Achieve 100% Query Coverage - Every Search, Every Time By Oliver Greifenstein

#SMX #24B @ogreifenstein

ACHIEVE 100% QUERY COVERAGE – EVERY SEARCH, EVERY TIME

SMX EAST 2017


ACHIEVE 100% QUERY COVERAGE – EVERY SEARCH, EVERY TIME

SMX EAST 2017


Who am I?

Oliver GreifensteinLead of Product & Market Strategy

8 years of experience with PPC @ scaleAt smec since 2011Former PPC team lead


I. Conceptual basisA concept for continuously enriching your AdWords account with new, highly relevant keywords

II. Hands-on sessionOpportunities based on scripts to extract profitable search queries from “explore” campaigns (in this case: Google Shopping campaigns) and to automatically incorporate them into your PPC accounts

Goals of this talk


I. Big Picture & FundamentalsII. Hands-on process in 3 steps

Semi-automation of tapping implicit keyword sources with Google spreadsheets & AdWords scripts

A. ExplorationB. Qualification

C. Creation

III. Summary

Agenda


I. Big PictureTypes of keyword sources and ways of

structuring them


How can keywords be clusteredbased on their structural origin?

I. Big Picture


I. Big Picture | Keyword Sources

STATIC DYNAMIC


Why set up a continuous, implicit process

to enrich your AdWords accounts with highly relevant keywords?

I. Big Picture


1. 15% of daily search queries have never been submitted before – potential new keywords

2. Efficiency: lower CPCs with a granular account setup

3. Effectiveness: more exact deep linking leads to ahigher conversion rate

I. Big Picture | Reasons for setting up a process

*Source: https://blog.google/products/search/our-latest-quality-improvements-search

*


I. Big Picture | Increase efficiency

Match type “broad match modifier”triggers many long tail queries

Long tail search queries are not fully covered

CPCs can be lowered with a more granular account setup


II. Hands On Session:Semi-automation of implicit keyword sources with Google spreadsheets &

AdWords scripts


Tapping implicit keyword sources (in this case: Google Shopping)

to generate new, profitable keywords.

II. Hands On

Text Ads


II. Hands On | Process

E X P LO R AT I O N

(automated)Q U A L I F I C AT I O N

(manual)

C R E AT I O N

(automated)

Scripts Scripts


• Lowering CPCs• Scaling effective search queries• Controlling ad quality

II. Hands On | Goals


II. Hands On | Exploration

“Extract those search queries that have generated profitable revenue in a defined time span.”


“Extract those search queries that have generated profitable revenue in a defined time span.”

Mission parameters:

ROAS > 3Conversions > 1

Time frame = past 30 days



II. Hands On | Exploration: AdWords Script Snippet

“Mission parameters”

“Keyword source”Info about converting target URL



Enables setting a CPC and deciding which search terms should be harvested

Column shows which products have converted

Item is not available in the merchant center


II. Hands On | Creation: AdWords Script Snippet


II. Hands On | Creation: Ad Groups


II. Hands On | Creation: Ads


II. Hands On | Creation: Ads


II. Hands On | Creation: Keywords


1. An implicit process is the basis forcontinuous coverage of search queries

2. This results in economic advantages due toincrease in efficiency & effectiveness

3. Scripts & Google sheets are an effective lever

Conclusions


Resources

Script “Exploration”https://smarter-ecommerce.com/en/downloads/scripts/explorationScript.txt

Script “Creation”https://smarter-ecommerce.com/en/downloads/scripts/creationScript.txt


LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX

Marketing

Achieve 100% Query Coverage - Every Search, Every Time By Oliver Greifenstein