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SMX Advanced: The Mad Scientists Of Paid Search [Takeaways In Tweets]

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SMX Advanced: The Mad Scientists Of Paid Search [Takeaways In Tweets]
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Following the “Periodic Table of SEO” session at SMX Advanced today, was the Mad Scientists of Paid Search session.

SMX’s description of the session says, “Our mad scientists emerge from their PPC labs, where they’ve been assembling keywords words, bidding strategies and other assorted parts into monster PPC campaigns. Attend this session to see how they’ve successfully enhanced paid search performance with rigorous testing and trial and error. Their creations are abnormally effective!”

The speakers list was as follows:

Moderator: Matt Van Wagner, President, Find Me Faster (@mvanwagner)
Q&A Moderator: Joseph Kerschbaum, Vice President of Client Services, Clix Marketing (@joekerschbaum)
Speakers:
Michael Behrens, SVP eMarketing, WebMetro (@MichaelBehrens)
Benny Blum, Director, Strategy & Analytics, eSearchVision (@bennyblum)
Ryan Hutchings, Director, Online Marketing, VacationRoost
Matthew Mierzejewski, Vice President of PPC, RKG

As usual, attendees tweeted their own takeaways and highlights from the panel. Here’s the best of what was said:

@webmetro google has multiple options to map KWDS #sem #smx #11b
2 hours ago via Mobile Web · powered by @socialditto
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Tip: Use longer keyword (match length) ** Adgroup + Use keyword with highest ad-rank (Quality x Bid) #SMX #11b
2 hours ago via web · powered by @socialditto
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@webmetro is now showing multiple mappings how queries are being mapped to different keywords #11b
2 hours ago via Mobile Web · powered by @socialditto
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Queries triggering more than one kw results in chaotic account behavior, data integrity, and accuracy of modeling & bidding #smx #11B
2 hours ago via Twitter for Mac · powered by @socialditto
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@webmeto mapping problems occur at both campaign and ad group levels #11b
2 hours ago via Mobile Web · powered by @socialditto
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On average multi-mapping happens 10% across accounts #smx #11B
2 hours ago via Twitter for Mac · powered by @socialditto
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Match Type length Seems to be the Most over ridden rule #smx #11B
2 hours ago via Twitter for iPad · powered by @socialditto
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Force matching through negative keywords & choose match types carefully #smx #11b
2 hours ago via web · powered by @socialditto
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1 query can trigger multiple keywords across adgroups & campaigns, making account control difficult! #smx #11b
2 hours ago via Twitter for iPad · powered by @socialditto
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#smx #11b if you have multiple ads per ad group and rotate evenly, multiple matching keywords is expected behavior
2 hours ago via web · powered by @socialditto
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Take back control by force matching through negative keywords #smx #11B
2 hours ago via Twitter for Mac · powered by @socialditto
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@dan_patterson I’m digging the literal rubbing of shoulders of fellow search marketers #smx #11b
2 hours ago via HootSuite · powered by @socialditto
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You know your business better than Google does (enough said) :) #SMX #11b
2 hours ago via web · powered by @socialditto
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Cross serving on a query is a frequent issue. #smx #11B
2 hours ago via Twitter for Mac · powered by @socialditto
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Use the Google Ad Preview Tool to identify which adgroup/campaign your keywords are matched too. **it’s not always accurate though #SMX #11b
2 hours ago via web · powered by @socialditto
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Solution for wrong matching: insert thousands of negatives :( #11B #smx
2 hours ago via Twitter for iPad · powered by @socialditto
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Have a VERY large negative keyword list to force #Google to respect your ad groups and campaigns. #SMX #11B
2 hours ago via Tweetbot for iOS · powered by @socialditto
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#AdWords will “interpret on your behalf” to show what they believe the most relevant keyword regardless of your account structure #smx #11B
2 hours ago via Twitter for Mac · powered by @socialditto
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I’m appreciating the sarcasm of speaker #2 #smx #11b
2 hours ago via Twitter for iPad · powered by @socialditto
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It’s not a bug, it’s a feature (said Google) :) #SMX #11b
2 hours ago via web · powered by @socialditto
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Just because your ad is showing doesn’t mean it’s showing for what you want! -E #SMX #11B
2 hours ago via HootSuite · powered by @socialditto
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In most cases there is weak correlation between Quality Score and Conversion Rate #SMX #11b
2 hours ago via web · powered by @socialditto
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Matthew Mierzejewski from RKG. #SMX #11B bottom ads, bottom ads higher CRT, no difference in CVR. well, at least it brings more volume?
2 hours ago via Twitter for iPad · powered by @socialditto
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Root of Google’s CPC decline (it’s not Mobile) it’s Brand Queries & PLA’s #SMX #11B
2 hours ago via web · powered by @socialditto
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CPC 11% down, because mobile traffic has double (at lower CPC) on last qt. #SMX #11B
2 hours ago via Twitter for iPad · powered by @socialditto
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Avoid Adwords Adrank trumping your match types by granular structures with EXTENSIVE negatives #smx #11b
2 hours ago via TweetDeck · powered by @socialditto
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RKG’s says they have seen a 51% increae in Brand query clicks and an 85% decline in CPC #smx #11b
2 hours ago via TweetDeck · powered by @socialditto
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Mobile: Lower engagement, less likely to convert #SMX #11b
2 hours ago via web · powered by @socialditto
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Tablet: High PPV for impulse and DR / Ecom, High bounce rate for service / software #SMX #11b
2 hours ago via web · powered by @socialditto
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Purchase intent and engagement varies across devices. @bennyblum #smx #11b Bid strategy should reflect this!
2 hours ago via TweetDeck · powered by @socialditto
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I’ll be interested to hear if any Google reps respond officially to some of what was said today #smx #11b
2 hours ago via Silver Bird · powered by @socialditto
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Google rolled out new matching behavior because the system was already doing it..? Interesting thought from the scientists #smx #11B
2 hours ago via Twitter for Android · powered by @socialditto
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Question: Best practice. To group Broad Match keywords with Exact Match – or not? Should we isolate kw’s based on search demand? #smx #11b
2 hours ago via web · powered by @socialditto
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@rpboots I’m sure they will, but I wouldn’t expect “helpful” answers.They are all great politicians. #smx #11b
2 hours ago via web · powered by @socialditto
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Google incorrectly matches 10% of your queries due to not following their own processes #SMX #11b
2 hours ago via Twitter for iPhone · powered by @socialditto
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Microsoft wrote a blog post about the session on its adCenter blog, including a list of tips for “taking back control”:

  • Use negative keywords
  • Force matching through negatives
  • Conducive account structure
  • Tightly themed ad groups
  • Maximize ad group match length rule
  • Easier negative implementation
  • Choose match types carefully
  • Phrase OR Broad (almost duplicate) ?
  • Broad OR Broad Match Modified ?
  • Remove duplicates/ambiguous
  • Maintain campaign budgets

These were from Michael Behrens’ presentation. Check out their post for a more complete recap.

Image: Aqua Teen Hunger Force (via YouTube)

SMX Advanced: The Mad Scientists Of Paid Search [Takeaways In Tweets]
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