the great account structure debate: it takes all kinds by amy bishop
Post on 12-Jan-2017
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#SMX #23B @hoffman8
That One Slide
• PPC Manager 7+ years • Travel Enthusiast • Loves cat memes. Okay, any memes. • Twi?er: @Hoffman8
#SMX #23B @hoffman8
“You mean I have to pick one structure to use
for all accounts?”
How Should Accounts Be Structured?
#SMX #23B @hoffman8
But Seriously, There’s More Than One Way To Skin A Cat.
• Goals • Company Structure • Geography • Products & Product Types • Past Performance (If Available)
#SMX #23B @hoffman8
Reviewing Performance
• Which Keywords Drive Sales • Are there any outliers in terms of Geographic Performance?
• Do Match Types Perform Similarly? • Are There High Volume Keywords that Warrant Extra Emphasis?
#SMX #23B @hoffman8
General Keyword Performance Review
• What Types of Keywords are Driving Sales? Head term? Long Tail?
• Are there any high volume keywords that warrant extra effort: • Low Quality Score • High CPA
#SMX #23B @hoffman8
Match Type Performance
• Pivot Match Type Data • Determine if Outliers Exist • Especially Helpful With Capped Budgets
#SMX #23B @hoffman8
Search Query Mapping
• Subtotal Search Queries • Review Mapping For Improvements • Determine if SKAGs or Match Type Restructures Might Be Beneficial
#SMX #23B @hoffman8
Search Query Mapping
PAGE 10
If Queries Map To Multiple Keywords In One Ad Group and One Performs Better Than Others, May Want to Separate Keywords Into SKAGs to Ensure Map To The Best Fit.
#SMX #23B @hoffman8
Client A: Location Based Brick & Mortar With An Online Presence • Localized Campaigns • Campaigns also Segmented by Product
• Brand Campaign Targeted Broader Area
• Budgets Not Capped • All match types in one ad group, no SKAGS
#SMX #23B @hoffman8
Client A: Location Based Brick & Mortar With An Online Presence
Campaigns
Store 1,
Product 1
Store 1,
Product 2
Store 1,
Product 3 Store 2, Product 1
Store 2, Product 2
Store 2, Product 3 Shopping Top Product Brand
Tight Geo-‐Targeting Around Stores (Structure Spans 40-‐some stores and 5 main product categories)
Broad Geo-‐Targeting
#SMX #23B @hoffman8
Client B: Online Leadgen, No Brick & Mortar
• Broad Area Campaigns to start • Broke out localized city campaigns based upon performance
• Tested Match-‐Type Based Restructure but didn’t outperform original campaign
#SMX #23B @hoffman8
Client B: Online Leadgen, No Brick & Mortar
Campaigns Before
Lesson Plan 1
Lesson Plan 2 Brand
#SMX #23B @hoffman8
Client B: Online Leadgen, No Brick & Mortar
Campaigns After
Tampa Lesson Plan 1
Tampa Lesson Plan 2
Miami Lesson Plan 1
Miami Lesson Plan 2
Florida Lesson Plan 1
Forida Lesson Plan 2 Brand
Excluding Tampa, Miami, etc.
#SMX #23B @hoffman8
Client C: Online B2B
• Low cost per sale but also low volume through small hyper-‐specific campaigns
• Re-‐structured to create high and low funnel campaigns to capitalize on more volume, even at a higher cost per sale (within goal)
• Have the ability to cap high funnel budgets if needed
#SMX #23B @hoffman8
Client C: Online B2B
After
Vertical 1 High Funnel
Vertical 1 Low Funnel
Vertical 2 High Funnel
Vertical 2 Low Funnel Brand
#SMX #23B @hoffman8
Client D: E-commerce Only
• Campaigns Originally Broken Out by Product
• Brand Preferences Led Us to Break Out by Non-‐Brand Product & Product Brands
• Shopping campaigns broken out by ROAS
#SMX #23B @hoffman8
Client D: E-commerce Only
After
Brand 1 Product 1
Brand 1 Product 2
Brand 2 Product 1
Brand 2 Product 2
Nonbrand Product 1
Nonbrand Product 2
Shopping High ROAS
Shopping Med. ROAS
Shopping Low ROAS
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