Online marketing is one tough gig. Google’s status as “top dog” is undeniable, and their keyword pricing reflects it. These industry topping CPC’s have many marketers scouring for additional avenues to advertise their clients. One popular landing place for many is 7search.com, the home of bids as low as $0.01 and 3.5 billion searches per month.
One major hiccup in the migration process is the difference in how ads are structured on each platform. While marketers are very familiar with Google’s Campaign + Ad Group stucture, 7search’s ads are campaign based while offering the ability to customize at the keyword level. It can make porting over your Google ads an incredible headache.
Fear not, loyal readers…AskPPC is here to help! We’ve spent a bit of time playing around with both platforms and would like to share our tips on the best way to port over your existing Google ads to 7search. It’s a lot easier than you think!
Step 1– Using Google Adwords Editor (get it Here), export your selected campaigns (click File>Export CSV>Export Selected Campaigns and Ad Groups).
Many make the mistake of exporting the entire account for their clients. This can make for serious headache when attempting to port over your ads. A better practice would be to bring in the “A-Team” of ads and then port over the rest once your 7search account is running smoothly.
FYI: 7search limits accounts to 1000 search terms by default. Plan accordingly.
Step 2 – Consider each ad group for a campaign with 7search. If you have multiple ads in each group,
you will need to use the Ad Scheduling tool provided by 7search, and create a separate campaign for each, in order to sequentially split test them. In this case, the best practice would be to run your top ad first, and then add more campaigns to test against it as needed.
Step 3 – Delete the following columns: First Page CPC, Top of Page CPC, and Quality Score. This data is not needed.
Step 4 – Be sure to add http:// or https:// to the display URLs in each ad group. Otherwise you will get an error when you attempt to upload your 7search spreadsheet.
Step 5 – Identify and save a copy of your ad group’s negative keywords to a text or word doc. Remove them from the spreadsheet.
It is important to note that 7search allows for 100 negative keywords in each campaign and 100 account level (all ads) negatives. This is quite different from Google’s norms. The Google spreadsheet will normally list the negatives for the first ad group at the top of the spreadsheet, the negatives for the second ad group at the bottom (after the regular keywords) and then alternate for additional ad groups. Be careful not to remove wrong set of terms (hey, it happens).
Step 6 – Delete the Following columns: Link Text, Order, Campaign Status, Ad Group Status, Creative Status, Keyword Status, Approval Status, Suggested Changes, and Comments. Then, remove and remaining URLs related to the site links from each campaigns:
Step7 – Copy the remaining column headings and apply them to each ad group. It helps you keep on task, trust me. Your Google spreadsheet should now look something like this:
Step 8 – Obtain a copy of the 7search Upload Spreadsheet from your account. It can be found on the “Add keywords” page in any campaign.
Step 9 – Copy and paste each column from your Google spreadsheet to the corresponding 7search one. Once complete you can upload the spreadsheet on the same page where you originally obtained it. One spreadsheet is required per campaign.
Pro Tip: If you are porting over a large campaign, contact your 7search rep to request a keyword increase.
Pro tip 2: 7search spreadsheet uploads of 5000 lines or less work best.
Wait a Second, What about that “Keyword Type” Column?
7search does offer multiple keyword match types (broad, phrase, exact) but in our experience it is best to test the traffic at broad match and then tweak as needed. The traffic levels simply cannot match Google and need to be experienced before optimizing. The exceptions to this rule are high volume single keywords and their Click Free (cf) direct navigation keywords, which should both ideally be tested at exact match. Users can always tweak the match types from the Manage Keywords page of any campaign.
That’s all it takes! Please let us know if you have additional strategies for making the Google-to-7search transition work smoothly & we will gladly share with our readers.