Presentation from HeroConf Philly (Home field advantage), about a strategy for structuring and segmenting your PPC accounts well beyond the standard alpha/beta strategy. Applicable to every digital marketing channel.

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On Sculpting

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SKCOO-KULL
RIVER

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ARE THESE THE SAME (GEO SLIDE)?

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ARE THESE THE SAME (HHI SLIDE)

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Row Labels Impressions Clicks Cost Conversions CPA
All 18,433 558 $1,312 36 $36
Regional 18,433 558 $1,312 36 $36
Core 6,402 422 $1,007 31 $32
WOOOO 12,031 136 $304 5 $61
New 262,335 24,115 $44,339 1,514 $29
National 150,449 16,397 $32,586 1,083 $30
Core 148,252 16,338 $32,462 1,083 $30
WOOOO 2,197 59 $123 0 #DIV/0!
Regional 111,886 7,718 $11,754 431 $27
Core 21,510 4,599 $7,889 420 $19
WOOOO 90,376 3,119 $3,864 11 $351
RLSA 16,084 3,950 $6,905 635 11
National 11,818 2,558 $3,789 405 9
Core 11,000 2,518 $3,725 403 $9
WOOOO 818 40 $64 2 $32
Regional 4,266 1,392 $3,115 230 14
Core 4,132 1,382 $3,083 230 $13
WOOOO 134 10 $32 0 #DIV/0!
RLSA-Existing 3,511 1,794 $2,570 24 $107
National 2,178 1,053 $1,426 18 $79
Core 2,178 1,053 $1,426 18 $79
Regional 1,333 741 $1,143 6 $191
Core 1,333 741 $1,143 6 $191
Grand Total 300,363 30,417 $55,126 2,209 $25

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