Campaign-Level Match Type Segmentation FTW! By Susan Waldes
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Transcript of 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
#SMX #22B @suzyvirtual
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/
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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
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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
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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
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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
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Require Different Optimizations
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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
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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
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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
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Time Saver 1 (Ease of Negative Additions on Broad Match)
Filter your search term reporting and add negatives quickly directly in UI
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Time Saver 2 (Ease of Keyword Expansion on Broad Match)
Add Additional Keywords quickly right in UI
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Segmentation FTW! Save Time Get True Actionable Reporting on VIKs
(very important keywords) Better Bidding
Be Awesome, Segment by Match Type, win SEM & life
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THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CAMARCH 1-3, 2016