beating google by using google - a solution to the adwords close variant change

Beating Google By Using Google

A Solution To The Close Variant Change

@AlanMorte - @ThreeVentures

What Is A Close Variant?

@AlanMorte

A Keyword…

• Misspelling

• In Singular or Plural Form

• Acronyms, Abbreviations, Accents

@AlanMorte

It Applies To…

• Phrase Match

• Exact Match

• Were Able To Opt Out…

@AlanMorte

Then SomethingHappened...

@AlanMorte

August 2014…

@AlanMorte

Remember Rand From Earlier?

@AlanMorte

A Middle Finger To Us!

@AlanMorte

From Big Brother…

@AlanMorte

Oh Hell No…

@AlanMorte

Okay, Calming Down…

@AlanMorte

The “Sophisticated” Trend…

@AlanMorte

Sophistication Means Work…

• Negative Keywords Mean Time…

• Time Means Work…

• And There’s An Issue…

@AlanMorte

All PPC Marketers Sophisticated?

@AlanMorte

Probably Not… Sophistication = Work

@AlanMorte

Let Me Justify First…

• You Tested This

• You Didn’t Test This

• But You Still Googled For Conformation…

@AlanMorte

And Found Data Like This…

Source: resources.spyfu.com/loss-exact-match-sad-losing-phrase-match-will-torpedo-profits

@AlanMorte

And This…

@AlanMorteSource: resources.spyfu.com/loss-exact-match-sad-losing-phrase-match-will-torpedo-profits

And Realized, Oh Shit!

@AlanMorte

This Is Going To Impact Me…

• I Need To Regain Control

• I Have To Use Negative Keywords

• This Time I’m Going To Stick To It…

@AlanMorte

Isn’t That What We Always Say?

@AlanMorte

PPC Managers Go ToLess Control = More Negative Keywords

@AlanMorte

And Monday Comes…

@AlanMorte

You Login To Adwords

• Look At Search Query Data For One Campaign, Ad Group, Or Keyword

• Page Loads Take Forever

• And Then 12PM Comes & You’re Not Done…

@AlanMorte

That’s Sophisticated?!

@AlanMorte

Not!

@AlanMorte

What’s Your Take, Alan?

@AlanMorte

Sophistication Is A BigWord…

@AlanMorte

The Wrong Word…

@AlanMorte

Because We Forgot To K.I.S.S…

• Manage Negative Keywords Effectively

• Can’t Be Limited To The Interface

• Need To Think Simple, Easy

@AlanMorte

What’s Another Way To Get Search Query Data…

@AlanMorte

Use …

@AlanMorte

To Beat …

@AlanMorte

With The Adwords API

@AlanMorte

What If I…

• Have Never Worked With The API

• Am Not A Programmer

• Am On A Budget

@AlanMorte

Stop Trying To Be Sophisticated…

@AlanMorte

Think Simple…

@AlanMorte

And Use A Tool…

@AlanMorte

Like Super Metrics Data Grabber!

(Which I have no affiliation with)

@AlanMorte

Super Metrics Data Grabber

• Excel Application

• Pulls Adwords API Data & Inserts Into A CSV

• Includes One Click Automation

@AlanMorte

Alan, English Please.

@AlanMorte

You Get Search Term Data For…

• Any Campaign

• Any Adgroups / Keywords

• Any Account, or Accounts

@AlanMorte

All In One Report

@AlanMorte

Update With One Click

@AlanMorte

Now That’s Simple

@AlanMorte

What You’ll Need

• $39 / MO

• An Adwords ID (Use MCC for multi-account access)

• Excel (Windows or Mac)

@AlanMorte

Before We Start…

@AlanMorte

What’s Your Plan?

@AlanMorte

For Account Strategy…

• For Who?

• What Are The Goals?

• What Are The Search Query KPIs?

@AlanMorte

And…

@AlanMorte

For Excel Automation?

• Review Column? (Yes!)

• Conditional Formatting To Shorten Analysis?(Yes!)

@AlanMorte

Let’s Get Started…

@AlanMorte

Super Metrics Data Grabber How To

@AlanMorte

Getting Started – Step 1

• What Metrics Do I Need?

• How Often Will I Be Reviewing?

• Do I Separate Keywords With & Without Conversions?

@AlanMorte

Getting Started – Step 2

• Go To: threev.co/DataGrabber

• Download

• Open

@AlanMorte

And See This…

@AlanMorte

Authentication – Step 3

• Login With A Google Account

• Select Google Adwords Module

@AlanMorte

Account Selection – Step 4

@AlanMorte

Metrics & Dimensions – Step 5

@AlanMorte

Dates, Filters, & Data – Step 6

@AlanMorte

Review & Verify – Step 7

@AlanMorte

Excel ‘If’ Function – Review Column -Step 8

@AlanMorte

Excel Conditional Formats - Step 9A

@AlanMorte

Excel Conditional Formats – Step 9B

@AlanMorte

Excel Conditional Formats - Step 9C

@AlanMorte

Final Product Looks Like…

@AlanMorte

Build Out As Needed & On Mondays…

@AlanMorte

One Click Updates It All…

@AlanMorte

So What About Bing?

@AlanMorte

There’s A Module For That…

@AlanMorte

But Does It Really Work?

@AlanMorte

10/2014 - 22K Clicks & 491K Impr.

@AlanMorte

Data Says Yes…

• Increased ROI 25.32%

• Lowered Cost Per Conversion 5.33%

• Lowered Cost 14.45%

• Increased Conversion Rate 17.85%

@AlanMorte

And There’s A Blog Post

@AlanMorte

Links

• How To Blog Post – threev.co/SOSBeatGoogle

• Data Shown In Test – threev.co/DataSource

• Super Metrics Tool – threev.co/DataGrabber

@AlanMorte

Thank You!

@AlanMorte

Beating Google By Using Google

A Solution To The Close Variant Change

@AlanMorte - @ThreeVentures