A look at how a simplified campaign structure can improve PPC results through top performer single keyword ad group campaigns. From Sam Owen at Hero Conf 2014.
12. 3 REASONS FOR LONG-TAIL
1. AD COPY RELEVANCY
Can we really make an ad for “ppc management
agency that does display marketing” more
relevant than for “ppc management agency
display”?
13. 3 REASONS FOR LONG-TAIL
2. CONTROL OVER BIDDING
Should you bid up a keyword with 1 click and no
conversions in the past month? Should we bid it
down?
14. 3 REASONS FOR LONG-TAIL
3. THEY WORK WELL IN YOUR
NICHE
Dive into your data to see if this is true…
17. 92,606 Keywords
1059 Converting Search Queries
161 Queries With 2+
Conv. (51% of Total)
Top 20 Queries =
26% Conversions
CASE STUDY
18. TOP PERFORMER CAMPAIGNS
We decided to focus our energy on
these top performing queries by
placing them in single keyword ad
groups.
Here’s a quick run down of how…