using single keyword ad groups to drive ppc performance
DESCRIPTION
A look at how a simplified campaign structure can improve PPC results through top performer single keyword ad group campaigns. From Sam Owen at Hero Conf 2014.TRANSCRIPT
Driving PPC Performance With Single Keyword Ad Groups
April 28-30, 2014
Not Really(gasp)
First a quick refresher on what we mean by long-tail keywords…
LONG-TAIL KEYWORDS
WHY NOT HAVE MORE?
ACCOUNTS ARE UNWIELDY
ACCOUNTS ARE UNWIELDY
ACCOUNTS ARE UNWIELDY
Most of this stuff is pointless!
YOU’RE SPREAD THIN
Wasted Time Zone
YOU’RE SPREAD THIN
3 REASONS FOR LONG-TAIL
1. AD COPY RELEVANCYCan we really make an ad for “ppc management agency that does display marketing” more relevant than for “ppc management agency display”?
3 REASONS FOR LONG-TAIL
2. CONTROL OVER BIDDINGShould you bid up a keyword with 1 click and no conversions in the past month? Should we bid it down?
3 REASONS FOR LONG-TAIL
3. THEY WORK WELL IN YOUR NICHEDive into your data to see if this is true…
CHECK OUT YOUR DATA
CASE STUDY
Client Goal: Lead Generation for people looking to buy Audi cars
92,606 Keywords1059 Converting Search Queries
161 Queries With 2+ Conv. (51% of Total)
Top 20 Queries = 26% Conversions
CASE STUDY
TOP PERFORMER CAMPAIGNS
We decided to focus our energy on these top performing queries by placing them in single keyword ad groups.
Here’s a quick run down of how…
1. START BROAD
1. START BROAD
All of our keywords go into normal campaigns like these:
We make heavy usage of +modified +broad +match
2. MINE BROAD CAMPAIGNS
2. MINE BROAD CAMPAIGNS
Filter Terms With 2+ Conversions
2. MINE BROAD CAMPAIGNS
Add into “Top Performers” Campaign Single Keyword Ad Groups
2. MINE BROAD CAMPAIGNS
Remember to exclude from your broad campaign
3. OPTIMIZE TOP PERFORMERS
TOP PERFORMER CAMPAIGNS
RESULT
+22% CTR
RESULT
CPA Cut In Half
RESULT
106% More Leads
TOP PERFORMERS MEAN…
MORE TESTINGMEANINGFUL DATALESS TEDIUMGREATER IMPACT
