This week, I had planned to write an article entitled, “The Five AdWords Features You Should Be Using Daily But Probably Aren’t.” The
post was going to expose some of the hidden, advanced features
available in AdWords that were often overlooked by even the most senior
AdWords pros.
Don’t miss the forest for… well, you know.
That was the plan… until I did an audit of a big AdWords
account. You see, as I looked through this $10M+ annual spend account, I
was pleasantly surprised to see many of the advanced features I was
going to advocate for in the article were being used — but horrified to
see that most of this great functionality was being nullified by
terrible account structure setup.
Functionality Gone Awry
First, this particular account had a very comprehensive keyword list —
over the last two months, the account had gotten clicks on more than
240,000 queries!
The problem, however, was that many of these “unique” queries were
actually the same query, served over and over again in different ad
groups and different match types. Indeed, I counted 90 separate queries
that each showed up more than ten times throughout the account and five
queries that showed up more than 40 times each.
The next problem was matching keywords to queries. The account was
heavily brand-focused — 97% of the revenue in the account came from
brand terms. And yet, I found numerous instances where a brand keyword
was getting matched to a non-brand query and a non-brand keyword was
getting matched to a brand query.
Lastly, the account had lots and lots of ad groups, but all the ad
groups had anywhere from 25 to 100 keywords in each one; and frequently,
these keywords were a mishmash of different match types, product
keywords, brand keywords, and generic keywords.
All of this poor structure destroyed the significant work the SEM
team was putting into the account working on granular site extensions,
keyword-level tracking URLs, and device-specific bidding. It was a case
of an SEM team missing the forest for the trees.
The Solution: Return To Account Structure Basics!
The solution to getting this account back on the right track wasn’t
more advanced functionality but rather a return to the basics — in this
case, a serious account structure redesign.
For example, any time an account has the same query showing up dozens
of times throughout different ad groups, the SEM team should go in and
evaluate the data and decide to put that query in one ad group and
negative match it from the rest of the account.
There is but one optimal ad text, landing page and bid per query.
That doesn’t mean you can’t test out different ad text and landing pages
for your queries, but when a query shows up all over your account, you
are not testing — you are letting Google match you on random queries
with disparate ad text and landing pages.
Imagine that your keyword is [blue widget] — your ad text should
mention [blue widget], and your landing page should take consumers to a
blue widget landing page. Having this query matched against [widgets] in
one ad group, [acme widget company] (your brand keyword) in another,
and [blue items] in a third will lead to sub-optimal performance —
period.
Having your brand terms matched on non-brand queries and vice-versa
leads to the same problem. Brand keywords are special — they indicate an
incredibly high level of consumer intent. Brand keywords don’t need to
do a hard sell on your unique differentiators like a non-brand keyword
does; in many instances, they are navigational terms designed to just
get someone to the right page to purchase something.
So, having a brand term like [acme widgets] get matched on a query
like [best blue widget] is a big problem, simply because your ad text
and landing page assume that the user is already familiar with your
product.
Good account structure will ensure that your brand terms will never
show up on a non-brand query, and vice-versa. This can be achieved by
adding brand negatives to all of your non-brand ad groups and non-brand
negatives to your brand ad groups.
When we create ad groups at 3Q Digital, we put our best queries into
Single Keyword Ad Groups, or SKAGs (technically, they should be SQAGs —
Single Query Ad Groups, but that doesn’t sound as good). An ad group
with 25 or 50 keywords in it is only useful as a testing ground to help
you discover which queries are winners (and should go into SKAGs) and
which are losers (and should be negative matched across all campaigns).
An ad group with an array of marginally related keywords (think [blue
widget], [large blue widget], [widget store], etc.) does not allow you
to create ad text and landing pages related to specific user intent. As a
result, you’ll find some queries that do quite well in the ad group,
and others that, while they might perform well in a targeted ad group,
perform poorly in an untargeted ad group.
Advanced AdWords features can work amazingly, and trying out the
AdWords Product Team’s latest invention is always fun. No advanced
feature, however, can save you from bad account structure. In this age
of dynamic site extensions, RLSA,
and complex day-parting, AdWords success is still very dependent on
proper organization of queries, landing pages, bids, and ad text. Until
you get that stuff right, everything else is a distraction!
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