Beating Google By Using Google - A Solution To The Adwords Close Variant Change
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The document discusses strategies for PPC marketers to regain control over their campaigns amid changes in Google's close variant matching. It emphasizes the importance of using tools like Super Metrics Data Grabber to simplify the process of obtaining search query data and managing negative keywords. The conclusion provides statistical evidence of improved ROI and conversion rates when using these methods.
Beating Google By Using Google - A Solution To The Adwords Close Variant Change
- 1. Beating Google By Using Google A Solution To The Close Variant Change @AlanMorte - @ThreeVentures
- 2. What Is A Close Variant? @AlanMorte
- 3. A Keyword… • Misspelling • In Singular or Plural Form • Acronyms, Abbreviations, Accents @AlanMorte
- 4. It Applies To… • Phrase Match • Exact Match • Were Able To Opt Out… @AlanMorte
- 5. Then Something Happened... @AlanMorte
- 7. Remember Rand From Earlier? @AlanMorte
- 8. A Middle Finger To Us! @AlanMorte
- 9. From Big Brother… @AlanMorte
- 10. Oh Hell No… @AlanMorte
- 11. Okay, Calming Down… @AlanMorte
- 12. The “Sophisticated” Trend… @AlanMorte
- 13. Sophistication Means Work… • Negative Keywords Mean Time… • Time Means Work… • And There’s An Issue… @AlanMorte
- 14. All PPC Marketers Sophisticated? @AlanMorte
- 15. Probably Not… Sophistication = Work @AlanMorte
- 16. Let Me Justify First… • You Tested This • You Didn’t Test This • But You Still Googled For Conformation… @AlanMorte
- 17. And Found Data Like This… @AlanMorte Source: resources.spyfu.com/loss-exact-match-sad-losing-phrase-match-will-torpedo-profits
- 18. And This… @AlanMorte Source: resources.spyfu.com/loss-exact-match-sad-losing-phrase-match-will-torpedo-profits
- 19. And Realized, Oh Shit! @AlanMorte
- 20. This Is Going To Impact Me… • I Need To Regain Control • I Have To Use Negative Keywords • This Time I’m Going To Stick To It… @AlanMorte
- 21. Isn’t That What We Always Say? @AlanMorte
- 22. PPC Managers Go To Less Control = More Negative Keywords @AlanMorte
- 23. And Monday Comes… @AlanMorte
- 24. You Login To Adwords • Look At Search Query Data For One Campaign, Ad Group, Or Keyword • Page Loads Take Forever • And Then 12PM Comes & You’re Not Done… @AlanMorte
- 26. Not! @AlanMorte
- 27. What’s Your Take, Alan? @AlanMorte
- 28. Sophistication Is A Big Word… @AlanMorte
- 29. The Wrong Word… @AlanMorte
- 30. Because We Forgot To K.I.S.S… • Manage Negative Keywords Effectively • Can’t Be Limited To The Interface • Need To Think Simple, Easy @AlanMorte
- 31. What’s Another Way To Get Search Query Data… @AlanMorte
- 32. Use … @AlanMorte
- 33. To Beat … @AlanMorte
- 34. With The Adwords API @AlanMorte
- 35. What If I… • Have Never Worked With The API • Am Not A Programmer • Am On A Budget @AlanMorte
- 36. Stop Trying To Be Sophisticated… @AlanMorte
- 38. And Use A Tool… @AlanMorte
- 39. Like Super Metrics Data Grabber! (Which I have no affiliation with) @AlanMorte
- 40. Super Metrics Data Grabber • Excel Application • Pulls Adwords API Data & Inserts Into A CSV • Includes One Click Automation @AlanMorte
- 41. Alan, English Please. @AlanMorte
- 42. You Get Search Term Data For… • Any Campaign • Any Adgroups / Keywords • Any Account, or Accounts @AlanMorte
- 43. All In One Report @AlanMorte
- 44. Update With One Click @AlanMorte
- 45. Now That’s Simple @AlanMorte
- 46. What You’ll Need • $39 / MO • An Adwords ID (Use MCC for multi-account access) • Excel (Windows or Mac) @AlanMorte
- 47. Before We Start… @AlanMorte
- 48. What’s Your Plan? @AlanMorte
- 49. For Account Strategy… • For Who? • What Are The Goals? • What Are The Search Query KPIs? @AlanMorte
- 50. And… @AlanMorte
- 51. For Excel Automation? • Review Column? (Yes!) • Conditional Formatting To Shorten Analysis?(Yes!) @AlanMorte
- 52. Let’s Get Started… @AlanMorte
- 53. Super Metrics Data Grabber How To @AlanMorte
- 54. Getting Started – Step 1 • What Metrics Do I Need? • How Often Will I Be Reviewing? • Do I Separate Keywords With & Without Conversions? @AlanMorte
- 55. Getting Started – Step 2 • Go To: threev.co/DataGrabber • Download • Open @AlanMorte
- 56. And See This… @AlanMorte
- 57. Authentication – Step 3 • Login With A Google Account • Select Google Adwords Module @AlanMorte
- 58. Account Selection – Step 4 @AlanMorte
- 59. Metrics & Dimensions – Step 5 @AlanMorte
- 60. Dates, Filters, & Data – Step 6 @AlanMorte
- 61. Review & Verify – Step 7 @AlanMorte
- 62. Excel ‘If’ Function – Review Column -Step 8 @AlanMorte
- 63. Excel Conditional Formats - Step 9A @AlanMorte
- 64. Excel Conditional Formats – Step 9B @AlanMorte
- 65. Excel Conditional Formats - Step 9C @AlanMorte
- 66. Final Product Looks Like… @AlanMorte
- 67. Build Out As Needed & On Mondays… @AlanMorte
- 68. One Click Updates It All… @AlanMorte
- 69. So What About Bing? @AlanMorte
- 70. There’s A Module For That… @AlanMorte
- 71. But Does It Really Work? @AlanMorte
- 72. 10/2014 - 22K Clicks & 491K Impr. @AlanMorte
- 73. Data Says Yes… • Increased ROI 25.32% • Lowered Cost Per Conversion 5.33% • Lowered Cost 14.45% • Increased Conversion Rate 17.85% @AlanMorte
- 74. And There’s A Blog Post @AlanMorte
- 75. Links • How To Blog Post – threev.co/SOSBeatGoogle • Data Shown In Test – threev.co/DataSource • Super Metrics Tool – threev.co/DataGrabber @AlanMorte
- 77. Beating Google By Using Google A Solution To The Close Variant Change @AlanMorte - @ThreeVentures