The End of Keywords?SEMPDXFebruary 27, 2015

3Q Digital

Why Kill Keywords? Keywords are inefficient – humans are inefficient at buying

queries

Keywords are too granular – allows for optimization!

Keywords are intent-based, not audience-based

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Inefficiency Costs (Google) Money

Keyword Imps CTR Clicks CPC Revenue Bid 1 Bid 2 Bid 3 Bid 4 Bid 5 Bid 6 Bid 7 Bid 8 Bid 9 Bid 10blue widget 10000 2% 200 $1.80 $360.00 $2.00 $1.90 $1.80 $1.70 $1.60 $1.50 $1.40 $1.30 $1.20 $1.10big blue widget 8000 2.50% 200 $1.60 $320.00 $1.80 $1.70 $1.60 $1.50 $1.40 $1.30 $1.20big blue widget online 6000 3% 180 $1.30 $234.00 $1.50 $1.40 $1.30 $1.20 $1.10buy big blue widget online 4000 4% 140 $1.00 $140.00 $1.20 $1.10 $1.00 $0.90buy best big blue widget online 2000 4.00% 80 $0.70 $56.00 $0.90 $0.80 $0.70buy best big blue widgets online 1000 5% 45 $0.00 $0.00 $0.70 $0.60TOTAL 31000 2.73% 845 1.31$ 1,110.00$

Keyword Imps CTR Clicks CPC Revenue Bid 1 Bid 2 Bid 3 Bid 4 Bid 5 Bid 6 Bid 7 Bid 8 Bid 9 Bid 10blue widget 31000 2.25% 698 $1.80 $1,255.50 $2.00 $1.90 $1.80 $1.70 $1.60 $1.50 $1.40 $1.30 $1.20 $1.10

Why Kill Keywords?

3Q Digital

1. Broad match expansion

2. Close-match variants

3. Geo-modifier included

4. Enhanced campaigns

5. PLAs (Google Shopping)

6. DSA

7. Remove query data

8. Remove advertisers all together

How to Kill KeywordsDeath by a Thousand Cuts

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Jan 1 -27

How to Kill Keywords

Broad Match Expansion

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How to Kill Keywords

Broad Match Expansion

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How to Kill Keywords

Broad Match Expansion (Geo-Modifier)

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How to Kill Keywords

Broad Match Expansion (Change User Behavior)

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How to Kill Keywords

Close-Match Variants

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AFTER

How to Kill Keywords

Enhanced Campaigns

BEFORE

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How to Kill Keywords

PLAs (Google Shopping)

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How to Kill Keywords

DSA (Dynamic Search Ads)

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Jan 1 -27

How to Kill Keywords

Remove Query Data

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How to Kill Keywords

Remove Advertisers All Together!

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1. Long tail keywords get less and less traffic (broad match expansion, close-match variants, implied geo-modifiers

2. Device-based optimization has been reduced (enhanced campaigns)

3. Keyword-less ad units are appearing (PLAs, Google airfare search)

4. Keyword-less optimization is being pushed (DSA)

5. Keyword data may eventually be removed (Query reports)

The Big SummaryKeywords are in Trouble!

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So Whatcha Gonna Do(When They Come for You?)

3Q Digital

1. Start mining query data while you have it!

2. Understand your audience

3. Expand beyond SEM!

How to Survive a World Without Keywords

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Mine that Data!

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Understand Your Audience! (AdWords)

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Understand Your Audience! (GA)

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Go Beyond SEM!

SEM

Mobile

DRTV Local

Google Shopping and CSEs

SEO

Native Advertising

Affiliate Marketing

Display

Paid Social

Earned Social

Video

International

Thank You!David Rodnitzkydavid@3QDigital.com