Using Single Keyword Ad Groups To Drive PPC Performance

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A look at how a simplified campaign structure can improve PPC results through top performer single keyword ad group campaigns. From Sam Owen at Hero Conf 2014.

Marketing Technology Design

Driving PPC Performance With Single
Keyword Ad Groups
April 28-30, 2014

First a quick refresher on what we
mean by long-tail keywords…

ACCOUNTS ARE UNWIELDY
Most of this stuff is pointless!

3 REASONS FOR LONG-TAIL
1. AD COPY RELEVANCY
Can we really make an ad for “ppc management
agency that does display marketing” more
relevant than for “ppc management agency
display”?

3 REASONS FOR LONG-TAIL
2. CONTROL OVER BIDDING
Should you bid up a keyword with 1 click and no
conversions in the past month? Should we bid it
down?

3 REASONS FOR LONG-TAIL
3. THEY WORK WELL IN YOUR
NICHE
Dive into your data to see if this is true…

CASE STUDY
Client Goal: Lead Generation for
people looking to buy Audi cars

92,606 Keywords
1059 Converting Search Queries
161 Queries With 2+
Conv. (51% of Total)
Top 20 Queries =
26% Conversions
CASE STUDY

TOP PERFORMER CAMPAIGNS
We decided to focus our energy on
these top performing queries by
placing them in single keyword ad
groups.
Here’s a quick run down of how…

1. START BROAD
All of our keywords go into normal
campaigns like these:
We make heavy usage of +modified
+broad +match

2. MINE BROAD CAMPAIGNS
Filter Terms With 2+ Conversions

2. MINE BROAD CAMPAIGNS
Add into “Top
Performers”
Campaign Single
Keyword Ad Groups

2. MINE BROAD CAMPAIGNS
Remember to exclude from
your broad campaign

TOP PERFORMERS MEAN…
MORE TESTING
MEANINGFUL DATA
LESS TEDIUM
GREATER IMPACT

THANK YOU
@SamOwenPPC
sam.owen@hanapinmarketing.com

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Using Single Keyword Ad Groups To Drive PPC Performance

1. Driving PPC Performance With Single Keyword Ad Groups April 28-30, 2014

3. Not Really (gasp)

4. First a quick refresher on what we mean by long-tail keywords…

5. LONG-TAIL KEYWORDS

6. WHY NOT HAVE MORE?

7. ACCOUNTS ARE UNWIELDY

8. ACCOUNTS ARE UNWIELDY

9. ACCOUNTS ARE UNWIELDY Most of this stuff is pointless!

10. YOU’RE SPREAD THIN

11. Wasted Time Zone YOU’RE SPREAD THIN

12. 3 REASONS FOR LONG-TAIL 1. AD COPY RELEVANCY Can we really make an ad for “ppc management agency that does display marketing” more relevant than for “ppc management agency display”?

13. 3 REASONS FOR LONG-TAIL 2. CONTROL OVER BIDDING Should you bid up a keyword with 1 click and no conversions in the past month? Should we bid it down?

14. 3 REASONS FOR LONG-TAIL 3. THEY WORK WELL IN YOUR NICHE Dive into your data to see if this is true…

15. CHECK OUT YOUR DATA

16. CASE STUDY Client Goal: Lead Generation for people looking to buy Audi cars

17. 92,606 Keywords 1059 Converting Search Queries 161 Queries With 2+ Conv. (51% of Total) Top 20 Queries = 26% Conversions CASE STUDY

18. TOP PERFORMER CAMPAIGNS We decided to focus our energy on these top performing queries by placing them in single keyword ad groups. Here’s a quick run down of how…

19. 1. START BROAD

20. 1. START BROAD All of our keywords go into normal campaigns like these: We make heavy usage of +modified +broad +match

21. 2. MINE BROAD CAMPAIGNS

22. 2. MINE BROAD CAMPAIGNS Filter Terms With 2+ Conversions

23. 2. MINE BROAD CAMPAIGNS Add into “Top Performers” Campaign Single Keyword Ad Groups

24. 2. MINE BROAD CAMPAIGNS Remember to exclude from your broad campaign

25. 3. OPTIMIZE TOP PERFORMERS

26. TOP PERFORMER CAMPAIGNS

27. RESULT +22% CTR

28. RESULT CPA Cut In Half

29. RESULT 106% More Leads

30. TOP PERFORMERS MEAN… MORE TESTING MEANINGFUL DATA LESS TEDIUM GREATER IMPACT