Search Marketing Workflow Guide
Being able to effectively triage within your SEO management and PPC management is crucial to search engine marketing success. This best practices guide will help you to leverage WordStream's workflow tools to get the most out of your search marketing efforts.
This tutorial offers tips and tricks for creating optimized workflow with WordStream. For a more in-depth "how-to" look at using the tools within the WordStream workflow tab, please see the WordStream Prioritizing Workflow Tutorial.
Feel free to skip ahead:
- Getting the Most Out of Our Workflow Automation Tools
- Creating Manageable Groups
- Convert Keyword Groups into Ad Groups
- Repeat the Workflow Process
In order to get the most out of your WordStream workflow tools, we recommend a series of best practices:
- Trust the Tool - WordStream offers you automated workflow suggestions based on the size and importance of your Keyword Groups. Following the software's advice and spending more time and energy on the recommended groups will vastly improve your WordStream-induced returns.
- Keep Groups Small - Ideally, Keyword Groups should be kept to no more than one or two hundred keywords each; even with WordStream's advanced grouping tools, groups that grow too large make it difficult to create compelling ad text that relates closely to each keyword.
- Don't Forget the Ad Groups - Creating Keyword Groups is just the first step in having your ads appear next to searches and on websites: you also have to turn the Keyword Group into an Ad Group.
- Keep Segmenting - WordStream is always researching new keywords for you and is continually suggesting their use to you within your account. It's importantly to check in with your account and take advantage of the workflow tab regularly so that you can introduce new keywords and create better and better segmentations within your account.
following our workflow advice
While "trusting the tool" is pretty straight forward, there are a few tricks that will help you to follow the advice more efficiently and effectively.
Keeping groups small (as in: taking larger groups and repeatedly breaking them down into smaller groupings) offers three benefits:
- Related Keywords - Your keyword group will be closely related, which is a factor in Quality Score.
- Relevant Ad Text - Ad text that speaks to your entire keyword list will drastically aid your click-through rate (and, subsequently, your Quality Score).
- Relevant Landing Pages - Making sure your landing pages are tightly integrated with your keyword list and ad text will greatly help conversions (and your cost per action).
Basically, what you'll want to do to be able to keep groups small is to navigate to the "Settings" tab and create an alert at 100 or 200 keywords:
Simply type in the threshold you'd like to create, and click apply. If you change your mind later, you can always "revert" to the default Keyword Group Warning Threshold by clicking the revert button.
Having set your threshold, you'll simply need to consult your Workflow Tab to easily view which groups are too big (and to begin segmenting them with the click of a button).
WordStream's workflow tools enable you to quickly segment your keyword database into Keyword Groups. While this is powerfully valuable, make sure you don't forget to take those Keyword Groups and turn them into Ad Groups.
This will hurt your campaign, because when you create a new Keyword Group, you're removing those keywords from the group they were previously in.
So, let's say I run a blog about indie music. I have a large keyword group for "music" and variations. I want to segment it, so I click the segment keywords button:
Now, I decide to create an independent group.
Great! Now I have a group filled with keywords containing the terms independent and music.
The problem is, the independent terms have been pulled from my "music" group. So, if I create an Ad Group for music, but forget about my independent Keyword Group, all of the terms with both independent and music will fail to run.
Fortunately, this is easy to avoid.
When you're viewing your Keyword Groups (located in the left-hand side of your WordStream screen) simply check the "Highlight Groups Used by AdWords" box, and any keyword groups you haven't yet converted into an Ad Group will be highlighted:
The independent music group isn't purple, so you know that you have to turn it into an Ad Group. To learn more about this process, please see our Creating Ad Groups Tutorial.
And, finally: utilize WordStream's workflow suggestions as often as possible. Continually keep an eye on which groups are performing and which groups need further segmentation.
If you're interested in learning more about how to get the most out of your WordStream subscription, take a look at any installment of our best practices series:
- How to Group Keywords Guide
- How to Identify & Filter Negative Keywords
- How to Integrate WordStream with Existing Google AdWords Accounts Guide
- How to Set up Ad Groups & Ad Campaigns
- How to Create Optimized Ad Text & Landing Pages
- How to Manage Bids Guide
- How to Conduct Keyword Research Guide