ppc account structure - heroconf
DESCRIPTION
TRANSCRIPT
04 : 16 : 2012
Account
Structure
at the
Campaign Level
2
Leaders in B2B SEM
TOP 30 AGENCYUS
• Credentialed by every major search engine
• Active in promotion of thought leadership positions at conferences and within
publications
• BtoB Top 30 Search Agency 2009, 2010, 2011
• The 2010 BMA B2 Award of Excellence – SEO (Natural Search) Program, Over 50 Keywords
• The 2011 BMA B2 Award of Excellence – PPC (Paid Search) Program, Over $1 Million
• Honorable Mention, ClickZ 2010 Connected Marketing Awards, Best Use of Search Marketing
@Mel66
The obvious
• One campaign if small budget/account
• Brand vs. non-brand
@Mel66
The obvious
• By product type
Widget A Campaign Ad Group 1 Ad Group 2 Ad Group 3 Ad Group 4 Ad Group 5 Ad Group 6 Ad Group 7 Ad Group 8 Ad Group 9 Widget B Campaign Ad Group 1 Ad Group 2 Ad Group 3 Ad Group 4 Ad Group 5 Ad Group 6 Ad Group 7 Widget C Campaign Ad Group 1 Ad Group 2 Ad Group 3 Ad Group 4 Ad Group 5
@Mel66
The not-so-obvious
• Budget considerations
@Mel66
The not so obvious
• Settings– Dayparting– Ad rotation– Bidding options
• CPA, enhanced CPC, etc.
– Start/end dates– Geo-targeting– Network– Devices
@Mel66
The not so obvious
• Testing– ACE– Any type of testing when combined
w/considerations above (settings, budget)
@Mel66
Make life easier
• Remember, you can always move ad groups & create new campaigns
@Mel66
Make life easier
• Organize for both QS and ease of management
Keyword Set: Branded Quality ScoreBrand Term 1 10Brand Term 2 10Brand Term 3 10Brand Term 4 7Brand Term 5 9Brand Term 6 10Brand Term 7 10
Keyword Set: Delivery Rental Quality Scoredelivery trucks for rent 3rent delivery trucks 2
delivery truck for rent 5delivery vans for rent 5delivery truck rental 6delivery trucks rental 4
@Mel66
In Summary…
• Use those settings!– Save time– Better results &
optimization
