PPC Account Structure - HeroConf

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PPC Account Structure - HeroConf

  1. 1. Account04 : 16 : 2012 Structure at the Campaign Level
  2. 2. Leaders in B2B SEM TOP 30 AGENCY US• 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 Marketing2
  3. 3. The obvious• One campaign if small budget/account• Brand vs. non-brand @Mel66
  4. 4. Widget A Campaign Ad Group 1The obvious Ad Group 2 Ad Group 3 Ad Group 4• By product type 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
  5. 5. The not-so-obvious• Budget considerations @Mel66
  6. 6. The not so obvious• Settings – Dayparting – Ad rotation – Bidding options • CPA, enhanced CPC, etc. – Start/end dates – Geo-targeting – Network – Devices @Mel66
  7. 7. The not so obvious• Testing – ACE – Any type of testing when combined w/considerations above (settings, budget) @Mel66
  8. 8. Make life easier• Remember, you can always move ad groups & create new campaigns @Mel66
  9. 9. Make life easier• Organize for both QS and ease of management Keyword Set: Branded Quality Score Brand Term 1 10 Brand Term 2 10 Brand Term 3 10 Brand Term 4 7 Brand Term 5 9 Brand Term 6 10 Brand Term 7 10 Keyword Set: Delivery Rental Quality Score delivery trucks for rent 3 rent delivery trucks 2 delivery truck for rent 5 delivery vans for rent 5 delivery truck rental 6 delivery trucks rental 4 @Mel66
  10. 10. In Summary…• Use those settings! – Save time – Better results & optimization @Mel66
  11. 11. mackey Melissa Mackey Melissa.Mackey@gyro.co m @Mel6611

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