Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better
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Transcript of Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better
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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…
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We’re going to bid on awesome keywords!
We’re going to get perfectly-qualified clicks!
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Phase One: Sadness
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Where are my sales?
The AdWords interface says
to increase the budget.
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Phase Two: Frustration
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What am I doing wrong?
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Phase Three
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When Did It Get So Complicated?
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3 Biggest Ouches in an Audit
• Search Terms & Negative Keywords• Account Structure• Bid Modifiers
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Ouch #1: Lack of Negative Keywords
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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
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Match Type Lesson (cont.)
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Exact• [Match Type Lesson]
Phrase• Slides with the “Match Type Lesson”
info• “Match Type Lesson” at DMFB
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Broad & Phrase Match
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Keywords vs. Search Queries
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Does This Really Matter?
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Bottom Line
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Bad Matching Costs You Money
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Weaponry: Search Term Report
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Negative KeywordsMatch Types:• Broad: Classes • Phrase: Classes in• Exact: Classes in Raleigh
Application Levels:• Campaign• Ad Group
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Bonus Tip: Mining Your Search Terms
Export search terms.
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It looks worse before it looks better…
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(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.
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One list, many insights
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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
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It’s Campaigns and Ad Groups.
Big Deal.
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Good Account Structure vs. Bad
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• 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…
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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
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How to Spot Click Bleed
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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
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Campaign
Ad Group: Broad
Ad Group: Exact
Negativemirroring
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Clear Account Structure: Option 2
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Campaign: Exact
Ad Group A
Ad Group B
Campaign: Broad
Ad Group A
Ad Group B
Negativemirroring
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Does It Work?
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Before
After
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Bonus Tip: Ad Copy in Rotation
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Structure = Control & Time
• Negative keyword analysis• Negative keyword mirroring• Bid management• Budget control• Ad copy control• Device control• Daypart control
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Ouch #3: Modifiers
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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
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Device Types
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All Users Are Not Equal
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Psst…your mobile users are awesome.
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Geographic Modifiers
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Who loves you?
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Sorry, Detroit
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Canpaign Level Settings Locations
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Are They Morning People? Weekday People?
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Custom Ad Schedules
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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
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Autopilot Danger: Stacking Modifiers
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Device + Geography + Dayparting
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Danger, Will Robinson
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Let’s Wrap This Up
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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
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Thank You!
@SusanEDub