improve structure, improve results by justin freid
TRANSCRIPT
#SMX #23B @Justin_Freid
How Account Structure Leads To Optimal Results
Improve Structure,
Improve Results
#SMX #23B @Justin_Freid
• Justin Freid • @justin_freid • Vice President Of Emerging
Media At CMI/Compas • SEO, SEM and Social
#SMX #23B @Justin_Freid
A Meticulous, Granular Approach To Account Structure Yields The
Optimal Results
#SMX #23B @Justin_Freid
My thoughts on skags…
#SMX #23B @Justin_Freid
Goal: Get your customers to complete a desire action as efficiently as possible.
#SMX #23B @Justin_Freid
Your campaigns need to be optimized for your two audiences: Search engines and humans
#SMX #23B @Justin_Freid
B
A
#SMX #23B @Justin_Freid
• Provide a positive user experience to the searcher • Get the searcher to the information they are looking for as quickly as
possible • Move the searcher to the next step in their purchase path • Increase relevancy to improve quality score
Structure Matters
Search Query Ad Text Landing Page Target Keyword
Aa
#SMX #23B @Justin_Freid
Ad Group = Group Of Ads
Ad Group ≠ Group Of Keywords
#SMX #23B @Justin_Freid
• Your head is on straight, your function well
• Ability to make rationale decisions
• Really only interested in talking to your own groups of friends
The Beer Scale – Exact Match
#SMX #23B @Justin_Freid
• You’re ready to party • You begin to get louder,
attracting more attention • You’re interested in
meeting new people
The Beer Scale – Phrase Match
#SMX #23B @Justin_Freid
• You’re the life of the party • You begin to make some
questionable decisions • Everyone is your best friend • You have told multiple
people ‘I love you man’
The Beer Scale – BMM
#SMX #23B @Justin_Freid
• You have absolutely no idea what is going on anymore
• You make lots of bad decisions
• But.. There is a chance you could make a good decision
The Beer Scale – Broad Match
#SMX #23B @Justin_Freid
Ad Group Level Negatives Are Like Your DD
#SMX #23B @Justin_Freid
§ 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
$3.30
$3.40
$3.50
$3.60
$3.70
$3.80
$3.90
$4.00
-‐
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Baseline Refresh
CPC
Clicks
Average Monthly Clicks & CPC
Avg. Monthly Clicks 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%
#SMX #23B @Justin_Freid
SEE YOU AT THE NEXT #SMX
THANK YOU!