Battle of the Match Types - SME East 2015

2. #SMX #22B @KatyTonkin Hi! I’m Katy Tonkin! • VP of Digital Strategy at Point It • Passion for International PPC • Love to cook & read crappy books on my Kindle while on airplanes • Hate email chains more than 4 emails long – pick up the damn phone • Really dislike bio slides • Might have a potty mouth (sorry)

3. #SMX #22B @KatyTonkin#SMX #22B @KatyTonkin

4. #SMX #22B @KatyTonkin Global Search Engines

5. #SMX #22B @KatyTonkin Why Should You Care? 24% of population lives in Countries where Google isn’t the Top Dog

6. #SMX #22B @KatyTonkin Match Types in International Engines #SMX #22B @KatyTonkin

7. #SMX #22B @KatyTonkin Baidu Match Types Match Type Function Sample Keyword What Will Show Parity to Google? Exact If ads & landing pages are extremely relevant, the exact keyword group will appear above the organic results on the left. Exact Match Exact Match Phrase- Core Ads appear on exact phrase, even if they include one or more words before or after it, additional word in the middle of your keyword and words in any order, exclude one or more words before or after it or word in the middle of your keyword “{new iphone}” New iphone shanghai new iphone New red iphone Special edition iphone Phrase Match with varying modifiersPhrase- Synonym Ads appear on exact phrase, even if they include one or more words before or after it, additional word in the middle of your keyword and words in any order “new iphone” New iphone shanghai new iphone New red iphone Phrase- Exact Ads appear on exact phrase, even if they include one or more words before or after it “[new iphone]” New iphone shanghai new iphone Broad Ads appear on the right of search results and compete with ‘right match’ ads for position. Broad Match Broad Match

8. #SMX #22B @KatyTonkin Yandex Match Types Operator Function Sample Keyword What Will Show Parity to Google? + “Fix” prepositions, conjunctions, & pronouns which wouldn’t normally show in Yandex Home +in Seattle Home in Seattle Seattle Home in Wallingford Not in Google/Bing ! Fix word New! York! Hotel! New York Hotel Cheap Hotel in New York City Modified Broad Match “ “ Show only words in between “ “ in any order, but no words between them “winter coat” Winter coat Coat winter Phrase, MBM, & Exact mind melded - Exclude specific words Date idea –cheap Date idea Bad date idea Negative Keywords [ ] Fix Word Order Cell phone Buy cell phone Cell phone accessories Phrase Match

9. #SMX #22B @KatyTonkin Naver Match Types #SMX #22B @KatyTonkin

10. #SMX #22B @KatyTonkin International PPC Problems #SMX #22B @KatyTonkin

11. #SMX #22B @KatyTonkin What About That Battle? #SMX #22B @KatyTonkin

12. #SMX #22B @KatyTonkin  Naver Exact match only  Baidu Same keyword w/multiple match types can’t be in same ad group  Yandex Segmentation only for budget management International Engine Battle Segmentation Wins (by default)

13. #SMX #22B @KatyTonkin What Did We Find? What about Google, Bing, & Yahoo? #SMX #22B @KatyTonkin

14. #SMX #22B @KatyTonkin Query Length by Language + Match Type - 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 PT JP DE EN FR IT RU Broad Broad Match Modifier Phrase * *Japanese Characters

15. #SMX #22B @KatyTonkin % of Times a Query Triggered an Impr by Match Type 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% FR PT IT JP EN DE RU Broad Broad Match Modifier Phrase Exact

16. #SMX #22B @KatyTonkin ROI by Match Type + Language DE EN FR IT JP PT RU Broad Exact Phrase

17. #SMX #22B @KatyTonkin Why Did I Just Show You All That?

18. #SMX #22B @KatyTonkin

19. #SMX #22B @KatyTonkin

20. #SMX #22B @KatyTonkin

21. #SMX #22B @KatyTonkin  Looked and felt really good  No significant impact to CPC, Revenue, or ROI We’ve Tested Match Type Segmentation

22. #SMX #22B @KatyTonkin  Segment Structure into Match Type Specific Campaigns When…  Need control over budget & other settings  Segment Structure into Match Type Specific Ad Groups When...  Need to leverage modifiers or ad group settings The Final Word

23. #SMX #22B @KatyTonkin Otherwise…

24. #SMX #22B @KatyTonkin THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

Notes de l'éditeur

China & Russia emerging markets Searcher behavior & PPC execution is evolving very quickly
This graph represents how much longer the query was than the keyword that caught it, showing how much further phrase match stretches than broad or broad match modifier terms Per unique query, Portuguese speakers average 10 words per query Japanese, English, and German speakers average 9 words per unique query French and Italian speakers average about 8 words per unique query Russian speakers have the shortest average per unique query of 7 words Phrase match captures queries, on average, 2 words longer than that of broad match, in most countries In French and German-speaking countries, phrase match captures queries about 2.5 words longer than broad In Russian-speaking countries, given the shorter average unique query length, there is no significant difference in each match types ability to capture queries of varying lengths NOTE: only in German and Italian-speaking countries does broad match modifier capture er queries than broad match
French-speaking countries see 41% of unique queries captured by phrase match Italian-speaking areas see the most picked up by broad match modifier German and English speaking countries get more than half of unique queries picked up by broad match
Phrase match twice as efficient as broad in most languages (DE, EN, FR, PT) – amplified in Bing Only for Japanese does broad match outperform phrase
Often higher CTR likely from better KW fencing
Campaign: More effective campaign budget management by match type Easy negative keyword management Less match type cross pollution BUT Many campaigns to manage
It’s where the search engines are investing their time It’s where the tool providers are investing their time It’s what your customers want you to do

Battle of the Match Types - SME East 2015

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (11)

Similaire à Battle of the Match Types - SME East 2015

Similaire à Battle of the Match Types - SME East 2015 (20)

Dernier

Dernier (20)

Battle of the Match Types - SME East 2015

Notes de l'éditeur