Management Friendly Alpha-Beta By Caitlin Halpert
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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: The Great Campaign Structure & Match Type Debate. PRESENTATION: Management Friendly Alpha-Beta - Given by Caitlin Halpert, @caitlin_halpert - 3Q Digital, Account Director. #SMX #23B
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Management Friendly Alpha-Beta By Caitlin Halpert
- 1. #SMX #23B @Caitlin_Halpert Get the benefits without the downsides of endless ad groups Management-friendly Alpha-Beta
- 2. #SMX #23B @Caitlin_Halpert How I’m going to win!! • Why are we having this debate? Why? • Alpha-‐Beta defined What? • I do not accept your misconceptions! How?
- 3. #SMX #23B @Caitlin_Halpert How to maximize “nurses uniforms”? Query / Keyword Max CPC Avg Pos Cost Conv CPA nurses uniforms 2.15 $3,035.39 561 $6.17 +nurse +uniforms $1.10 2.39 $234.29 69 $3.84 [nurse uniform] $1.35 2.30 $897.43 154 $6.80 [nurse uniforms] $1.50 2.00 $1,903.67 338 $6.37
- 4. #SMX #23B @Caitlin_Halpert Clean query mapping = effective bidding Ideal Bid Volume Efficiency
- 5. #SMX #23B @Caitlin_Halpert Alpha-Beta campaign structure We aim for query control through exact match, single-‐keyword ad groups, paired with broad/broad modified match keywords, and exact match negatives for mapping BETA (query mining) Broad and +BMM ALPHA (query sculpting) [Exact]
- 6. #SMX #23B @Caitlin_Halpert Single-keyword ad groups & negatives Query Reports Alpha Campaign 1:1 Mappings best query ever stupid query Performance negative AG/KW: [best query ever] - [best query ever] Negative in all beta campaigns Query Keyword Ad Landing Page
- 7. #SMX #23B @Caitlin_Halpert Alpha-Beta account structure in practice Account Campaign Brand -‐ Alpha SKAG 1 SKAG 2 SKAG 3 Campaign Brand -‐ Beta SKAG 1 SKAG 2 SKAG 3 Campaign Non-‐Brand -‐ Alpha SKAG 1 SKAG 2 SKAG 3 Campaign Non-‐Brand – Beta SKAG 1 SKAG 2 SKAG 3
- 8. #SMX #23B @Caitlin_Halpert Misconception #1: Alpha-‐Beta is not scalable
- 9. #SMX #23B @Caitlin_Halpert9 A Harte Hanks Company Alpha-Beta gone wrong! 190 active campaigns in Google 346,536 Active Keywords § 85% are flagged as low search volume § 9% of active keywords are fully eligible In the last 30 days: § 2% of keywords had more than 10 impressions § 37 keywords rendered conversions
- 10. #SMX #23B @Caitlin_Halpert Ease management in 3 steps Careful keyword selection Aim for high data-‐density Review & update keyword lists
- 11. #SMX #23B @Caitlin_Halpert Top converters Top search volume & may convert Picking alphas is easy…
- 12. #SMX #23B @Caitlin_Halpert Misconception #2: Betas are “lesser” keywords that eventually will be paused
- 13. #SMX #23B @Caitlin_Halpert Beta selection is just as important! Betas mine new queries AND roll-‐up data from lower volume queries that will never be promoted to alpha For any variation you’re considering: § Is there search volume or past performance to show that there’s sufficient data? Use the Keyword Planner § Is there a unique landing page? If resources are tight, is it worth the investment? § Is there unique messaging? Will that additional modifier fit in the ad copy? § Are you further segmenting campaigns (e.g. geography)? Use fewer betas to start when segmentation is required If the product falls in an easy to identify category, keep it simple and have catch-‐all head terms to start
- 14. #SMX #23B @Caitlin_Halpert Copying Alphas is lazy § [pink dresses] is different from [dresses pink] § +pink +dresses is not different from +dresses +pink For type/product/theme coverage, start with the site as a guide, but minimize variations § +cotton +nurse +uniform – YES § +pink +nurse +uniform – YES § +pink +cotton +nurse +uniform – NO Use your brain.
- 15. #SMX #23B @Caitlin_Halpert Misconception #3: Alpha-‐Beta requires excessive keyword build-‐out for full product coverage
- 16. #SMX #23B @Caitlin_Halpert Use Dynamic Search Ads! Use DSA for what it’s designed for – ensuring coverage across your product set Use DSA to find new Alphas & Betas Outlier: Certain retailers cannot use DSA because of policy reasons so an automated system to maintain coverage across 10,000+ SKUs is acceptable, but bidding is difficult
- 17. #SMX #23B @Caitlin_Halpert Misconception #4: It’s hard to maintain clean query mapping in Alpha-‐Beta
- 18. #SMX #23B @Caitlin_Halpert Maintain your keywords Optimizations Bleeders Irrelevant Promotions Demotions LSV Non-‐ Converters
- 19. #SMX #23B @Caitlin_Halpert Remove low search volume (LSV) keywords LSV keywords are not serving • Or, not serving as often as they would if matched to higher-‐volume keywords LSV keywords are a waste of time • Unique ad creation is a large time investment with no pay-‐off LSV keywords change over time • [gopro2 hd] might have had volume 3 years ago, but it doesn’t now – CUT IT • [wine Christmas gifts] only has volume from Nov 15th-‐Dec 25th – PAUSE & MARK AS SEASONAL
- 20. #SMX #23B @Caitlin_Halpert Remove non-converting keywords Some keywords are logically a good fit, but after months still don’t convert § Have they been given a chance (had bids above first-‐page recommendations)? – PAUSE § Is there search volume, but CVR is too low? – PAUSE § Is search volume so low that data-‐based decisions are impossible? – PAUSE There’s a difference between pausing & no longer serving and pausing & redirecting queries to a higher volume keyword § Understand which you’re doing but know there’s little risk in pausing a non-‐converter that’s had it’s chance
- 21. #SMX #23B @Caitlin_Halpert Do these things! • Top performers deserve special attention • Set up for long-‐term query sculpting Alpha-‐Beta SKAGs • Keep keywords simple – it’s easy to add more • Think about data-‐density Selection • Keep Alpha-‐Beta clean with negative & alpha updates • Remove low-‐volume & non-‐converters Maintenance
- 22. #SMX #23B @Caitlin_Halpert SEE YOU AT THE NEXT #SMX THANK YOU!
- 23. #SMX #23B @Caitlin_Halpert Bonus Materials!
- 24. #SMX #23B @Caitlin_Halpert What’s wrong with “keyword coverage”… Query / Keyword Max CPC Avg Pos Cost Conv CPA Brand.com $9013.76 2185 $4.13 [Brand.com] $.80 1.0 $1978.16 470 $4.21 [Brand misspelling 1] $.80 1.0 $2009.61 526 $3.82 [Brand misspelling 2] $.80 1.0 $2093.21 492 $4.25 [Brand misspelling 3] $.80 1.0 $2063.74 445 $4.64 96% of the spend on the “misspelling” Alphas is actually from the correct spelling query
- 25. #SMX #23B @Caitlin_Halpert What do SKAG ad group builds look like? Campaign Ad Group Keyword Headline Desc Line 1 Desc Line 2 Display URL Brand -‐ Alpha brand.com [brand.com] Brand.com -‐ Official Try Our New Widgets Today! Best Deal Available Now. Brand.com Brand -‐ Beta brand name +brand +name Brand Name -‐ Official Try Our New Widgets Today! Best Deal Available Now. Brand.com Brand -‐ Beta brand.com +brand.com Brand.com -‐ Official Try Our New Widgets Today! Best Deal Available Now. Brand.com Non-‐Brand -‐ Alpha cool product [cool product] Buy a Cool Product Try Our Cool Product Today. Best Deal Available Now. Brand.com/Cool-‐ Product Non-‐Brand -‐ Alpha new cool product [new cool product] Buy a New Cool Product Try Our New Cool Product Today. Best Deal Available Now. Brand.com/New-‐ Cool-‐Product Non-‐Brand -‐ Alpha other product [other product] Buy a Other Product Try Our Other Product Today. Best Deal Available Now. Brand.com/Other-‐ Product Non-‐Brand -‐ Beta cool product +cool +product Buy a Cool Product Try Our Cool Product Today. Best Deal Available Now. Brand.com/Cool-‐ Product
- 26. #SMX #23B @Caitlin_Halpert • Performance warrants unique keyword – corresponding alpha neg will fix mapping issues Alpha promotion • When problem query exists as an alpha Confirm alpha negatives • Fixes cross-‐matching when a target keyword exists & term does not qualify for alpha promotion Ad group level negatives • If misspellings or alternative keyword variations are capturing the same queries as other keywords Pause/remove keywords 4 ways to fix bad mapping within Alpha-Beta
- 27. #SMX #23B @Caitlin_Halpert SEE YOU AT THE NEXT #SMX! THANK YOU!