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The Great Structure Debate - SMX West - Amy Bishop


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Amy Bishop's take on PPC account structure. Learn why one-size-doesn't-fit-all and suggestions for strategizing your account structure including data points to review when planning a restructure. Also, see examples of actual businesses and structures before and after!

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The Great Structure Debate - SMX West - Amy Bishop

  1. 1. #SMX #23B @hoffman8 It Takes All Kinds The Great Account Structure Debate
  2. 2. #SMX #23B @hoffman8 That One Slide • PPC Manager 7+ years • Travel Enthusiast • Loves cat memes. Okay, any memes. • Twitter: @Hoffman8
  3. 3. #SMX #23B @hoffman8 “You mean I have to pick one structure to use for all accounts?” How Should Accounts Be Structured?
  4. 4. #SMX #23B @hoffman8 But Seriously, There’s More Than One Way To Skin A Cat. • Goals • Company Structure • Geography and Language • Products & Product Types • Past Performance (If Available)
  5. 5. #SMX #23B @hoffman8 Reviewing Performance • Which Keywords Drive Sales • Are there any outliers in terms of Geographic Performance? • Do MatchTypes Perform Similarly? • AreThere HighVolume Keywords that Warrant Extra Emphasis?
  6. 6. #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
  7. 7. #SMX #23B @hoffman8 Geo Performance Before Restructure: After Restructure: r:
  8. 8. #SMX #23B @hoffman8 Match Type Performance • Pivot Match Type Data • Determine if Outliers Exist • Especially Helpful With Capped Budgets
  9. 9. #SMX #23B @hoffman8 Search Query Mapping • Subtotal Search Queries • Review Mapping For Improvements • Determine if SKAGs or Match Type Restructures Might Be Beneficial
  10. 10. #SMX #23B @hoffman8 Search Query Mapping PAGE 9 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.
  11. 11. #SMX #23B @hoffman8
  12. 12. #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
  13. 13. #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-TargetingAround Stores (Structure Spans 40- some stores and 5 main product categories) Broad Geo-Targeting
  14. 14. #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
  15. 15. #SMX #23B @hoffman8 Client B: Online Leadgen, No Brick & Mortar Campaigns Before Lesson Plan 1 Lesson Plan 2 Brand
  16. 16. #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 ExcludingTampa, Miami, etc.
  17. 17. #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
  18. 18. #SMX #23B @hoffman8 Client C: Online B2B Before Vertical 1 Vertical 2 Brand
  19. 19. #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
  20. 20. #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
  21. 21. #SMX #23B @hoffman8 Client D: E-commerce Only Before Product 1 Product 2 Product 3 Shopping
  22. 22. #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
  23. 23. #SMX #23B @hoffman8 If You Don’t Test, You Will Never Know. Testing is Important!
  24. 24. #SMX #23B @hoffman8 SEE YOU AT THE NEXT #SMX THANK YOU! CLIX Marketing 217 La Grange Rd Pewee Valley, KY 40056 Tel :502.442.2776 Fax :502.805.0643 Web: 23 @clixmarketing @hoffman8