Prioritizing PPC & SEO Workflow
Prioritizing workflow properly is crucial to the success of your PPC and SEO campaigns. Unfortunately, simply automating tasks isn't enough: you need to know how to harness that automation. You also need to know where to point your time and search marketing energies.
This tutorial will provide step-by-step instructions for creating an intelligent, highly efficient workflow management process using WordStream.
Feel free to skip ahead to the section that interests you:
- Workflow Management Tab
- Keyword Group Segmentation
- Additional Workflow Tab Features
- How to Customize Your Workflow Priorities
- The Last Step in Prioritizing Workflow
For the sake of the tutorial, we'll imagine we're creating a new WordStream account.
We'll start by browsing over to the "Workflow" tab located on the right hand portion of our screen:
When you get to the Workflow tab with your new account, you'll note that there is only one Keyword Group.
The bottom right corner of your dashboard will display this single group to you, and enable you to take immediate action:
There are several things here worth noting.
Workflow Action Items (The Buttons)
- Segment Keyword Group - Click this button to begin segmenting keyword groups into keyword group themes within WordStream.
- Associate Ad Group - Clicking this button will allow you to turn a Keyword Group into an Ad Group.
- Associate Landing Page - This button allows you to designate a generated landing page as representing a Keyword Group.
- Cleanse Group - Click here to start to have negative keywords suggested to you.
Workflow Categories (Columns)
- All Goal Value - This column represents user-defined goals that have been completed within a Keyword Group (here, since our account is new, we haven't yet set any goals).
- Relevance - This is a score generated by WordStream designed to suggest to you where your efforts will be most rewarded: the score takes into account how many keywords a group contains as well as how many visits it's driven, OR reflects a calculation you create (more on this later in the tutorial).
- #of Visits - This shows you how many visits each keyword group represents (according to WordStream's Web analytics tools). You might consider spending less time on groups with low visit counts, while you'll likely want to pay close attention to groups with higher visit counts.
- # of Keywords - This refers to the number of keywords a group is comprised of; larger keyword groups should be segmented.
- Group Size - You note the "Fix" graphic and button. This is telling you that your keyword group is too big (we'll cover how this is determined in just a second). Clicking the "Fix" button here serves the same purpose as clicking "Segment Keyword Group;" you'll be taken to the keyword segmentation dialog. Additionally, if you see a green check mark here, that means your keyword group contains the proper number of keywords.
- AdWords Ad Group - This column is telling you whether your Keyword group is properly associated with an Ad Group. If you see a green check mark here, all is well. If you see an orange triangle with an exclamation point, mouse over to see what exactly is keeping your WordStream Keyword Group from being an AdWords Ad Group.
- Landing Page - This tells you whether or not you have associated a landing page with a Keyword Group.
- Filthiness - This tells you whether a group has a large number of negative keyword suggestions.
WordStream allows you to determine "when" keyword groups need to be segmented, cleansed, or de-duplicated. The software will recommend that a Keyword Group be fixed when it has exceeded the Warning Thresholds you set in the settings tab:
- Keyword Group Warning Threshold - This tells WordStream how many keywords a group should contain before segmentation is suggested (we recommend between 20 and 100 keywords, generally speaking).
- Keyword Group Filthiness Warning Threshold - This tells you what percentage of a group is potential negative keyword candidates. You can learn more about how this is calculated in the negative keyword suggestion tutorial.
- Keyword Group Duplicates Warning Threshold - This tells you what percentage of your keywords are shared with other groups. To eliminate duplicates, use the WordStream duplicate keyword tool.
Once you've set up a series of groups, you can then utilize WordStream's prioritization tools to view different metrics:
As you can see, this advanced option offers you a number of choices for customizing your view of your workflow suggestions, such as all goals, specific goals, filthiness, duplicate keyword percentage.
Depending on your task, you can sort the list to help you prioritize your next few actions (if you were assigning negatives, you would view filthiness percentage, for example. Looking for content ideas? You'd sort by traffic and goal conversions, then find the groups without landing pages).
NOTE - To include user-defined goals (or actions, such as leads, sales, newsletter sign ups, etc.) in your workflow prioritization, you first have to set up WordStream action tracking.
Perhaps the most powerful feature here is the ability to create your own workflow calculation. You can determine precisely what is important to you, and rank groups by that metric.
To do this, you first click on the I icon in the relevance column:
Next, you'll be shown a screen asking you to create your own formula:
Basically, you simply create the formula you want to have your groups ranked by. Let's take a look at what each of the above means:
- () - This separates a piece of your equation (if you wanted to first multiply visits and goals then subtract the number of keywords in the group, you could use the parentheses).
- + - This adds two metrics together.
- - - This subtracts two numbers.
- * - This multiplies two totals.
- / - This divides two numbers
- Frequency - This refers to visit total.
- Num_Keywords - This refers to the number of keywords in a group.
- Num_Goals - This refers to user-defined goals (or conversions or actions) you have set.
- Goal_Values - This refers to a relative value you have placed on various goals.
This way you can create your own workflow prioritization equation. So this:
Would actually mean that the number you are ranking groups by is the result of the following calculation:
Keyword Group Visit Total TIMES Number of Keywords in the Group TIMES Keyword Group Goals Completed
If you care about traffic only, you can prioritize based on that. Traffic and conversions a priority? Don't care about traffic, just leads or sales? You can create that formula too!
The last piece in the workflow prioritization puzzle is that of actually following the suggestions and creating new keyword segmentations. To learn more about how this is done, check out our free Keyword Segmentation Tutorial.