RE - US Bisep Campaign Structure (Organogram)

RE - US Bisep Campaign
54 Keywords | 5 Ad Groups | 29 Eligible | 11 Limited | 13 Not Eligible | 1 Paused
Flow Stopping
1 keyword
✓ 1 Eligible
"flow stop" Phrase
Hot Tapping & Plugging
12 keywords
✓ 7 ⚠ 3 ✗ 1 ⏸ 1
[hot tapping machine for pipeline] Exact
[hot tapping companies near me] Exact
[hot tap pipe machine] Exact
[hot tap machine] Exact
"onshore hot tapping" Phrase
[hot tap piping] Exact
"hot tapping and plugging" Phrase
"plugging service" Phrase
"plugging machine" Phrase
"hot tapping pipeline" Phrase
[hot tapping] Exact
[hot tapping machine] Exact
Applications BISEP US
22 keywords
✓ 7 ⚠ 3 ✗ 12
"creating bypass for valve replacement" Phrase
"temporary bypass during pipeline work" Phrase
"pipeline branching without shutdown" Phrase
"Sectional pipeline repair" Phrase
"line stopping pressurized pipelines" Phrase
"Pipeline decommissioning" Phrase
"Leak detection of repaired pipelines" Phrase
"isolating sections of live pipelines" Phrase
"dual seal isolation under pressure" Phrase
"Pipeline re-routing" Phrase
"offshore live intervention" Phrase
"Dead leg removal" Phrase
"in-service tie-in pipeline solution" Phrase
"Valve repair" Phrase
"Pipeline abandonment" Phrase
"Sectional pipeline replacement" Phrase
"hot tapping for pipeline bypass" Phrase
"Pressure testing" Phrase
"Pipeline bypass" Phrase
"Pipeline tie-in" Phrase
"onshore live intervention" Phrase
"non-intrusive dead leg removal" Phrase
Line Stopping
7 keywords
✓ 3 ⚠ 4
[line stop bypass] Exact
[line stop pipe support] Exact
[line stop valve] Exact
[line stop valve insertion] Exact
[line stop installation] Exact
"line stopping" Phrase
"line stop equipment" Phrase
Stopple
12 keywords
✓ 11 ⚠ 1
"stopple plugging machine" Phrase
"stopple pipeline" Phrase
"stopple" Phrase
"stopple installation" Phrase
"double stopple bypass" Phrase
"stopple tee" Phrase
"pipe stopple" Phrase
"hot tap and stopple" Phrase
[pipeline stopple] Exact
"stopple bypass" Phrase
"gas stopple" Phrase
"stopple plug" Phrase
ALL AD GROUPS SEND TO SAME LANDING PAGE:
https://www.statsgroup.com/hot-tapping-line-stopping
⚠️ This is the root cause of quality score issues
🚨 CRITICAL PROBLEM: One Landing Page for All Ad Groups
This campaign structure is fundamentally flawed. All 5 ad groups are sending traffic to the same landing page, which is why you're seeing:
  • 57% of Line Stopping keywords are "Limited" - Google sees "line stop valve" searches clicking through to a page about "hot tapping" and penalises quality score
  • 55% of Applications BISEP keywords are "Not Eligible" - Searches for "pipeline decommissioning" or "dead leg removal" land on a generic hot tapping page with no relevance
  • 25% of Hot Tapping keywords are "Limited" - Even the main topic keywords suffer from lack of specificity
  • The Stopple ad group performs well (92% eligible) - BUT "Stopple" is a competitor's trademark, and you're still sending to a generic page
Why this matters: Google's Quality Score is based on three components:
  1. Expected CTR (Ad relevance to search)
  2. Ad Relevance (Ad copy matching keywords)
  3. Landing Page Experience (Does the page match what they searched for?) ← YOU'RE FAILING HERE
Low Quality Scores mean:
  • Higher CPCs (you pay more per click)
  • Lower ad positions (competitors rank above you)
  • Wasted budget on clicks that don't convert
  • Keywords marked "Limited" or "Not Eligible"
✅ RECOMMENDED FIX: Create Dedicated Landing Pages
You need separate landing pages for each ad group:
  1. Flow Stopping → Create dedicated landing page at /flow-stopping with "flow stop" terminology prominently featured
  2. Hot Tapping & Plugging → Keep current page (/hot-tapping-line-stopping) OR create separate /hot-tapping and /plugging pages
  3. Line Stopping → Create dedicated /line-stopping page with "line stop valve", "line stop equipment", "line stop bypass" content
  4. Applications BISEP → Create /bisep-applications page featuring:
    • Pipeline decommissioning
    • Valve repair
    • Dead leg removal
    • Pipeline abandonment
    • Pipeline re-routing
  5. Stopple → DECISION REQUIRED:
    • Option A: Create /stopple-alternative page positioning STATS as the better alternative to Stopple™ products
    • Option B: Exclude "Stopple" as negative keyword and pause this ad group (recommended to avoid trademark issues)
Quick Win Alternative (if new pages aren't possible immediately):
  • Add anchor links to different sections of the current page
  • Point each ad group to the relevant section: /hot-tapping-line-stopping#line-stopping
  • Add H2 headings with exact keyword match for each section
  • This is NOT ideal but better than generic page for all
Expected Results:
  • Quality Scores increase from 3-5 to 7-9
  • CPCs decrease by 30-50%
  • "Limited" keywords become "Eligible"
  • Ad rank improves, winning more top positions
  • Better conversion rates (people find what they searched for)
Eligible: Active and serving
Limited: Low quality score
Not Eligible: Not serving
Paused: Manually disabled