The battle to decide what strategies are best for match type segmentation is on! Which side are you on?

1. #SMX #22b @john_a_lee
…and what you can do about it!
How Match Type Segmentation is
Part of a Vast Right Wing Conspiracy
John Lee – Clix Marketing

2. #SMX #22b @john_a_lee
• Managing Partner – Clix Marketing
• Digital Advertising Geek
Emphasis on “Geek”
• Prior Sentences Served:
Hanapin Marketing
Wordstream
• Writer:
Search Engine Watch, ClickZ, Clix Marketing
Blog, The SEM Post, Acquisio Blog, PPC
Hero
• Speaker:
SMX, SMX Social, SES / ClickZ Live,
HeroConf, State of Search, Acquisio User
Summit, Bing Ads Connect

3. #SMX #22b @john_a_lee
It’s a Stump Speech, Man
My Position

4. #SMX #22b @john_a_lee
 You don’t always have to
do what smart people tell
you to do (oh, wait…).
 I oppose a/b and SKAGs
as a universal PPC
strategy.
 Segmentation for the
purpose of segmentation is
pointless.
My Position

5. #SMX #22b @john_a_lee
Sorry Susan… This Is a Battle, Right?
What Trump (I Mean Susan) Says

6. #SMX #22b @john_a_lee
alpha/beta strategy and SKAGs:
- Provide sterile environment for search query mining.
- Provide environment for granular ad and landing page
testing.
- Force search engines to trigger the most precise
keyword+ad+landing page combo.
- “Efficiency.”

7. #SMX #22b @john_a_lee

8. #SMX #22b @john_a_lee
…or “Break it Down” …or “Why I Don’t Care”
Hammer Time!

9. #SMX #22b @john_a_lee
 One size fits all does not
apply.
 Not all campaign managers
operate at this level and
will be crushed by ALL THE
CAMPAIGNS.
 Some campaign structures
are complicated enough
already.
a/b and SKAGs Preached as Gospel

10. #SMX #22b @john_a_lee
REAL EXAMPLE
Segmented by Country
Segmented by Theme
5 Countries X 9 Themes X 2 = ???
…90 Campaigns
(and that’s just search, we also have GDN!)

11. #SMX #22b @john_a_lee
 Create every
campaign. Twice.
 Add a keyword. Add
a negative keyword.
 Download and
upload every
campaign. Twice.
(bandwidth FTW!)
Double Your Pleasure, Double Your Fun

12. #SMX #22b @john_a_lee
 Longer testing cycles for
ad & landing page data.
 “Low search volume.” It
happens.
 Plural vs. singular.
Reverse word order. Do
they really need
separate ads?
Meaningful & Expeditious Testing?

13. #SMX #22b @john_a_lee
You Can Do Most of This In a
“Normal” Campaign Structure.

14. #SMX #22b @john_a_lee
 Exact, modified broad (and more!) in one ad
group.
 Exact is your winner, winner, chicken dinner.
 Mod+broad is your research.
 Learn new queries; create new ad groups.
 Rinse. Repeat.
Sometimes, Less Work is OK

15. #SMX #22b @john_a_lee
 Ad group level
negative exact match
keywords.
 Still have risk of
mod+broad serving
impression for exact
match? Yes.
 Chance of this happening is slim with tiered
bidding, but if it does – you’ll still serve the right ad!
But John, What About the Negatives?

16. #SMX #22b @john_a_lee
 Keyword to ad
relevancy is HUGE,
yes. But…
 How much is there
to gain from an ad
for the plural vs.
singular keyword
variations?
But John, What About the Ads?

17. #SMX #22b @john_a_lee
Keyword.
Destination.
URLs.
But John, What About the Landing Pages?

18. #SMX #22b @john_a_lee
Exact and Modified Broad Match Only
Really? Really? Really?

19. #SMX #22b @john_a_lee
 Phrase match is a great catch all for those
“just in case they search” long tail
keywords.
 Broad match is one of the best keyword
research tools out there.
 You can come after me with pitchforks in the lobby…
Phrase & Broad Match Still Have Value

20. #SMX #22b @john_a_lee
I Don’t Know, Can They?
Can Concessions Be Made?

21. #SMX #22b @john_a_lee
Yes, a/b and SKAGs can make sense
for high volume keywords.

22. #SMX #22b @john_a_lee
Should you at least consider a/b and
SKAGs when planning optimization
strategies? Yes.

23. #SMX #22b @john_a_lee
 Don’t blindly apply a/b and SKAGs to all
keywords.
 Consider the impact of other
segmentations first (e.g. location, ad
schedules, business purpose).
 Let the data inform your ongoing decisions.
But…

24. #SMX #22b @john_a_lee
Questions?
@john_a_lee
john@clixmarketing.com
www.clixmarketing.com

25. #SMX #22b @john_a_lee
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016