I mean, there’s exact match, phrase match, broad match, expanded broad match, and now “automatic broad match”.  Throw in negative exacts, negative phrases,  etc. and you’ll have an aneurysm.

Jerrold Burke is a Senior Analyst in the PPC department at Rocket Clicks.  He proactively contacted me to suggest we do an audio which clarifies how to leverage Google’s fuzzy logic in SEARCH.

Most importantly, in this short and free MP3, we concentrated on Automatic Broad Match, the broadest of the broad.  It’s a feature still in Beta so you won’t yet see it in all accounts, but we’re pretty sure it’s coming down the pike for everyone.

If you happened to have opted into the Beta in 2008 and forgotten about it, you might find you’re dripping money when you look at your Search Query Report (or you might be pleasantly surprised to see the opportunities)

Here’s how to manage the Beast…

Enjoy!

Dr. G

But first… You ARE tracking conversion and running the Search Query report at least monthly, right?  Good!

(Hint: over 70% of the AdWords accounts I’ve audited, including many accounts spending $10K+ per month had NOT run this report and had no idea what to do with it… even just running it and staring at it will give most Adwords marketers who’ve been tracking conversions instantaneous ideas for saving money, increasing Quality Scores, and getting more traffic… what are you waiting for?)

Anyway, here’s the simple idea.

When you’ve got broad match running in a relatively high volume adgroup, for example “migraine relief”, the search query report will show you all the queries it’s expanded the keyword to using it’s fuzzy logic (except those which have not yet received a single click).

And you’ll also see the individual click through and conversion rates for each of these fuzzy-logic keywords.

Now, the traditional advice for processing the search query report is to mine it for negative keywords (low performing queries which might be dragging your CTR down on the broad match), and possibly peel and stick under-performing keywords out into their own adgroups so you can write a more specific ad, and possibly a more specific landing page.

Good advice.

But here’s the part people aren’t using.

A lot of the high-click-through longer phrases you’ll find in the report are actually BENEFITS which make for great click through enhancing ad-copy, not only in the adgroup you found them in (in the search query report), but across a good deal of your campaign.

So for example, in the search query report for a broad match bidded phrase like “migraine relief” you might see the following high performing phrases (suppose the average clickthrough on the broad match by itself, as reported in the interface, is 2%)

“natural migraine relief” –> 3.4%

“kill your migraine” –> 5.2%

“herbal migraine supplements” –> 7.2%

(Note: these results are fictitious)

Well, what I’m saying is, start testing ads with all these text benefits in  headlines, body copy, and the display URL… FOR THE ORIGINAL ADGROUP AND SEVERAL OTHERS, and you might very well find you’re significantly boosting your click through rate.  That’s because the fact people are searching for them represents a desire in and of itself, and the fact they’re clicking on your ad in large number after searching represents the synergy between the search phrase and your general proposition.

For example, we might test a new ad like the following in our original broad match group (excuse me for the overly simplistic illustration– you’ll need to be more creative than I to really make this work but I think you’ll get the point):

Natural Migraine Relief
Herbal Migraine Supplements
to Safely Kill Your Migraine
NaturalMigraineRelief.com/Herbal

See where I’m going?

Good, now you go there too!

Hope it helps,

Dr. G

PS – As a FREE bonus for joining my Hyper-Responsive-Marketing-Club, you’ll get immediate access to my advanced Adwords bonuses AND a FREE copy of Adwords Checkmate AND How to Choose Your Market.  (Important Note: The price on the club will be raised on January 1st or when I reach 1,000 active members, whichever comes first, so this is your last chance to lock in the current low rates)

PPS – Tomorrow, my long time weekly mastermind partner Markus Roman is going to release a brand new, never before seen resource for dramatically boosting your click through rate.  He’s going to provide a special price for my list through the end of the weekend, so PLEASE watch your email very closely as he can’t provide exceptions for people who email customer service on Monday, etc.  (My apologies in advance)

Please permit me a quick “Geekgasm” diversion to help you understand the mechanics behind all this (or more accurately,  our perception of the mechanics) and how it affects your Adwords management efforts:

• There are really two major branches of predictive mathematics
• The first is more statistical and normative, and seeks to model data on specific and identifiable variables and factors.  When it’s successful, it not only is able to predict what happens, but it’s able to EXPLAIN the prediction in plain English.  We know not only what is likely to happen, but why it’s likely to occur.
• The other model is called neural networking, and seeks to emulate how the human brain learns via  a network of associations, strengthened or weakened according to trial and error learning.  When this model succeeds, it’s often not able to explain WHY it can predict the data (just like we can’t always explain our favorite recipes beyond “a pinch of this and a pinch of that”), but it’s usually a lot more powerful in it’s predictive accuracy.  (Just like your grandmother’s apple pie tastes so much better than anyone else trying to follow a strict recipe)
• We’re pretty sure Google’s relying at least partially on neural networks and trial and error learning to model their broad match technology.  (I know I would if I had literally trillions of searches and click results to use as trial and error data points)

OK, “Geekgasm” over.

The implication of all this is that the algorithm “learns” over time, and evolves in it’s maturity in much the same way a human being benefits from years of experience.  We can’t say exactly how a 30 year old is different than a 20 year old, but we DO know they’re much more mature and are likely to trust them with much more unsupervised responsibility.

What this means for you as the algorithm matures is more opportunity to avail yourself of it’s power, with less risk, and less time and energy required to manage it.

Rob Sieracki ( Director of the PPC department at RocketClicks.com) wrote a blog post this week on the Ebb and Flow of Google’s Broad Match Algorithm.  It’s definitely worth your attention!

All my best,

Glenn

PS – I might be beating a dead horse, but the whole point of my (still free for the moment) Broad Match Magic technique  is to leverage the algorithm successfully and hit the soft underbelly of hyper-competitive markets like weight loss, credit repair, etc.  And to be most effective with it, you should walk through the step by step instruction in the hyper-responsive marketing club

In any event, you can download the negative keyword slides here in PDF format.

The majority of AdWords accounts we’ve seen have been incredibly under-optimized for negative keywords.   Most people know what they are, and have a few dozen, or perhaps a few hundred.  But an optimized account making good use of broad match will often have THOUSANDS of negatives which can DRAMATICALLY increase your click through rate and reduce your cost per acquisition.

And when you combine the power of  Rocket Clicks negative keyword strategy with the power of the hyper-responsive adwords bulls eye process, you wind up with an extraordinary Adwords campaign, both optimized and easy to manage.  (The bulls eye process relies heavily on identifying the 6 most important keywords in your market, then leveraging Google’s broad match algorithms to expand your traffic around this theme)

Seriously, if your Adwords spend is even $100/mo, the time you spend watching this FREE webinar and studying the slides is a total “no brainer”.    It’s one of the very few times I’m comfortable saying it’s entirely possible you’ll make money TONIGHT with this information.

All my best,

Dr. G

How to Do It Yourself | Coach with Glenn | Done For You

You may THINK you know what I mean, and on the surface, you probably do.  But when you watch the video below, you’ll see the IMPLICATIONS are much further reaching, and in many ways the opposite of what you currently think they are.

I can’t recommend you watch this one more highly (I know that’s kind of immodest, please don’t tell my Mom):

Center of Gravity Part ONE:

How to Do It Yourself | Coach with Glenn

Center of Gravity Part TWO:

How to Do It Yourself | Coach with Glenn

While the profit volume one can achieve using broad match is tremendous, the risk is of equal proportion if it’s not managed correctly.

Most recently, the RocketClicks.com team (at the suggestion of Jered, who you’ll hear interviewed here) has innovated a broad match management technique which gives you the ability to more specifically manage this risk.

I have to admit, as common-sense and obvious as this one was, I didn’t think of it myself and heard no one else talking about it.

Enjoy this short but powerful interview

Leads and Orders Generated For You by PPC Management Experts

Email From A Client Who Previously Heard Me Present Hyper-Responsive Adwords Methods

“Hi Glenn, I just picked up your Truth Profits program and I gotta tell you…I was blown away by the PPC section you included. Like a lot of internet marketers, I’ve lost my shirt (and close to my pants! in getting pay-per-click completely WRONG for so long. I’ve purchased several programs but all they seem to do is tell you Google’s “rules” or how to try to “game the system”.

The format that your team used with discussing PPC was like being a fly on the wall as real pro’s discuss what’s REALLY working in this area. It’s obvious that the other marketers you teamed up with were somewhat challenged at some point with PPC. They asked all the right questions (for beginners and pro’s)…and you gave some incredible answers in a real step-by-step format.

I listened to the recording 3 times in a row and found new tips each time. In fact, I listened to it while on the treadmill at my gym and had to keep jumping off to scribble down the thoughts and ideas as they came pouring into my head! (I think you’re personally responsible for about 750 calories I could have lost if I’d just been able to keep running! Won’t hold it against you!)

Anyway, just wanted to say that I’ve listened to many of your recordings in the past but this one is by FAR the best yet. This section alone was worth far more than the price I paid.

Thanks for the tips!”

Jeff Anderson Chicago, IL

Here’s the thing … Google uses FUZZY LOGIC to serve your ads on all but exact match keywords.

And even though Google has the best fuzzy logic around, it’s still VERY FUZZY, and the percentage of irrelevant and costly keywords (or content sites) served is frightening.

Thankfully, Adwords provides the reporting center, and there are two reports in particular of immense value … the Search Query Report, and the Content Placement Report.

They can seem overwhelming, but all you really need to do is:

1) Make sure you’ve got conversion tracking installed. (Adwords is ALL about conversion tracking … I really don’t understand how anyone makes ANY money without it)

2) Run the reports.

3) Suppress impressions on poorly performing keywords by adding them as negatives, and suppress poorly performing sites by excluding them.

There are many more valuable things you can do with these reports (like identifying keywords you hadn’t bid on for peeling and sticking into new adgroups … they’ll show up because Google broad matched them using fuzzy logic, etc., … or peeling out a great content site and putting it in a placement only campaign to more effectively manage the bids) … but these are extra credit.

Seriously, in the past 100 accounts I’ve seen, less than 5% had run these reports, leaving a huge gaping hole in the market for you!