How to create an air-tight account structure in Google AdWords through the use of single keyword ad groups (SKAGs) and rigorous query-level analysis. As presented at SEMpdx in February 2013.

1. Iron-Clad Google
AdWords Campaigns
David Rodnitzky

2. Executive Summary
 Improper keyword selection and match type
costs advertisers millions annually
 Account structure mistakes also results in
unnecessary cost
 The Alpha-Beta process and structure will help
you identify and optimize winners and exclude
losers = more profit!
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3. Keywords vs. Queries

4. Keywords vs. Queries – A Crucial Distinction
 A keyword is a word or a phrase that a
marketer buys on Google
 A query is a word or phrase that a user types
into Google
 Google matches keywords to relevant queries
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5. Keywords vs. Queries - A Crucial Distinction
Keyword
Queries
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6. A Quick Way to Measure Query Quality
 The Lin-Rodnitzky Ratio (L-R Ratio) is the ratio of total
query CPA divided by converting query CPA
 Use the “Filter” functionality to find all queries with at
least one conversion
 Divide the total CPA by the filtered CPA to get your
score
 A good score is generally between 1.5 to 2.0
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7. Important Point #1
Google will match your
keywords to a lot of
irrelevant queries if you
give them the latitude
to do so.
This results in profit to
Google and cost to
you!
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8. Match Type

9. Match Type – Broad Match
Match type allows marketers to control how
aggressively Google matches keywords to queries
 Broad Match: Dragon Tattoo Poster
 Dragon Picture
 Tattoo You
 Fantasy Island
 Broad match gives Google almost total discretion
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10. Match Type – Broad Match Modified
Match type allows marketers to control how
aggressively Google matches keywords to queries
 Broad Match Modified: +Dragon +Tattoo
+Poster
 Used Poster of Dragon and Tattoo
 Sell Dragon Tattoo Poster
 Broad match modified prevents synonyms
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11. Match Type – Phrase Match
Match type allows marketers to control how
aggressively Google matches keywords to queries
 Phrase Match: “Dragon Tattoo Poster”
 Buy Dragon Tattoo Poster
 Dragon Tattoo Poster in Spanish
 Phrase match requires a complete phrase
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12. Match Type – Exact Match
Match type allows marketers to control how
aggressively Google matches keywords to queries
 Exact Match: [Dragon Tattoo Poster]
 Dragon Tattoo Poster
 Exact match will only show the exact phrase
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13. Match Type – Negative Match
Match type allows marketers to control how
aggressively Google matches keywords to queries
 Negative Match: -Picture
 Dragon Tattoo Poster is Ugly
 Fantasy Island Tattoo Guy
 Negative Match excludes any word or phrase
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14. Important Point #2
We recommend using:
 Broad match modified to discover new and profitable
queries
 Exact match to isolate your top performing queries
and bid accordingly
 Negative match to exclude unprofitable queries
 Broad match and phrase match rarely, if at all
BUT WAIT – YOU NEED TO UNDERSTAND ACCOUNT
HIERARCHY FIRST!!!!
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15. Account Hierarchy

16. Basic Account Hierarchy
Account = Billing, Time Zone, Login
Info
Campaign = Networks, Devices,
Geography, Day-Parting
Keywords, Ad Text
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17. When Account hierarchy & Queries Collide
When two or more
keywords in an
account match the
same query, Google
must choose which
keyword to enter the
auction
 Keyword #1: +Dragon
+Poster
 Keyword #2: +Dragon Which keyword will
Google choose?
+Tattoo
 Query: Dragon Tattoo
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Poster

18. Google’s Official Policy
Source: http://adwords.google.com/support/aw/bin/answer.py?
hl=en&answer=66292
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19. Google’s Actual Policy
We have observed
numerous occasions
where Google does not
follow its own policy for
matching keywords to
queries
Translation: to truly
control keyword to
query matching, you
need to create iron-clad
account structure
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20. Example of where it costs you money to have
Bad structure
 Exact match keyword with targeted ad copy and
landing page is bumped by broad match with
generic copy and LP
 Negative keyword you added to one campaign is
not included in another campaign – keyword gets
served
 Same keyword with same match type in different
campaigns but with different bids – most
expensive keyword shown
Account structure mistakes are sometimes caused by user error and
sometimes caused by Google algorithmic errors/decisions
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21. Important Point #3
Failure to carefully plan out
your account structure
will cost you profit – I
guarantee it
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22. Alpha Beta Structure

23. The 30,000 Foot View of Alpha Beta
 A Beta campaign is designed to quickly identify
profitable search queries and eliminate
unprofitable ones
 An Alpha campaign is designed to isolate
profitable queries into ad groups with targeted
ad text and landing pages
 The overall objective is to take 100% control of
your keywords and queries!
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24. Creating & Analyzing The Beta Campaign
Step One: Create the Beta
campaign “The Bait”
 All keywords should be on
broad match modified
(+broad +match +modified)
Step Two: Run raw search
query analysis on Beta
campaign
Step Three: Identify winning
queries and losing queries
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25. Creating the Alpha Campaign, Refining the Beta
Step Four: Create an Alpha
campaign. Move winning queries
into SKAGs in the Alpha
 SKAGs = Single Keyword Ad
Groups
 Put all Alpha queries on Exact
Match
 Create targeted ad text and
landing pages for each SKAG
Step Five: Add all losing queries to
the Beta campaign as Negative
Exact Match
25  -[free dragon tattoo poster]

26. The Air-Tight Account Secret
Step Six: Add all Alpha queries to
your Beta campaign as Exact
Match Negatives!
 This prevents Google from
matching a bait keywords to
your profitable Alpha query
 You control bid, ad text, and
landing page for winners!
Step Seven: Continue to identify
winners and losers in the Beta
campaign. Move winners into
the Alpha
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27. L-R Score – Before & After Alpha-Beta Structure
Before: 1.4 (June 2011)
After: 1.84 (August 2011)
Before: 2.93 (November 2010)
After: 2.11 (March 2011)
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28. A Virtuous Cycle
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29. Summary
 Queries are the lifeblood of AdWords
campaigns, not keywords
 Match type is a limiter on Google’s discretion to
expand your spend
 Beta campaigns use broad match modified to
test Google’s algo; Alpha campaigns use exact
match to lock-in profit
 Use the Lin-Rodnitzky Ratio to measure account
health
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30. Thank You!
david@ppcassociates.com
www.ppcassociates.com
@rodnitzky