PPC Chat Streamcap – Attention to Detail In PPC

This week Matt Umbro (@Matt_Umbro) came up with yet another great question set titled “Attention to Detail In PPC.” The following is the transcribed Streamcap from the live chat:

Q1: How granular do you segment device specific campaigns (just by device or by OS and/or device model)?

  • By screen, though the composition of which devices is reviewed through analytics across all channels. – Chris Kostecki (@chriskos)
  • Unless there is a specific reason, I generally just segment by platform (ie: 1 campaign for computers & 1 campaign for mobile) – Matt Umbro (@Matt_Umbro)
  • Just by device, I can’t see the value in going that deep into devices. – Richard Banks (@RichardJABanks)
  • Separating by operating system may be a little too granular. I like to separate mobile from desktops + tablets. – eliteSEM (@eliteSEM)
  • Have only done by device, but my campaigns are relatively small. Could see granularity being valuable with larger campaigns. – Luke Alley (@LukeAlley)
  • Just device; user behavior doesn’t vary much (a phone’s a phone). Might be interesting to test based on demographics tho. – Aaron Levy (@bigalittlea)
  • I have found huge gaps between mobile and tablet – may be dangerous to lump together. – Chris Kostecki
  • I segment as much as possible in PPC: device, geography, budget, display/search, remarketing/standard display… everything. – John Ellis (@JohnWEllis)
  • If you’re gonna go, go all out. Segment by device + OS, write ad copy to that level. "Download from App Store" – Mike Shollenberger (@webjock)
    • If you are pushing an app, device targeting makes a lot of sense. – Chris Kostecki
  • Often computers + tablets works well – since tablets often convert as well as PCs. – David Szetela (@Szetela)
  • I stick w/ device targeting. Keep an eye out to see if one area is performing drastically different. Otherwise not worth resources. – Michelle Morgan (@michellemsem)
  • Normally here it’s to the branded and top 2-3 performing non-branded campaigns. – Brian Gaspar (@BGaspar)
  • Due to already limited traffic on mobile devices in our verticals, just segment by device not OS (at this point). – Nicole Mintiens (@Tregesy)
  • I  have bought into the device by time of day data that has been floating around and have some success day parting bids by device. – Chris Kostecki
    • Totally agree. My initial day parting recommendation to the company will be on a mobile non-branded campaign. Another option is the extent of the KW’s. If you are targeting iPhone/Droids, would you go short vs. long tailed on PC’s? – Brian Gaspar 
      • All are different markets, so kws applied all around, w that said, mobile contains less terms and relies on suggestions. – Chris Kostecki
      • Always short tailed. Volume drops off FAST for long tail mobile terms. – Aaron Levy
  • I have segmented PPC by specific devices, but that’s because it was an app. Otherwise, its rare. – John Ellis
  • Day parting bids by device. Definitely on my to do list. – Michelle Morgan
  • Agreed that mobile should almost always be separate from tablet. Tablets ain’t phones! – David Szetela
  • Our Google rep also suggested this strategy since searchers utilize tablets in a similar fashion to PCs. – Nicole Mintiens
  • I once ran a campaign for an android app only on android phones. – Matt Umbro
  • Segmentation by Mobile / Tablet / Desktop. – Andrew Baker (@AndrewBaker72)
  • I just usually segment by device. There is a lot of difference in behaviour from the different devices. – Hannah Yarrow (@PYC_Hannah)

Q2: Aside from your text ads containing targeted KWs & call to actions, what are additional features your ads must contain?

  • Sitelinks are a necessity!! – Hannah Yarrow
  • Great USPs to stand out from the crowd & of course good calls to action are a must. – Anisha (@dotAnisha)
  • Reg marks and the word "Official". – Chris Kostecki
  • Sitelinks and Location Extensions are a must. – Nicole Mintiens
  • Value propositions! Always gotta tell them the awesome stuff they’ll get if they click. – Michelle Morgan
  • If a sale is running make sure D1 is part of headline (ie: Leather Couches – Free Shipping & 20% Off.) – Matt Umbro
    • Agreeded. Although I’ve found in testing sales here that the Qualified Flat Rate Ship works better than the % Off amt. – Brian Gaspar
  • True value props: "why should I buy from you instead of everyone else." Don’t include stuff where you aren’t really a winner. – Aaron Levy
  • If you are enabled to have the seller extension, that would further increase the credibility of your product/brand. – Brian Gaspar
  • Have seen good results playing with display URL: example.site.com or site.com/example. – Luke Alley
    • So have I, and playing around with a domain name if it is too long, e.g. removing the WWW. – Anisha
      • You can remove the www. from display (I always do) to beat char limits, but its added on the SERP. – Aaron Levy
  • I’ve seen little difference in KW length between mobile & desktop. – Douglas Thomas (@ferkungamaboobo)
  • Product Ad Extensions for eCommerce, Link to G+ Local Page if it’s a local business, Click To Call for Mobile, etc. – Andrew Baker
  • Be careful that your own preferences — and perceptions — do not narrow your focus and target too much. – Lois Martin (@LoisMarketing)
  • What ever the ad is stating, best to back it up on the LP, or else not worth paying for the click. – Chris Kostecki
  • In PPC ads, don’t waste text space telling me what I just searched. Get to the value. – John Ellis
  • "Official Site"… Ask question – "Looking for X?" – Joseph McConellogue (@DigitalMrktr)
  • Also, always use your desired capitalization for your display URL – never know when your ad will show above the organic results. – Matt Umbro
  • Personally, not a fan of questions in ads, esp headline. Search is query, ad is answer. – Chris Kostecki
    • I’ve had good luck w/Qs in ads. – Melissa Mackey (@Mel66)
  • I like to use #’s and $ymbols whenever poss1ble because they’re eye-catching. Within ad copy guidelines, of course. – Mike Shollenberger
  • Know your audience, create language speaking to your segment. B2B, sell to Businesses, not consumers. – Brian Gaspar
  • Have used "Don’t Buy KEYWORD" in headline then "Until You Check Us Out" in D1… Draws the eye. – Luke Alley
  • Lets not forget dynamic keyword insertion. – Anisha
  • If you’re the official site or original company, throw that in. Use that registered trademark! – Elizabeth Marsten (@ebkendo)
    • But make sure that the TM won’t cause Google to pause the ad to review it before approving it. – Brian Gaspar
  • Phone number, if the business works with phone leads. That is, phone extension (mobile click-to-call + desktop trackable number if budget allows) – Timothy Jensen (@timothyjjensen)
  • For B2B, be very specific about the user benefit of clicking, eg video or whitepaper. – Chris Gutknecht (@ChrisGutknecht)
  • We’ve used competitor names in ads as well, with good results – Eric Bryant (@GnosisArts)

Q3: Do you build smaller campaigns in order to utilize more relevant sitelinks extensions? Why or why not?

  • Yes so that you can tailor your site link extensions, appear bold, and increase the likelyhood of higher CTR. – Anisha
  • Yes, to an extent. Don’t go overboard so mini campaigns get in the way of important data (dayparting/geo). – Aaron Levy
  • Yes, especially to utilise site links especially for eCommerce and product type searches. – Andrew Baker
  • Sadly, no. Would become almost unmanageable. Can use aggregate data the way it is now. – Michelle Morgan
  • Sometimes, if for nothing else to improve overall headline CTR. But in general, creating smaller campaigns based off sitelinks is too time consuming – Matt Umbro
  • Not enough diversity for my site, but its a great idea. – Chris Kostecki
  • Have been doing this when feasible. It helps. – Melissa Mackey
  • Ideally would be the case but it comes down to time spent vs. ROI. Sometimes the focus would be to break out larger campaigns. – Brian Gaspar
  • When we have deployed this the extra effort has reaped the results. – Andrew Baker
  • When possible, yes, by all means. Really depends on the depth of client’s site & budget. – Timothy Jensen
  • Don’t really see Ad Group level sitelinks as that different from mini-campaigns. If you need separate links, just do it. – Theresa Zook (@I_Marketer)
  • Depends on if Trying to use sitelinks for additional ecom "products" or additional "value props" i.e "free shipping". – Bryant Garvin (@BryantGarvin)
  • Ad Group level sitelinks would prevent the needs to split up budget if budget is an issue. – Joe Castro (@PPCJoeC)

Q4: What match type do you put your negative keywords in? Why?

  • Mostly Broad. Phrase really equals broad, and Exact is rarely needed. – David Szetela
  • Ad Groups – phrase and exact, Campaigns – phrase. – Matt Umbro
  • Negatives we put on as negative exact as recommended by our Google reps. -Kristina Costa (@KhughesCosta)
  • That really depends on why I am doing it. Is it for "traffic flow" or for removing bad matches? – Bryan Garvin
  • Phrase. Control. – Chris Kostecki
  • Rarely broad match negatives, usually phrase, sometimes exact. phrase eliminates the most problems, i don’t trust broad neg. – Mike Shollenberger
  • Phrase mostly & Exact the rest of the time. Rarely Broad since I’m blocking tangential searches. – Theresa Zook
  • Between ad groups- exact match, campaign level- broad for those free, cheap, download, print type terms. – Elizabeth Marsten
  • Depends how much I don’t want matches in that direction, but usually phrase. Broad is just too loose. – Robert Brady (@robert_brady)
    • Broad negative keywords don’t function same as regular broad keywords to best of my knowledge, won’t exclude similar. – Timothy Jensen
    • I’ve seen recent evidence of this also, definitely different behaviours. – Andrew Baker
  • Depends on what I’m trying to exclude. Mostly use broad for single keywords at camp level. No multiple word negatives as broad. – Michelle Morgan
  • Mostly broad at campaign level, exact at adgroup level. – Luke Alley
  • I love exact and phrase negatives at the AdGroup level. It forces searches to the right AdGroup. – John Ellis
  • Would LOVE to see a study on how "loose" negative broad is. I know it’s not the same as positive broad match. This out there? – Luke Alley
  • Usually broad, but exact if I’m using separate exact and broad match campaigns. Exact also on certain acronyms. – Chris Kutknecht
  • I’d say 70% broad (wtf is that doing here!) 20% phrase (for control) and 10% exact (really weird but high volume queries). – Aaron Levy
  • The majority of the time it is phrase especially if it is one KW (plus add the variations). Don’t trust a broad. – Bryant Garvin
  • Exact match to ensure the keyword from the correct ad group is shown if different match types causing duplicates. – Blair Kerrison (@blairkerrison)

Q5: What is a unique question(s) you ask during a kickoff or monthly client meeting? Why do you ask this question?

  • Their "impressions" or "feelings" abt the last 30 days’ of results. Lets them get their agenda out first. – Theresa Zook
  • Have you seen changes (improvements) in your business that correspond to the PPC changes we’ve reported? – David Szetela
  • What type of customer matters to you the most? How much time do you have to develop landing pages? (better be tons!) – Aaron Levy
  • Kickoff – What differentiates you from your competition? Why should someone use you versus them? – Gives me adcopy ideas. – Bryant Garvin
  • What is the most valuable type of conversion? – Michelle Morgan
  • What kind of seasonality factors dictate how busy/slow you can be? Helps to plan for upcoming months. – Brian Gaspar
  • Do you have access to your website? Or is it controlled be a control freak webmaster. We need to install codes to track perf,. – David Lonergan (@LoonieGuy)
  • How do you get your bonus? Translate what you want into a language they REALLY understand. – Aaron Levy
  • Are you OK with testing off-the-wall ad copy? – Elizabeth Marsten
  • Ask questions about the client’s business/industry overall. Wins for them & Struggles. – eliteSEM
  • How are the leads progressing through the sales funnel (for lead gen campaigns)? – Robert Brady
  • To help understand their business "In your own words how would you describe your service/business?" – Luke Alley
  • Can we get tracking installed on your website ? Shocking how many clients don’t do this already. – Melissa Mackey
  • "What’s new?" "How are sales trending?" "Anything on the horizon?" "When’s the next promo?" "Is that LP up yet?" – Chris Kostecki
  • Are you limited by anything such as Budget or CPA? Where can we focus our efforts on now? – Brian Gaspar
  • What are the top 10 keywords you think best describe your products/services? Always fun hearing the answers! – David Lonergan
  • How hands on are you? Do you go into your account and make changes? Do I have to approve every ad variation with you? etc. – Bryant Garvin
  • Explaining to clients why/how a bad website affects the best PPC campaign in the world is neverending. – Theresa Zook

Q6: What is your biggest PPC pet pieve/obsessive compulsive detail of managing PPC accounts?

  • MSN AdCenter. – Nicole Mintiens
  • Clients who mess with stuff and don’t tell me. – Robert Brady
  • Not having multiple match types with explicit bids. – Michelle Morgan
  • Focusing on a single metric or a very brief period of data without looking at the big picture. – Timothy Jensen
  • Individually tagging site links w/ utm parameters. – Andrew Baker
  • Explaining to clients why the display URL & the dest. URL have to be on the same domain. – Stephanie Cockerl (@StephCockerl)
  • I always have to make sure settings are correct – will obsessively check. – Matt Umbro
  • ROI not measured…after that: Not running multiple ad copies & depending on broad match. – Chris Kostecki
  • Search query data mining. I totally obsess over it. – Theresa Zook
  • No conversion tracking. Hate optimizing for CTR. – Melissa Mackey
  • Ad Rotation Settings. – Brian Gaspar
  • Definitely, settings. It feels like I have to undo every default! – Elizabeth Marsten
  • Lack of separate bidding for search partners. Lack of ability to pause sitelinks. – Melissa Mackey
  • Placement reports. Mostly for hilarity’s sake. – Aaron Levy
  • Errors in ad copy! – Chris Kostecki
  • A huge pet peeve though is multiple match types all set to the same bid. WTH might as well just put in Broad. – Bryant Garvin
  • Having to 3rd party code all KW’s/Copy & update the Dest URL with those coded pages before turning on in AdWords & AdCenter. – Brian Gaspar
  • I hate the when my Google team builds something for me, the entire thing is broad match. WTF? – Michelle Morgan


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PPCChat Streamcap brought to you in part by:

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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