Posts Tagged expansion
The Broad Match Generator
Posted by Alan Mitchell in Techniques on May 20th, 2010
Google AdWords gives pay per click advertisers a wealth of tools to create, test and optimise highly-targeted pay per click (PPC) campaigns. One of the methods of doing so is through match type: exact, phrase and broad.
While exact and phrase match keywords are generally more controllable than broad match keywords, broad match can open up your business to a significant number of additional customers – those who might otherwise have been missed if only exact and phrase match keywords were used.
As we consider the pros and cons of each match type, we find that a balance is therefore required between the extra visitors broad match can deliver, and the quality of those extra visitors. In trying to find that balance, we consider a technique called the Broad Match Generator, which uses broad match search queries to generate new exact, phrase and negative keywords. We see how the methodical process of regularly analysing search query data, to continually expand keyword lists and ad text relevancy (Broad Match Generation), can help take advantage of the opportunities of broad match while still delivering a strong return on investment.
ad groups, ads, adwords, analysis, broad match, broad match generator, campaigns, exact match, expansion, keywords, optimisation, phrase match, ppc, process, relevancy, search queries, tailoring, user journey
One Keyword per Ad Group: Pros & Cons
Posted by Alan Mitchell in Techniques on August 11th, 2009
I recently stumbled across a Google AdWords video by Derek Faylor describing how to boost AdWords relevancy. He suggests picking one keyword that is core to your business, setting it to exact match and giving the keyword its own ad group with its own tailored ads. The idea is this: if your ads closely match your keywords, you will be seen by Google as being highly relevant, so your Quality Score will increase. This will lead to a higher ad rankings, higher click-though rates (CTR) and lower costs per click (CPC).
It makes sense, and I completely agree that a highly relevant approach such as that outlined by Derek is essential to achieve great results in paid search.
However, although Derek emphasises that his one keyword per ad group strategy should only be applied to one keyword which is core to your business, there will rarely be a case where a business will only want to advertise on a single keyword. There will likely be hundreds of possible phrases that will be highly relevant to a business, and having a portfolio of hundreds, even thousands, of long-tail keywords (instead of just bidding on one or two highly generic short-tail keywords) will often achieve better results.
So is Derek’s strategy of one keyword per ad group practical if applied on a larger scale?
Let’s have a look at the pros and cons.
ad groups, ads, expansion, keywords, long-tails, ppc, quality score, relevancy, rule, structure, tailoring
The 10% Clicks Rule Part 3: Does It Work?
Posted by Alan Mitchell in Techniques on July 22nd, 2009
Welcome to the final part of the Clicks Rule special.
You may remember the 10% Clicks Rule is a technique to help identify the areas of your Google AdWords account which could benefit most from your time and effort (if not, you may want track back to Part 1: Overview and Part 2: Process).
What I want to do now is evaluate the rule using a real AdWords campaign data to assess its viability. Does it work? Does it help PPC management? Does it actually help improve results? Is 10% the right figure?
10% clicks rule, ad groups, adwords, analysis, broad match, evaluation, exact match, expansion, optimisation, phrase match, relevancy, rule, search queries, structure
The 10% Clicks Rule Part 2: Process
Posted by Alan Mitchell in Techniques on July 21st, 2009
Welcome to part 2 of the Clicks Rule special.
You may be familiar with a technique I shared in recent post called the 10% Clicks Rule (if not, you may want to come back once you’ve skimmed through Part 1: Overview). In essence, the 10% Clicks Rule is a technique that aims to improve the relevancy of ads for search queries which have broad or phrase-matched to one of you keywords. Since it is impractical to give every possible keyword or search query its own ad group with personalised ads, the 10% Clicks Rule helps to identify those ad groups which are most likely to benefit from your time and effort.
Part 1 was all theory. What I want to do now is provide a step-by-step guide explaining how to identify those ad groups in your own AdWords account which could greatly benefit from your insight. All we’re trying to do here is run a Google AdWords search query report at ad group level, filter out exact match keywords (to leave broad and phrase match only) and highlight those ad groups with more than 10% of broad and phrase clicks. These are the ad groups we want to look at. So if you’re a seasoned AdWords and Excel pro, feel free to skim through the bullets or jump ahead to Part 3: Does it Work?. For everyone else who might need a little more guidance, continue reading for a detailed step-by-step guide.
10% clicks rule, ad groups, adwords, analysis, broad match, exact match, expansion, optimisation, phrase match, process, relevancy, rule, search queries, structure
The 10% Clicks Rule Part 1: Overview
Posted by Alan Mitchell in Techniques on July 20th, 2009
Welcome to the first of a 3-part Clicks Rule special.
Here’s the theory
No more than 10% of total broad and phrase clicks in your Google AdWords account should come from a single ad group. If more than 10% of your total broad and phrase clicks comes from a single ad group, the keywords in that ad group are being over broad-matched or over phrase-matched. Too many searches are going to that ad group’s broad and phrase-match keywords, so the ad group could benefit from keyword expansion and search query analysis.
10% clicks rule, ad groups, adwords, analysis, broad match, exact match, expansion, optimisation, phrase match, relevancy, rule, search queries, structure
Tags
10% clicks rule accelerated delivery ad groups ads adwords analysis analytics broad match budgeting budgets campaigns campaign settings conversion rate CPA CPCs CTR economics efficiency engagement evaluation exact match expansion google analytics holy grail impressions keywords long-tails low search volume model optimisation personalisation phrase match ppc pricing process quality score relevancy research rule search queries spend management standard delivery structure tailoring user journeyCalendar
July 2010 M T W T F S S « May 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Twitterings