#SMX #23B @Justin_Freid

How Account Structure Leads To Optimal Results

Improve Structure,

Improve Results

#SMX #23B @Justin_Freid

•  Justin  Freid  •  @justin_freid  •  Vice  President  Of  Emerging  

Media  At  CMI/Compas  •  SEO,  SEM  and  Social  

#SMX #23B @Justin_Freid

A Meticulous, Granular Approach To Account Structure Yields The

Optimal Results

#SMX #23B @Justin_Freid

My thoughts on skags…

#SMX #23B @Justin_Freid

Goal:  Get  your  customers  to  complete  a  desire  action  as  efficiently  as  possible.    

#SMX #23B @Justin_Freid

Your  campaigns  need  to  be  optimized  for  your  two  audiences:  Search  engines  and  humans  

#SMX #23B @Justin_Freid

B  

A  

#SMX #23B @Justin_Freid

•  Provide  a  positive  user  experience  to  the  searcher  •  Get  the  searcher  to  the  information  they  are  looking  for  as  quickly  as  

possible  •  Move  the  searcher  to  the  next  step  in  their  purchase  path  •  Increase  relevancy  to  improve  quality  score  

Structure Matters

Search Query Ad Text Landing Page Target Keyword

Aa

#SMX #23B @Justin_Freid

Ad Group = Group Of Ads

Ad Group ≠ Group Of Keywords

#SMX #23B @Justin_Freid

•  Your  head  is  on  straight,  your  function  well  

•  Ability  to  make  rationale  decisions  

•  Really  only  interested  in  talking  to  your  own  groups  of  friends  

The Beer Scale – Exact Match

#SMX #23B @Justin_Freid

•  You’re  ready  to  party  •  You  begin  to  get  louder,  

attracting  more  attention  •  You’re  interested  in  

meeting  new  people  

The Beer Scale – Phrase Match

#SMX #23B @Justin_Freid

•  You’re  the  life  of  the  party  •  You  begin  to  make  some  

questionable  decisions  •  Everyone  is  your  best  friend  •  You  have  told  multiple  

people  ‘I  love  you  man’  

The Beer Scale – BMM

#SMX #23B @Justin_Freid

•  You  have  absolutely  no  idea  what  is  going  on  anymore  

•  You  make  lots  of  bad  decisions  

•  But..  There  is  a  chance  you  could  make  a  good  decision  

The Beer Scale – Broad Match

#SMX #23B @Justin_Freid

Ad Group Level Negatives Are Like Your DD

#SMX #23B @Justin_Freid

§ Across  46  accounts,  post  refresh,  CMI  was  able  to  generate  the  following  results:    –  23%  increase  in  traffic  at  identical  budget  

levels  

–  $1.28  average  decrease  in  CPC  

–  Average  increase  in  QS  of  1.3  

–  Average  increase  in  position  of  1.1  

Aggregated Account Refresh Results

 $3.30    

 $3.40    

 $3.50    

 $3.60    

 $3.70    

 $3.80    

 $3.90    

 $4.00    

 -­‐    

 500    

 1,000    

 1,500    

 2,000    

 2,500    

 3,000    

 3,500    

 4,000    

 4,500    

Baseline   Refresh  

CPC  

Clicks  

Average  Monthly  Clicks  &  CPC    

Avg.  Monthly  Clicks  CPC  

§  Individual  Account  Results:    –  300%  increase  in  traffic  

–  139%  increase  in  CTR  

–  9.2%  decrease  in  CPC  

–  22%  decrease  in  CPA  while  increasing  total  conversions  by  40%  

#SMX #23B @Justin_Freid

SEE YOU AT THE NEXT #SMX

THANK YOU!