Rivers of Opportunity: Creating PPC Account Structures That Produce Performance Pools

#SMX #23BJames Svoboda

@Realicity

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

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


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RIVERS: MAIN SEGMENT & POTENTIAL, UNDEFINED INTENT


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WATERFALLS (and Dams): CONTROL the FLOW


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POOLS: IDENTIFIED, TARGETED SEGMENTS based on INTENT


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SELLING and MARKETING to NEEDS and INTENT


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


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


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ASSESS EACH POOL for SEGMENTATION & BUILD-OUT


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STRUCTURING for KEYWORDS & INTENT

“POOLS”


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KEYWORD STEM MATCHING ALGO (for each word)


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LET’S TEST BROAD MATCH

You’re Searching for… a PEACOCK


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AdWords BROAD MATCH for PEACOCK


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


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KEYWORD MATCH TYPE USAGE by WORD COUNT


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RISK vs. OPPORTUNITY by WORD COUNT


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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


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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.


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ADJUST STRATEGY for Conservative or Aggressive Approach


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ADJUST STRATEGY for RLSA


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WORKING WATERFALL STRUCTURE


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KEYWORD STEM MATCHING STRUCTURAL BUILD-OUT


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INSIDE “Pool” AD GROUPS


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CONTROLING FLOW with NEGATIVE KEYWORDS


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WORD STEM ANALYSIS CALCULATOR


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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


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

Audiences– Up River Head Term Targeting


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USE LABELS to HELP ESTABLISH ORDER & STRUCTURE


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TAKEAWAYS

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


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IDENTIFY and TARGET SEARCHER INTENT

FINAL REMINDERTARGET THIS NOT THIS


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THANK YOU!

download: www.webranking.com/presentation

James SvobodaCEO WebRanking, Co-Founder MnSearch

t: @realicity e: [email protected] b: www.webranking.com/blog

http://www.webranking.com/presentation

http://www.webranking.com/

Rivers of Opportunity: Creating PPC Account Structures That Produce Performance Pools

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Transcript of Rivers of Opportunity: Creating PPC Account Structures That Produce Performance Pools