is for CavemenModern humans have the Snike Air Pegasus.Free Shipping and Returns!tradashoes.com/Snike

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The truth about mixing match types

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broad matchkeywords “phrase

match keywords”

[exact match keywords]

Match types

Broad match:shoes

Ads could show for any of the following:

shoes to buytips for repairing shoes

shoes for horsesbowling shoes

Phrase match:“running shoes”

Ads could show for any of the following:

buy running shoesrunning shoes for kidsrecycle running shoes

Exact match:[running shoes]

Ads will show for the following:

running shoes

Don’t mix keywords using all three match types in one ad group.

Mixing match types:

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Broad match is great for testing the waters.

Think of it like this.

Move what’s working into a “phrase match” ad group.

Use [exact match] for keywords that convert - and bid high.

Build out your negative keyword list

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Negative keywords

Include negative keywords in your campaign to ensure that your ad won’t appear when a searcher types in a certain term.

- used - reviews - repair

Negative keywords:Ad group:

Running shoes

Negative keywords make an ad group more

focused.

Use the search queries report to brainstorm more negative keywords.

Search Queries Report

Reorganize a failing campaign

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A complete campaign reorganization can take a failing campaign and rejuvenate it.

How do campaigns fail?

click pricestoo high

not spendingbudget

poor adposition

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Consider separating ad

groups to create even more

targeted ad copy.

Break ad groups down more finely by theme, and remove poorly-performing keywords.

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Constantly rewrite and test ads (4 at

a time).

Write new ads for your new ad groups - and keep writing them! Ad testing is immensely beneficial and gives you great data.

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Constantly rewrite and test landing

pages. Audit landing pages for

SEO, which can be a good indicator of landing page

quality.

For an impeccably-optimized landing page, each ad group has a distinct landing page.

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Use the first page bid

estimate tool to help ensure

that your keywords are

priced to serve ads on the first

page.

Changing your campaign structure can affect your bid pricing. Always consult the bid estimate tool - but remember, it’s not infallible.

Remember that small changes can drastically improve your campaign, and a complete overhaul will save you time

and money in the long run.

trada.com

Click Fraud!

Thursday, Jan 12

How it happens,how you’re protected,what you can do

TRADA PRESENTS

trada.com

Here’s where we take two minutes to show you how

Trada can help you scale your online advertising

... and it doesn’t cost any more than if you were to run PPC or Facebook ads campaigns

yourself.

Trada has thousands of online advertising experts who do PPC and Facebook ads for you.

Multiple experts work on your campaign at

the same time.

You get:

Diversity of thinking

Constant optimization

Multiple ad networks

Turbine: a Trada Client

CAMPAIGN STATS:

Paid Search Experts: 15

Conversion Rate: 20% increase

Click-Through Rate: 40% increase

Cost-per-Conversion: 16% reduction

Turbine: a Trada Client

Turbine: a Trada Client

“The Trada marketplace quickly made me comfortable enough to ‘take my hands off the wheel’

on paid search. Trada’s paid search experts know our

industry lingo and are running on all cylinders, driving high volumes to our Dungeons &

Dragons online gaming service.”

– Chase Huber Director, Advertising

For more information or to schedule a Trada demo, email sfox@trada.com

trada.com

@annafsawyerTime for questions!

InternetAds Update

Love Trada’s content? Anna and frequent conspirator Matt Hessler release a weekly-ish fast-paced

podcast with practical tips for understanding and capitalizing on current trends in online advertising.

Search for Trada in the iTunes store and subscribe! It’s free!

For more information or to schedule a Trada demo, email sfox@trada.com

trada.com

@annafsawyerTime for questions!