A deep dive into popular marketing strategies that could be hurting your account performance.
The world of online advertising changes everyday - meaning techniques that once were gospel may now be outdated and inefficient.
Are you clinging to best practices that are actually hurting your account?
Join our live webinar to find out:
-The serious side-effects of Single Keyword Ad Groups
-Why Automated Bidding Strategies aren't automatically awesome
-How Mobile Landing Pages may be landing you in trouble
6. WordStream had 40+ employees
I was a member of a 6 person CS
team
What’s Fake News?
Things That Were True in
2013
Me & half the whole company in 2013
7. WordStream has 240+ employees
I am a member of a 50 person CS
team (and growing)!
We constantly hear about fake
news
Things That Are True in 2018Our CEO,
Ralph Folz
This picture only
captured ½ the CS
team!
16. 1
2
3
Keyword Stuff Your Ads
Use Single Keyword Ad Groups
Optimize for Short Attention Spans on Mobile
5 Search Marketing Hacks That Are SO #FakeNews
4 Steer Clear of Automated Bidding
5 *Surprise*
27. 1 in 3 advertisers saw declines in CTR
after migrating to Expanded Text Ads.
28. 1
2
3
More keywords in the ad mean higher CTR
More keywords in the ad mean better ad relevance
With better CTRs & ad relevance come better Quality Scores
Why Keyword Stuff?
29. Expected clickthrough rate The likelihood that your ad will be
clicked
Ad relevance How closely your ad matches the
intent behind a user’s search
Landing page experience How relevant, transparent and easy-
to-navigate your page is for users
Quality Score Components
30.
31. “The proportion of unique words
in a given corpus (set of textual
data) to all words in the text.”
37. 1
2
3
Improve ad relevance: keyword to ad match
With better keyword to ad matches, CTRs will go up
With better CTRs & ad relevance come better Quality Scores
Why Use Single Keyword Ad Groups?
38. Expected clickthrough rate The likelihood that your ad will be
clicked
Ad relevance How closely your ad matches the
intent behind a user’s search
Landing page experience How relevant, transparent and easy-
to-navigate your page is for users
Quality Score is not Improved by SKAGs
74. Maximize Clicks
Target Search Page Location
Target Outranking Share
Target CPA
Target ROAS
Maximize Conversions
Enhanced CPC
Automated Bid Stratgies Are Not Always Bad
75. Target CPA Automatically finds optimal CPC bids to achieve an average CPA
equal to your target across all ad groups.
Target ROAS Automatically finds optimal CPC bids using the conversion values
you set up to get more revenue at the target return-on-ad-spend
you set up.
Maximize Conversions Automatically finds the optimal CPC bids to pull in the most
conversions within your daily budget.
Enhanced CPC Raises or lowers max CPC bids based on likelihood of conversion
using all signals but you must set up preliminary bids and adjust
device bid modifiers.
Smart Bidding: Conversion Focused Bid Strategies
77. Target CPA Automatically finds optimal CPC bids to achieve an average CPA
equal to your target across all ad groups.
Target ROAS Automatically finds optimal CPC bids using the conversion values
you set up to get more revenue at the target return-on-ad-spend
you set up.
Maximize Conversions Automatically finds the optimal CPC bids to pull in the most
conversions within your daily budget.
Enhanced CPC Raises or lowers max CPC bids based on likelihood of conversion
using all signals but you must set up preliminary bids and adjust
device bid modifiers.
Smart Bidding: Conversion Focused Bid Strategies
79. Target CPA Automatically finds optimal CPC bids to achieve an average CPA
equal to your target across all ad groups.
Target ROAS Automatically finds optimal CPC bids using the conversion values
you set up to get more revenue at the target return-on-ad-spend
you set up.
Maximize Conversions Automatically finds the optimal CPC bids to pull in the most
conversions within your daily budget.
Enhanced CPC Raises or lowers max CPC bids based on likelihood of conversion
using all signals but you must set up preliminary bids and adjust
device bid modifiers.
Smart Bidding: Conversion Focused Bid Strategies
81. Target CPA Automatically finds optimal CPC bids to achieve an average CPA
equal to your target across all ad groups.
Target ROAS Automatically finds optimal CPC bids using the conversion values
you set up to get more revenue at the target return-on-ad-spend
you set up.
Maximize Conversions Automatically finds the optimal CPC bids to pull in the most
conversions within your daily budget.
Enhanced CPC Raises or lowers max CPC bids based on likelihood of conversion
using all signals but you must set up preliminary bids and adjust
device bid modifiers.
Smart Bidding: Conversion Focused Bid Strategies
83. You still maintain some control:
● You set preliminary max CPC
bids
● You can control device bid
modifiers
You benefit from insights from
additional contextual signals
(browser, operating system, network
partner etc.)
You do not have to worry about
combined bid adjustments
Branded campaigns should not use
eCPC
Google doesn’t have a cap on how
much higher or lower they can
adjust your preliminary max CPC
bid*
*WordStream has not observed an
individual bid that has increased
more than 40%...yet :)
Let’s Stay Fair & Balanced
Pros Cons
86. Odd Numbered Lists Make
Me Sad
Brains allegedly can process odd
numbers better than even
numbers but I think this is FAKE
NEWS
I had 4 things to share today, not
3 and didn’t want to deprive you
We shouldn’t put caps on our
creativity
88. 1
2
3
4
5
Takeaways
Do not keyword stuff! Think lexical diversity!
When it comes to ad groups, think single-minded,
not single keywords
Give mobile a little gas & do not optimize for short
attention spans
Try Enhanced CPC, run a test!
Use whatever numbers you like in your titles!