Get Organized!Organize Your PPC Campaign for Success
#organizePPC
#organizePPCtrada.com
Anna Sawyer, Marketing Manager and Super Organized Person
@annafsawyer
trada.com
Why get organized?
Follow me on Twitter!: @annafsawyer trada.com
Organized campaign =
better Quality Score
Why is campaign organization important?
Better Quality Score =
lower click priceshigher ad positionbetter results
You’ll lose ad position, pay more, and get fewer clicks
If your campaign is disorganized?
Your competitors will beat you in traffic and pay less
Follow me on Twitter!: @annafsawyer trada.com
Campaign structure
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Account
Campaign Campaign
Ad group Ad group Ad group Ad group
keywords & ads
keywords & ads
keywords & ads
keywords & ads
E-commerce example
Account:ThinkGeek
Campaign:Apparel
Campaign:Toys
Ad group:Rock Guitar Shirts
keywords & ads
keywords & ads
keywords & ads
keywords & ads
Ad group:Drum Machine Shirts
Ad group:Giant Plush Microbes
Ad group:Gyroscopes
Ad group architecture
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Ad groups are the foundation of a successful search marketing campaign.
Look for themes in keyword lists
Essential practices for ad group structure
Reorganize general ad groups
Ad text should be relevant to every keyword
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Use specific keywords with specific ad text
Essential practices for ad group structure
Use general keywords with general ad text
Follow me on Twitter!: @annafsawyer trada.com
Keep ad groups very small. 10-20 keywords is standard.
Write multiple ads for each ad group (we suggest 4)
Essential practices for ad group structure
Follow me on Twitter!: @annafsawyer trada.com
How should you organize your ad groups?
product
tail size
concept terminology
theme
point in buying cycle
How should you organize your ad groups?
product
tail size
concept terminology
theme
point in buying cycle
Snike Air Pegasus Men's Running Shoe
Snike Sloop 2 Men's Trail Running Shoe
How should you organize your ad groups?
product
tail size
concept terminology
theme
point in buying cycle
Snike red running shoes
Snike red trail runners
How should you organize your ad groups?
product
tail size
concept terminology
theme
point in buying cycle
Shoes for running
Shoes for trail running
How should you organize your ad groups?
product
tail size
concept terminology
theme
point in buying cycle
Running shoesJogging shoes
Shoes for sprintersFootwearTrainers
KicksTreads
How should you organize your ad groups?
product
tail size
concept terminology
theme
point in buying cycle
ShortRunning shoesSnike shoes
LongWhere can I buy
running shoes online
Discount Snike running shoes on the web
How should you organize your ad groups?
product
tail size
concept terminology
theme
point in buying cycle
Awareness
Shoes for running
Running shoes
How should you organize your ad groups?
product
tail size
concept terminology
theme
point in buying cycle
Comparison
Snike running shoes price
Snike running shoes cheap
Best Snike running shoes
Best shoes for running 10K
How should you organize your ad groups?
product
tail size
concept terminology
theme
point in buying cycle
Direct
Snike Air Pegasus Men's Running Shoe
size 10
Be creative!
Ad group:
Barefoot Running
Barefoot is for CavemenModern humans have the Snike Air Pegasus.Free Shipping and Returns!tradashoes.com/Snike
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The truth about mixing match types
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broad matchkeywords “phrase
match keywords”
[exact match keywords]
Match types
Broad match:shoes
Ads could show for any of the following:
shoes to buytips for repairing shoes
shoes for horsesbowling shoes
Phrase match:“running shoes”
Ads could show for any of the following:
buy running shoesrunning shoes for kidsrecycle running shoes
Exact match:[running shoes]
Ads will show for the following:
running shoes
Don’t mix keywords using all three match types in one ad group.
Mixing match types:
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Broad match is great for testing the waters.
Think of it like this.
Move what’s working into a “phrase match” ad group.
Use [exact match] for keywords that convert - and bid high.
Build out your negative keyword list
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Negative keywords
Include negative keywords in your campaign to ensure that your ad won’t appear when a searcher types in a certain term.
- used - reviews - repair
Negative keywords:Ad group:
Running shoes
Negative keywords make an ad group more
focused.
Use the search queries report to brainstorm more negative keywords.
Search Queries Report
Reorganize a failing campaign
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A complete campaign reorganization can take a failing campaign and rejuvenate it.
How do campaigns fail?
click pricestoo high
not spendingbudget
poor adposition
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Consider separating ad
groups to create even more
targeted ad copy.
Break ad groups down more finely by theme, and remove poorly-performing keywords.
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Constantly rewrite and test ads (4 at
a time).
Write new ads for your new ad groups - and keep writing them! Ad testing is immensely beneficial and gives you great data.
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Constantly rewrite and test landing
pages. Audit landing pages for
SEO, which can be a good indicator of landing page
quality.
For an impeccably-optimized landing page, each ad group has a distinct landing page.
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Use the first page bid
estimate tool to help ensure
that your keywords are
priced to serve ads on the first
page.
Changing your campaign structure can affect your bid pricing. Always consult the bid estimate tool - but remember, it’s not infallible.
Remember that small changes can drastically improve your campaign, and a complete overhaul will save you time
and money in the long run.
trada.com
Click Fraud!
Thursday, Jan 12
How it happens,how you’re protected,what you can do
TRADA PRESENTS
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Here’s where we take two minutes to show you how
Trada can help you scale your online advertising
... and it doesn’t cost any more than if you were to run PPC or Facebook ads campaigns
yourself.
Trada has thousands of online advertising experts who do PPC and Facebook ads for you.
Multiple experts work on your campaign at
the same time.
You get:
Diversity of thinking
Constant optimization
Multiple ad networks
Turbine: a Trada Client
CAMPAIGN STATS:
Paid Search Experts: 15
Conversion Rate: 20% increase
Click-Through Rate: 40% increase
Cost-per-Conversion: 16% reduction
Turbine: a Trada Client
Turbine: a Trada Client
“The Trada marketplace quickly made me comfortable enough to ‘take my hands off the wheel’
on paid search. Trada’s paid search experts know our
industry lingo and are running on all cylinders, driving high volumes to our Dungeons &
Dragons online gaming service.”
– Chase Huber Director, Advertising
For more information or to schedule a Trada demo, email [email protected]
trada.com
@annafsawyerTime for questions!
InternetAds Update
Love Trada’s content? Anna and frequent conspirator Matt Hessler release a weekly-ish fast-paced
podcast with practical tips for understanding and capitalizing on current trends in online advertising.
Search for Trada in the iTunes store and subscribe! It’s free!
For more information or to schedule a Trada demo, email [email protected]
trada.com
@annafsawyerTime for questions!