Achieve 100% Query Coverage - Every Search, Every Time By Oliver Greifenstein

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ACHIEVE 100% QUERY COVERAGE – EVERY SEARCH, EVERY TIME

SMX EAST 2017

#SMX #24B @ogreifenstein

ACHIEVE 100% QUERY COVERAGE – EVERY SEARCH, EVERY TIME

SMX EAST 2017

#SMX #24B @ogreifenstein

Who am I?

Oliver GreifensteinLead of Product & Market Strategy

8 years of experience with PPC @ scaleAt smec since 2011Former PPC team lead

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I. Conceptual basisA concept for continuously enriching your AdWords account with new, highly relevant keywords

II. Hands-on sessionOpportunities based on scripts to extract profitable search queries from “explore” campaigns (in this case: Google Shopping campaigns) and to automatically incorporate them into your PPC accounts

Goals of this talk

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I. Big Picture & FundamentalsII. Hands-on process in 3 steps

Semi-automation of tapping implicit keyword sources with Google spreadsheets & AdWords scripts

A. ExplorationB. Qualification

C. Creation

III. Summary

Agenda

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I. Big PictureTypes of keyword sources and ways of

structuring them

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How can keywords be clusteredbased on their structural origin?

I. Big Picture

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I. Big Picture | Keyword Sources

STATIC DYNAMIC

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Why set up a continuous, implicit process

to enrich your AdWords accounts with highly relevant keywords?

I. Big Picture

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1. 15% of daily search queries have never been submitted before – potential new keywords

2. Efficiency: lower CPCs with a granular account setup

3. Effectiveness: more exact deep linking leads to ahigher conversion rate

I. Big Picture | Reasons for setting up a process

*Source: https://blog.google/products/search/our-latest-quality-improvements-search

*

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I. Big Picture | Increase efficiency

Match type “broad match modifier”triggers many long tail queries

Long tail search queries are not fully covered

CPCs can be lowered with a more granular account setup

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II. Hands On Session:Semi-automation of implicit keyword sources with Google spreadsheets &

AdWords scripts

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Tapping implicit keyword sources (in this case: Google Shopping)

to generate new, profitable keywords.

II. Hands On

Text Ads

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II. Hands On | Process

E X P LO R AT I O N

(automated)Q U A L I F I C AT I O N

(manual)

C R E AT I O N

(automated)

Scripts Scripts

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• Lowering CPCs• Scaling effective search queries• Controlling ad quality

II. Hands On | Goals

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II. Hands On | Exploration

“Extract those search queries that have generated profitable revenue in a defined time span.”

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“Extract those search queries that have generated profitable revenue in a defined time span.”

Mission parameters:

ROAS > 3Conversions > 1

Time frame = past 30 days

II. Hands On | Exploration

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II. Hands On | Exploration: AdWords Script Snippet

“Mission parameters”

“Keyword source”Info about converting target URL

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II. Hands On | Exploration

Enables setting a CPC and deciding which search terms should be harvested

Column shows which products have converted

Item is not available in the merchant center

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II. Hands On | Creation: AdWords Script Snippet

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II. Hands On | Creation: Ad Groups

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II. Hands On | Creation: Ads

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II. Hands On | Creation: Ads

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II. Hands On | Creation: Keywords

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1. An implicit process is the basis forcontinuous coverage of search queries

2. This results in economic advantages due toincrease in efficiency & effectiveness

3. Scripts & Google sheets are an effective lever

Conclusions

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Resources

Script “Exploration”https://smarter-ecommerce.com/en/downloads/scripts/explorationScript.txt

Script “Creation”https://smarter-ecommerce.com/en/downloads/scripts/creationScript.txt

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