Keywords are key. Building a search campaign with New Engen starts with what we like to call "keyword generation." But first, let’s bring it back a bit. Keywords are the words or phrases that allow you to match your ads with terms people are searching for. So, it’s always important to select high-quality and relevant keywords to ensure you reach the right customers at the right time.
A tailored fit. The keyword generation process is important because not only does it enable you to easily build a large set of keywords, but it also determines the structure of your campaigns. So what’s the big deal about campaign structure? Well, it’s important because it determines how granular our technology is able to bid, and how granular your ad copy can be. Ultimately, a solid campaign structure will allow for precise bidding and tailored ad copy.
Bidding at the most granular level – allows you to maximize efficiency of your campaigns which leads to the greatest return on ad spend (ROAS) or lowest cost per acquisition (CPA), whichever you are using as a target, and therefore optimizing towards.
Not bidding at the most granular level – without this granular focus and transparency, solely using the native platform (Google Ads or Bing) search tools forces you to bid less specifically, potentially failing to account for possible conversion rate differences due to device or match type, ultimately leaving money on the table.
How do we facilitate specific or granular bidding?
In order to bid at the most specific (granular) level possible, we create up to 8 (and possibly 12 accounting for tablet) different iterations of each keyword, that are various combinations of each match type (broad, broad modified, phrase, and exact) and device (desktop, mobile, and potentially tablet). We have chosen to segment along these lines because we have found them to be the most consistent differentiators of performance across all industries and campaign types. For example, if you create one New Engen campaign for black boots, upon publish into Google Ads or Bing, 8 to 12 versions of that campaign will be created - one for each device and match type combination.
What is missed without this approach?
Without this comprehensive approach, marketers are forced to bid less specifically, and would be potentially failing to account for differences due to device or match type, and eventually not land on the most efficient spend. Most of our competitors do not—and cannot—take this approach due to the tremendous manual effort required for this massive campaign generation, and due to the lack of a machine who can wade through the massive data to make decisions and learn simultaneously.
Wait, what about the keywords that don't get a lot of data?
It is true that the granular split of the keywords means that many, perhaps most, keywords do not obtain enough volume to make meaningful bidding decisions. Our technology counteracts this potential shortfall by deliberately grouping performance data according to a hierarchy of keyword, ad group and bid group attributes to ensure meaningful and appropriate aggregation. This allows us to bid specifically on keywords when data volume permits us to do so, but also allows for meaningful bidding decisions when data volume is lacking.