Natalie Scherer

VP, Marketing

Make More Money Using Search Marketing with Technology to Automatically Create New Keywords

For brands with large, complex search accounts—whether they have hundreds or thousands of locations, massive product catalogs, or just need a high volume of specific ad placements—the volume of unique search terms is likely in the hundreds of thousands. Brands that need coverage across high SKU catalogs, locations, or services likely know that it is impossible to manually create campaigns and keywords to cover all of the combinations of words customers use to search and purchase their products. This means that brands are missing out on thousands or millions of potential keywords with a strong ROI because the volume and complexity of their account renders manual campaign and keyword creation costs prohibitive.
 
To combat this challenge, Connex®, Rise’s proprietary technology, automatically ingests search term reports from the major engines, reviews the performance of each search term, and automatically adds top performing search terms as new keywords directly into the search accounts. Connex determines which keywords to add based on performance thresholds that are customizable to each brand. For example, Connex can identify all search terms that have converted five times and automatically add them as keywords into the account. This is a simple example, but the technology can look at complex combinations of KPIs including impression volume, clicks, and conversions.
 
Based on each search term, Connex will determine if there is an existing campaign and ad group in the account structure where the new keyword belongs. If there is not an existing campaign or ad group, Connex will automatically generate new campaigns and ad group to house the search term.
 
So, why hasn’t everyone been using search term performance data to find and add new keywords into campaigns? Well, search marketers have been leveraging search term report data for years. The process, until now, has been manual, tedious, time intensive, and impossible to perform at scale.

What Is the Impact of Automatically Adding New Keywords into Large Search Campaigns?
 
The power of this capability goes beyond the ability to process and activate on millions of search term data points to generate high volume keyword coverage. It also helps brands isolate top keyword performers and increase bids to maximize their performance. Strong performing search terms that are managed in a large pool of other search terms, all generated from the same keyword with the same bid, will not be maximized to their full potential. Taking top performing search terms and separating them into campaigns and ad groups with a very small number of highly similar terms gives marketers greater control over how much to invest in a keyword given its ROI. Using technology to help create a larger number of campaigns and ad groups with a small number of keywords also allows brands to identify wasted spend that can be re-invested to maximize top performers. When done at scale across millions of keywords, the ROI impact of having the right bids for the right keywords based on brands’ goals is enormous.
 
An example account we’ve worked with had 25,000 broad match keywords and 25,000 exact match keywords that generated over 260,000 search queries. Of those queries, 30% of them should have been added as exact terms with increased bids, 50% should have been added with reduced bids, 10% should have been added as negatives, and 10% did not require any further action. To identify these insights manually by mining the query data for all 50,000 would require 7,500 hours of manual work per month. With our technology, this process is completed in 2 hours per week. Put simply, even though 90% of the queries in the account should have had an adjustment based on performance, those changes would never occur without technology due to the manual work that would be required.

If you’d like to learn more about how Rise’s Connex platform can drive more results for your search account without any additional media investment, contact us today.
 

01/17/2019 at 10:40

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