Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

PPC Account Structure - Audience Intent

1,214 views

Published on

From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: The Great PPC Account Structure Debate. PRESENTATION: PPC Account Structure - Audience Intent - Given by Maria Corcoran, @mariacorcoran - Adobe, Search Marketing Program Manager. #SMX #14B

Published in: Marketing
  • Be the first to comment

PPC Account Structure - Audience Intent

  1. 1. PPC Account Structure – Audience Intent Maria Corcoran Global Search Marketing Program Manager, Adobe @MariaCorcoran
  2. 2. searchmarketingexpo.com @MariaCorcoran#SMX #14B 67 Accounts 42 Countries 200,000 Ads 20+ Languages 540,000 Keywords
  3. 3. searchmarketingexpo.com @MariaCorcoran#SMX #14B What do customers want???? AWARENESS Just starting to look CONSIDERATION My Friends say look for this brand/comparison shopping PURCHASE Give me your best shot! Product line purchase funnel intent (purchase, awareness, consideration) campaigns with singular match type ad groups with theme based keywords that have heavy use of negatives.
  4. 4. searchmarketingexpo.com @MariaCorcoran#SMX #14B Time to get practical  Region – Program ACCOUNT  Country | Program | Product Segment | Tier | Campaign Theme | Engine | Language | Content / Mobile CAMPAIGNS  Country < product name < tier < brand/general < kw theme < kw theme #2 < SHARED KW < MATCH TYPE AD GROUP
  5. 5. searchmarketingexpo.com @MariaCorcoran#SMX #14B SEGMENT KEY REASONING TESTING Country US, CA, UK etc First parameter so campaign will be grouped by country alphabetically Country/language tests Program C-Pro, EDU, Acrobat, etc High-level rollup of programs – Country & Program should match account name Budget Segment Design, Video, etc (where applicable) To match CTAs, campaigns CTA testing Tier PURCH, CONS, AWAR, RETE For setting custom groups, utilizing DKI, etc. CTA testing Campaign Theme Creative Suite KW (where applicable) Brand: DKI, migration promo, upselling, old version messaging, subscription. General: More targeted ad copy/LPs Dynamic content Engine GG, BNG, YSM More specific grouping (if applicable) Tailored CTAs, deep-linking – free, buy, trial, etc. Language Fr, du, etc (where applicable) Shared terms bucketed by which program they are shared with. Can add to custom groups and set ad scheduling at the KW level Double serving. Portfolio considerations Content/Mobile Content, iPads, Android, etc. Match type testing for high volume/top keywords. Based off of search inventory and past performance. Easy to neg match Avoiding overlap. See match type methodology. Campaign Reasoning and Testing
  6. 6. searchmarketingexpo.com @MariaCorcoran#SMX #14B SEGMENT KEY REASONING TESTING Country code us, ca, uk, etc To Match AG with Campaign (language) Country/language tests Product advertised ps, dw, acr, etc To quickly see which product the group supports. Landing page testing and campaign grouping. Product-specific messaging, landing page content Tier purch, awar, cons To match CTAs, campaigns CTA testing Brand/general br/ge For setting custom groups, utilizing DKI, etc. CTA testing KW Theme #1 for brand, separate by versions, upgrade, or subscription. For general= KW themes Brand: DKI, migration promo, upselling, old version messaging, subscription. General: More targeted ad copy/LPs Dynamic content KW Theme #2 buy, download, free, create, try as part of KW query Bucketed based on the intent in keyword. Tailored CTAs, deep-linking – free, buy, trial, etc. Also integration with MD&P Shared KW SH-ST, SH-DI, SH-HO Shared terms bucketed by which program they are shared with. Can add to custom groups and set ad scheduling at the KW level Double serving. Portfolio considerations Match type BROAD, PHRASE, EXACT Match type testing for high volume/top keywords. Based off of search inventory and past performance. Easy to neg match Avoiding overlap. See match type methodology. Ad Group Reasoning and Testing
  7. 7. searchmarketingexpo.com @MariaCorcoran#SMX #14B

×