Campaign-Level Match Type Segmentation FTW! By Susan Waldes

#SMX #22B @suzyvirtual

Win at SEM & Life

Campaign-Level Match Type Segmentation FTW!Susan Waldes, President, Five Mill


Evolution of Alpha Beta

Alpha-beta, introduced in 2012 by David Rodnitzky was the first comprehensive segmented match type strategy.

http://3qdigital.com/alpha-beta-account-structure-guide/


Now More Like Alpha Omega

Introduction in the last 3 years of new campaign types, close variants, keyword-less search campaigns and

changes to the algorithm are driving a more fluid, comprehensive and complex environment


Continuum of Performance & Optimization

As we move from exact match only campaigns outward to keyword-less campaigns our structure and optimization tasks change.

PLA/DSA

Alpha+RLSA


All the MORE Reason to Segment by Match Type

Exact Match Only CampaignsTrue Positive Control

Other end of the spectrumNegative Control

• Precise performance data

• True A/B Tests• Reporting insights

• Incremental volume• Lower CPCs• Discovery engine

• Budget allocation

• Time Savings


Different Campaign “Types”

Each campaign “type” has its own set of set-up, optimization and management needs and processes

Search•Alpha: Exact•Beta: BMM/Phrase•Gamma: Broad•Brand•DSA•RLSA•PLA (Shopping)•Search App Install/Engagement•Call Only

Display•GDN•Remarketing•GSP•GDN App Install•Engagement•Video


Require Different Optimizations


Precise bidding (not “averages”) SKAG: Precise ad texts and landing pages (and segmented

testing of each) SKAG: Keyword (via ad group) level sitelink extensions/callouts Don’t need negatives (unless you negate for close variants, in

which case, you can cleanly do so) at the ad group level. Expected performance and budget allocation Auction insights reveal true direct competitors

Exact Match (Alpha) Campaigns


Control Example (reliable “query” reporting)

Impression share, call duration, google analytics metrics (bounce, avg pages) and others only go to keyword or ad group level


Works on averages Faster account management

Know where to look for negatives Use negative keyword lists (title them) Easy keyword expansion Aggregate ad and landing page tests

Discover new converting queries (via search term reporting)

Broad/Phrase/BMM Match (Beta/Gamma) Campaigns


Time Saver 1 (Ease of Negative Additions on Broad Match)

Filter your search term reporting and add negatives quickly directly in UI


Time Saver 2 (Ease of Keyword Expansion on Broad Match)

Add Additional Keywords quickly right in UI


Segmentation FTW! Save Time Get True Actionable Reporting on VIKs

(very important keywords) Better Bidding

Be Awesome, Segment by Match Type, win SEM & life


THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CAMARCH 1-3, 2016

Internet

Campaign-Level Match Type Segmentation FTW! By Susan Waldes