www.verticalmeasures.com
PRESENTER: Zach Etten
www.verticalmeasures.com
Benefits of a Well-Organized Account
• Performance
• Improved campaign performance
• Analysis
• I...
www.verticalmeasures.com
Performance Benefits
INCREASED
PROFIT $$$
Higher Click-Through Rate
Higher Quality Score
Lower Co...
www.verticalmeasures.com
Performance Benefits
INCREASED
PROFIT $$$
Higher Conversion Rate
Lower Cost-per-Conversion
#2.
www.verticalmeasures.com
Analysis Benefits
• Improved account navigation
• Easier to spot themes
• Better trend analysis
www.verticalmeasures.com
Campaign Structure
• Campaign Level Settings
• Location
• Language
• Budgeting
• Network
• Analys...
www.verticalmeasures.com
Location
• Targeting users in multiple locations
• Different countries
• Different offerings for ...
www.verticalmeasures.com
Language
• Targeting users who speak multiple languages
• Ad Copy
Benefit: Improved Ad Copy, Keyw...
www.verticalmeasures.com
Budgeting
• Specific budgets for certain parts of your
account
• Divisions
• Product Specific Bud...
www.verticalmeasures.com
Budgeting (cont…)
Last 30 days
Ad Spend - $2,989 ($100/day average)
Clicks - 4,699
Sales - 415
www.verticalmeasures.com
Budgeting (cont…)
Last 30 days
Ad Spend - $2,989 ($100/day average)
Clicks - 4,699
Sales - 415
www.verticalmeasures.com
Budgeting (cont…)
Last 30 days
Ad Spend - $2,989 ($100/day average)
Clicks - 4,699
Sales - 415
Bu...
www.verticalmeasures.com
Network
• Targeting Multiple Networks
• Search & Display should ALWAYS be targeted
in different c...
www.verticalmeasures.com
Ad Group Structure
• Many, tightly focused ad groups
• Ad copy should closely reflect keywords
• ...
www.verticalmeasures.com
Ad Group Structure
• All about improving click-through-rate and
conversion rate
• Remember, they ...
www.verticalmeasures.com
Naming Conventions
• Campaign Level
• Provide basic information about what’s inside
Search - US -...
www.verticalmeasures.com
Naming Conventions
• Ad Group Level
• Make the search & filter functions significantly
more usefu...
www.verticalmeasures.com
Where To Start?
• Look at your website’s layout/navigation
www.verticalmeasures.com
Where To Start?
• Look at your website’s layout/navigation
www.verticalmeasures.com
Where To Start?
Paid Search - PPC
Paid Search - Pay Per Click
Paid Search - Paid Search
Themes
Ad...
www.verticalmeasures.com
4 Fatal Mistakes of
PPC Account Organization
www.verticalmeasures.com
4 Fatal Mistakes
#1 - Targeting both Search & Display in the same campaign
www.verticalmeasures.com
4 Fatal Mistakes
#3 - Targeting Ad Groups Too Broadly
Ad Group Keyword
Socks [running socks]
Sock...
www.verticalmeasures.com
4 Fatal Mistakes
#3 - Targeting Ad Groups Too Broadly
Ad Group Keyword
Running Socks [running soc...
www.verticalmeasures.com
4 Fatal Mistakes
#4 – Poor Naming Convention
www.verticalmeasures.com
QUESTIONS?
Contact: 888-476-1881
www.VerticalMeasures.com
www.verticalmeasures.com
Free Adwords Campaign Audits
What We Provide:
• An honest review of your Adwords efforts
• Identi...
www.verticalmeasures.com
NEXT WEBINAR…
Marketing Your Marketing: How to
Drive Discovery of Your Content
Presenter: Sarah S...
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The Organizational Keys to PPC Campaign Success

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Are you unhappy with the performance of your PPC campaigns and struggling with low quality scores? Poor campaign and ad group organization is one of the biggest, most costly, and most common mistakes paid search marketers make. No matter how good your website and keyword selection is, poor campaign organization will cripple your quality score and campaigns from the start. Learn how and why to organize, or re-organize, your campaigns for a successful PPC account.

In this webinar, you'll learn about:

3 fatal organization mistakes
Campaign organization best practices
Why proper organization = Quality Score optimization

Published in: Business, Technology, Design
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Transcript of "The Organizational Keys to PPC Campaign Success"

  1. 1. www.verticalmeasures.com PRESENTER: Zach Etten
  2. 2. www.verticalmeasures.com Benefits of a Well-Organized Account • Performance • Improved campaign performance • Analysis • Improved ability to make good decisions
  3. 3. www.verticalmeasures.com Performance Benefits INCREASED PROFIT $$$ Higher Click-Through Rate Higher Quality Score Lower Cost-per-Click Lower Cost-per-Conversion #1.
  4. 4. www.verticalmeasures.com Performance Benefits INCREASED PROFIT $$$ Higher Conversion Rate Lower Cost-per-Conversion #2.
  5. 5. www.verticalmeasures.com Analysis Benefits • Improved account navigation • Easier to spot themes • Better trend analysis
  6. 6. www.verticalmeasures.com Campaign Structure • Campaign Level Settings • Location • Language • Budgeting • Network • Analysis • Performance Targets
  7. 7. www.verticalmeasures.com Location • Targeting users in multiple locations • Different countries • Different offerings for each location Benefit: Improved Ad Copy, Keyword Bidding, Conversion Rate
  8. 8. www.verticalmeasures.com Language • Targeting users who speak multiple languages • Ad Copy Benefit: Improved Ad Copy, Keyword Bidding, Conversion Rate
  9. 9. www.verticalmeasures.com Budgeting • Specific budgets for certain parts of your account • Divisions • Product Specific Budgets • Be careful not to set campaign budgets too low • Traffic is not linear or consistent Benefit: Improved budget control
  10. 10. www.verticalmeasures.com Budgeting (cont…) Last 30 days Ad Spend - $2,989 ($100/day average) Clicks - 4,699 Sales - 415
  11. 11. www.verticalmeasures.com Budgeting (cont…) Last 30 days Ad Spend - $2,989 ($100/day average) Clicks - 4,699 Sales - 415
  12. 12. www.verticalmeasures.com Budgeting (cont…) Last 30 days Ad Spend - $2,989 ($100/day average) Clicks - 4,699 Sales - 415 But, if campaign budget was set to $100/day… Ad Spend - $2,771 ($218 less) Clicks - 4,356 (343 less) Sales - 384 [31 FEWER SALES(7.5%)]
  13. 13. www.verticalmeasures.com Network • Targeting Multiple Networks • Search & Display should ALWAYS be targeted in different campaigns Benefit: Improved Ad Copy, Keyword Bidding, Conversion Rate
  14. 14. www.verticalmeasures.com Ad Group Structure • Many, tightly focused ad groups • Ad copy should closely reflect keywords • Typically like to see fewer than 15 keywords per ad group Benefit: Improved Ad Copy, Conversion Rate
  15. 15. www.verticalmeasures.com Ad Group Structure • All about improving click-through-rate and conversion rate • Remember, they are called ad groups and not keyword groups for a reason
  16. 16. www.verticalmeasures.com Naming Conventions • Campaign Level • Provide basic information about what’s inside Search - US - Socks Search - Canada - Socks Display - US - Socks Display - Canada - Socks Socks - ORIGINAL Socks (test) Socks US Socks CA BAD GOOD
  17. 17. www.verticalmeasures.com Naming Conventions • Ad Group Level • Make the search & filter functions significantly more useful • Help identify themes & trends Sports - Running Sports - Walking Sports - Hiking Colors - Black Colors - White Running Walking Hiking Black White OKAY MUCH BETTER
  18. 18. www.verticalmeasures.com Where To Start? • Look at your website’s layout/navigation
  19. 19. www.verticalmeasures.com Where To Start? • Look at your website’s layout/navigation
  20. 20. www.verticalmeasures.com Where To Start? Paid Search - PPC Paid Search - Pay Per Click Paid Search - Paid Search Themes Ad Groups
  21. 21. www.verticalmeasures.com 4 Fatal Mistakes of PPC Account Organization
  22. 22. www.verticalmeasures.com 4 Fatal Mistakes #1 - Targeting both Search & Display in the same campaign
  23. 23. www.verticalmeasures.com 4 Fatal Mistakes #3 - Targeting Ad Groups Too Broadly Ad Group Keyword Socks [running socks] Socks [running sock] Socks [walking socks] Socks [walking sock] Socks [hiking socks] Socks [hiking sock] Buy Socks Online ilovesocks.com Shop Our Huge Selection of Socks Today & Save! Poor Structure
  24. 24. www.verticalmeasures.com 4 Fatal Mistakes #3 - Targeting Ad Groups Too Broadly Ad Group Keyword Running Socks [running socks] Running Socks [running sock] Walking Socks [walking socks] Walking Socks [walking sock] Hiking Socks [hiking socks] Hiking Socks [hiking sock] Buy Running Socks Online ilovesocks.com/running Runners Love Our Socks! Shop Our Running Socks Today & Find Out Why Buy Walking Socks Online ilovesocks.com/walking Walkers Love Our Socks! Shop Our Walking Socks Today & Find Out Why Buy Hiking Socks Online ilovesocks.com/hiking Hikers Love Our Socks! Shop Our Hiking Socks Today & Find Out Why Good Structure
  25. 25. www.verticalmeasures.com 4 Fatal Mistakes #4 – Poor Naming Convention
  26. 26. www.verticalmeasures.com QUESTIONS? Contact: 888-476-1881 www.VerticalMeasures.com
  27. 27. www.verticalmeasures.com Free Adwords Campaign Audits What We Provide: • An honest review of your Adwords efforts • Identify wasted ad spend • Suggest areas for growth • Share changes we would make and why What We Don’t Provide: • A boilerplate filled with Adwords buzzwords Call Today for Your FREE Audit (888) 476-1881
  28. 28. www.verticalmeasures.com NEXT WEBINAR… Marketing Your Marketing: How to Drive Discovery of Your Content Presenter: Sarah Skerik, Vice President, Content Marketing – PRNewswire/MultiVu Learn about: • How audience attention spans have changed and the opportunity that this creates for content publishers • Ways to borrow newsroom tactics to bring content to the surface • Tactics for fine-tuning content for effective distribution and social sharing • Channels for distributing content (free and paid) Check out our website at www.verticalmeasures.com/webinars for registration information. 14Nov 10am PST 1pm EST
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