Rivers Of Opportunity: Creating PPC Account Structures That Produce Performance Pools By James...

#SMX #23B James Svoboda @Realicity

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


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RIVERS: MAIN SEGMENT & POTENTIAL, UNDEFINED INTENT


WATERFALLS (and Dams): CONTROL the FLOW Text Slide with Solid Blue Banner:



POOLS: IDENTIFIED, TARGETED SEGMENTS based on INTENT Text Slide with Solid Blue Banner:



SELLING and MARKETING to NEEDS and INTENT




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


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


ASSESS EACH POOL for SEGMENTATION & BUILD-OUT


KEYWORD STEM MATCHING ALGO (for each word)


You’re Searching for…




AdWords BROAD MATCH for PEACOCK


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


KEYWORD MATCH TYPE USAGE by WORD COUNT


RISK vs. OPPORTUNITY by WORD COUNT


INITIAL “Confidence” BID LEVELS for MATCH TYPES

§  InitialBidsBasedonExpected:–  ConversionRates

–  Cost-Per-Conversion

–  Profit-Per-Conversion

§  Accountfor:–  LooseKeywordMatching

(akaGoogleTax)

–  MatchTypeUsage

–  WordCountinEachKeyword


SAMPLE CONFIDENCE BID LEVEL STRUCTURE

§  SHIFTSSPEND:–  ToExactkeywordsyouhavegreater

Confidencein.

–  AwayfromBroadkeywordpoolsthatarelikelytomaptounwantedqueriesthattendtowastebudget(akatheGoogleTax).

–  ToLonger,moresegmentedkeywordpoolswithidentifiedintent.

–  Also,mapslongersearchqueriestotheirmoreappropriatekeywords.


ADJUST STRATEGY for Conservative or Aggressive Approach


ADJUST STRATEGY for RLSA


WORKING WATERFALL STRUCTURE


KEYWORD STEM MATCHING STRUCTURAL BUILD-OUT


INSIDE “Pool” AD GROUPS


CONTROLING FLOW with NEGATIVE KEYWORDS


WORD STEM ANALYSIS CALCULATOR


EXPADED GEOGRAPHY with CREATIVE KEYWORD TARGETING

Small GEO

HEAD KWs Moderate GEO

KWs +michigan Larger GEO

KWs +upper +peninsula

Huge GEO

KWs +michigan +upper +peninsula

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


DEMOGRAPHICS TARGETING for SEARCH

§  ConsiderandAnalyze:–  SameKeywords:DifferentAdGroups,Ads&LPsforDifferentAudiences

–  UpRiverHeadTermTargeting


USE LABELS to HELP ESTABLISH ORDER & STRUCTURE


TAKEAWAYS

- BMM & EXACT are a great combo

- “Word Count” Matters

- Identify Query Patterns & Pools

- Get Creative with RLSA, Geography

& Demographic Targeting


IDENTIFY and TARGET SEARCHER INTENT

TARGET THIS NOT THIS


THANK YOU! Text Slide with Solid Blue Banner:


download: www.webranking.com/presentation

JamesSvobodaCEOWebRanking,Co-FounderMnSearch

t:@realicitye:[email protected]:www.webranking.com/blog

Rivers Of Opportunity: Creating PPC Account Structures That Produce Performance Pools By James...

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