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Neg
ativ
es CTR
Keyword Stuffing Landing Pages Bounce
Rate
Load Speed
Com
petit
ion
Keyword Relevance
Deleting
History
ComplianceIndustry
Expected…
Restructure
Reasons It Went Bad:• Encouraged Low Quality Clicks.• Paused High Converting, Low
CTR Ads.• Focused More On KWs With
History Than Adding New Keywords.
Often, conversions are UNDER REPORTED by up to 20%. Thus being too CPA focused, relying on only one data source, can cost you 1/5 of your sales!
Optimizations:
• Bid up during peak hours.• Bid up kws 10% better than CPA
target.• Pause low performing kws.• Add mobile into 1 campaign.
Result:
Smart Segmentation:A. Brand & Non-brand.B. Different Product & Service Types.C. Search & Display.D. New Keywords & Old Keywords.E. All of the Above.
All MOBILE IMPRESSIONS(avg. pos. = change in impressions)1-1.5 = +170%1.5-2 = +101%2-2.5 = +13%2.5-3 = +17%3.5-4 = +5%
*Excludes Brand Terms
MOBILE IMPRESSIONS FOR KW’S AT CPA GOAL(avg. pos. = change in impressions)1-1.5 = -16%1.5-2 = +170%2-2.5 = -6%2.5-3 = -63%3.5-4 = +42%
*Excludes Brand Terms
TIERED AD GROUPSTYPEDEVICE MULTIPLIERMAJORS NONE(NEAR DESKTOP CPA)FARMONLY DOWN(< -20% OF DESKTOP CPA)PREP -100%(> -20% OF DESKTOP CPA)
Bid Multiplies Push Top Performing Keywords Off The Page But Leave Poor Performing Keywords In The Same Position.
Find the 20% of Keywords that Drive 80% of Your Volume and Focus a Disproportionate Amount of Time on Them.
Google Partner Search
Broad Match = $97
Match Type on Search Partners
CPA Delta from Google Search
Broad $175 25%
Phrase $119 45%
Exact $71 88%
Google Partner Search
Broad Match = $97
Campaign Match Type Search Partners
Ferrari Collectables (B)
Broad No
Ferrari Collectables (P)
Phrase No
Ferrari Collectables (E)
Exact Yes
How To1. Duplicate each campaign 3x.2. One for each match type (4x if mod broad &
broad).3. Exclude Search Partners in campaign(s) that
house the worst CPA match type(s).
Do Not’s1. Optimize for Quality Score.2. Over-optimize Your Account(s).3. Forget to Segment Reports.Bonus: Trust Anyone!
Do’s1. Better Segment Ad Groups.2. Focus on the 20%.3. Segment Campaigns by Match Type, Exclude Search Partners.