Targeting: the key to a campaign’s profitability
As we have already mentioned throughout this blog: one of the keys to a successful AdWords campaign (that is to say, with a solid ROI) is the manager’s ability to target the most profitable groups of visitors. This is achieved largely through the analysis of the performance of search terms (search network) and placements (display network), which will lead to the wise exclusion of unwanted queries and sites.
Everyone is concerned
For example, if you are a company that does laser welding, it is unlikely that you are interested in people searching for a “welder position” (that is, a job). If you sell “welding stations,” it gets even more complicated.
Yet the majority of AdWords users neglect analyzing search term performance: they think that by buying “laser welding” (without the quotation marks), they will not have this kind of problem, but that is false: keywords are by default in so-called “broad” queries. You have to use regular expressions if you want to restrict them.
Exclusion: a task that is difficult to automate
In short, it is likely that 90% of beginner AdWords users are paying fortunes for keywords on which they should not even be positioned.
The best way to handle exclusions: humans. And yes, we have not found anything better. The subtle nuance between “welder position,” which expresses a job search, and “welding station,” which is a product, cannot be handled by a robot.
How should data be processed to exclude and target more precisely?
Once we have restated all these obvious points, there are still two points to take into consideration:
- If the decision of whether or not to exclude a word or key phrase must be made by a human being, we can nevertheless think that analyzing search term data deserves automated assistance. It is hard to imagine the manager spending hours reading and deciphering the thousands of completely different query lines, 80% of which are made up of the long tail.
- Excluding is good, but analyzing search queries can potentially reveal many other things: are certain associations between terms recurring, and which ones are the most profitable?
Eureos’s semantic analysis tool: it does the tedious work
That is why Eureos developed a semantic analysis tool for search terms from AdWords. The principle is simple:
- You attach the search terms report from AdWords
- You enter the main expressions on which you have positioned yourself
- You suggest attributes whose association with the expressions you would like to test
The system then returns all combinations between expressions and attributes, along with the performance of these combinations in terms of volume and CTR. The icing on the cake: the system can suggest other combinations with attributes that you had not identified beforehand. The campaign manager can now focus on the “human” work, and therefore on the intelligence of the campaign. Magic, isn’t it?
Would you like to test this tool? Good timing, we are in the startup phase and we are looking for agencies to help us promote the concept.
