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Keyword Planning in a Close Variant World

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Audiences and automation are Google's priorities, but that doesn't mean keyword planning is dead. My PubCon Florida 2018 deck dives into this in Disney!

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Keyword Planning in a Close Variant World

  1. 1. Keyword Planning in a Close Variant World Navah Hopkins
  2. 2. | #PubCon @navahf 2 What We’ll Be Covering • What are close variants • How do you pick your variant • Revisiting account structure • Worked in digital marketing since 2008 • Manage international accounts in all verticals • Avid gamer and cat mom A Bit About Me Navah Hopkins Services Innovation Strategist
  3. 3. | #PubCon @navahf 3 Providing Quality Content begins By Understanding Your Audience – So I Ran A Poll:
  4. 4. | #PubCon @navahf 4 But In The End Disney Won: Fitting As Both Disney and Search Networks often get vilified
  5. 5. | #PubCon @navahf 5 Google (and Bing) have made it pretty clear Audiences and Automation are their Priorities
  6. 6. | #PubCon @navahf 6 So What Are We Doing talking About Keywords?
  7. 7. | #PubCon @navahf 7 Losers Think Abandoning Keywords For Display and Autopilot Search is the Future
  8. 8. | #PubCon @navahf 8 Winners Know That Audience Focus Is At The Heart of Keyword Strategy
  9. 9. | #PubCon @navahf 9 • Average AdWords CPC increased 14% Q4 2017 YOY • Minimum first page bids for non- branded keywords rose 23% YOY • Mobile devices produced 55% of Google’s Q4 2017 clicks Keyword planning that doesn’t factor in audiences wastes money. *https://www.wordstream.com/blog/ws/2018/02/05/marketing-statistics
  10. 10. | #PubCon @navahf 10 Search Networks Are Evolving
  11. 11. | #PubCon @navahf 11 Can You Imagine if This Was Our Search Experience?
  12. 12. | #PubCon @navahf 12 Close Variants Are Now Live In Adwords & Bing
  13. 13. | #PubCon @navahf 13 But What Does That Mean For Us?
  14. 14. | #PubCon @navahf 14 You’re bidding against yourself and driving up your average cpc
  15. 15. | #PubCon @navahf 15 We Used to Have to Account for All Variables
  16. 16. | #PubCon @navahf 16
  17. 17. | #PubCon @navahf 17 You Would Need to Bid on These Keywords • Exact: where is the nearest vet, vet near me, nearest vet, vetinarian near me • Phrase: vet near me, where is the nearest vet, vetinarian near me, vet, vet near, • Modified Broad: vet, where is the nearest vet, vet near me, where nearest vet • Broad: pet doctor, local vet, vet near me, where is nearest vet, cat hospital
  18. 18. | #PubCon @navahf 18 This Caused Ad Groups to Swell to Unruly Sizes
  19. 19. | #PubCon @navahf 19 Now, You’d Only Need These Keywords • Exact: where is nearest vet, vet near me • Phrase: where is nearest vet, vet near • Modified Broad: vet near me • Broad: where is nearest vet
  20. 20. | #PubCon @navahf 20 However, Most Advertisers Are Still Configured This Way • Exact: where is the nearest vet, vet near me, nearest vet, vetinarian near me • Phrase: vet near me, where is the nearest vet, vetinarian near me, vet, vet near, • Modified Broad: vet, where is the nearest vet, vet near me, where nearest vet • Broad: pet doctor, local vet, vet near me, where is nearest vet, cat hospital
  21. 21. | #PubCon @navahf 21 Google Sometimes Gets Fooled into Putting Budget in Old Keywords Instead of Valuable Ones
  22. 22. | #PubCon @navahf 22 No More Throwing Money Away on Duplicates!
  23. 23. 23| #PubCon @navahf What Are Close Variants?
  24. 24. | #PubCon @navahf 24 • Singular/Plural • “ed”,“ing”,“er” • Abbreviations • Misspellings • One Word Turned into Two Words & Visa Versa What Makes a Variant?
  25. 25. | #PubCon @navahf 25 To Be Clear, the Following Are Now Duplicates of One Another (on the Same Match-Type) • Wholesale = Wholesaler = Wholesaling = Whole Sale = Wholesaled • Lawyer = Lawwyer = Lawyers = Law yer • Real Estate in Texas = Realestate in Texas = Real Estate TX
  26. 26. | #PubCon @navahf 26 They Are Caught By Match-Type – Match-Types on Different Bids Don’t Compete With Each Other Always bid more on Alan Rickman
  27. 27. | #PubCon @navahf 27 The Order of Match-Types 1. Exact: all keywords must be present, nothing added (except for functional words, but they can be in any order. 2. Phrase: keyword phrase must remain in-tact, but there can be keywords before and after. 3. Mod. Broad: all keywords must be present, but they can be in any order and there can be additional keywords in between, before and after. 4. Broad: so long as at least a synonym of one of your keywords is there, your ad can show.
  28. 28. | #PubCon @navahf 28 A Pirate is Looking for Supplies • Anti Fairy Repellant • Mustache wax • Crocodile hunters • A way to stop child abduction
  29. 29. | #PubCon @navahf 29
  30. 30. | #PubCon @navahf 30 • Anti-Fairy Repellant • AntiFairy Repellant • Repellant for Fairies • Fairy Repellant Exact Enters First
  31. 31. | #PubCon @navahf 31 Exact Enters First: The Following Would Be Duplicates on Exact • Anti-Fairy Repellant • AntiFairy Repellant • Repellant for Fairies • Fairy Repellant
  32. 32. | #PubCon @navahf 32
  33. 33. | #PubCon @navahf 33 • Mustache wax under $20 • Organic mustache wax • Mustache waxing • Mustachewax Phrase Enters Second
  34. 34. | #PubCon @navahf 34 Phrase Enters Second: The Following Would Be Duplicates on Phrase • Mustache wax under $20 • Organic mustache wax • Mustache waxing • Mustachewax
  35. 35. | #PubCon @navahf 35
  36. 36. | #PubCon @navahf 36 • I need a crocodile hunter • Crocodile hunting permit • CrocodileHunter boots • Hunt crocodil groupon Mod. Broad Enters Third
  37. 37. | #PubCon @navahf 37 Mod. Broad Enters Third: The Following Would Be Duplicates on Mod. Broad • I need a crocodile hunter • Crocodile hunting permit • CrocodileHunter boots • Hunt crocodil groupon
  38. 38. | #PubCon @navahf 38
  39. 39. | #PubCon @navahf 39 • Child abduction hotline • Runaway children • Gps tracker for kids • Donate to amber alert Broad Enters Fourth
  40. 40. | #PubCon @navahf 40 Broad Enters Fourth: The Following Would Be Duplicates on Broad • Child abduction hotline • Runaway children • Gps tracker for kids • Donate to amber alert
  41. 41. 41| #PubCon @navahf How Do We Pick Our Variants?
  42. 42. | #PubCon @navahf 42 HAH! is My Favorite Way to Pick Variants •Historical Metrics •Auction Prices •Human Intuition
  43. 43. | #PubCon @navahf 43 Historical Metrics Are Important
  44. 44. | #PubCon @navahf 44 Conversions (if you trust them) Are the Most Important
  45. 45. | #PubCon @navahf 45 CTR is a Great Second Consideration if Conversions Can’t Guide You
  46. 46. | #PubCon @navahf 46 QS Can be a Tie Breaker, but Not a Major Consideration
  47. 47. | #PubCon @navahf 47 Do You Really Want to Pay a Premium for Conversions?
  48. 48. | #PubCon @navahf 48 By Removing Close Variants, We Were Able to Reduce CPA by 37%
  49. 49. | #PubCon @navahf 49 Do we trust conversions? If not, shouldn’t come into the equation at all.
  50. 50. | #PubCon @navahf 50 CTR and the volume of impressions to clicks will be a major deciding factor.
  51. 51. | #PubCon @navahf 51 Human Intuition Always Beats Computers
  52. 52. | #PubCon @navahf 52 Auction Price is a Big One
  53. 53. | #PubCon @navahf 53 Depending on Device, You May Need to Chase Position #1 vs #2-3
  54. 54. | #PubCon @navahf 54 • Budget able to fit at least 10 clicks per day • Do locations fit into this at all? • Are bids close together or are there outliers? Deciding What Auction Price Makes Sense
  55. 55. | #PubCon @navahf 55 How did your best customers say they found you?
  56. 56. | #PubCon @navahf 56 How would you search for your services?
  57. 57. | #PubCon @navahf 57 Are certain terms close but not quite your ideal customer?
  58. 58. 58| #PubCon @navahf Revisiting Account Structure
  59. 59. | #PubCon @navahf 59 Healthy Campaigns have the Following Traits
  60. 60. | #PubCon @navahf 60 No More than 5-7 Ad Groups
  61. 61. | #PubCon @navahf 61 Here’s why:
  62. 62. | #PubCon @navahf 62 No More Than 5-10 Keyword Concepts Per Ad Group
  63. 63. | #PubCon @navahf 63 Ads need to be relevant to be effective
  64. 64. | #PubCon @navahf 64 One Time Zone
  65. 65. | #PubCon @navahf 65 Different Locations Have Different Auction Prices and Ways of Thinking
  66. 66. | #PubCon @navahf 66 One Strategic Objective
  67. 67. | #PubCon @navahf 67 Conflicting objectives can choke budgets: if you need volume, you can’t have big ticket leads and visa versa.
  68. 68. | #PubCon @navahf 68 No Bid Should Exceed 10% of Your Daily Budget
  69. 69. | #PubCon @navahf 69 You’ll under serve and compromise lead volume Based on $369 spend between October 25th and November 23rd 2017
  70. 70. | #PubCon @navahf 70 So How Do We Transition?
  71. 71. | #PubCon @navahf 71 Pick One Ad Group to Represent the Variants of a Keyword
  72. 72. | #PubCon @navahf 72 Move Necessary Keywords into Chosen Ad Group and Pause Redundancies
  73. 73. | #PubCon @navahf 73 Copy Campaigns if Settings Need to Be Carried Over
  74. 74. | #PubCon @navahf 74 Client Story: A & A Machinery Pre-Close Variant (July 2017)
  75. 75. | #PubCon @navahf 75 Post Close Variant Change (August 2017)
  76. 76. | #PubCon @navahf 76 Seven Months Later, Still Going Strong
  77. 77. 77| #PubCon @navahf Let’s Recap!
  78. 78. | #PubCon @navahf 78 What is Now Considered Duplicates 1. Singular/Plural 2. “ed”,“ing”,“er” 3. Abbreviations 4. Misspellings 5. One Word Turned into Two Words & Visa Versa 6. Exact match keywords in different orders
  79. 79. | #PubCon @navahf 79 • Auction Price • Historical Data • Human Intuition • Proven Keyword Structures Keyword Planning Should Be Ruled By the Following:
  80. 80. | #PubCon @navahf 80 Happy Ad Groups Look Like This • 5-10 Keyword concepts • 3-5 expanded text ads • Multiple match types • Have bids that fit within the budget (10 click minimum) Not Like this • More than 30 keywords • Too many keyword concepts • Too many ads to test for variables
  81. 81. | #PubCon @navahf 81 Tests Are Important – Don’t Feel Like You’re Locked Into Your Choice
  82. 82. © Copyright 2017 WordStream, Inc. All rights reserved. Thanks! Questions? Navah Hopkins nhopkins@wordstream.com

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