The End of Keywords?SEMPDXFebruary 27, 2015
3Q Digital
Why Kill Keywords? Keywords are inefficient – humans are inefficient at buying
queries
Keywords are too granular – allows for optimization!
Keywords are intent-based, not audience-based
3Q Digital
Inefficiency Costs (Google) Money
Keyword Imps CTR Clicks CPC Revenue Bid 1 Bid 2 Bid 3 Bid 4 Bid 5 Bid 6 Bid 7 Bid 8 Bid 9 Bid 10blue widget 10000 2% 200 $1.80 $360.00 $2.00 $1.90 $1.80 $1.70 $1.60 $1.50 $1.40 $1.30 $1.20 $1.10big blue widget 8000 2.50% 200 $1.60 $320.00 $1.80 $1.70 $1.60 $1.50 $1.40 $1.30 $1.20big blue widget online 6000 3% 180 $1.30 $234.00 $1.50 $1.40 $1.30 $1.20 $1.10buy big blue widget online 4000 4% 140 $1.00 $140.00 $1.20 $1.10 $1.00 $0.90buy best big blue widget online 2000 4.00% 80 $0.70 $56.00 $0.90 $0.80 $0.70buy best big blue widgets online 1000 5% 45 $0.00 $0.00 $0.70 $0.60TOTAL 31000 2.73% 845 1.31$ 1,110.00$
Keyword Imps CTR Clicks CPC Revenue Bid 1 Bid 2 Bid 3 Bid 4 Bid 5 Bid 6 Bid 7 Bid 8 Bid 9 Bid 10blue widget 31000 2.25% 698 $1.80 $1,255.50 $2.00 $1.90 $1.80 $1.70 $1.60 $1.50 $1.40 $1.30 $1.20 $1.10
Why Kill Keywords?
3Q Digital
1. Broad match expansion
2. Close-match variants
3. Geo-modifier included
4. Enhanced campaigns
5. PLAs (Google Shopping)
6. DSA
7. Remove query data
8. Remove advertisers all together
How to Kill KeywordsDeath by a Thousand Cuts
3Q Digital
Jan 1 -27
How to Kill Keywords
Broad Match Expansion
3Q Digital
How to Kill Keywords
Broad Match Expansion
3Q Digital
How to Kill Keywords
Broad Match Expansion (Geo-Modifier)
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How to Kill Keywords
Broad Match Expansion (Change User Behavior)
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How to Kill Keywords
Close-Match Variants
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AFTER
How to Kill Keywords
Enhanced Campaigns
BEFORE
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How to Kill Keywords
PLAs (Google Shopping)
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How to Kill Keywords
DSA (Dynamic Search Ads)
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Jan 1 -27
How to Kill Keywords
Remove Query Data
3Q Digital
How to Kill Keywords
Remove Advertisers All Together!
3Q Digital
1. Long tail keywords get less and less traffic (broad match expansion, close-match variants, implied geo-modifiers
2. Device-based optimization has been reduced (enhanced campaigns)
3. Keyword-less ad units are appearing (PLAs, Google airfare search)
4. Keyword-less optimization is being pushed (DSA)
5. Keyword data may eventually be removed (Query reports)
The Big SummaryKeywords are in Trouble!
3Q Digital
So Whatcha Gonna Do(When They Come for You?)
3Q Digital
1. Start mining query data while you have it!
2. Understand your audience
3. Expand beyond SEM!
How to Survive a World Without Keywords
3Q Digital
Mine that Data!
3Q Digital
Understand Your Audience! (AdWords)
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Understand Your Audience! (GA)
3Q Digital
Go Beyond SEM!
SEM
Mobile
DRTV Local
Google Shopping and CSEs
SEO
Native Advertising
Affiliate Marketing
Display
Paid Social
Earned Social
Video
International
Thank You!David [email protected]