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The Great PPC Account Structure Debate By Kim Thomas

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: The Great PPC Account Structure Debate - Given by Kim Thomas, @PPCkimpossible, Director of Digital Advertising - Wheelhouse Search. #SMX #23B

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The Great PPC Account Structure Debate By Kim Thomas

  1. 1. #SMX #23b @PPCkimpossible THE GREAT PPC ACCOUNT STRUCTURE DEBATE
  2. 2. #SMX #23b @PPCkimpossible Kim Thomas, Director of Digital Advertising, Wheelhouse Search STRUCTURE YOUR ACCOUNT BASED ON YOUR BIDDING STRATEGY
  3. 3. #SMX #23b @PPCkimpossible BIDDING, OPTIMIZATION STRATEGY NAMING CONVENTIONS CAMPAIGN TYPE (Brand, Non-Brand, Search, Display, Remarketing) SETTINGS (Budget, Geo-Targeting, Language) PRODUCT & SERVICE LINE TIGHTLY THEMED AD GROUPS ALIGNED KEYWORDS LANDING PAGES RELEVANT AD TEXT / MESSAGING
  4. 4. #SMX #23b @PPCkimpossible IIE Account Structure SKAGs Insight Impact Efficiency 1 1 -900,000,000 What Is It Good For? Absolutely nothing Match Type Bidding Strategy 4 3 4 5 2 4 "Great for funneling traffic," said September 2014 Driving Performance
  5. 5. #SMX #23b @PPCkimpossible
  6. 6. #SMX #23b @PPCkimpossible  Highest Impact & Efficiency  Highly Adaptable to Change  Easily Control Performance  Insight & Reporting  Dashboards / Reports  Filtered Views  Multi-Dimensional Labels Structure for Bidding Strategy
  7. 7. #SMX #23b @PPCkimpossible  Group Like-Performers With Like-Performers  Brand – Position Bidding  ROAS, Margin, CPA Targets  Similar Goals / Targets  Top Performers  Low Performers Structure for Bidding Strategy
  8. 8. #SMX #23b @PPCkimpossible Conversion Thresholds by Bidding Platform Bidding Platform Application Level Conversion & Historical Data Threshold Marin* Ad Group 20 Conversions in the Past 28 Days Kenshoo* Campaign 100 Clicks & 10 Conversions Per Day in the Past 7 Days Acquisio Campaign 1 Conversion Per Day in the Past 30 Days AdWords Flexible Bid Strategies / Conversion Optimizer Ad Group 15 Conversions in the Past 30 Days *Keyword-Level Constraints / Bid Override
  9. 9. #SMX #23b @PPCkimpossible
  10. 10. #SMX #23b @PPCkimpossible
  11. 11. #SMX #23b @PPCkimpossible THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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