get better results through account structure

#SMX #XXA @Justin_FreidIncrease Quality Score, Get Better Results

Get Better Results Through Account

Structure

#SMX #XXA @Justin_Freid

Searchers Are Looking For Answers

Don’t Make It Difficult


Get Them To Their Answer As Efficiently As Possible


B

A


There Are Only A Few Things You Can Control


Why Does Relevance Matter?

You Can Control This

You Can Control This

You Can Kind Of Control This


Search Query Ad Text Landing PageTarget Keyword

Aa


Control The User Experience


Your campaigns must be set up and managed to account for two primary audiences– The searcher– The engine

Two Audiences, One Search Query


Ad Group = Group Of Ads

Ad Group ≠ Group Of Keywords


Want To Know What Drives Me Crazy?

Keywords: Diabetes treatmentDiabetes medicationMeds for diabetesHow to get diabetesInfo on diabetesDiabetes dietingManagement of diabetesDiabetes insulinDiabetes doctors

Ad Text:


What I’d Like To See

Keywords: Diabetes medicationMedications for diabetesDiabetes medsMeds for diabetes

Ad Text:


Negatives Negative

s

Neg

ativ

es

Negatives

Negative

s

Negatives

Negatives

Negatives Negativ

es

Negatives N

egativesNegative

s

Negatives

Negatives

Neg

ativ

es

Neg

ativ

es

Negatives

Negatives N

egatives

Neg

ativ

es

Negatives

Negatives

NegativesNegatives

NegativesN

egativ es

Negatives

Negatives

ExactPhrase

BROAD/BMM


Utilize Ad Group Level Negatives To Dictate What Queries Match To Each Keyword


By leveraging a granular structure and proper naming conventions, back end performance can be easily analyzed- Pull campaign and ad group naming

conventions directly into your analytics platform

- Example Ad Group Naming Conventions- Unbr – Treatment Options – Exact- Br – Brand Dosing - Phrase

Proper Naming Conventions = Better Measurement


- Broad Match and BMM (and even phrase) aggregate data cross a wide arrange of queries

- Leverage Exact to ensure you are spending money in the right places

Broad Match Skews Data


- 63% increase in traffic- CTR rose from 1.38% to 2.37%- CPC decreased from $4.33 to $2.64

Results Don’t Lie

Nov'15 Dec'15 Jan'16 Feb'16 Mar'16 Apr'160

1,000

2,000

3,000

4,000

$ 0.00

$ 1.00

$ 2.00

$ 3.00

$ 4.00

$ 5.00

$ 6.00

2,1992,380

2,197

3,459 3,627 3,726

$ 4.48 $ 4.36 $ 4.17

$ 2.60 $ 2.72 $ 2.59

Clicks & CPC

Clicks CPC

Click

s

CPC

Nov'15 Dec'15 Jan'16 Feb'16 Mar'16 Apr'160

50,000

100,000

150,000

200,000

0.00%

0.70%

1.40%

2.10%

2.80%165,983

176,884

149,871159,141

146,267 151,354

1.32% 1.35% 1.47%

2.17%

2.48% 2.46%

Impressions & CTR

Impr CTR

Impr

CTR


Across 46 accounts, post refresh, CMI was able to generate the following results: – 23% increase in traffic at identical

budget levels– $1.28 average decrease in CPC– Average increase in QS of 1.3– Average increase in position of 1.1

Aggregated Account Refresh Results

Baseline Refresh -

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

$3.30

$3.40

$3.50

$3.60

$3.70

$3.80

$3.90

$4.00 Average Monthly Clicks & CPC

Avg. Monthly ClicksCPC

Clic

ks

CPC

Individual Account Results: – 300% increase in traffic– 139% increase in CTR– 9.2% decrease in CPC– 22% decrease in CPA while increasing total

conversions by 40%


1. Increase relevance from query keywordad textlanding page

2. Utilize proper naming conventions for easy analysis

3. Limit use of Broad/BMM

4. Utilize ad group level negatives

5. If the keyword does not match the ad, start a new ad group

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get better results through account structure

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