How to optimize and test B2B SEM campaigns?

GapingVoidLooking at the right stuff but looking at it from too far away might be hindering your optimization capabilities.  At this level of optimization, the factors that you need to consider are much more complex than campaign level CTR and CPC.

For those struggling to find a meaningful test environment, I would suggest doing the following before moving forward with a SEM test.  This will help you gather data and possible outcomes.

(GapingVoid) Image


First of all, for a test to be feasible you need two things:  high volume traffic and client (searcher) interest.

In order to find which KWs would be suitable for a test you should look at the campaign at the pure KW level. Forget about campaigns and adgroups, those will come later.

Here are some guidelines to help you build a [better] test:

Don’t bite more than you can eat.

By that I mean, take a smaller part of the account and optimize that, rather than optimizing the entire campaign. That way you will be able to prove that the optimization and testing is working by comparing past performance to your current test.

High performance is paramount.

Analyze high performing keywords at the keyword level not at the adgroup or campaign level. Group them together semantically.

At this point we have a very good idea of the topics (aka adgroups) that we are running and we know the hierarchy that we should be following in order to support the high level business goals.  So don’t worry about the adgroup/campaign naming conventions or structure. That will come later.

Use the top of the pack.

Take top 20% of high volume and high conversion keywords and do some competitive research to see what is the possible volume of traffic the test  might get.

Price is a key indicator.

Look at the CPC numbers and search for the high cost terms. If the keyword is not an industry standard such as CRM and the volume/competition is not that strong then you know right there that we might be overpaying for that KW.

Group terms smartly.

Take all the keywords that fit that criteria and separate them into adgroups no larger than 7to 10 keywords. The grouping should be done at the keyword level semantically not at the topic level. What I mean is that if the keyword has the word database, then find seven terms that have that same term on it and group them together.

Assume that you are ALWAYS overpaying for Google clicks.

Find the bidding sweet spot.

A balance between too many impressions and clicks and not enough.

Use your tail.

Take long tail keywords that have strong conversions and some clicks and add those to the campaign.

Expand cautiously.

This is your chance to expand the keyword list. Do not go crazy. Add a max of 20% new keywords every few weeks. So if you have 100 total you have at most 20 new terms that you can add. Be smart about them don’t just add anything the keyword generation tools offer you.

Superstars and super-spenders.

Big difference. If you find a superstar term (i.e. CRM) or a high volume keyword that you are not sure about (i.e. high performance) separate them from the rest of the campaign and put the into their own adgroups.
After you do all of these (and your own stuff) you can have a good idea of what the optimization test would look like.

251 Comments

  1. Heya! I just wanted to ask if you ever have any problems with hackers? My last blog (wordpress) was hacked and I ended up losing a few months of hard work due to no data backup. Do you have any solutions to protect against hackers?

  2. You are my intake , I own few blogs and sometimes run out from to brand.I think this internet site has some really excellent information for everyone. “The expert at anything was once a beginner.” by Hayes.

  3. Just a smiling visitor here to share the love (:, btw great style. “Justice is always violent to the party offending, for every man is innocent in his own eyes.” by Daniel Defoe.

  4. Very interesting points you have noted , regards for putting up. “Above all be true to yourself, and if you can not put your heart in it, take yourself out of it.” by Hardy D. Jackson.

  5. I have not checked in here for a while since I thought it was getting boring, but the last few posts are good quality so I guess I¡¦ll add you back to my daily bloglist. You deserve it my friend 🙂

  6. This is really interesting, You are a very skilled blogger. I have joined your feed and look forward to seeking more of your fantastic post. Also, I’ve shared your site in my social networks!

  7. I am not sure where you are getting your information, but great topic. I needs to spend some time learning much more or understanding more. Thanks for excellent information I was looking for this info for my mission.

  8. Good day very cool blog!! Guy .. Beautiful .. Amazing .. I’ll bookmark your web site and take the feeds also…I’m glad to search out a lot of useful info right here within the post, we want work out extra strategies on this regard, thanks for sharing.

  9. I just couldn’t leave your site prior to suggesting that I extremely loved the standard information an individual provide for your visitors? Is going to be back steadily in order to inspect new posts.

  10. You can definitely see your enthusiasm in the work you write. The arena hopes for even more passionate writers like you who aren’t afraid to mention how they believe. Always follow your heart. “A second wife is hateful to the children of the first a viper is not more hateful.” by Euripides.

  11. I do not even know how I ended up here, but I thought this post was good. I do not know who you are but definitely you are going to a famous blogger if you are not already 😉 Cheers!

  12. Hello There. I found your blog using msn. This is a very well written article. I will make sure to bookmark it and come back to read more of your useful info. Thanks for the post. I will certainly comeback.

  13. This is really interesting, You are a very skilled blogger. I have joined your rss feed and look forward to seeking more of your excellent post. Also, I’ve shared your site in my social networks!

  14. I loved as much as you will receive carried out right here. The sketch is attractive, your authored material stylish. nonetheless, you command get bought an shakiness over that you wish be delivering the following. unwell unquestionably come more formerly again since exactly the same nearly very often inside case you shield this hike.

  15. I and my buddies were found to be following the excellent tactics from your website and so at once I had a terrible feeling I never expressed respect to you for those secrets. Most of the boys are actually as a consequence glad to study them and have surely been tapping into them. Appreciate your really being simply kind and then for deciding upon these kinds of very good subject areas most people are really desirous to know about. My sincere regret for not saying thanks to earlier.

  16. I am glad for commenting to let you understand what a cool encounter my cousin’s princess obtained viewing your blog. She came to find numerous details, with the inclusion of what it’s like to possess a wonderful helping style to have the others without difficulty learn about some complex subject matter. You undoubtedly did more than people’s desires. I appreciate you for offering such beneficial, trusted, educational and even easy tips on this topic to Evelyn.

  17. Wonderful beat ! I would like to apprentice while you amend your website, how can i subscribe for a blog web site? The account aided me a acceptable deal. I had been tiny bit acquainted of this your broadcast offered bright clear concept

  18. A person essentially assist to make critically posts I’d state. This is the first time I frequented your website page and up to now? I amazed with the analysis you made to create this actual put up extraordinary. Fantastic process!

  19. I am now not positive the place you’re getting your info, but good topic. I must spend some time learning more or figuring out more. Thank you for excellent information I used to be looking for this info for my mission.

  20. A person necessarily lend a hand to make seriously posts I would state. That is the first time I frequented your web page and up to now? I amazed with the research you made to make this particular submit incredible. Excellent process!

  21. I’ll try to instantly clutch i465 black your individual rss as I cannot find a e-mail registration site as well as e-newsletter program. To emerge as just about any? Delight allow the you learn with the intention that I could add your email. Gratitude.

  22. Very nice post. I just stumbled upon your weblog and wished to say that I have truly enjoyed surfing around your blog posts. In any case I will be subscribing to your rss feed and I hope you write again very soon!

Leave a Reply

Your email address will not be published. Required fields are marked *