Advanced Twitter Tools To Better Manage Your Account: Twitter 102
Get Better Results Through Account Structure
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Transcript of Get Better Results Through Account Structure
#SMX #XXA @Justin_FreidIncrease Quality Score, Get Better Results
Get Better Results Through Account
Structure
#SMX #XXA @Justin_Freid
Why Does Relevance Matter?
You Can Control This
You Can Control This
You Can Kind Of Control This
#SMX #XXA @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 #XXA @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 #XXA @Justin_Freid
What I’d Like To See
Keywords: Diabetes medicationMedications for diabetesDiabetes medsMeds for diabetes
Ad Text:
#SMX #XXA @Justin_Freid
Negatives Negative
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egativ es
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ExactPhrase
BROAD/BMM
#SMX #XXA @Justin_Freid
Utilize Ad Group Level Negatives To Dictate What Queries Match To Each Keyword
#SMX #XXA @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 #XXA @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 #XXA @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 #XXA @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 #XXA @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 #XXA @Justin_FreidLEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX