Using Single Keyword Ad Groups To Drive PPC Performance
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A look at how a simplified campaign structure can improve PPC results through top performer single keyword ad group campaigns. From Sam Owen at Hero Conf 2014.
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Using Single Keyword Ad Groups To Drive PPC Performance
- 1. Driving PPC Performance With Single Keyword Ad Groups April 28-30, 2014
- 4. First a quick refresher on what we mean by long-tail keywords…
- 6. WHY NOT HAVE MORE?
- 9. ACCOUNTS ARE UNWIELDY Most of this stuff is pointless!
- 11. Wasted Time Zone YOU’RE SPREAD THIN
- 12. 3 REASONS FOR LONG-TAIL 1. AD COPY RELEVANCY Can we really make an ad for “ppc management agency that does display marketing” more relevant than for “ppc management agency display”?
- 13. 3 REASONS FOR LONG-TAIL 2. CONTROL OVER BIDDING Should you bid up a keyword with 1 click and no conversions in the past month? Should we bid it down?
- 14. 3 REASONS FOR LONG-TAIL 3. THEY WORK WELL IN YOUR NICHE Dive into your data to see if this is true…
- 15. CHECK OUT YOUR DATA
- 16. CASE STUDY Client Goal: Lead Generation for people looking to buy Audi cars
- 17. 92,606 Keywords 1059 Converting Search Queries 161 Queries With 2+ Conv. (51% of Total) Top 20 Queries = 26% Conversions CASE STUDY
- 18. TOP PERFORMER CAMPAIGNS We decided to focus our energy on these top performing queries by placing them in single keyword ad groups. Here’s a quick run down of how…
- 19. 1. START BROAD
- 20. 1. START BROAD All of our keywords go into normal campaigns like these: We make heavy usage of +modified +broad +match
- 21. 2. MINE BROAD CAMPAIGNS
- 22. 2. MINE BROAD CAMPAIGNS Filter Terms With 2+ Conversions
- 23. 2. MINE BROAD CAMPAIGNS Add into “Top Performers” Campaign Single Keyword Ad Groups
- 24. 2. MINE BROAD CAMPAIGNS Remember to exclude from your broad campaign
- 25. 3. OPTIMIZE TOP PERFORMERS
- 27. RESULT +22% CTR
- 28. RESULT CPA Cut In Half
- 30. TOP PERFORMERS MEAN… MORE TESTING MEANINGFUL DATA LESS TEDIUM GREATER IMPACT