Paid Search-Best-Practices

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  1. 1. Best Practices A Guide to Adjusting Active ReachSearch Campaigns Created by: Michael Stratton, OrlandoCSC & Kyle Evilsizor, AtlantaCSC
  2. 2. Table of Contents Core Elements Keywords Text Ads Ad Groups Geo-Targeting Web Events Tracking Headers Spend Advice Scenarios page 2 page 4 page 6 page 8 page 10 page 12 page 14 page 17 page 18
  3. 3. When should a keyword list change? If a campaign is receiving irrelevant traffic, it is possible we are bidding on (or broad mapping to) some incorrect keywords. Before submitting any changes however, the IMC should request a full keyword and negative keyword list. They should also thoroughly research keyword performance in the campaign reports. Keywords One of the most important elements of any search campaign is the keyword list. ReachLocal is pretty well versed in building keyword lists for our clients, but there are times these lists require attention. Often mistakes or omissions in the keyword list are only discovered after the campaign starts to run. Examples: Adding keywords: The IMC meets with their advertiser and discovers we are bidding on terms that are normally associated with the vertical, but we are missing some specialized products or services this particular company sells/provides. Negating keywords: The IMC notices some keywords are generating a lot of impressions, but no clicks (research driven keywords.) Removing keywords: The IMC finds incorrect geo-indicators in the keyword list 2
  4. 4. How can an IMC change keywords? An IMC must submit a ticket to add, remove, or negate any keywords. Ticket Type: Keywords Ticket sub-type: varies, depending on situation. There are several subtypes under this ticket type. When in doubt, an IMC should double check with their CSC. Description: An IMC should always include a detailed explanation of what theyre requesting and why. Changing keywords on a campaign can have drastic effects on its performance. Clarity is important. Note: Many of the keyword ticket subtypes are only available once the IMC selects a particular CID. Is it safe? It can be down-right dangerous to mess with a clients keyword list. Negating the wrong keyword could eliminate an entire group of potential customers. Adding the wrong keywords could waste the customers money by targeting the wrong search traffic. However, it could be just as harmful to leave the wrong keywords on a list. Every IMC should be careful when adjusting this info, but should not hesitate to correct a problem. Changes to a keyword list also affect optimization for the campaign, no matter if adding or removing. Adjusting keywords can dramatically raise or drop the impressions which may have negative effects on the CTR/Quality Score and subsequently performance! 3
  5. 5. When should text ads be changed? If the CTR or CTC rate is low, the IMC should look at the text ads first. Make sure the text ad reflects information provided on the landing page, and the verbiage filters out the wrong type of customer. The text ad is like a bouncer at a barit makes sure the right people get in. Text Ads Whether written by the IMC, client, or provisioning team, there are times a campaigns text ads need tweaking. This can be as small as choosing different descriptive language or as large as creating a brand new call to action. Advice: When altering text ads, the IMC should take the keyword list and landing page into account. A well written text ad compliments other elements of the campaign and will greatly benefit a campaign. Poorly written text ads will adversely effect its performance. When in doubt, the IMC should ask their CSC for guidance. 4
  6. 6. Remember that changes are automatically sent to provisioning for approval when any change is made in the platform. Sometimes it is also a good idea for theIMCtosubmitaticketinadditiontomakingthechanges. Iftheadisinupdating status for too long (over 48 hours) then a ticket will help push it through faster. Is it safe? Text ads can only be updated every so often. It takes several days for new ads to get pushed out to all publishers. It is important to allow the changes to take effect before trying to switch the ads out again. The IMC and client must have patience and give the new text ads time. Changes to text ads can also reset the quality score for the campaign or ad group. How can an IMC change text ads? An IMC is able to change or add text ads in the platform. 1. Select in the Action pull-down list. 2. Click 3. To alter existing: Click on particular text needing changes.The ad text will open in the center of the screen, accessibletochange. 4. To add: Click 5. Toremove:Click Note:Theprimarytextadcannotbe deleted. 6. Alwaysclick (whetherchanging,adding,orremoving.) If its not broken dont fix it.Just because a text ad has a low CTR does not necessarily mean you are running a poor campaign. A low CTR% with a high CTC% just means we are just bringing the advertiser very relevant traffic. Remember our IMCs are true consultants. Just because an advertiser wants to make a change to the text ads does not mean that it is in the best interest of the campaign! Note: Text ads can be written per publisher. It is possible a word or phrase restricted on Google is allowed on Bing. Contact Campaign Services about these rare situations. 5
  7. 7. When should ad groups change? Low CTRs are often an impetus to add ad groups to a campaign. Being able to create specific, pointed text ads and keywords to target the intended audience more directly can greatly benefit a campaign struggling with more broad text ads. Ad groups should only be removed if a client truly wants to change the focus of their campaign, or if major changes happen to their product or service lines. Ad Groups Ad groups are a great way to elicit customers for multiple products/services an advertiser provides in a direct way. Advice: These products and services should be at least related to each other. Mutually exclusive sides of our customersbusinesses should be represented in separate campaigns and not just multiple ad groups in a single campaign. It is also important to remember ad groups optimize around each other. If one performs better than others, our platform will spend more energy and budget on the more successful of them. If an advertiser prefers a specific amount of their total budget is allocated for a segment of their business, RL should place it in itsown campaign. 6
  8. 8. How can an IMC change ad groups? An IMC must submit a ticket to add or remove any keywords. Ticket Type: Keywords Ticket sub-type: Ad group to keyword mapping Description: In order for the ad groups to be set up properly it is very important CS understands exactly what the purpose of the new ad group is. These changes should not be requested without the clients knowledge. Is it safe? Anytime text ads or keywords are altered it can adverselyeffectthecampaign.Removingadgroups and the keywords mapping to these will cause the campaign to re-optimize. The platform will almost be starting from scratch. Changes in these areas can also negatively effect CTR and Quality Score. Dynamic landing pages should be enabled for ad groups, as it is important the system is pushing relevance in correlation with search terms and ads! Note: It is possible for an IMC to pause an ad group. Some campaigns may have seasonal ad groups based on seasonal aspects of the advertisers business. This is preferred to removing an adgroup. Adding/removing ad groups Ticket Type: Keywords Ticket sub-type: Ad group to keyword mapping Description: It is important the IMC states very clearly if they intend to add or remove an ad group. If the IMC is adding a group, they must include info about any keywords they wish to map to this group. If removing ad groups, the IMC should include a explanation of why it is necessary and that they are aware of what it will do to the campaign. They must also indicate whether the attached keywords should be removed from the campaign as well. 7
  9. 9. When should geo-targeting change? Sometimesthisserviceareachangesduringthecourseofacampaign,oritcouldhavebeenset-up incorrectly in the beginning. Obviously any campaign set-up mistakes must be corrected as soon as possible. Geo Targeting Changes to the geo-targeting of a campaign will only effect the IP targeting. For changes to the geo indicators on keywords, the IMC must submit a ticket to alter the keyword list. Advice: It is important a search campaign is targeted to encompass an advertisersservice area,or specific geographical area they wish to target. It is very important the IMC learns this information from the advertiser directly and does not infer based on their own opinion or info from the clients website. 8
  10. 10. How can an IMC change the geo-targeting? An IMC must submit a ticket alter geographic targeting. Ticket type: Campaign Targeting Ticket sub-type: Adjust targeting area (to modify radius) or change targeting type (to switch between radius, regional, or cities) Description: Include what it needs to change to, and a through explanation of why the change is necessary. Without this, Campaign Services might not make the change or will hold up the process seeking more information. Is it safe? Changing one of the major factors of a campaign can definitely cause adverse effects.This is not something to be updated frequently or at a whim. This will literally change who sees the ad, and therefore can potentially damage the progress of a campaign. It can also greatly affect the budget spend (both daily spend and CPV because of population and competition.) 9
  11. 11. When should web tracking change? If the client is in a low call industry the IMC might end up reviewing the tracked pages on a regular basis. For these campaigns the web event tracking will be a more important metric for the client to qualify ROI than calls or emails. Example: CVBs, some t