This document discusses strategies for structuring paid search campaigns using alpha and beta keyword approaches. The alpha approach focuses on high-volume head terms without negatives, while the beta approach uses modified broad match keywords with negatives. It recommends allocating time based on alpha versus both, provides tips for negative keyword list building, and discusses other techniques like fuzzy matching and using search query reports to optimize campaigns.

1. presented by: Dan Perach @ppcproz
ppcassociates.com/pdf/alpha beta.final.pdf now 3Qdigital.com - David Rodnitzky / Mike Nelson / Will Lin
http://www2.webmasterradio.fm/marketing-nirvana/2012/06/04/adwords-keyword-structures-with-mike-nelson Brad Geddes

2. Prefer to drink from a Busted Fire Hydrant or a Garden Water Hose?
Broad match, no exacts, no negatives. Chaos!
Alpha Beta Nirvana

3. Alpha vs Beta
alpha
vs
[exact]
high volume head / torso
proven their value
don’t need negatives
query optimization
high imp share 80-99%
high avg pos 2-4
beta
+modified +broad
long tail / discovery / clusters
due diligence for ROI
negatives imperative
relevant query capture /stream
lower imp share 35-65%
lower avg pos 4-6

4. Reality Check
● 3 hours a week - only alpha
● 10 hours a week - maybe both
● 40 hours a week - go for it

5. Larry’s #1 2014 PPC New Year Resolution
http://www.youtube.com/watch?v=jGkbq-wPZw4&list=UUAqWrnT6rz7W8ZQWN7GOoFQ&feature=c4-overview

6. Dan’s PPC Poem inspired by Electric Light Orchestra
this stream of consciousness,
feeling overwhelmed.
CONFUSION, it’s a terrible shame!
getting burned, getting toasted,
how to control this chaos?
searching for relevancy & clarity,
up, then down, and all around.
is there something to lean on?

7. Campaign Negative Keywords

8. Campaign Negative Lists

9. Your Negative Lists: keywords and applied campaigns
neg kw 1
neg kw 2
neg kw3
neg kw4
neg kw5

10. Negative List Building
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Seriously consider using prepared lists, ie. “free”, “schools”
Use the keyword tool for sure
Use your own search query reports (look at bounce too)
Beta should ideally trigger ONLY long tail, once fully optimized
move higher volume queries to Alpha or Irrelevant Negative List
negative powerhouse is “phrase match”

11. Fuzzy Match / Near Match

12. +Quick +Poll
vs
Quick Poll
Fast Election Results
Polling Machines
http://www.flickr.com/photos/theshadowknows/
less reach but no synonyms, related / session queries

13. See Search Terms Report

14. Search Terms Report

15. Auction Insights with your Top, high volume Alpha Keywords

16. Auction Insight Report
comp1
comp2
comp3
competitor4
comp5

17. Campaign level view with added columns

18. Adrank / Quality Score / Skagging / Skamming
AdRank = max cpc x QS x EQ
< 25% of your active adgroups should have more than 30 active kws

19. Account Structuring and Success has nothing
to do with “Black Magic”
Should you SKAG / SKAM?
Using Alpha / Beta … Build-out
campaigns by geo, day parting,
product, budgets, profit margins and
more. Bottom line is “workflow
efficiency”. Do you have the
manpower or not?!
Restructure your account… split,
merge, skag, skam, but do it all with
purpose and attention to detail.
PPC is an art and a skill worth
mastering!