Pay Per Click Account Structures can affect both paid search performance as well as management and optimization. This presentation takes a deep look into how the team at WebRanking.com builds high performing and deeply segmented PPC campaigns. It was originally presented at SMX Advanced in New York in September of 2016.

1. #SMX #23B James Svoboda @Realicity
James Svoboda, CEO @WebRanking, Co-Founder @MnSearch

2. #SMX #23B James Svoboda @Realicity
RIVERS: MAIN SEGMENT & POTENTIAL, UNDEFINED INTENT

3. #SMX #23B James Svoboda @Realicity
WATERFALLS (and Dams): CONTROL the FLOW

4. #SMX #23B James Svoboda @Realicity
POOLS: IDENTIFIED, TARGETED SEGMENTS based on INTENT

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SELLING and MARKETING to NEEDS and INTENT

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KEYWORD ANCHORS {aka:DKI} for HIGHTER ATTRACTION {aka:CTR}

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LINER ENGAGEMENT MODEL (LEM)LINER ENGAGEMENT MODEL (LEM)

8. #SMX #23B James Svoboda @Realicity
ASSESS EACH POOL for SEGMENTATION & BUILD-OUT

9. #SMX #23B James Svoboda @Realicity

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KEYWORD STEM MATCHING ALGO (for each word)

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You’re Searching for… a PEACOCK

12. #SMX #23B James Svoboda @Realicity
AdWords BROAD MATCH for PEACOCK

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MATCHING RULES for BROAD, BMM, PHRASE & EXACT'ish

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KEYWORD MATCH TYPE USAGE by WORD COUNT

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RISK vs. OPPORTUNITY by WORD COUNT

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INITIAL “Confidence” BID LEVELS for MATCH TYPES
 Initial Bids Based on Expected:
– Conversion Rates
– Cost-Per-Conversion
– Profit-Per-Conversion
 Account for:
– Loose Keyword Matching
(aka Google Tax)
– Match Type Usage
– Word Count in Each Keyword

17. #SMX #23B James Svoboda @Realicity
SAMPLE CONFIDENCE BID LEVEL STRUCTURE
 SHIFTS SPEND :
– To Exact keywords you have greater
Confidence in.
– Away from Broad keyword pools that
are likely to map to unwanted queries
that tend to waste budget (aka the
Google Tax).
– To Longer, more segmented keyword
pools with identified intent.
– Also, maps longer search queries to
their more appropriate keywords.

18. #SMX #23B James Svoboda @Realicity
ADJUST STRATEGY for Conservative or Aggressive Approach

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ADJUST STRATEGY for RLSA

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WORKING WATERFALL STRUCTURE

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KEYWORD STEM MATCHING STRUCTURAL BUILD-OUT

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INSIDE “Pool” AD GROUPS

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CONTROLING FLOW with NEGATIVE KEYWORDS

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WORD STEM ANALYSIS CALCULATOR

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EXPADED GEOGRAPHY with CREATIVE KEYWORD TARGETING
Small GEO
HEAD KWs
Moderate GEO
KWs +michigan
Larger GEO
KWs +upper
+peninsula
Huge GEO
KWs +michigan
+upper +peninsula
*Geo-Targeting Accuracy: Country > State > City > Zip

26. #SMX #23B James Svoboda @Realicity
DEMOGRAPHICS TARGETING for SEARCH
 Consider and Analyze:
– Same Keywords: Different Ad Groups, Ads & LPs for Different Audiences
– Up River Head Term Targeting

27. #SMX #23B James Svoboda @Realicity
USE LABELS to HELP ESTABLISH ORDER & STRUCTURE

28. #SMX #23B James Svoboda @Realicity
TAKEAWAYS
- BMM & EXACT are a great combo
- “Word Count” Matters
- Identify Query Patterns & Pools
- Get Creative with RLSA, Geography
& Demographic Targeting

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IDENTIFY and TARGET SEARCHER INTENT
TARGET THIS NOT THIS

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THANK YOU!
download: www.webranking.com/presentation
James Svoboda
CEO WebRanking, Co-Founder MnSearch
t: @realicity
e: james.s@webranking.com
b: www.webranking.com/blog