2. | #SearchMarketingSummit @navahf 2
What We’ll Be Covering
• What are close variants
• How do you pick your variant
• Revisiting account structure
• Worked in digital marketing since 2008
• Manage international accounts in all verticals
• Avid gamer and cat mom
A Bit About Me
Navah Hopkins
Services Innovation Strategist
14. | #SearchMarketingSummit @navahf 14
You Would Need to Bid on These Keywords
• Exact: where is the nearest vet, vet near me, nearest vet, vetinarian
near me
• Phrase: vet near me, where is the nearest vet, vetinarian near me,
vet, vet near,
• Modified Broad: vet, where is the nearest vet, vet near me, where
nearest vet
• Broad: pet doctor, local vet, vet near me, where is nearest vet, cat
hospital
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Now, You’d Only Need These Keywords
• Exact: where is nearest vet, vet near me
• Phrase: where is nearest vet, vet near
• Modified Broad: vet near me
• Broad: where is nearest vet
17. | #SearchMarketingSummit @navahf 17
However, Most Advertisers Are Still Configured This
Way
• Exact: where is the nearest vet, vet near me, nearest vet, vetinarian
near me
• Phrase: vet near me, where is the nearest vet, vetinarian near me,
vet, vet near,
• Modified Broad: vet, where is the nearest vet, vet near me, where
nearest vet
• Broad: pet doctor, local vet, vet near me, where is nearest vet, cat
hospital
21. | #SearchMarketingSummit @navahf 21
• Singular/Plural
• “ed”,“ing”,“er”
• Abbreviations
• Misspellings
• One Word Turned into Two Words
& Visa Versa
What Makes a Variant?
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To Be Clear, the Following Are Now Duplicates of One
Another (on the Same Match-Type)
• Wholesale = Wholesaler = Wholesaling = Whole Sale = Wholesaled
• Lawyer = Lawwyer = Lawyers = Law yer
• Real Estate in Texas = Realestate in Texas = Real Estate TX
23. | #SearchMarketingSummit @navahf 23
They Are Caught By Match-Type – Match-Types on
Different Bids Don’t Compete With Each Other
Always bid more on Alan Rickman
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The Order of Match-Types
1. Exact: all keywords must be present, nothing added (except for functional
words, but they can be in any order.
2. Phrase: keyword phrase must remain in-tact, but there can be keywords
before and after.
3. Mod. Broad: all keywords must be present, but they can be in any order and
there can be additional keywords in between, before and after.
4. Broad: so long as at least a synonym of one of your keywords is there, your
ad can show.
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A Pirate is Looking for Supplies
• Anti Fairy Repellant
• Mustache wax
• Crocodile hunters
• A way to stop child abduction
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Exact Enters First: The
Following Would Be
Duplicates on Exact
• Anti-Fairy Repellant
• AntiFairy Repellant
• Repellant for Fairies
• Fairy Repellant
31. | #SearchMarketingSummit @navahf 31
Phrase Enters Second: The
Following Would Be
Duplicates on Phrase
• Mustache wax under $20
• Organic mustache wax
• Mustache waxing
• Mustachewax
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• I need a crocodile hunter
• Crocodile hunting permit
• CrocodileHunter boots
• Hunt crocodil groupon
Mod. Broad Enters Third
34. | #SearchMarketingSummit @navahf 34
Mod. Broad Enters Third:
The Following Would Be
Duplicates on Mod. Broad
• I need a crocodile hunter
• Crocodile hunting permit
• CrocodileHunter boots
• Hunt crocodil groupon
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• Child abduction hotline
• Runaway children
• Gps tracker for kids
• Donate to amber alert
Broad Enters Fourth
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Broad Enters Fourth: The
Following Would Be
Duplicates on Broad
• Child abduction hotline
• Runaway children
• Gps tracker for kids
• Donate to amber alert
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• Budget able to fit at least 10 clicks
per day
• Do locations fit into this at all?
• Are bids close together or are there
outliers?
Deciding What Auction
Price Makes Sense
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Test the following keyword
strategies for 2-3 weeks
and then grow!
– B2B: be sure to include “service”
“software” and/or “platform” to weed
out any B2C traffic.
– B2C: Go longtail on broad, then harvest
queries!
– eCommerce: Consider leading with
Dynamic Search Ads to see what your
customers search for, then build off
those queries!
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How did we achieve close
variant victory?
– Segmented giant national campaign
into micro campaigns focused on high
ROI hubs of customers. (Two months to
ramp up)
– We audited each location for how users
searched and paused variations driving
up the spend. (One month to see ROI)
– We imported successful campaigns into
Bing.
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What is Now Considered Duplicates
1. Singular/Plural
2. “ed”,“ing”,“er”
3. Abbreviations
4. Misspellings
5. One Word Turned into Two Words & Visa Versa
6. Exact match keywords in different orders
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• Auction Price
• Historical Data
• Human Intuition
• Proven Keyword Structures
Keyword Planning Should
Be Ruled By the Following:
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Happy Ad Groups
Look Like This
• 5-10 Keyword concepts
• 3-5 expanded text ads
• Multiple match types
• Have bids that fit within the budget (10
click minimum)
Not Like this
• More than 30 keywords
• Too many keyword concepts
• Too many ads to test for variables