#SMX #23BJames Svoboda

@Realicity

James Svoboda, CEO @WebRanking, Co-Founder @MnSearch

RIVERS OF OPPORTUNITY: CREATING PPC ACCOUNT STRUCTURES THAT PRODUCE PERFORMANCE POOLS

#SMX #23BJames Svoboda

@Realicity

RIVERS: MAIN SEGMENT & POTENTIAL, UNDEFINED INTENT

#SMX #23BJames Svoboda

@Realicity

WATERFALLS (and Dams): CONTROL the FLOW

#SMX #23BJames Svoboda

@Realicity

POOLS: IDENTIFIED, TARGETED SEGMENTS based on INTENT

#SMX #23BJames Svoboda

@Realicity

SELLING and MARKETING to NEEDS and INTENT

#SMX #23BJames Svoboda

@Realicity

KEYWORD ANCHORS {aka:DKI} for HIGHTER ATTRACTION {aka:CTR}

#SMX #23BJames Svoboda

@Realicity

LINER ENGAGEMENT MODEL (LEM) LINER ENGAGEMENT MODEL (LEM)

#SMX #23BJames Svoboda

@Realicity

ASSESS EACH POOL for SEGMENTATION & BUILD-OUT

#SMX #23BJames Svoboda

@Realicity

STRUCTURING for KEYWORDS & INTENT

“POOLS”

#SMX #23BJames Svoboda

@Realicity

KEYWORD STEM MATCHING ALGO (for each word)

#SMX #23BJames Svoboda

@Realicity

LET’S TEST BROAD MATCH

You’re Searching for… a PEACOCK

#SMX #23BJames Svoboda

@Realicity

AdWords BROAD MATCH for PEACOCK

#SMX #23BJames Svoboda

@Realicity

MATCHING RULES for BROAD, BMM, PHRASE & EXACT'ish

#SMX #23BJames Svoboda

@Realicity

KEYWORD MATCH TYPE USAGE by WORD COUNT

#SMX #23BJames Svoboda

@Realicity

RISK vs. OPPORTUNITY by WORD COUNT

#SMX #23BJames Svoboda

@Realicity

INITIAL “Confidence” BID LEVELS for MATCH TYPES

Initial Bids Based on Expected:– Conversion Rates– Cost-Per-Conversion– Profit-Per-Conversion

Account for:– Loose Keyword Matching

(aka Google Tax)– Match Type Usage– Word Count in Each Keyword

#SMX #23BJames Svoboda

@Realicity

SAMPLE CONFIDENCE BID LEVEL STRUCTURE

SHIFTS SPEND :– To Exact keywords you have

greater Confidence in.– Away from Broad keyword

pools that are likely to map to unwanted queries that tend to waste budget (aka the Google Tax).

– To Longer, more segmented keyword pools with identified intent.

– Also, maps longer search queries to their more appropriate keywords.

#SMX #23BJames Svoboda

@Realicity

ADJUST STRATEGY for Conservative or Aggressive Approach

#SMX #23BJames Svoboda

@Realicity

ADJUST STRATEGY for RLSA

#SMX #23BJames Svoboda

@Realicity

WORKING WATERFALL STRUCTURE

#SMX #23BJames Svoboda

@Realicity

KEYWORD STEM MATCHING STRUCTURAL BUILD-OUT

#SMX #23BJames Svoboda

@Realicity

INSIDE “Pool” AD GROUPS

#SMX #23BJames Svoboda

@Realicity

CONTROLING FLOW with NEGATIVE KEYWORDS

#SMX #23BJames Svoboda

@Realicity

WORD STEM ANALYSIS CALCULATOR

#SMX #23BJames Svoboda

@Realicity

EXPADED GEOGRAPHY with CREATIVE KEYWORD TARGETING

Small GEOHEAD KWs

Moderate GEOKWs

+michigan

Larger GEOKWs +upper +peninsula

Huge GEOKWs +michigan

+upper +peninsula

*Geo-Targeting Accuracy: Country > State > City > Zip

#SMX #23BJames Svoboda

@Realicity

DEMOGRAPHICS TARGETING for SEARCH Consider and Analyze:– Same Keywords: Different Ad Groups, Ads & LPs for Different

Audiences– Up River Head Term Targeting

#SMX #23BJames Svoboda

@Realicity

USE LABELS to HELP ESTABLISH ORDER & STRUCTURE

#SMX #23BJames Svoboda

@Realicity

TAKEAWAYS

- BMM & EXACT are a great combo- “Word Count” Matters- Identify Query Patterns & Pools- Get Creative with RLSA, Geography & Demographic Targeting

#SMX #23BJames Svoboda

@Realicity

IDENTIFY and TARGET SEARCHER INTENT

FINAL REMINDERTARGET THIS NOT THIS

#SMX #23BJames Svoboda

@Realicity

THANK YOU!

download: www.webranking.com/presentation

James SvobodaCEO WebRanking, Co-Founder MnSearch

t: @realicity e: james.s@webranking.com b: www.webranking.com/blog