Some quick notes on Peter Dunbars own twist on Perry Marshall’s peel and stick strategy.
1) Take high performing keywords and put them into their own Adwords campaign.
- improves impression share
- campaign starts out with a great history
2) Keep old campaign running.
3) Enter the keywords you’ve “peeled and sticked” as exact negative keywords in the old adgroup so that it doesn’t trigger that ad group.
4) keep match types separate. One adgroup will contain just broad, another just phrase and another just exact. Only one keyword per adgroup.
5) Use broad and phrase keywords as a breeding ground for highly relevant match
keywords.
6) Example in Peter’s own words: “If I have a broad match keyword “cocker spaniel collar” and a phrase match “cocker spaniel collar” and pulled a search query report, and saw I received a conversion on “blue cocker spaniel collar” I would add [blue cocker spaniel collar] to my exact match campaign, and add -[blue cocker spaniel collar] to both the phrase and broad at the adgroup level.”
I’ve heard of this method before from some of the other PPC gurus so I’ll definitely have to try it soon.
Here’s the original blog post if anyone wants to check it out:
