Friends of Search Future Proof Accounts.pptx

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@navahf
Future Proof PPC
Navah Hopkins

@navahf
Ad Channels Are No Longer Single Function,
But
Many Ignore This In Structuring Campaigns

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Account Structures Are Going To Vary By Industry
Based on 40,000 accounts worldwide

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The Many Admin Level Pitfalls

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Average CPC Increases Can Be Mitigated By Clever
Tactics

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Strategies We’ll Be Discussing
● Match Types
● Location Targeting/Ad Scheduling
● Manual vs Portfolio Bidding
● PMax + DSA
● Search Partners vs Audience Network

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Match Types

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Last Summer We Explored Broad vs Exact

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Here’s What We Found
77.96%
Exact Had Better
CPCs
100.71%
Exact Had
Better CPAs
122.40%
Exact Had
Better
Conversion
Value/Cost
These are all the median improvements over broad
counterparts in 2667 global accounts in Q1 2023

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We Felt This Wasn’t Fair To Google Who Had Made
A Bunch Of Improvements To Broad Match In May
AI driven enhancements
including multilingual
enhancements is pretty
important!

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Here’s What We Found This Time
Study looked at 3511 accounts that were active at least 90
days prior to the investigation period (Q4 2023) and had
broad and exact keywords. Phrase match was not used in a
significant enough sample size to include. We excluded any
account that was running a branded campaign to mitigate
perceived benefit exact would get from this campaign type.

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Broad Match Has Improved! But It’s Still Not
Perfect

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Close Variant Matching Can Be A Big Budget
Buster

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Reminder: Negatives DO NOT Account For
Close Variants
P.S. Microsoft Doesn’t Have Broad Match
Negative

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Audit your Search Terms For Close Variants You
Like
+
Variants You Might Want To Test As Search
Themes!

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Hold Up…Why Is PMax Intruding On Match Types

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What Does Early Performance Say About Search
Themes
Using search
theme?
COUNTUNI
QUE of
campaign
MEDIAN
of CPC
MEDIAN
of CPA
MEDIAN
of CTR
MEDIAN of
Conv Rate
MEDIAN
of ROAS
No 9673 0.51 20.30 1.26% 2.64% 453.95%
Yes 4830 0.57 22.46 1.28% 2.66% 377.33%
7100 ad accounts

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Please Use Negatives
44% don’t
use
exclusions

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However Don’t Overdo it
● Campaigns using exclusions have a median CPA of $21.45
and ROAS of 425.28%
● Campaigns not using exclusions have a median CPA of
$18.55 and a ROAS of 423.44%
● There is only a .24% difference in conversion rate between
campaigns using exclusions (favors not using exclusions).
7100 ad accounts

@navahf
Match-Type Structure Takeaways
Test new potential Exact Match candidates as Search
Themes.
Match Type oriented campaigns no longer make sense due to
close variants. Focus on keyword champions!
Broad is worth the test, but it’s not perfect. Use protection!

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Targeting

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Three Targeting Buckets
People Place Time

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Audience Signals Are Not The Same As Targeting
Audiences

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Depending On Your Brand You May Need To Rely
Mostly On Exclusions

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First Party Lists Must Have
At Least 1000 People
To Target

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Be Sure Your First Party Lists Look Like This

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Lumping Too Many Locations Can Cause Budget
Allocation Issues

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A Lot Of Accounts Use Postal Code/Zip Targeting

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Target Broadly Then Exclude

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Location Targeting Informs Your Ad Schedule
Google
Ads
Time Zone of the
Account
Microsoft
Ads
Time Zone of the
User

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Bid Adjustments Are Useless - Exclude Times You
Don’t Want To Run!

@navahf
Ad Schedule/Location Structure Takeaways
If you don’t have the budget for a campaign per location/time,
harness Microsoft!
Zip/Postal codes are not the future - consider migrating to
larger location targets and excluding!
Bid adjustments don't’ work - target/exclude the times you
want!

@navahf
Manual vs Smart Bidding

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Manual Bidding Isn’t The Future

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Most Are Using Smart Bidding

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1334 accounts with spend and
conversion data in Q1 2023

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Smart Bidding Is Powerful
Portfolio Bidding Protects

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If You Don’t Trust Conversion Data, Don’t Include It

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Bidding Structure Takeaways
Portfolio bidding is a must! Use Bid caps to protect against
learning period spikes.
Conversion values and data discrepancies are the most
important data you can feed to the ad network!
Manual bidding isn’t dead but it is not effective at scale. Use
it sparingly (branded).

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PMax + DSA

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Performance Max Is Not An “Easy” Campaign
Type
If You Put In Average Effort, You’ll Get
Average Results
3.20%
Campaigns didn’t
break even

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Majority Of Advertisers Run One Campaign,
One Asset Group
27.54%
Run multiple PMax campaigns
with one asset group
41.35%
Use one asset group
with one campaign
15.73%
Use one asset group
with multiple campaigns
16.85%
Run multiple PMax
campaigns
With multiple asset groups

@navahf
Is It Better To Run
Many Campaigns With One Asset Group
Or
Campaigns With Multiple Asset Groups?

@navahf
Median ROAS Across 18,542 Campaigns
426.66
%
All Campaigns
424.57%
One Asset Group
461.64%
Multiple Asset
Groups

@navahf
There Is No “Right” Answer
Just The Best One For You!

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Creative Should Be The Big Determining Factor

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Exclusions Will Be More Important Than Targets

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DSA Functionality Has Become A Core Part Of
PMax

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PMax & DSA Structure Takeaways
There is no right answer on whether to go multi campaign or
multi asset group
Exclusions are critical!
If you do nothing, you’ll get average results. If you leverage
audience signals, creative, and exclusions you can get
extraordinary results.

@navahf
Search Partners Vs Audience Network

@navahf
A Quick Breakdown of The Differences
● Must opt into all or none at
campaign level
● GDN + third party sites
● Account Level exclusions will
remove ones you don’t want
● Must opt into all or none at ad group
level
● Includes Duck Duck Go and Baidu
● Account Level exclusions will
remove ones you don’t want

@navahf
Image Assets/Extensions Enable You To Harness
Their Full Potential
Search Network = 6% increase in CPA, 70% lower conversion rate, 69% cheaper clicks
Display = 340% increase in CPA, 93% lower conversion rate, 66% cheaper clicks
Jan 2023

@navahf
Only Opt Into Search Partners & Audience If You’re
Going To Take The Precautions!

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Google Allowing For Some Opting Out Of Search
Partners

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Same With The Audience Network

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Search Partners/Audience Network Structure
Takeaways
They are not inherently bad - but they can bleed accounts if
you’re not prepared.
Understand whether you’re making the choice at the
campaign or ad group level.
If you see big spikes in impressions and clicks without
conversions, odds are you’re opted into these channels.

@navahf
Thank You! Questions?
Navah Hopkins
navah@optmyzr.com
@navahf

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