Improve your account structure to increase quality score and get better results. Presentation by Justin Freid at SMX East in September of 2016.

1. #SMX #XXA @Justin_Freid
Increase Quality Score, Get Better Results
Get Better Results
Through Account
Structure

2. #SMX #XXA @Justin_Freid
Searchers Are Looking For
Answers
Don’t Make It Difficult

3. #SMX #XXA @Justin_Freid
Get Them To Their Answer As Efficiently As Possible

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B
A

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There Are Only A Few
Things You Can Control

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Why Does Relevance Matter?
You Can
ControlThis
You Can
ControlThis
You Can Kind Of
ControlThis

7. #SMX #XXA @Justin_Freid
Search Query Ad Text Landing PageTarget Keyword
Aa

8. #SMX #XXA @Justin_Freid
Control The User Experience

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 Your campaigns must be set up and managed to account for two
primary audiences
– The searcher
– The engine
Two Audiences, One Search Query

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Ad Group = Group Of Ads
Ad Group ≠ Group Of Keywords

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Want To Know What Drives Me Crazy?
Keywords:
Diabetes treatment
Diabetes medication
Meds for diabetes
How to get diabetes
Info on diabetes
Diabetes dieting
Management of diabetes
Diabetes insulin
Diabetes doctors
Ad Text:

12. #SMX #XXA @Justin_Freid
What I’d Like To See
Keywords:
Diabetes medication
Medications for diabetes
Diabetes meds
Meds for diabetes
Ad Text:

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Negatives
Negatives
Negatives
Negatives
Negatives
Negatives
Negatives
NegativesNegatives
Negatives
Negatives
Negatives
Negatives
Negatives
Negatives
Negatives
Negatives
Negatives
Negatives
Negatives
Negatives
Negatives
Negatives
Negatives
Negatives
Negatives
Negatives
Negatives
Exact
Phrase
BROAD/BMM

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Utilize Ad Group Level Negatives To Dictate What Queries
Match To Each Keyword

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By leveraging a granular structure and proper naming
conventions, back end performance can be easily
analyzed
- Pull campaign and ad group naming conventions
directly into your analytics platform
- Example Ad Group Naming Conventions
- Unbr – Treatment Options – Exact
- Br – Brand Dosing - Phrase
Proper Naming Conventions = Better Measurement

16. #SMX #XXA @Justin_Freid
- Broad Match and BMM (and
even phrase) aggregate data
cross a wide arrange of
queries
- Leverage Exact to ensure
you are spending money in
the right places
Broad Match Skews Data

17. #SMX #XXA @Justin_Freid
- 63% increase in traffic
- CTR rose from 1.38% to 2.37%
- CPC decreased from $4.33 to $2.64
Results Don’t Lie
2,199
2,380
2,197
3,459
3,627 3,726
$ 4.48
$ 4.36 $ 4.17
$ 2.60 $ 2.72 $ 2.59
$ 0.00
$ 1.00
$ 2.00
$ 3.00
$ 4.00
$ 5.00
$ 6.00
0
1,000
2,000
3,000
4,000
Nov'15 Dec'15 Jan'16 Feb'16 Mar'16 Apr'16
CPC
Clicks
Clicks & CPC
Clicks CPC
165,983
176,884
149,871
159,141
146,267 151,354
1.32% 1.35% 1.47%
2.17%
2.48% 2.46%
0.00%
0.70%
1.40%
2.10%
2.80%
0
50,000
100,000
150,000
200,000
Nov'15 Dec'15 Jan'16 Feb'16 Mar'16 Apr'16
CTR
Impr
Impressions & CTR
Impr CTR

18. #SMX #XXA @Justin_Freid
 Across 46 accounts, post refresh, CMI
was able to generate the following
results:
– 23% increase in traffic at identical budget
levels
– $1.28 average decrease in CPC
– Average increase in QS of 1.3
– Average increase in position of 1.1
Aggregated Account
Refresh Results
$3.30
$3.40
$3.50
$3.60
$3.70
$3.80
$3.90
$4.00
-
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Baseline Refresh
CPC
Clicks
Average Monthly Clicks & CPC
Avg. Monthly Clicks
CPC
 Individual Account Results:
– 300% increase in traffic
– 139% increase in CTR
– 9.2% decrease in CPC
– 22% decrease in CPA while increasing total conversions by
40%

19. #SMX #XXA @Justin_Freid
1. Increase relevance from query keywordad textlanding
page
2. Utilize proper naming conventions for easy analysis
3. Limit use of Broad/BMM
4. Utilize ad group level negatives
5. If the keyword does not match the ad, start a new ad group

20. #SMX #XXA @Justin_Freid
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX