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Paid Search - Segmentation For Success

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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: Paid Search - Segmentation For Success - Given by Jeremy Hull, @JeremyHull - iProspect, Director of Bought Media. #SMX #14B

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Paid Search - Segmentation For Success

  1. 1. March 3, 2015 Paid Search: Segmentation for Success Jeremy Hull iProspect Director, Bought Media @JeremyHull
  2. 2. searchmarketingexpo.com @JeremyHull #SMX #14B Goal for account structure: 1. Deliver the right message… 2. …in the most efficient way
  3. 3. searchmarketingexpo.com @JeremyHull #SMX #14B Criteria for Account Structure: 1. What they say 2. What we know 3. How they say it
  4. 4. searchmarketingexpo.com @JeremyHull #SMX #14B Search is a conversation.
  5. 5. searchmarketingexpo.com @JeremyHull #SMX #14B Search is a conversation. Granular AdGroups = Listening to what they say
  6. 6. searchmarketingexpo.com @JeremyHull #SMX #14B The Perfect Message
  7. 7. searchmarketingexpo.com @JeremyHull #SMX #14B Query Keyword The Perfect Message
  8. 8. searchmarketingexpo.com @JeremyHull #SMX #14B Query Keyword Intent Category The Perfect Message
  9. 9. searchmarketingexpo.com @JeremyHull #SMX #14B Search is a conversation. Granular Campaigns = What we know
  10. 10. searchmarketingexpo.com @JeremyHull #SMX #14B Query Keyword Intent Category The Perfect Message Match Type Competition QS
  11. 11. searchmarketingexpo.com @JeremyHull #SMX #14B Search is a conversation. Granular Campaigns = What we know How they say it
  12. 12. searchmarketingexpo.com @JeremyHull #SMX #14B Query KEYWORD Intent Category The Perfect Message Match Type Competition QS Secondary Signals CONTEXT
  13. 13. searchmarketingexpo.com @JeremyHull #SMX #14B Query KEYWORD Intent Category The Perfect Message Match Type Competition QS Past Behavior Location Secondary Signals CONTEXT
  14. 14. searchmarketingexpo.com @JeremyHull #SMX #14B AdGroups: Declared intent  Relevant message Campaigns: Insight & Context  Strategy & Budget
  15. 15. searchmarketingexpo.com @JeremyHull #SMX #14B

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