the end of keywords? sempdx february 27, 2015. 3q digital why kill keywords? keywords are...

The End of Keywords?SEMPDXFebruary 27, 2015

3Q Digital

Why Kill Keywords? Keywords are inefficient – humans are inefficient at buying

queries

Keywords are too granular – allows for optimization!

Keywords are intent-based, not audience-based

3Q Digital

Inefficiency Costs (Google) Money

Keyword Imps CTR Clicks CPC Revenue Bid 1 Bid 2 Bid 3 Bid 4 Bid 5 Bid 6 Bid 7 Bid 8 Bid 9 Bid 10blue widget 10000 2% 200 $1.80 $360.00 $2.00 $1.90 $1.80 $1.70 $1.60 $1.50 $1.40 $1.30 $1.20 $1.10big blue widget 8000 2.50% 200 $1.60 $320.00 $1.80 $1.70 $1.60 $1.50 $1.40 $1.30 $1.20big blue widget online 6000 3% 180 $1.30 $234.00 $1.50 $1.40 $1.30 $1.20 $1.10buy big blue widget online 4000 4% 140 $1.00 $140.00 $1.20 $1.10 $1.00 $0.90buy best big blue widget online 2000 4.00% 80 $0.70 $56.00 $0.90 $0.80 $0.70buy best big blue widgets online 1000 5% 45 $0.00 $0.00 $0.70 $0.60TOTAL 31000 2.73% 845 1.31$ 1,110.00$

Keyword Imps CTR Clicks CPC Revenue Bid 1 Bid 2 Bid 3 Bid 4 Bid 5 Bid 6 Bid 7 Bid 8 Bid 9 Bid 10blue widget 31000 2.25% 698 $1.80 $1,255.50 $2.00 $1.90 $1.80 $1.70 $1.60 $1.50 $1.40 $1.30 $1.20 $1.10

Why Kill Keywords?

3Q Digital

1. Broad match expansion

2. Close-match variants

3. Geo-modifier included

4. Enhanced campaigns

5. PLAs (Google Shopping)

6. DSA

7. Remove query data

8. Remove advertisers all together

How to Kill KeywordsDeath by a Thousand Cuts

3Q Digital

Jan 1 -27

How to Kill Keywords

Broad Match Expansion

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How to Kill Keywords

Broad Match Expansion

3Q Digital

How to Kill Keywords

Broad Match Expansion (Geo-Modifier)

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How to Kill Keywords

Broad Match Expansion (Change User Behavior)

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How to Kill Keywords

Close-Match Variants

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AFTER

How to Kill Keywords

Enhanced Campaigns

BEFORE

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How to Kill Keywords

PLAs (Google Shopping)

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How to Kill Keywords

DSA (Dynamic Search Ads)

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Jan 1 -27

How to Kill Keywords

Remove Query Data

3Q Digital

How to Kill Keywords

Remove Advertisers All Together!

3Q Digital

1. Long tail keywords get less and less traffic (broad match expansion, close-match variants, implied geo-modifiers

2. Device-based optimization has been reduced (enhanced campaigns)

3. Keyword-less ad units are appearing (PLAs, Google airfare search)

4. Keyword-less optimization is being pushed (DSA)

5. Keyword data may eventually be removed (Query reports)

The Big SummaryKeywords are in Trouble!

3Q Digital

So Whatcha Gonna Do(When They Come for You?)

3Q Digital

1. Start mining query data while you have it!

2. Understand your audience

3. Expand beyond SEM!

How to Survive a World Without Keywords

3Q Digital

Mine that Data!

3Q Digital

Understand Your Audience! (AdWords)

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Understand Your Audience! (GA)

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Go Beyond SEM!

SEM

Mobile

DRTV Local

Google Shopping and CSEs

SEO

Native Advertising

Affiliate Marketing

Display

Paid Social

Earned Social

Video

International

Thank You!David Rodnitzkydavid@3QDigital.com