#SMX ##23B @Justin_FreidIncrease Quality Score, Get Better Results

Get Better Results Through Account

Structure

#SMX ##23B @Justin_Freid

Searchers Are Looking For Answers

Don’t Make It Difficult

#SMX ##23B @Justin_Freid

Get Them To Their Answer As Efficiently As Possible

#SMX ##23B @Justin_Freid

B

A

#SMX ##23B @Justin_Freid

There Are Only A Few Things You Can Control

#SMX ##23B @Justin_Freid

Why Does Relevance Matter?

You Can Control This

You Can Control This

You Can Kind Of Control This

#SMX ##23B @Justin_Freid

Search Query Ad Text Landing PageTarget Keyword

Aa

#SMX ##23B @Justin_Freid

Control The User Experience

#SMX ##23B @Justin_Freid

Your campaigns must be set up and managed to account for two primary audiences– The searcher– The engine

Two Audiences, One Search Query

#SMX ##23B @Justin_Freid

Ad Group = Group Of Ads

Ad Group ≠ Group Of Keywords

#SMX ##23B @Justin_Freid

Want To Know What Drives Me Crazy?

Keywords: Diabetes treatmentDiabetes medicationMeds for diabetesHow to get diabetesInfo on diabetesDiabetes dietingManagement of diabetesDiabetes insulinDiabetes doctors

Ad Text:

#SMX ##23B @Justin_Freid

What I’d Like To See

Keywords: Diabetes medicationMedications for diabetesDiabetes medsMeds for diabetes

Ad Text:

#SMX ##23B @Justin_Freid

Negatives Negative

s

Neg

ativ

es

Negatives

Negative

s

Negatives

Negatives

Negatives Negativ

es

Negatives N

egativesNegative

s

Negatives

Negatives

Neg

ativ

es

Neg

ativ

es

Negatives

Negatives N

egatives

Neg

ativ

es

Negatives

Negatives

NegativesNegatives

NegativesN

egativ es

Negatives

Negatives

ExactPhrase

BROAD/BMM

#SMX ##23B @Justin_Freid

Utilize Ad Group Level Negatives To Dictate What Queries Match To Each Keyword

#SMX ##23B @Justin_Freid

By leveraging a granular structure and proper naming conventions, back end performance can be easily analyzed- Pull campaign and ad group naming

conventions directly into your analytics platform

- Example Ad Group Naming Conventions- Unbr – Treatment Options – Exact- Br – Brand Dosing - Phrase

Proper Naming Conventions = Better Measurement

#SMX ##23B @Justin_Freid

- Broad Match and BMM (and even phrase) aggregate data cross a wide arrange of queries

- Leverage Exact to ensure you are spending money in the right places

Broad Match Skews Data

#SMX ##23B @Justin_Freid

- 63% increase in traffic- CTR rose from 1.38% to 2.37%- CPC decreased from $4.33 to $2.64

Results Don’t Lie

Nov'15 Dec'15 Jan'16 Feb'16 Mar'16 Apr'160

1,000

2,000

3,000

4,000

$ 0.00

$ 1.00

$ 2.00

$ 3.00

$ 4.00

$ 5.00

$ 6.00

2,1992,380

2,197

3,459 3,627 3,726

$ 4.48 $ 4.36 $ 4.17

$ 2.60 $ 2.72 $ 2.59

Clicks & CPC

Clicks CPC

Click

s

CPC

Nov'15 Dec'15 Jan'16 Feb'16 Mar'16 Apr'160

50,000

100,000

150,000

200,000

0.00%

0.70%

1.40%

2.10%

2.80%165,983

176,884

149,871159,141

146,267 151,354

1.32% 1.35% 1.47%

2.17%

2.48% 2.46%

Impressions & CTR

Impr CTR

Impr

CTR

#SMX ##23B @Justin_Freid

Across 46 accounts, post refresh, CMI was able to generate the following results: – 23% increase in traffic at identical

budget levels– $1.28 average decrease in CPC– Average increase in QS of 1.3– Average increase in position of 1.1

Aggregated Account Refresh Results

Baseline Refresh -

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

$3.30

$3.40

$3.50

$3.60

$3.70

$3.80

$3.90

$4.00 Average Monthly Clicks & CPC

Avg. Monthly ClicksCPC

Clic

ks

CPC

Individual Account Results: – 300% increase in traffic– 139% increase in CTR– 9.2% decrease in CPC– 22% decrease in CPA while increasing total

conversions by 40%

#SMX ##23B @Justin_Freid

1. Increase relevance from query keywordad textlanding page

2. Utilize proper naming conventions for easy analysis

3. Limit use of Broad/BMM

4. Utilize ad group level negatives

5. If the keyword does not match the ad, start a new ad group

#SMX ##23B @Justin_FreidLEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX