Today’s Pay Per Click Settings For Success

This week Matt Umbro (@Matt_Umbro) came up with yet another great question set titled “Today’s PPC Settings For Success.” The following is the transcribed Streamcap from the live chat:

Q1: Do you turn on the “include plurals, misspellings, and other close variants” keyword matching option? Why or why not?

  • Yep, I use it. I like the extra limited reach and if a plural or close variant doesn’t work well, I’ll add it as a negative later. – Michelle Morgan (@michellemsem)
  • Have turned it off for most of my campaigns due to high costs, an increase in unrelated searches. – Christina Hall (@Chrissie_Hall85)
  • Yes, but I always monitor the SQR to look for anything out of the ordinary. – Jonathan Levey (@jlevey)
  • Yes, I do turn on “include plurals, misspellings, and other close variants” – I tend to see conversions from these variants. If I don’t I will just add as negatives! – Matt Umbro
  • No, I turn it off. I’ve tried having it on, but it’s just a form of broad match. I use broad match when I want broad match. – Steve Gibson (@stevegibsonppc)
  • Depends on scale of campaign – if I’ve broken out exact match in separate ad groups yes, some smaller campaigns I use. – Timothy Jensen (@timothyjjensen)
  • NEVER. Google’s idea of “close variants” is a joke. If you want the others, add them directly. – Julie Bacchini (@NeptuneMoon)
  • Yes. I’m all for keyword control, but far too much work to stay ahead of plurals and misspellings manually. – Neil Sorenson (@iNeils)
  • Not for exact and phrase match ’cause it counteracts the purpose of those match types. Add more keywords & negatives instead. – Nicole Mintiens (@Tregesy)
  • Yep, but I keep a close eye on SQR. So far I’ve seen more value in the variants it reveals than I would in filtering them all. – Kirk Williams (@KECreate)
  • Yes, time allowing. But you must be vigilant about monitoring and adding negatives. – Tally Keller (@tallykeller)
  • Honestly, I’ve never had issues with variants – if your campaign is well structured variants should be relevant for the most part. And if they aren’t working I’ll add negatives, but I usually don’t have to add too much. – Matt Umbro
    • Totally agree. They don’t go too far away from the root keyword, especially if you’ve done everything else right. – Michelle Morgan
  • Usually yes. If things get too crazy then I shut it off. – Melissa Mackey
  • Yes, I do. For keyword expansion purposes, sometimes I also add them as negatives. – Mitchell Neirick (@mneirick)
  • Does seem from my experience that setting is pretty careful with matches, even more so than BMM. – Timothy Jensen
  • We have had major issues w variants. Worse than broad match, more like what they call “session match” which is even less relevant. I should add that these were for very targeted campaigns too. – Julie Bacchini
  • Variants are usually not far off, but somehow are just costly & not much of a value.Guess it depends. – Christina Hall
  • Yes, It helps me to attrack the users who have troubles with difficult terms / brand names. – Matias el Barrio (@sitematt)
  • I account for variants w/ match type. I’d turn it off 4 VERY specific campaigns & if matched search terms was showing need. – Michael Cestaro (@Vertical_MikeC)
  • Definitely not, I will control which terms I show up for. No thanks, Google. – Jeff Loquist (@jmloquist)
  • Yeah, but monitor search terms to see if we should explictly target. Often hard to see which is more converting in new niches. Doug Thomas (@ferkungamaboobo)

Q2: What is your ad delivery preference? Why?

  • Rotate indefinitely – I’ll control the exposure of my ads thank you very much Google. – Matt Umbro
  • Rotate all the things indefinitely. – Melissa Mackey (@Mel66)
  • Indefinite ad rotation:Helps to really test ads right & not based on clicks or conversions only. – Christina Hall
  • Typically standard ad delivery, but accelerated for branded terms. – Jonathan Levey
    • Marin software, allows me to have more control than google does. – Mitchell Neirick
      • Interesting. I’ve been evaluating Marin Software as a potential tool for 2014. – Jonathan Levey
  • Rotate Indefinitely. I want Google to keep it’s paws off my optimization data. – Kirk Williams
  • Rotate indefinitely, I use another tool for ad testing. – Mitchell Neirick
  • Rotate indefinitely with standard ad delivery, but accelerated for branded terms. – Jonathan Levey
  • One case I don’t mind targeting clicks/conv instead of indefinite is w/ multiple sizes display ads in same ad group. – Timothy Jensen
  • Depends on client desires. – Doug Thomas
  • Q2.1 Do you choose your ad delivery method as standard or accelerated? Why?
    • Accelerated. – Kirk Williams
    • Accelerated, to receive all the impressions. Budget shouldn’t be a problem with positive ROI & profit. – Matias el Barrio
    • Accelerated unless budget is tight. – Timothy Jensen
    • Always accelerated. Have seen some “insider info” that points to this being a significantly better option. – Joseph Drury (@drurytheelder)
    • Due to a tip from PPCChat I have accelerated as my ad delivery option. – Matt Umbro
    • Usually standard but accelerated if there is still budget to spend & conversions are good. – Christina Hall
    • Almost always accelerated. Only with very limited daily budgets do I use standard. And even then I don’t like it. – Michelle Morgan
    • Generally accelerated, especially if ads are only running some of the time (not all 24 hrs.). – Julie Bacchini
    • Standard, because of the size of the budget, I want my ads to be around at the end of the day for people on the West coast. – Mitchell Neirick
      • If budget isn’t an issue I’m all for accelerated. I should have said all things being equal if budget isn’t an issue…certainly other factors at play. – Matt Umbro
    • I start w/accelerated and back off to standard if needed. – Melissa Mackey

Q3: In BingAds have you played with bid adjustments by demographic (gender and age)? If so, what are some tips to remember?

  • Does anyone actually trust the gender/age info to be accurate? Very skeptical after looking up how I’ve been profiled. – Timothy Jensen
  • No. The Bing Ads audience is too small to further fragment by demographic. If you want demo targeting, use Facebook. – Melissa Mackey
  • If a campaign is hitting its budget, I might set up 2 campaigns: 1 to run accelerated during peak hours and standard otherwise. – Cathy Nguyen (@skipcattt)
  • Worked very well in the past, but you need solid demographic data to ensure it works. (TIP: Google is not solid demographic data). – Jeff Loquist
  • No. Volume is too low. I wish the volume warranted these bid adjustments. – Andrew Bethel (@abethelga)
  • For me, Bing mimics Google. If It’s set a certain way in Google, and the sync function supports it, that’s what’s in Bing. – Michelle Morgan

Q4: Have you experimented with adding more languages to accounts? Have you noticed a difference in traffic?

  • I have not experimented with adding more languages to my PPC accounts. – Jonathan Levey
  • Yes, haven’t noticed a big difference in traffic, but told that bilingual users will see your ads where they might not have. In other words, if a Spanish user’s browser settings are set to Spanish, but that person is bilingual, he/she won’t see your ad. – Matt Umbro
  • Google rep told me this: Use Spanish. 2nd most used lang compared to Eng. For Spanish ESL, browser will default to Spanish. – Brian Gaspar (@BGaspar)
  • You mean US campaigns? Yes, but virtually no diff. For international, we run in English+native language. – Melissa Mackey
  • I have run campaigns in Spanish in Mexico & in French in Canada. No noticeable differences, espcially in conversions. – Mitchell Neirick
  • Haven’t done much languages. At least not writing diff. ads. I can only ask to go to the bathroom in Spanish. Not too helpful. – Michelle Morgan
    • Not so much about writing ads in different languages, but showing English ads to bilingual users. – Matt Umbro
  • Yes w/ English text/keywords. No major traffic shift but segmenting by language has shown great avg pos & CTR when it appears. – Nicole Mintiens
  • Honestly don’t see how this would bring in much more traffic. Would love to see a study if someone has done one. – Jeff Loquist

Q5: What are your ideal location option settings (target and exclude)? Why?

  • Target: People in my Target Location, Exclude: People in, searching for, viewing, etc. The “why” is because I too often get people from countries my client doesn’t ship too if “Target” is more expanded than that. – Kirk Williams
  • If you only target certain areas of a geographic set I always try to set the larger area as targeting & exclude unwanted areas. – Neil Sorenson
  • DMA, 50 miles, location, all w/ relevant bid modifiers, but largely work with brick&mortars. national mantra: “reward the good” – Doug Thomas
  • I target campaigns by states served by our Distrib Center. So I include those that are, and exclude everyone is that isn’t. Also by doing that I can segment bids by exact states. Bid higher on performing states, lower on underperforming. – Brian Gaspar
  • I have some campaigns that I target based on ZIP code and some that focus on the entire country. – Jonathan Levey
  • Now trying the target area & exclude vs. target only specific zip, state etc. After reading about this method working better. – Julie Bacchini
  • Exclude everything possible outside your target area ahead of time, saves pain later. – Timothy Jensen
  • People in my targeted location. I have separate accounts for each country – for shipping purposes. – Mitchell Neirick
  • Depends on whether people outside target location are desirable or not.
  • I will say…if you are not excluding somehting, you are probably doing something wrong. – Jeff Loquist

Q6: What is one setting you’ve recently experimented with that you may not have used before?

  • Flexible bid strategies. – Melissa Mackey
  • As I mentioned earlier, I now set my ad delivery to accelerated. – Matt Umbro
  • Been seeing more value in testing Shared Budgets when I was pretty cautious about those at first. – Timothy Jensen
  • I’m also using more flexible bidding strategies, which I guess is technically a setting. – Matt Umbro
  • Shared budgets have resulted in huge time savings for large accounts. – Nicole Mintiens
  • Flex bid strategies as well. ROAS bidding in particular. – Dave Rosborough (@daverosborough)
  • Does shared library for negative keywords count? – Mitchell Neirick
  • I’ve been playing with new Shopping Campaigns settings & detailed diffs bt PLAs. – Kirk Williams
  • I’ve had terrible luck with shared budgets. One campaign usually hogs all the $. – Melissa Mackey
    • True. Management still needs to occur. – Nicole Mintiens
  • Also testing the effects of location-specific bid modifiers for top- and under-performing areas. – Dave Rosborough
  • I’m starting to target specific areas within my state-geo campaigns (ie:L.A. in California) for more specific bid adjustments. – Michael Henderson (@innuHendo)
  • Does having bid adjusters for RLSAs count? – Steve Gibson
  • Done some Time Zone messaging in ads due to location targeting. Costs have stayed steady to lower while revenue has jumped. – Brian Gaspar
  • I’ve found shared very useful for an account with several town-targeted campaigns with overall regional budget. – Timothy Jensen

Q7: Do you notice differences in campaign activity when using specific campaign types? ie “Search Network only – Product Listing Ads”

  • Not really…I wonder if these campaign subtypes are more for account organization. – Matt Umbro
  • Some of them turn off the amount of settings you can access in a campaign (like Remarketing option vs. full Display). – Timothy Jensen
  • Not really, but seems like there tends to be occasional differences in traffic volume depending on what you choose. – Dave Rosborough

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More PPCChats

Don’t forget to stay tuned for the next #PPCChat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.


Check out the PPCChat Twitter list to see and connect with all current and prior participants.

• Matt Umbro (@Matt_Umbro)
• James Svoboda (@Realicity)
• Paul Kragthorpe (@PaulKragthorpe)
• Andrew Bethel (@abethelga)
• Brian Gaspar (@BGaspar)
• Cathy Nguyen (@skipcattt)
• Christina Hall (@Chrissie_Hall85)
• Dave Rosborough (@daverosborough)
• Doug Thomas (@ferkungamaboobo)
• Jeff Loquist (@jmloquist)
• Jonathan Levey (@jlevey)
• Joseph Drury (@drurytheelder)
• Julie Bacchini (@NeptuneMoon)
• Kirk Williams (@KECreate)
• Matias el Barrio (@sitematt)
• Melissa Mackey (@Mel66)
• Michael Cestaro (@Vertical_MikeC)
• Michael Henderson (@innuHendo)
• Michelle Morgan (@michellemsem)
• Mitchell Neirick (@mneirick)
• Neil Sorenson (@iNeils)
• Nicole Mintiens (@Tregesy)
• Steve Gibson (@stevegibsonppc)
• Tally Keller (@tallykeller)
• Timothy Jensen (@timothyjjensen)

Today’s Streamcaps, for Success

This is a guest post by Paul Kragthorpe; WebRanking SEM Manager in Minneapolis, Minnesota, #PPCChat Streamcap Grabber, SEO Blog Author. Connect with me @PaulKragthorpe, and Google Plus.

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