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Account
04 : 16 : 2012



                   Structure
                     at the
                 Campaign Level
Leaders in B2B SEM

                                TOP 30 AGENCY
                                      US
• Credentialed by every major search engine
• Active in promotion of thought leadership positions at conferences and within publications
• BtoB Top 30 Search Agency 2009, 2010, 2011
• The 2010 BMA B2 Award of Excellence – SEO (Natural Search) Program, Over 50 Keywords
• The 2011 BMA B2 Award of Excellence – PPC (Paid Search) Program, Over $1 Million
• Honorable Mention, ClickZ 2010 Connected Marketing Awards, Best Use of Search Marketing




2
The obvious

• One campaign if small budget/account
• Brand vs. non-brand




                                 @Mel66
Widget A Campaign
                       Ad Group 1
The obvious            Ad Group 2
                       Ad Group 3
                       Ad Group 4
• By product type      Ad Group 5
                       Ad Group 6
                       Ad Group 7
                       Ad Group 8
                       Ad Group 9

                    Widget B Campaign
                        Ad Group 1
                        Ad Group 2
                        Ad Group 3
                        Ad Group 4
                        Ad Group 5
                        Ad Group 6
                        Ad Group 7

                    Widget C Campaign
                        Ad Group 1
                        Ad Group 2
                        Ad Group 3
                        Ad Group 4
                        Ad Group 5


                                    @Mel66
The not-so-obvious

• Budget
  considerations




                     @Mel66
The not so obvious


• Settings
  – Dayparting
  – Ad rotation
  – Bidding options
     • CPA, enhanced CPC,
       etc.
  – Start/end dates
  – Geo-targeting
  – Network
  – Devices
                            @Mel66
The not so obvious



• Testing
  – ACE
  – Any type of testing when combined
    w/considerations above (settings, budget)




                                       @Mel66
Make life easier
• Remember, you can always move ad
  groups & create new campaigns




                               @Mel66
Make life easier

• Organize for both QS and ease of
  management
                      Keyword Set: Branded        Quality Score
                          Brand Term 1                 10
                          Brand Term 2                 10
                          Brand Term 3                 10
                          Brand Term 4                  7
                          Brand Term 5                  9
                          Brand Term 6                 10
                          Brand Term 7                 10

                   Keyword Set: Delivery Rental   Quality Score
                      delivery trucks for rent          3
                        rent delivery trucks            2
                       delivery truck for rent          5
                       delivery vans for rent           5
                        delivery truck rental           6
                       delivery trucks rental           4

                                                    @Mel66
In Summary…

• Use those settings!
  – Save time
  – Better results &
    optimization




                        @Mel66
mackey
          Melissa Mackey
     Melissa.Mackey@gyro.co
                 m
             @Mel66


11

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PPC Account Structure - HeroConf

  • 1. Account 04 : 16 : 2012 Structure at the Campaign Level
  • 2. Leaders in B2B SEM TOP 30 AGENCY US • Credentialed by every major search engine • Active in promotion of thought leadership positions at conferences and within publications • BtoB Top 30 Search Agency 2009, 2010, 2011 • The 2010 BMA B2 Award of Excellence – SEO (Natural Search) Program, Over 50 Keywords • The 2011 BMA B2 Award of Excellence – PPC (Paid Search) Program, Over $1 Million • Honorable Mention, ClickZ 2010 Connected Marketing Awards, Best Use of Search Marketing 2
  • 3. The obvious • One campaign if small budget/account • Brand vs. non-brand @Mel66
  • 4. Widget A Campaign Ad Group 1 The obvious Ad Group 2 Ad Group 3 Ad Group 4 • By product type Ad Group 5 Ad Group 6 Ad Group 7 Ad Group 8 Ad Group 9 Widget B Campaign Ad Group 1 Ad Group 2 Ad Group 3 Ad Group 4 Ad Group 5 Ad Group 6 Ad Group 7 Widget C Campaign Ad Group 1 Ad Group 2 Ad Group 3 Ad Group 4 Ad Group 5 @Mel66
  • 5. The not-so-obvious • Budget considerations @Mel66
  • 6. The not so obvious • Settings – Dayparting – Ad rotation – Bidding options • CPA, enhanced CPC, etc. – Start/end dates – Geo-targeting – Network – Devices @Mel66
  • 7. The not so obvious • Testing – ACE – Any type of testing when combined w/considerations above (settings, budget) @Mel66
  • 8. Make life easier • Remember, you can always move ad groups & create new campaigns @Mel66
  • 9. Make life easier • Organize for both QS and ease of management Keyword Set: Branded Quality Score Brand Term 1 10 Brand Term 2 10 Brand Term 3 10 Brand Term 4 7 Brand Term 5 9 Brand Term 6 10 Brand Term 7 10 Keyword Set: Delivery Rental Quality Score delivery trucks for rent 3 rent delivery trucks 2 delivery truck for rent 5 delivery vans for rent 5 delivery truck rental 6 delivery trucks rental 4 @Mel66
  • 10. In Summary… • Use those settings! – Save time – Better results & optimization @Mel66
  • 11. mackey Melissa Mackey Melissa.Mackey@gyro.co m @Mel66 11