A good account structure is one of the top ways to improve CPA, budgetary control, and overall AdWords performance. Boring! We’ll make the process of restructuring your account fun and interesting! - How to Identify Search Intent - Structuring Your Account - Let’s Talk About Ads - Story Time

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Leveraging the Power of Search Intent to Maximize Your
Clicks and Conversions
Copyright 2016 WordStream, Inc. All rights reserved.
3.17.16
#WordStreamLive

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Meet Your
Presenters
#WordStreamLive
Marlena Buhisan
Customer Success Rep,
WordStream
Alasdair Johnstone
Customer Success Rep,
WordStream

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Today’s Agenda
What Is Search Intent?
PPC 101
Meet The 3 Groups of Searchers
How To Identify Search Intent
Increasing Conversions
#WordStreamLive

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What is Search Intent?
Fun Fact! “Google” has been a verb since 2006 (Oxford English Dictionary)

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What is Intent?
• What a user is looking for when they
conduct a search query
Search Marketing
• Analyzing search queries to determine:
Why a prospect queried what they did,
using that information to give them
what they really want,
when they want it.

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Why Am I Here?

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Why Am I Here?
• We want your ads to be the best they
can be.
• We want you to get inside your
customers’ heads!
• Deliver the ad they want, not the ad
you want.

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PPC 101
Fun Fact! Last year Google’s ad revenue grew 11% from 2014 while the number of ads, or paid clicks, rose 18%
(LiveMint)

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Keyword vs Search Term
Keyword (in PPC)
• Words that we target by bidding on them and
using them in our ads and landing pages.
• What we extrapolate from multiple search
queries
Search Term
• The actual word or string of words that a user
types into Google that triggered your ad
• The “real world” application of a keyword

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Account Structure
Why does this matter?
• Target the right people
• Better control over message
• Save money

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Quality Score = Relevancy
What is Quality Score?
Google’s rating of the quality of your keywords and PPC ads. It is used to determine your CPC and is
multiplied by your maximum bid to determine your ad rank in the auction process
What makes up your Quality Score?
• Relevance of each keyword to its ad group
• Landing page quality and relevance
• Relevance of your ad text
• Your CTR
• Historical AdWords account performance

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QueryStream

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QueryStream

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Types of Intent
Fun Fact! Google’s first April Fool’s joke was in 2000 when Google announced its mind ability for searches called “MentalPlex”

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Go KnowDo
Amelia AlbertAndrew

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Go KnowDo
Amelia AlbertAndrew

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“Go!” - Amelia
Fun Fact! Last year Google’s ad revenue grew 11% from 2014 while the number of ads, or paid clicks, rose 18%
(As of 6/30/15, LiveMint)

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“Go!”
Intent : Looking for a specific website, page or person
Example Search Query: “buhisan karate school”
What’s My Goal?
• Control your message
• Get ahead of the competition

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“Go!”

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● Branded Campaign
○ High Intent = High
Quality Leads
○ Control your
messaging and
landing page
○ Combat competitors
bidding on you
“Go!”
Account Structure

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Creative ad copy
Sitelinks
Callouts & Structured
Snippets
“Go!”

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● Branded Terms
● Restrictive match types
● Landing page brings them to information on
product/service and how to purchase
Branded keywords are typically cheaper
and lead to higher CTR and Quality Scores!
“Go!”
Keywords/Landing Pages

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Callouts & Review Extension
Sitelinks
with 2 lines
“Go!”
Ad Extensions

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“Go!”
Conversion Ideas
● Branded Campaign
○ branded keywords with restrictive
match type
● Creative Ad copy with a highly relevant
landing page
● Ad Extensions
○ Callouts
○ Sitelinks - 2 lines
○ Review

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“Do!” - Andrew
Fun Fact! # of bad ads Google blocked in 2014 - 524 million
(Venture Beat)

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Intent : Completing a purchase or action,
or finding a local business
Example Search Query: “book karate lessons near me”
What’s My Goal?
Make it as easy as possible
for your prospect to convert!
“Do!”

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Location
Extension
Highlighting Promotion
Sitelink
Extension
Callout
Extension
“Do!”

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“Do!”

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Structured
Snippets
“Do!”

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● Ad groups answer a question
● Ad groups allow for message matching
● Create ad groups for different promotions
(ONLY when it makes sense!)
● Research using QueryStream
In one study, we found that with high
commercial intent queries, people click on paid
results over organic 2 to 1.
“Do!”
Account Structure
http://www.wordstream.com/articles/google-ads

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● Highlight promotions/differentiators in
ad copy and bid on those words
● Be sure to always have clear call to
action
○ “Order Online!”
○ “Buy Today!”
○ “Sign up Now!”
“Do!”
Ad Copy & Keywords

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“Do!”
Conversion Ideas
● Match keywords to intent
● Clear call to action in ad copy
● Landing page directs searcher to exactly
what the ad was advertising
● Ad Extensions
○ Sitelinks to highlight important areas of
website
○ Location extensions if you want
prospects to come to you
Structured Snippets allow you to
show off your range of services!

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“Know!” - Albert
Fun Fact! Google now processes over 40,000 search queries every second on average

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What’s My Goal?
Build brand awareness and
trust by answering a
searcher’s question
Intent : Research or Fact Finding
Example Search Query: “price of karate lessons”
“Know!”

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“Know!”

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“Know!”

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“Know!”

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• Use QueryStream to
find common themes
• Ad Groups should each
answer one question
• Prove yourself useful to
the user
“Know!”
Account Structure

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Campaigns
• Products / Services
• Competitor Campaigns
– Gain brand awareness
– Share similar target
audience
“Know!”
Account Structure
Ad Groups
• Comparisons
• Reviews
• Prices
• Message Matching
You can use competitor names in the Display URL

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“Know!”
Account Structure - Message Matching

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• QueryStream & Analytics
• Question words!
- What
- Why
- How
• Use negatives to sort
queries (like mail)
“Know!”
Keywords

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• Remember Google’s
Answer Box
• Provide answers, add value!
• Tease with more
information
• You may be the first
company speaking to them
about their interests
- “We’re the experts”
- “Call now for more info”
- “Yes! We do X!”
“Know!”
Ad Copy

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“Know!”
Ad Extensions

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Fact Finding
• Sitelinks
- “About Us” page
- Service information
• Callouts
- More information!
“Know!”
Ad Extensions
Commercial Research
• Sitelinks
- Whitepapers
- Testimonials
• Callouts
- Awards
- Unique Differentiators
• Structured Snippets
- Highlight Services
• Reviews
- Build trust

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“Know!”
Landing Pages
• Remember the buying funnel
• Relevancy is still king (or queen)
• Higher Ad Rank =
Better CTR
• Higher Quality Score =
Cheaper CPC
• More Clicks x Lower Prices = Lower CPC!

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“Know!”
Conversion Ideas
● Each ad group answers a question
● Ad copy and landing page is informative
and relevant
● Ad Extensions
○ Sitelinks to highlight important areas of
website
○ Location extensions if you want
prospects to come to you
○ Structured Snippets to share different
brands, services you offer
● Provide value! free resources such as
whitepapers, blogs, and ebooks

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Belt Testing
Fun Fact! About 97% of Google’s total revenues come from advertising. (Google Investor Relations)

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Tying the Knot
• Importance of:
– Account structure and having:
• Adgroups
• Keywords
• Ad copy
• Landing page
as relevant as possible.
• Why using search queries to identify intent can
set you apart from your competition and increase
your CTR, Quality Score and overall account
performance.

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WordStream Premier Consulting
Need help identifying search intent to improve account performance?
• Yes!
• No Thanks

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Questions?
#WordStreamLive