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Archive for ‘Keyword Management’

Top 6 Items to Check Off Your Back To School List

By July 18th, 2016

What’s the saying? There is no rest for the weary? Just when it feels like summer’s just begun, it’s already time to switch up your marketing campaigns for back-to-school shoppers.

According to Google Trends, interest in “Back to school” is on the rise since early June. But summer isn’t over yet, which makes this the perfect time to take advantage of this level of interest before we hit peak season.

Here are the top 6 things to make sure you check off your list to ensure you’re prepared for this year’s back-to-school season:

Understand your competition.

Don’t be so quick to start changing bids. A little research on your competitors goes a long way. Identify the gaps and move quickly on those opportunities. Look for top and direct competitor ads, and don’t forget online tools that can assist in finding out what competitors are doing with keyword bids. We recommend arming yourself with competitive information now so that your account is prepared for the next big retail shopping season.

Target back-to-school focused search queries.

Most back-to-school shoppers include parents and college students—as they prepare for back to school, they’re also searching online for deals. Marketers can benefit from this by creating campaigns that are focused specifically on back-to-school keywords and deal searches. Some examples of this are:

  • back to school supplies
  • back to school sales
  • cheap school supplies

Be sure to give these campaigns a healthy budget, plus either an end date or a scheduled pause to ensure they don’t continue to run post-season.

Create relevant, compelling ad copy and landing pages.

Parents and college students are often price conscious, but also want the products they purchase to last. Also, shoppers are often looking for sales to save money. Marketers should focus their ad copy around these consumer needs to incentivize shoppers to click their ads.

If a consumer doesn’t see a phrase that indicates there may be a good deal on the landing page that comes after their click, they may select a competitor instead. Helpful phrases include the obvious “back to school,” but also things like:

  • sale
  • clearance
  • an additional X% off
  • durable
  • lasting
  • all school year long

And more. We suggest using discount-focused terms for smaller ticket items like colored pencils, and durability-focused terms for larger ticket items like backpacks and athletic shoes.

Put together a bidding strategy

Make sure your strategy is informed by previous years’ data and this year’s goals. This also goes in line with understanding your competition, as we mentioned earlier. Take note of when the cost-per-click in your campaigns rose last year, and by how much, and adjust bids accordingly to ensure you’re pacing well with market demands throughout the season.

Don’t forget to include your shopping campaigns in your bidding strategy planning as well, especially for larger ticket items. Many consumers do a lot of research on items such as backpacks prior to making a decision, and may choose to purchase these items online in order to get exactly what they want.

Stay top of mind using retargeting.

Retargeting is another area where you may be able to better keep the attention of consumers who do a lot of price comparison shopping before making a purchase. Create a separate retargeting campaign specific to, again, higher-dollar items such as backpacks and athletic shoes, targeting users for several days after viewing your product.

When creating these retargeting ads, we recommend showing the products viewed previously in the ad, and potentially offering a coupon code to incentivize the consumer to purchase this product from your business specifically.

Remember mobile!

Parent and student purchase decisions are heavily influenced by mobile. According to Google, in 2014 over 40% of back-to-school searches were done via mobile devices. These searches are typically performed on the go by busy parents and students trying to get back-to-school shopping done in between all the other things they need to do.

What are these roving shoppers doing? They’re performing price comparisons, checking product availability, and searching for the closest store to their current location to sneak in a quick trip and check items off their list. You can capitalize on this by using location extensions and prominently displaying inventory availability for products at nearby stores on their easy-to-navigate mobile site.

If you’re strapped for time and can’t roll out a new back-to-school strategy, keep this checklist on hand, since these best practices are also applicable during the holiday shopping season. Want to learn more? Join the Center of Excellence for our back-to-school webinar on Thursday, July 21st!

Get Your Creative Ready for Google’s Expanded Text Ads

By May 31st, 2016

This is a guest post from Sarah Burns, Content Manager
at Boost Media.

By now, you’ve heard about Google’s Expanded Text Ads. This is big news for search engine marketers. Initial Google reports cite click-through rate increases of up to 20% for some advertisers. With more than nine billion ads impacted by Google’s change, a massive amount of copywriting is required to adapt.

All advertisers will have to react quickly, and spend more marketing dollars to adjust and profit—or else miss out on a huge opportunity. What can you do now?

Start planning early

Advertisers who move fast and adapt to the new format stand to benefit in two ways:

  • Leveraging the additional creative real estate allows you to weave in new messages as you communicate to your customers, resulting in more clicks and purchases.
  • Ads in the new format will look more aesthetically appealing, compared to the older ads that advertisers who don’t switch over will have to settle for.

Don’t rely on the traditional methods

The new format allows for an extra headline with more characters, a longer description line, and a customizable URL. Don’t waste the extra space by employing Excel spreadsheets or ad templates to update ads. The traditional methods won’t work for a seminal shift of this scope.

Mashing description lines one and two together will leave you with a confusing and disparate message. Most advertisers write the two lines of text as separate ideas, and when they’re pushed together, they don’t flow as a logical and cohesive message.

Where to go from here

Advertisers need a solution that makes it possible to write and rewrite ads in the new format with speed, quality, and scale. Through an exclusive partnership with Boost Media, Marin Software has an automated tool that can rewrite your ads to be ETA-compatible. If you’d like to get up and running on ETA ads today, you can get started here.

 

About the Author

sarahSarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.

About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.

Google’s Expanded Text Ads – Things to Know and What to Do Now

By May 24th, 2016

Google has made a historic change to its creative format with the introduction of a mobile optimized format called “Expanded Text Ads” (ETA). In this post, we provide information to help you understand what’s changing, why it’s a positive thing, and how to automatically make your existing ads ETA-compatible. (Pro tip: Skip to the end of this article if that last point is what you’re after.)

What Are Expanded Text Ads?

Expanded Text Ads are a mobile-optimized ad-format designed to maximize an advertiser’s performance in mobile search results. This is accomplished by providing the advertiser significantly more ad copy to highlight their product or service. Expanded Text Ads also apply to desktop search results.

This change is a big deal because it’s a fundamental shift away from the legacy AdWords text ad format that’s existed for well over a decade. As such, this change will require every AdWords advertiser to rewrite their ads to be ETA-compatible. To learn how to automatically do this, skip ahead to the end of this post.

What’s Changing, Exactly?

Advertisers now have two headlines instead of one, and these headlines are joined with a hyphen. The good news – this copy expansion allows ads to occupy 50% more space on the search results page. Early results indicate that this increased presence improves CTR, which makes sense when you compare the old format (left) to the new format (right):

ETAs

Here are the nitty-gritty details:

  • Headline 1 and headline 2 are 30 characters each. This is a 240% increase over legacy text ads, which historically had just one headline and a 25-character maximum.
  • For the description line, the character count is also increasing. Instead of two 35-character description lines, there’s just one that’s 80 characters.
  • The display URL will now be automatically extracted from your destination URL. You can set up to two path fields like “golf” and “shoes” (e.g., www.powpowsports.com/golf/shoes).

As marketers, we’re excited by all of these updates, and think that the addition of a new headline is only going to help performance, especially in a mobile world.

A Positive Change, for Multiple Reasons

Why is this change a net-positive for advertisers?

  • You gain a new, second headline.
  • More characters for longer messaging increase the odds of connecting with your target audience.
  • We’re seeing better overall performance in our early results.

Why is Google Making This Change?

A couple of obvious questions are: Why is Google making this change? And why now?

The short answer: Consumers have shifted to mobile as their primary method of accessing the Internet. And, advertising dollars are following in rapid succession. eMarketer estimates that in 2016, over 60% of all digital advertising spend will go to mobile. It’s also expected that mobile will continue to gobble up market share through 2020.

Google is staying ahead of this trend by shifting to mobile-optimized ads, which is consistent with the elimination of right-hand ads back in February. In the next 12-24 months, we should see more mobile-centric changes from all major publishers, as they train their attention on perfecting mobile monetization.

How Can I Automatically Make My Ads ETA-Compatible?

Through an exclusive partnership with Boost Media, Marin Software has an automated tool that can rewrite your ads to be ETA-compatible. If you’d like to get up and running on ETA ads today, you can get started here.

Stay tuned for more details, insights, and data as we continue to report on Expanded Text Ads.

Google’s New Ad Layout: Where Are We Now?

By May 16th, 2016

A few months ago, Google veered course from how it’s historically served desktop ads. Right-hand ads were removed, while a fourth ad slot was added above the organic search results. This change aligned mobile and desktop search results, and is regarded as Google’s acknowledgement that mobile search — not desktop — is key to the company’s continued growth and success.

Google’s Initial Response

Last month, Google’s new CEO, Sundar Pichai, penned Google’s annual Founders Letter. His opening two paragraphs reinforce the importance of mobile to Google’s mission:

“When Larry and Sergey founded Google in 1998, there were about 300 million people online. By and large, they were sitting in a chair, logging on to a desktop machine, typing searches on a big keyboard connected to a big, bulky monitor. Today, that number is around 3 billion people, many of them searching for information on tiny devices they carry with them wherever they go.

In many ways, the founding mission of Google back in ’98 — ‘to organize the world’s information and make it universally accessible and useful’ — is even truer and more important to tackle today, in a world where people look to their devices to help organize their day, get them from one place to another, and keep in touch. The mobile phone really has become the remote control for our daily lives, and we’re communicating, consuming, educating, and entertaining ourselves, on our phones, in ways unimaginable just a few years ago.”

For a visual representation of this shift, Andressen Horowitz put together this great chart:

Horowitz Chart

Our Initial Reactions

When news of Google’s ad format change broke in mid-February, we offered our first reactions in a post titled, “Google’s New Ad Layout: Pros, Cons, Ins, Outs.” Our hypothesis used basic economic principles to argue that with tightened supply and constant demand, the average CPC could increase for some advertisers.

Secondly, we predicted that with fewer distractions (e.g., right-hand rail ads), advertisers with a strong product-market fit —typically in positions 1 through 3 —would have an easier time connecting with current and future customers.

What Does the Data Say About Google’s Ad Layout?

Now that some time has passed, we decided to take a look at our dataset — the Marin Global Online Advertising Index — to confirm or reject our early predictions. For this blog post, we compared performance immediately before, and immediately after, the changes went into effect.

The results were interesting. We’ll start by laying out the findings and then provide some closing thoughts.

Positions 1-3 saw little change in competition, as CPCs on these top positions declined marginally for the period. The slight dip in CPCs may be attributable to the increase in consumer propensity to click on these top positions without the distraction of ads on the right rail. This is consistent with our prediction that fewer distractions would yield better brand engagement.

Meanwhile, click-through rates (CTR) for positions 1 and 2 were largely flat, while CTR for 3 and 4 increased by +10% and +13%, respectively. Movements in positions 5 and 6 were particularly noteworthy. Position 5 had significant increases in CTR +10% and CPC +6%, while position 6 had material declines in CTR -20%, yet CPC increased marginally.

An Analysis of Our Predictions

So, how did our predictions stack up?

We were delighted to see economic theory in action (and our hypothesis confirmed) with observed CPCs increasing on tightened supply, and the revised layout of prime real estate favoring established brands.

In this new frontier, positions 4 to 5 appear to be the proving ground for new market entrants. Our secondary hypothesis — that less distraction would increase advertisers’ ability to connect with their (potential) customers — played out by the significantly higher engagement rate on top ad slots.

Other useful takeaways from this analysis pertain to advertisers fighting for position in the lower ad slots. In particular, position 6 appears to be a questionable strategy given the significantly lower engagement rate, while position 4 and position 5 are clearly the most competitive positions for advertisers who don’t have the quality score or brand recognition to lock in the top positions.

The Bottom Line

These results provide a teaser of things to come. As mentioned, we’re looking at two small datasets to give you a quick pulse on the immediate before and after results. Check back for future follow-up posts, as we dig deeper into the Marin Software Online Advertising Index to understand the more nuanced effects of Google’s ad format change on particular industries and geographies.

5 Ways to Optimize Your Dynamic Search

By March 8th, 2016

This is a guest post from Dionte Pounds, Account Manager at
3Q Digital.

When you sign up to be a search account manager, you’re making the decision to test yourself to find new strategies for account growth. Whenever identifying growth opportunities becomes challenging, a strategy I rely on is launching Dynamic Search campaigns.

If you’re unfamiliar – Dynamic Search Ads match your ads to search queries based on the content of your website. This removes the need to manage lists of keywords or landing pages. AdWords automatically generates a headline most appropriate to the search query and sends traffic to relevant landing pages.

The benefits can be huge. Dynamic Search helps managers of mature and new accounts find new, profitable long tail keywords or new high volume terms.

The setup for this campaign type is simple, but it can really take some time to set up your dynamic targets to give you the optimum performance you’re looking for. To speed up the process, here are five optimization strategies to cut down on the trial and error and start things off on a high note.

1. Segmentation

Proper segmentation is critical to getting the best possible performance from Dynamic Search. When creating a new ad group in a Dynamic Search campaign, you have three options for how to define targets. The least appealing option is to target the entire website. This is less than ideal because of the lack of control you have over where traffic is sent and what search queries the campaign picks up.

Dynamic_Targets

For example, if you run a luxury jewelry website, it makes sense for visitors to go to a page where they can view products and start the sales process. Sending them to a part of the website where traffic can’t start a sale, like the website’s blog, isn’t as ideal. Poor targeting can result in a high bounce rate and wasted ad spend.

I recommend targeting specific topics or webpages instead. By doing this, you narrow the type of search queries that can be matched to your website targets, resulting in more qualified traffic and less wasted spend.

2. Website Coverage

When starting a campaign from scratch or adding in a new Dynamic Search target, pay attention to the target’s estimated website coverage. Simply put, website coverage is the percentage of a website covered by an individual target.

If you’re having a problem with your Dynamic Search campaign not generating high traffic volume, the problem could be that you have too small of a target. Try expanding and see if that opens things up. Or if the opposite is true, switch to a target with a smaller website coverage to cut down on the junk clicks.

3. Exclusion Targets

Dynamic targets can be excluded from your campaign to prevent traffic from reaching pages you don’t want to be used for ads. Much like the different targeting options available, dynamic exclusions gives you control over when Dynamic Search ads appear and where they send traffic.

Exclusion_Targets

Exclusions can be made at the campaign or the ad group level. When creating dynamic targets, try applying existing targets as exclusions for other dynamic targets. Sticking with the luxury jewelry website, let’s say you have a target set up for watches, but you want to create another target for Rolex watches in particular.

After creating the new Rolex target, exclude that from the larger, general watch target. Proper segmenting and exclusions should work to create a structured Dynamic Search campaign where there is little, if any, overlap between targets.

4. Negative Keywords

If you aren’t using negative keywords in either a shared list or attached to your Dynamic Search campaign, you need to take action immediately. Negative keywords should be applied just like any other search campaign.

Depending on the dynamic targets, you could make the argument that negative keywords are more crucial for Dynamic Search campaigns because queries are matched to website content and not keywords. When first launching, check your search queries report frequently to make sure you’re not burning budget on irrelevant queries.

Negative_Keyword

5. Remarketing Lists

Like any other search campaign, remarketing lists can be attached to your dynamic search campaign with the option to just bid on these audiences or to target and bid. This is useful if you have a remarketing audience specifically interested in a dynamic target.

Let’s go back to our luxury jewelry example from earlier and imagine we have an audience of people that have previously purchased a Rolex watch. We can attach that Rolex audience to our Rolex dynamic target with a positive bid modifier to raise bids when members of this audience search Google for products we have in our inventory. This modifier will allow us to bid up, obtain better ad position, and ultimately put us in a better place to make a sale.

When applying remarketing lists, it’s important to remember the difference between settings. Bid Only allows you to apply a bid modifier only when members of our audience enter a query. It has no effect on bids for people not in the audience. Target and Bid finds members of that audience only. Non-audience member search queries will not be matched to your targets.

Dynamic Search campaigns have the ability to really blow the doors off performance by finding new, profitable search queries that you otherwise may have missed. But it’s important to regularly update and tweak targets and exclusions to get the most out of performance.

Also, don’t be afraid to step outside the box with your segmentation and test new things out. No matter the size or maturity of the account, Dynamic Search is an effective strategy that should bring success to whoever uses it.

4 Spring Cleaning Tips for a Spotless Annual Account Audit

By March 3rd, 2016

With spring rapidly approaching, this is a great time for search marketers to start preparing for an annual account audit. What are some of the top areas of focus for spring cleaning your account? Marin’s Center of Excellence has created a process for identifying key ways accounts can be improved through structural and performance-based changes.

Step 1: Identify pain points in the account to narrow
your focus

Before you dive into cleaning up your account, identify the main areas where you’d like to focus your time. Chances are you don’t have a lot of bandwidth to dedicate to anything but day to day management tasks — so to save time, start by asking yourself some questions to help narrow the focus of your audit and cleanup.

Some of these questions might include:

  • Where does the account fall short of meeting its goals?
  • Does the account have unutilized objects (things like past promotional creatives)?
  • Do you regularly perform A/B tests?
  • Have you had issues with revenue attribution?

Step 2: Perform an audit

The second step is to perform an audit of your account. You should focus your time on two major areas of opportunity: account structure and performance.

Tip: When performing the account audit, pull data in a format that allows you to make bulk changes. This way, once you’ve identified issues, you can easily take action and save time.

First, take a look at your account structure to make sure it follows search marketing best practices. This’ll make your account easier to navigate and ease day to day management. Second, analyze your account for performance issues that require action. The Center of Excellence recommends looking for the following:

Account Structure

  • Duplicate keywords
  • Conflicting negatives
  • Past promotional creatives
  • Missing active keywords/creatives
  • Misspelled creatives
  • Campaign setting alignment
  • URL tracking issues

Performance

  • Underperforming objects
  • Optimal use of negative keywords
  • Quality Score analysis
    • Landing page content
    • Keywords
    • Ad copy

Step 3: Implement changes

The third step is to take corrective action based on insights you discover during the audit.

Be sure to keep track of any changes you make and a record of the audit — this is essential, since it’ll allow you to effectively measure future performance.

Step 4: Measure

Use your record of changes to measure the impact of your spring cleaning efforts. Compile this information into a visual representation of the improvements to share with your colleagues or clients.

If you’re a Marin customer interested in partnering with the Center of Excellence on an account audit, contact your account representative, who’ll connect you with a Center of Excellence consultant today! Or, if you’re new to Marin, request a demo.

Google’s New Ad Layout: Pros, Cons, Ins, and Outs

By February 23rd, 2016

When homebuyers bemoan the high prices commanded by desirable locations, real estate agents often reply, “location, location, location!” With Google’s recent confirmation that they’ll be serving fewer ads per desktop search result, we expect search marketers to become more acutely aware of “location, location, location.”

More Predictions

Less inventory and constant demand could create an uptick in average CPCs for high demand queries (if you’re curious about locking in top ad spots, check out PositionLock).

While this update (and our prediction) may be distressing for some advertisers, we anticipate this change will be net-positive for the industry.

From a user perspective, “less is more.” As we’ve observed with Google mobile ads, which this update emulates, a clean user experience free of distraction creates high click-through rates for top position ads.

Furthermore, if higher CPCs do come to pass, it could stomp out competitors bidding in auctions where they’ve historically had weak product-market fit. With fewer distractions, we expect advertisers will have an easier time connecting with current and future customers.  We’ll be keeping a watchful eye on the performance and user experience.  

Shopping Ads

We anticipate this update to be the most meaningful for ecommerce advertisers. Since Product Listing Ads (PLAs) are exempt from the right-rail exclusion, retail advertisers will be the only tenants on this coveted real estate which moves PLAs into Park Place territory.

If you’re an ecommerce advertiser, it’s paramount that your feed be optimized and that your bids are on target (if you need help, check out Marin Shopping). As both users and marketers on Google, we’re excited for this change – we’re happy to speak with any marketers seeking bidding, PLA, or general best practice advice.

How to Optimize Impression Share to Increase Brand Awareness

By February 16th, 2016

Impression share (IS) is one of the most misunderstood data points used in search. Metrics used to maximize revenue or conversion volume are pretty straightforward to understand, since the numbers speak for themselves.

You should periodically revisit the question, “What metrics should I maximize to increase brand awareness on my search campaigns?”

What’s IS, Anyway?

You can be forgiven for thinking that the most important metric to increase brand awareness is IS. In theory, the higher the IS, the more times your ads are served, potentially providing greater exposure.

In fact, IS is simply a measurement of how frequently your keywords appear in auctions for which they’re eligible. It’s easier to achieve a high IS when you target smaller audiences with little competition. The larger your target audience, the greater the competition, making it harder to achieve the desired 100% IS.

The IS Formula

IS is calculated by dividing served impressions by the estimated number of impressions that you’re eligible to receive. Google uses several factors to calculate which keywords should win an auction:

  • Targeting settings
  • Approval status
  • Bids
  • Daily budgets
  • Quality Score

Increasing IS doesn’t always mean you’ll increase the amount of people who’ll see and interact with your brand. It should be used to monitor the frequency of your keywords appearing in auctions for which they’re eligible. It’s a brilliant metric for identifying keywords that aren’t performing as well as they could.

If your keywords are eligible to receive the maximum impressions targeting your specified audience, a 100% IS means you’ve reached this limit. However, this can come at a cost, overinflating daily budgets. Achieving a 100% IS means your keywords will be entered into all eligible auctions regardless of the cost.

Optimize to Improve Clicks and Impressions

Optimizing a campaign for clicks disregarding IS can improve both the click and impression volumes while maintaining or reducing spend. This method involves bidding down on keywords with low-click volume that have high CPCs while increasing bids for keywords with high-click volume and low CPCs.

ClickVolume

It’s important to understand the relationship between aggregate IS and impression volume. Aggregate IS is weighted impressions, so there could be a scenario where there’s lower aggregate IS but higher impression volume. However, click volume, impression volume, and aggregate IS tend to be positively correlated, so maximizing clicks should be a sound strategy in most cases.

How are you using IS? Are you using it to monitor brand awareness, share of voice, or impression frequency? Whatever your optimization objective, it’s important to use the correct KPIs to monitor performance.

3 Simple Tips for Restructuring SEM Accounts

By January 12th, 2016

This is a guest post from Dionte Pounds, Account Manager at
3Q Digital.

At some point, an SEM account manager will have to restructure part of or all of a search account. There are several reasons why this sometimes frustrating and exhausting exercise must be completed. Most commonly, it’s related to subpar account performance and the metrics that suffer as a result. Other times, it has to do with poor account organization.

A great example is when the same keywords are being housed in multiple campaigns, which target the same geographic locations. It’s also not unheard of for an account manager to restructure an inherited account because the current structure is a poor fit for his or her managerial style. No matter what the reason, there are steps you can take to make the restructuring process simple.

Before jumping in, make sure you’ve exhausted all other options for improvement. There’s no need to put a ton of extra work on your plate if you don’t have to!

1. Identify Why a Restructure Is Needed

First, take a step back and examine the issue. Why do you need to restructure the account? Chances are, if you’re thinking of a restructure, you’ve already identified the issue. But if you haven’t, really take some extra time to examine the current setup. Ask yourself a few questions:

  • Are there keywords you can pause to improve performance?
  • Can you change some bids?
  • Can you add some new campaigns to plug the gaps?

Again, don’t create a ton of work if you can avoid it. If you choose to continue down this road, make note of why this current structure didn’t work and do not repeat the mistake!

2. Identify What Worked

Not everything can be bad! Even in the most bloated of accounts, there are successful components that can be salvaged and used another day. Dig in and find those highly relevant, high volume keywords and use them as your foundation. Continue to use the same landing pages if that’s worked well for you.

Make note of the best performing geographic targets and include those targets in your new campaigns. Use anything and everything to your advantage to make the new campaigns successful.

3. Slowly Phase Out

If your old campaigns are already paused, then congratulations! You can skip over this step. If your old campaigns are still active, you’ll need to slowly phase out those legacy campaigns.

An abrupt switch will be a traffic killer and cause a massive conversion volume loss in the process. Instead, launch the new campaigns, slowly drop legacy bids, and increase the new bids. This allows for those new terms to gain some traction while the legacy terms still bring in some volume. Once you’re satisfied with the volume the new campaigns are getting, pause out the old ones.

Restructures can be daunting, but if you realize where the key issues are in the current structure and strategically plan out how to correct those issues, the process becomes much less complicated.

In sum:

  • Take some time to figure out why you need to restructure.
  • Identify what worked in the old structure and apply that to the new campaigns.
  • Slowly phase out those old campaigns and be sure your new campaigns don’t suffer from the same issues that plagued the last.

Finally, be confident. Have faith that you’re going to get things turned around in no time.

Why PPC Granularity Will Be Your Best Friend

By January 7th, 2016

This is a guest post from Johnathan Dane, Founder of KlientBoost.

Have you ever thought your Google advertising account should be performing better?

You may be following the advice of many that say that the more time you spend in your account, the better.

But what if it’s all backwards?

What if it only takes you 10 minutes a week to improve your Google advertising performance?

If your Google campaign performance hasn’t been improving month over month like the table below, then keep reading.

01-GoogleCampaignImprovement

It’s about to get interesting. Let’s get started.

Automatic Placement Extraction

If you’re running any type of display or remarketing campaign, you might find that your display ads are showing up on websites, apps, or even video overlays that aren’t performing well.

Overall though, you might be decently happy with your display performance, but always wondered if it could do better.

02-DisplayPerformance

Take a look at your Automatic placements under your Dimensions tab

To start the “performance pruning”, see which Automatic placements either have a cost per conversion that’s too high, or better yet, which placements are actually bringing in sales (not just conversions) by equipping your Google advertising Final URLs with ValueTrack parameters.

This will then help you get more conversion volume out of those specific placements when you extract and target them exclusively through a new campaign.

Search Term Extraction

Search term reports are such an important part of regular Google advertising maintenance that it’s not uncommon that some people do this more frequently than brushing their teeth.

When looking at your search term report, get as close as possible to making sure your search terms and keywords have no discrepancies between them.

In other words, your Added / Excluded column from your search term report should have the green “Added” label going down the list for as long as possible, just like this:

03-SearchTermExtraction

This gives you a much stronger control of what you’re paying for

When that happens, you can make your ads specific to not your keywords, but your search terms and see higher click-through-rates from your efforts.

Let’s say you look at your search term report and find your search terms and keywords don’t match. The first thing you should do is extract your search terms with the most impressions and create what are called Single Keyword Ad Groups (SKAGs).

Just like the name implies, SKAGs are ad groups that only allow one keyword per ad group, that then have corresponding ads that are extremely specific to that keyword.

Time Lag and Attribution Reports

Did you know that the last keyword and/or ad clicked always gets to lionshare of conversion credit?

What if there were seven other touchpoints (impression and ad clicks) that happened before the final conversion? Wouldn’t you want to know what helped assist that conversion?

I know I would.

If you don’t care, there’s a good chance you’ll pause keywords and placements that don’t get the conversion credit. But, when you do, you’re strangling your account at the same time, without even knowing it.

Let’s take a look at your Google advertising attribution.

Inside your account, go to the top of your Google advertising interface and click Tools > Attribution.

Once you’re there, take a look at the Time Lag report on the left side. Here, you can see how long it takes people to convert from either first impression, first click, or last click.

04-ImpressionConversionDelay

Here’s a look at first impression conversion delay of 6.19 days

This will help you make your nurture and/or retargeting campaigns more of a priority to test.

Geographic Granularity

Are you a local, statewide, nationwide, or even an international advertiser?

No matter how big an area you’re targeting, every geographic hill, slope, mountain, and valley performs differently. The same thing goes for individual states and cities.

And, because you can’t target people who live on just a hill (yet), the next best thing is to understand the performance of each state or city that sees your ads.

05-GeographicGranularity

To see this report, go to your Dimensions tab, then View -> User locations

As you can see above, the state of New York may be costing more per conversion than others. So, you may want to add in negative bid modifiers at the state level, like this screenshot shows.

06-States

You can then drill even deeper and create new campaigns with state level campaign targeting, and give bid modifiers to individual cities within that specific state to get your closer to your cost per conversion goals.

You can take it even further and start utilizing city specific ad copy and landing pages with area code specific phone numbers, to appear more local to visitors and increase your conversion rates.

Device Targeting

As I’m sure you’re already aware of, Google advertising doesn’t allow you to separate devices in their own campaigns like they used to.

These days, you have to group desktop and tablets together in the same campaign. And while Google may say that both those devices perform similarly, there are thousands of Google advertising accounts out there that say something completely different.

Here’s the truth: Desktops and tablets will never perform the same way.

I’m not just speaking from a conversion rate standpoint, but also from a sales standpoint.

When Google told the world that devices don’t matter, but user context does, they certainly never thought of every single industry, but more so of a blanket band-aid that would apply to “most advertisers”.

Believe it or not, there are some workarounds you can use to get desktop, tablet, and mobile campaigns in their own campaigns and still target the search and/or display network.

But first, let’s look at how we find current device performance differences within your account.

07-PerformanceDifferences

Here’s how you find that info

First, go to Segment then Device in the dropdown.

08-SegmentDevice

This will expand your view with three extra rows

As you can see in the screenshot above, our mobile devices are giving us the lowest cost per conversion while tablets are sucking it up and being the most expensive.

Now let’s say for a minute that your tablet performance is just as good as your desktop performance (like Google says it is), but your mobile performance sucks.

You can quickly add in what’s called a negative bid modifier between 1 and 100%.

09-NegativeBidModifier

Go to Settings -> Devices and increase or decrease in the red square

If you never want to target mobile devices, then you can set a negative bid modifier of 100%.

Day of Week Targeting

Just like keywords, ads, and landing pages perform differently, so does Monday compared to Thursday, and Saturday compared to Wednesday.

Inside your Google advertising account, you can see this day of the week granularity in a snap. Just head over to Dimensions -> View: Day of the week.

10-DayOfWeek

In this case, Saturdays and Sundays are doing really well

Having these kinds of numbers doesn’t mean that you should stop advertising on Thursdays (because it has the highest cost per conversions). But, it could mean that you should start considering “day of the week” bid modifiers like we did for our devices earlier.

Some industries tend to be very predictable in their weekly trends. If your company falls into a category like that, then take advantage of the control you have and get more aggressive with your bids on great performing days, and taper back on the not so great-performing ones.

Time of Day Targeting

Just like we saw how your days perform differently during the week, so do your hours within the day.

11-TimeOfDay

And, just as we can create bid modifiers for 24-hour day targeting, we can also take advantage of the same thing with bidding blocks of hours within a certain day of the week, to break it down even further.

12-BiddingBlocks

In this screenshot, late mornings and afternoons tend to perform better than mornings

If you already have the data and insight that allow you to use this type of granular bidding, then definitely do so.

You might even find that Google or other bidding platforms are restricting how many bid modifications you can make on a daily basis. If that’s the case, I suggest you try using Brainlab’s 24 hour bidding script that allows you to take it one step further, and then some.

In Closing

Now before I let you go, please keep this in mind:

“With great control, comes great responsibility.”

Having access to all of this data is great, but only if you can be actionable with it to improve your performance.

I see time and time again that people spend countless hours trying to tweak and prune things with modifiers, rules, and even scripts that change bids depending on the weather.

While all of this is great, most of it becomes entirely obsolete as soon as you have a landing page test that improves your conversion rates by 50%. When that happens, all the things you’ve put into place need to be redone.

One thing that will always help you out, no matter your goals, is to extract and target things in a granular fashion that makes sense.

Use the dimensions tab and its reports to your advantage and keep on making progress :)

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