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The Great PPC Account Structure Debate

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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: The Great PPC Account Structure Debate - Given by Colleen Simpson, @colleendeborah - Pearson, Senior Search Manager. #SMX #14B

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The Great PPC Account Structure Debate

  1. 1. searchmarketingexpo.com @colleendeborah #SMX #14B AAGGHHHH!What’s the best way? THE GREAT PPC ACCOUNT STRUCTURE DEBATE
  2. 2. searchmarketingexpo.com @colleendeborah #SMX #14B #CPC WHATT?!
  3. 3. searchmarketingexpo.com @colleendeborah #SMX #14B A #2 Quality Score??!!!!
  4. 4. searchmarketingexpo.com @colleendeborah #SMX #14B Ad Rank Keeping You Down?
  5. 5. searchmarketingexpo.com @colleendeborah #SMX #14B AAGGHHHH!What’s the best way?
  6. 6. searchmarketingexpo.com @colleendeborah #SMX #14B #CPC WHATT?!
  7. 7. searchmarketingexpo.com @colleendeborah #SMX #14B AAGGHHHH! #CPC WHATT?!
  8. 8. searchmarketingexpo.com @colleendeborah #SMX #14B AAGGHHHH! #CPC WHATT?! Which path will you take?
  9. 9. searchmarketingexpo.com @colleendeborah #SMX #14BPerformance
  10. 10. searchmarketingexpo.com @colleendeborah #SMX #14B Geolocation
  11. 11. searchmarketingexpo.com @colleendeborah #SMX #14B
  12. 12. searchmarketingexpo.com @colleendeborah #SMX #14B AAGGHHHH!Relax pumpkin +what +if +marketing [what if marketing] “what if marketing” what if marketing
  13. 13. searchmarketingexpo.com @colleendeborah #SMX #14B AAGGHHHH!Relax pumpkin
  14. 14. searchmarketingexpo.com @colleendeborah #SMX #14B AAGGHHHH!Relax pumpkin
  15. 15. searchmarketingexpo.com @colleendeborah #SMX #14B AAGGHHHH!Relax pumpkin
  16. 16. searchmarketingexpo.com @colleendeborah #SMX #14B AAGGHHHH!Relax pumpkin
  17. 17. searchmarketingexpo.com @colleendeborah #SMX #14B AAGGHHHH!
  18. 18. searchmarketingexpo.com @colleendeborah #SMX #14B
  19. 19. searchmarketingexpo.com @colleendeborah #SMX #14B Start With The Business Goals
  20. 20. searchmarketingexpo.com @colleendeborah #SMX #14B AAGGHHHH! Create accounts that offer both
  21. 21. searchmarketingexpo.com @colleendeborah #SMX #14B AAGGHHHH! Guaranteed Google’s Blessing
  22. 22. searchmarketingexpo.com @colleendeborah #SMX #14B AAGGHHHH! +
  23. 23. searchmarketingexpo.com @colleendeborah #SMX #14B AAGGHHHH! The Sophistication of Business Goals in Mind
  24. 24. searchmarketingexpo.com @colleendeborah #SMX #14B 1. Start With The End In Mind. 2. Determine Your Business Goals. 3. Structure Your Account Based On These Objectives.
  25. 25. searchmarketingexpo.com @colleendeborah #SMX #14B

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