David Rodnitzky

Iron-Clad Google Iron-Clad Google AdWords AdWords CampaignsCampaigns

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Improper keyword selection and match type costs advertisers millions annually

Account structure mistakes also results in unnecessary cost

The Alpha-Beta process and structure will help you identify and optimize winners and exclude losers = more profit!

Executive Summary

Keywords vs. Queries

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A keyword is a word or a phrase that a marketer buys on Google

A query is a word or phrase that a user types into Google

Google matches keywords to relevant queries

Keywords vs. Queries – A Crucial Distinction

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Keywords vs. Queries - A Crucial Distinction

Queries

Keyword

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A Quick Way to Measure Query Quality

The Lin-Rodnitzky Ratio (L-R Ratio) is the ratio of total query CPA divided by converting query CPA

Use the “Filter” functionality to find all queries with at least one conversion

Divide the total CPA by the filtered CPA to get your score

A good score is generally between 1.5 to 2.0

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Important Point #1

Google will match your keywords to a lot of irrelevant queries if you give them the latitude to do so.

This results in profit to Google and cost to you!

Match Type

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Match Type – Broad Match

Match type allows marketers to control how aggressively Google matches keywords to queriesBroad Match: Dragon Tattoo Poster

Dragon Picture Tattoo You Fantasy Island

Broad match gives Google almost total discretion

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Match Type – Broad Match Modified

Match type allows marketers to control how aggressively Google matches keywords to queriesBroad Match Modified: +Dragon +Tattoo +Poster Used Poster of Dragon and Tattoo Sell Dragon Tattoo Poster

Broad match modified prevents synonyms

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Match Type – Phrase Match

Match type allows marketers to control how aggressively Google matches keywords to queriesPhrase Match: “Dragon Tattoo Poster” Buy Dragon Tattoo Poster Dragon Tattoo Poster in Spanish

Phrase match requires a complete phrase

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Match Type – Exact Match

Match type allows marketers to control how aggressively Google matches keywords to queriesExact Match: [Dragon Tattoo Poster]

Dragon Tattoo PosterExact match will only show the exact phrase

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Match Type – Negative Match

Match type allows marketers to control how aggressively Google matches keywords to queriesNegative Match: -Picture

Dragon Tattoo Poster is Ugly Fantasy Island Tattoo Guy

Negative Match excludes any word or phrase

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Important Point #2

We recommend using: Broad match modified to discover new and

profitable queries Exact match to isolate your top performing

queries and bid accordingly Negative match to exclude unprofitable

queries Broad match and phrase match rarely, if at

allBUT WAIT – YOU NEED TO UNDERSTAND

ACCOUNT HIERARCHY FIRST!!!!

Account Hierarchy

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Basic Account Hierarchy

Account = Billing, Time Zone, Login Info

Campaign = Networks, Devices, Geography, Day-Parting

Keywords, Ad Text

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When Account hierarchy & Queries CollideWhen two or more

keywords in an account match the same query, Google must choose which keyword to enter the auction Keyword #1:

+Dragon +Poster Keyword #2:

+Dragon +Tattoo Query: Dragon Tattoo

Poster

Which keyword will Google choose?

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Google’s Official Policy

Source: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=66292

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Google’s Actual Policy

We have observed numerous occasions where Google does not follow its own policy for matching keywords to queries

Translation: to truly control keyword to query matching, you need to create iron-clad account structure

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Example of where it costs you money to have Bad structure Exact match keyword with targeted ad

copy and landing page is bumped by broad match with generic copy and LP

Negative keyword you added to one campaign is not included in another campaign – keyword gets served

Same keyword with same match type in different campaigns but with different bids – most expensive keyword shown

Account structure mistakes are sometimes caused by user error and sometimes caused by Google algorithmic errors/decisions

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Important Point #3

Failure to carefully plan out your account structure will cost you profit – I guarantee it

Alpha Beta Structure

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A Beta campaign is designed to quickly identify profitable search queries and eliminate unprofitable ones

An Alpha campaign is designed to isolate profitable queries into ad groups with targeted ad text and landing pages

The overall objective is to take 100% control of your keywords and queries!

The 30,000 Foot View of Alpha Beta

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Step One: Create the Beta campaign “The Bait” All keywords should be

on broad match modified (+broad +match +modified)

Step Two: Run raw search query analysis on Beta campaign

Step Three: Identify winning queries and losing queries

Creating & Analyzing The Beta Campaign

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Step Four: Create an Alpha campaign. Move winning queries into SKAGs in the Alpha SKAGs = Single Keyword Ad

Groups Put all Alpha queries on Exact

Match Create targeted ad text and

landing pages for each SKAGStep Five: Add all losing queries to

the Beta campaign as Negative Exact Match -[free dragon tattoo poster]

Creating the Alpha Campaign, Refining the Beta

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Step Six: Add all Alpha queries to your Beta campaign as Exact Match Negatives! This prevents Google from

matching a bait keywords to your profitable Alpha query

You control bid, ad text, and landing page for winners!

Step Seven: Continue to identify winners and losers in the Beta campaign. Move winners into the Alpha

The Air-Tight Account Secret

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L-R Score – Before & After Alpha-Beta StructureBefore: 1.4 (June 2011)

After: 1.84 (August 2011)

Before: 2.93 (November 2010)

After: 2.11 (March 2011)

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A Virtuous Cycle

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Queries are the lifeblood of AdWords campaigns, not keywords

Match type is a limiter on Google’s discretion to expand your spend

Beta campaigns use broad match modified to test Google’s algo; Alpha campaigns use exact match to lock-in profit

Use the Lin-Rodnitzky Ratio to measure account health

Summary