AdWords Peel And Stick

Perry Marshall has talked about “peel and stick” for a very long time. I can tell you first hand, it is quite effective. By putting your top performing keywords in their own campaign, and with Google taking campaign performance history into account, your impression share usually spikes.

But i’ve taken it a step further. I check and see what exact phrases were used to trigger my keyword (for my broad and phrase match campaigns), and then peel and stick those top performing keywords as exact match. Normally I would have had to run a search query report but now with the new interface, I can pull this data in seconds.

Check out my technique (no big secret, but for many, it’s something they don’t do):

Please feel free to leave a comment… i’d love to hear it!

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  1. Tracy, 10 June, 2009

    Makes sense. Thanks. Then, what do you do with the original campaign?

  2. Peter, 10 June, 2009


    Thanks! Very good question… I keep it running however I add all the keywords I peeled as exact negatives in the old adgroup πŸ™‚ This assures those keywords will never be pulled from the old adgroup again… like this -[keyword]

    Sorry for not mentioning this in the video…

    Peter πŸ™‚

  3. Tom, 18 June, 2009

    That’s great! I had been thinking that I would need to get those keywords from my tracking software. It’s nice that we can now get them easily from the new Google Adwords interface.

  4. Hi Peter, 16 July, 2009

    When you do Pell and Stick, do you mean to make up their own CAMPAIGN, or put them in their own ADGROUP within the same Campaign?

  5. Peter, 16 July, 2009

    Hey thanks for the comment! I was talking about sticking them in their own campaign. That way your new campaign would have a great history and you’re not mixing lower CTR with the new higher CTR.

    Take care!


  6. Melanie, 15 August, 2009

    Hi Peter,

    You said “I check and see what exact phrases were used to trigger my keyword (for my broad and phrase match campaigns), ”

    Do you group your keywords by the different matching types i.e One camapaign will have 3 different ad group’s one for each match type?

    If you do this what is the benefits of setting up a campaign this way?

    The info you share is excellent – thanks a lot.

  7. Peter, 16 August, 2009


    Thanks for the kind words πŸ™‚ Actually I separate match types. In other words, I’ll do one campaign broad match, another phrase, another exact and one KW er adgroup. It’s so much easier to manage IMHO and it allows me to bid at the adgroup level.

    Hope this helps!


  8. John, 11 November, 2009

    Hi – like your info here – just a little confused about the addition of negative keywords.

    Do you mean your Broad & Phrase match campaigns would both include a negative keyword for the exact match of the keyword? Or could you also include the Phrase match as a negative keyword in the Broad match campaign?

    So, Broad Match campaign would have two negative keywords (Phrase & Exact); Phrase would have one negative (Exact), and the Exact match campaign would have no negatives – is this correct?

    And would you include these negative keywords at the Adgroup level or the campaign level or does it matter considering you only have one keyword per adgroup anyway?

    Oh, and what does IMHO mean? And you say doing things this way allows you to bid at the adgroup level – what are the advantages of bidding at the adgroup level?

    Sorry for all the questions – just trying to get things clear in my head.

  9. Peter, 12 November, 2009


    Hey thanks!!

    I basically use broad and phrase as a breeding ground for high relevant exact match keywords.

    As I pluck the exact match search phrases from either broad or phrase, I add that exact match phrase as a negative in both campaigns. Here is an example.

    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.

    Just ad the exact match negative so it doesn’t throttle other searches πŸ™‚

    IMHO means “In My Humble Opinion”

    Hope this helps!


  10. max, 17 November, 2009

    thanks for your tips Peter and your willingness to share. Do you do any coaching? I went to the affcoaches site, but it seems to be under construction….

  11. Robbyn Cortner, 29 May, 2013

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