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How to Structure a Baseline Framework for a PPC Account

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: The Great PPC Account Structure Debate. PRESENTATION: How to Structure a Baseline Framework for a PPC Account - Given by Patrick Bennett, @patrick_bennett - Showroom Logic, Co-founder, CPO. #SMX #14B

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How to Structure a Baseline Framework for a PPC Account

  1. 1. March 3rd Baseline Framework Patrick Bennett Co Founder & CPO Showroom Logic @patrick_bennett
  2. 2. searchmarketingexpo.com @patrick_bennett #SMX #14B • Learn fast • Avoid chaos • Be consistent • Follow a framework MY BASELINE STRATEGY
  3. 3. searchmarketingexpo.com @patrick_bennett #SMX #14B A separate campaign is created for each theme* RULE #1 *typically a separate product, landing page, service or persona Tesla Model S Tesla Model X Tesla Brand Campaign 1: Tesla Model S Campaign 2 : Tesla Model X Campaign 3 : Tesla Brand
  4. 4. searchmarketingexpo.com @patrick_bennett #SMX #14B Ad groups are organized by match type keywords. RULE #2 Modified Broad Phrase Match Exact Match
  5. 5. searchmarketingexpo.com @patrick_bennett #SMX #14B All keywords in the phrase match ad group exist in the modified broad ad group as phrase match negatives. RULE #3 Phrase Match “tesla model s” “new tesla model s” “2015 tesla model s” Modified Broad -“tesla model s” -“new tesla model s” -“2015 tesla model s”
  6. 6. searchmarketingexpo.com @patrick_bennett #SMX #14B All keywords in the exact match ad group exist in the phrase match ad group as exact match negatives. RULE #4 [tesla model s] [new tesla model s] [2015 tesla model s] -[tesla model s] -[new tesla model s] -[2015 tesla model s] Exact Match Phrase Match
  7. 7. searchmarketingexpo.com @patrick_bennett #SMX #14B No more than two relevant ads exist inside each ad group. RULE #5 The New Tesla Model S www.tesla.com/model-s Drive the Safest Car in America And Never Buy Gas Again. 2015 Tesla Model S www.tesla.com/model-s Auto Software Updates. Autopilot. Drive the Car Tony Stark Invented. Tesla Model S www.tesla.com/model-s Experience the Most Advanced Car On the Road. Test Drive Today.
  8. 8. searchmarketingexpo.com @patrick_bennett #SMX #14B • Sure proof way to learn fast • Ensures proper keyword routing • Isolates head keywords • Exposes problem areas • Segments consumers in buying funnel • Great framework to build on FRAMEWORK BENEFITS
  9. 9. searchmarketingexpo.com @patrick_bennett #SMX #14B

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