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