digital marketing for business conference - 3 ways to make your adwords work better
DESCRIPTION
Learn the fundamental ways most accounts go astray on AdWords and how you can avoid them. From match types to account structure, you can build a solid foundation to get and keep profitability with your paid search dollars.TRANSCRIPT
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Susan WenogradWenograd.com
Twitter: SusanEDub
@SusanEDub
3 Ways to Improve Your AdWords (and Become Amigos with Google)
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Who Am I, Anyway?
• 10 years in digital marketing• PPC is my favorite (don’t tell the
other channels)• Client & agency experience• Brands: CircuitCity.com, General
Motors, and many others• Based in Dallas, where I claim I hate
it from July through September
@SusanEDub
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It All Starts Off So Easy…
@SusanEDub
We’re going to bid on awesome keywords!
We’re going to get perfectly-qualified clicks!
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Phase One: Sadness
@SusanEDub
Where are my sales?
The AdWords interface says
to increase the budget.
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Phase Two: Frustration
@SusanEDub
What am I doing wrong?
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Phase Three
@SusanEDub
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When Did It Get So Complicated?
@SusanEDub
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3 Biggest Ouches in an Audit
• Search Terms & Negative Keywords• Account Structure• Bid Modifiers
@SusanEDub
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Ouch #1: Lack of Negative Keywords
@SusanEDub
I’m Google, and I’m here to eat your
budget.
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Match Type Lesson
Broad Match• Match making services• Type A personality• Lesson you’ll never forget
Modified Broad Match• Susan’s +Lessons about +Match +Types
@SusanEDub
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Match Type Lesson (cont.)
@SusanEDub
Exact• [Match Type Lesson]
Phrase• Slides with the “Match Type Lesson”
info• “Match Type Lesson” at DMFB
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Broad & Phrase Match
@SusanEDub
Keywords vs. Search Queries
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Does This Really Matter?
@SusanEDub
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Bottom Line
@SusanEDub
Bad Matching Costs You Money
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Weaponry: Search Term Report
@SusanEDub
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Negative KeywordsMatch Types:• Broad: Classes • Phrase: Classes in• Exact: Classes in Raleigh
Application Levels:• Campaign• Ad Group
@SusanEDub
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Bonus Tip: Mining Your Search Terms
Export search terms.
@SusanEDub
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It looks worse before it looks better…
@SusanEDub
(Yes,we’re geeking out right now.)
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Consolidate terms to one column
• “Remove Duplicates” on each column
• Copy keywords in each column to bottom of Column A.
@SusanEDub
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One list, many insights
@SusanEDub
Negative keyword
Hmm. Consumers care about the material…ad copy & keyword additions!
Ad Group idea & on-site content idea win!
Ad Group for B2C Campaign, negative keyword for this Ad Group
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Ouch #2: Poor Account Structure
@SusanEDub
It’s Campaigns and Ad Groups.
Big Deal.
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Good Account Structure vs. Bad
@SusanEDub
• No new ads• No change in bids• No change in landing page• So, what was it?
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It’s gonna sound crazy, but…
@SusanEDub
There was no change in anything but the way the keywords were housed & negatives were
used
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Here’s Why
• Cross-matching (aka) “Click bleed”= Sub-optimal ad copy being
shown• Broad Match gone wild
@SusanEDub
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How to Spot Click Bleed
@SusanEDub
Ad Groups term appeared in + spend
Ad Groups term appeared in + spend
Ad Groups term appeared in + spend
Ad Groups term appeared in + spend
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How Do We Fix This?
@SusanEDub
Go to your Ad Group! Are you
too good for your Ad Group?
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Clear Account Structure: Option 1
@SusanEDub
Campaign
Ad Group: Broad
Ad Group: Exact
Negativemirroring
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Clear Account Structure: Option 2
@SusanEDub #DMFB14
Campaign: Exact
Ad Group A
Ad Group B
Campaign: Broad
Ad Group A
Ad Group B
Negativemirroring
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Does It Work?
@SusanEDub
Before
After
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Bonus Tip: Ad Copy in Rotation
@SusanEDub
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Structure = Control & Time
• Negative keyword analysis• Negative keyword mirroring• Bid management• Budget control• Ad copy control• Device control• Daypart control
@SusanEDub
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Ouch #3: Modifiers
@SusanEDub
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What are Modifiers?
• Gained prominence & function with Enhanced Campaign roll-out
• Bid modification by % based on criteria:– Days & Hours– Device Types (Mobile only…thanks,
Google)– Geographical location
@SusanEDub
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Device Types
@SusanEDub
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All Users Are Not Equal
@SusanEDub
Psst…your mobile users are awesome.
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Geographic Modifiers
@SusanEDub
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Who loves you?
@SusanEDub
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Sorry, Detroit
@SusanEDub
Canpaign Level Settings Locations
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Are They Morning People? Weekday People?
@SusanEDub
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Custom Ad Schedules
@SusanEDub
Campaign Level Only
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Modifiers Can Get Sticky
• 4 Match Types • 24 Hours in a Day • 7 Days in a Week • 3 Device Types• 100s of Geographies
@SusanEDub
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Autopilot Danger: Stacking Modifiers
@SusanEDub
Device + Geography + Dayparting
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Danger, Will Robinson
@SusanEDub
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Let’s Wrap This Up
@SusanEDub
Laser-focused control
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You Can’t Be Lazy
• Campaign & Ad Group Structure• Negative keyword strategy– Don’t fall off the wagon, the market changes
• Laser-targeted user behaviors and locations– Dayparting– Geographies– Devices
• Check results frequently after making changes to catch issues
@SusanEDub
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Thank You!
@SusanEDub