Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better
description
Transcript of Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better
![Page 1: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/1.jpg)
#DMFB14 1
Susan WenogradWenograd.com
Twitter: SusanEDub
@SusanEDub
3 Ways to Improve Your AdWords (and Become Amigos with Google)
![Page 2: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/2.jpg)
#DMFB14 2
Who Am I, Anyway?
• 10 years in digital marketing• PPC is my favorite (don’t tell the
other channels)• Client & agency experience• Brands: CircuitCity.com, General
Motors, and many others• Based in Dallas, where I claim I hate
it from July through September
@SusanEDub
![Page 3: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/3.jpg)
#DMFB14 3
It All Starts Off So Easy…
@SusanEDub
We’re going to bid on awesome keywords!
We’re going to get perfectly-qualified clicks!
![Page 4: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/4.jpg)
#DMFB14 4
Phase One: Sadness
@SusanEDub
Where are my sales?
The AdWords interface says
to increase the budget.
![Page 5: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/5.jpg)
#DMFB14 5
Phase Two: Frustration
@SusanEDub
What am I doing wrong?
![Page 6: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/6.jpg)
#DMFB14 6
Phase Three
@SusanEDub
![Page 7: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/7.jpg)
#DMFB14 7
When Did It Get So Complicated?
@SusanEDub
![Page 8: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/8.jpg)
#DMFB14 8
3 Biggest Ouches in an Audit
• Search Terms & Negative Keywords• Account Structure• Bid Modifiers
@SusanEDub
![Page 9: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/9.jpg)
#DMFB14 9
Ouch #1: Lack of Negative Keywords
@SusanEDub
I’m Google, and I’m here to eat your
budget.
![Page 10: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/10.jpg)
#DMFB14 10
Match Type Lesson
Broad Match• Match making services• Type A personality• Lesson you’ll never forget
Modified Broad Match• Susan’s +Lessons about +Match +Types
@SusanEDub
![Page 11: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/11.jpg)
#DMFB14 11
Match Type Lesson (cont.)
@SusanEDub
Exact• [Match Type Lesson]
Phrase• Slides with the “Match Type Lesson”
info• “Match Type Lesson” at DMFB
![Page 12: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/12.jpg)
#DMFB14 12
Broad & Phrase Match
@SusanEDub
Keywords vs. Search Queries
![Page 13: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/13.jpg)
#DMFB14 13
Does This Really Matter?
@SusanEDub
![Page 14: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/14.jpg)
#DMFB14 14
Bottom Line
@SusanEDub
Bad Matching Costs You Money
![Page 15: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/15.jpg)
#DMFB14 15
Weaponry: Search Term Report
@SusanEDub
![Page 16: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/16.jpg)
#DMFB14 16
Negative KeywordsMatch Types:• Broad: Classes • Phrase: Classes in• Exact: Classes in Raleigh
Application Levels:• Campaign• Ad Group
@SusanEDub
![Page 17: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/17.jpg)
#DMFB14 17
Bonus Tip: Mining Your Search Terms
Export search terms.
@SusanEDub
![Page 18: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/18.jpg)
#DMFB14 18
It looks worse before it looks better…
@SusanEDub
(Yes,we’re geeking out right now.)
![Page 19: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/19.jpg)
#DMFB14 19
Consolidate terms to one column
• “Remove Duplicates” on each column
• Copy keywords in each column to bottom of Column A.
@SusanEDub
![Page 20: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/20.jpg)
#DMFB14 20
One list, many insights
@SusanEDub
Negative keyword
Hmm. Consumers care about the material…ad copy & keyword additions!
Ad Group idea & on-site content idea win!
Ad Group for B2C Campaign, negative keyword for this Ad Group
![Page 21: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/21.jpg)
#DMFB14 21
Ouch #2: Poor Account Structure
@SusanEDub
It’s Campaigns and Ad Groups.
Big Deal.
![Page 22: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/22.jpg)
#DMFB14 22
Good Account Structure vs. Bad
@SusanEDub
• No new ads• No change in bids• No change in landing page• So, what was it?
![Page 23: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/23.jpg)
#DMFB14 23
It’s gonna sound crazy, but…
@SusanEDub
There was no change in anything but the way the keywords were housed & negatives were
used
![Page 24: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/24.jpg)
#DMFB14 24
Here’s Why
• Cross-matching (aka) “Click bleed”= Sub-optimal ad copy being
shown• Broad Match gone wild
@SusanEDub
![Page 25: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/25.jpg)
#DMFB14 25
How to Spot Click Bleed
@SusanEDub
Ad Groups term appeared in + spend
Ad Groups term appeared in + spend
Ad Groups term appeared in + spend
Ad Groups term appeared in + spend
![Page 26: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/26.jpg)
#DMFB14 26
How Do We Fix This?
@SusanEDub
Go to your Ad Group! Are you
too good for your Ad Group?
![Page 27: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/27.jpg)
#DMFB14 27
Clear Account Structure: Option 1
@SusanEDub
Campaign
Ad Group: Broad
Ad Group: Exact
Negativemirroring
![Page 28: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/28.jpg)
28
Clear Account Structure: Option 2
@SusanEDub #DMFB14
Campaign: Exact
Ad Group A
Ad Group B
Campaign: Broad
Ad Group A
Ad Group B
Negativemirroring
![Page 29: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/29.jpg)
#DMFB 29
Does It Work?
@SusanEDub
Before
After
![Page 30: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/30.jpg)
#DMFB 30
Bonus Tip: Ad Copy in Rotation
@SusanEDub
![Page 31: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/31.jpg)
#DMFB14 31
Structure = Control & Time
• Negative keyword analysis• Negative keyword mirroring• Bid management• Budget control• Ad copy control• Device control• Daypart control
@SusanEDub
![Page 32: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/32.jpg)
#DMFB14 32
Ouch #3: Modifiers
@SusanEDub
![Page 33: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/33.jpg)
#DMFB14 33
What are Modifiers?
• Gained prominence & function with Enhanced Campaign roll-out
• Bid modification by % based on criteria:– Days & Hours– Device Types (Mobile only…thanks,
Google)– Geographical location
@SusanEDub
![Page 34: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/34.jpg)
#DMFB14 34
Device Types
@SusanEDub
![Page 35: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/35.jpg)
#DMFB14 35
All Users Are Not Equal
@SusanEDub
Psst…your mobile users are awesome.
![Page 36: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/36.jpg)
#DMFB14 36
Geographic Modifiers
@SusanEDub
![Page 37: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/37.jpg)
#DMFB14 37
Who loves you?
@SusanEDub
![Page 38: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/38.jpg)
#DMFB14 38
Sorry, Detroit
@SusanEDub
Canpaign Level Settings Locations
![Page 39: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/39.jpg)
#DMFB14 39
Are They Morning People? Weekday People?
@SusanEDub
![Page 40: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/40.jpg)
#DMFB14 40
Custom Ad Schedules
@SusanEDub
Campaign Level Only
![Page 41: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/41.jpg)
#DMFB14 41
Modifiers Can Get Sticky
• 4 Match Types • 24 Hours in a Day • 7 Days in a Week • 3 Device Types• 100s of Geographies
@SusanEDub
![Page 42: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/42.jpg)
#DMFB14 42
Autopilot Danger: Stacking Modifiers
@SusanEDub
Device + Geography + Dayparting
![Page 43: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/43.jpg)
#DMFB14 43
Danger, Will Robinson
@SusanEDub
![Page 44: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/44.jpg)
#DMFB14 44
Let’s Wrap This Up
@SusanEDub
Laser-focused control
![Page 45: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/45.jpg)
#DMFB14 45
You Can’t Be Lazy
• Campaign & Ad Group Structure• Negative keyword strategy– Don’t fall off the wagon, the market changes
• Laser-targeted user behaviors and locations– Dayparting– Geographies– Devices
• Check results frequently after making changes to catch issues
@SusanEDub
![Page 46: Digital Marketing for Business Conference - 3 Ways to Make your AdWords Work Better](https://reader035.fdocuments.net/reader035/viewer/2022081602/546fd8aaaf7959a90a8b4695/html5/thumbnails/46.jpg)
#DMFB14 46
Thank You!
@SusanEDub