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#SMX #23B @hoffman8
It Takes All Kinds
The Great
Account Structure
Debate
#SMX #23B @hoffman8
That One Slide
• PPC Manager 7+ years
• Travel Enthusiast
• Loves cat memes. Okay, any memes.
• Twitter: @Hoffman8
#SMX #23B @hoffman8
“You mean I have to pick
one structure to use for
all accounts?”
How Should Accounts Be Structured?
#SMX #23B @hoffman8
But Seriously, There’s More Than One
Way To Skin A Cat.
• Goals
• Company Structure
• Geography and Language
• Products & Product Types
• Past Performance (If Available)
#SMX #23B @hoffman8
Reviewing Performance
• Which Keywords Drive Sales
• Are there any outliers in terms of
Geographic Performance?
• Do MatchTypes Perform Similarly?
• AreThere HighVolume Keywords that
Warrant Extra Emphasis?
#SMX #23B @hoffman8
General Keyword Performance
Review
• What Types of Keywords are Driving Sales? Head term? Long
Tail?
• Are there any high volume keywords that warrant extra
effort:
• Low Quality Score
• High CPA
#SMX #23B @hoffman8
Geo Performance
Before Restructure:
After Restructure:
r:
#SMX #23B @hoffman8
Match Type Performance
• Pivot Match Type Data
• Determine if Outliers Exist
• Especially Helpful With Capped Budgets
#SMX #23B @hoffman8
Search Query Mapping
• Subtotal Search Queries
• Review Mapping For Improvements
• Determine if SKAGs or Match Type Restructures Might Be
Beneficial
#SMX #23B @hoffman8
Search Query Mapping
PAGE 9
If Queries Map To Multiple Keywords In One Ad Group and One Performs Better Than Others, May Want
to Separate Keywords Into SKAGs to Ensure Map To The Best Fit.
#SMX #23B @hoffman8
#SMX #23B @hoffman8
Client A: Location Based Brick &
Mortar With An Online Presence
• Localized Campaigns
• Campaigns also Segmented by
Product
• Brand Campaign Targeted Broader
Area
• Budgets Not Capped
• All match types in one ad group,
no SKAGS
#SMX #23B @hoffman8
Client A: Location Based Brick & Mortar With An Online
Presence
Campaigns
Store 1,
Product 1
Store 1,
Product 2
Store 1,
Product 3
Store 2,
Product 1
Store 2,
Product 2
Store 2,
Product 3
Shopping Top Product Brand
Tight Geo-TargetingAround
Stores (Structure Spans 40-
some stores and 5 main
product categories)
Broad Geo-Targeting
#SMX #23B @hoffman8
Client B: Online Leadgen, No Brick &
Mortar
• Broad Area Campaigns to start
• Broke out localized city campaigns
based upon performance
• Tested Match-Type Based
Restructure but didn’t outperform
original campaign
#SMX #23B @hoffman8
Client B: Online Leadgen, No Brick & Mortar
Campaigns
Before
Lesson
Plan 1
Lesson
Plan 2
Brand
#SMX #23B @hoffman8
Client B: Online Leadgen, No Brick & Mortar
Campaigns
After
Tampa
Lesson Plan 1
Tampa
Lesson Plan 2
Miami Lesson
Plan 1
Miami Lesson
Plan 2
Florida
Lesson Plan 1
Forida Lesson
Plan 2
Brand
ExcludingTampa, Miami, etc.
#SMX #23B @hoffman8
Client C: Online B2B
• Low cost per sale but also low
volume through small hyper-
specific campaigns
• Re-structured to create high and
low funnel campaigns to capitalize
on more volume, even at a higher
cost per sale (within goal)
• Have the ability to cap high funnel
budgets if needed
#SMX #23B @hoffman8
Client C: Online B2B
Before
Vertical 1 Vertical 2 Brand
#SMX #23B @hoffman8
Client C: Online B2B
After
Vertical 1
High Funnel
Vertical 1
Low Funnel
Vertical 2
High Funnel
Vertical 2
Low Funnel
Brand
#SMX #23B @hoffman8
Client D: E-commerce Only
• Campaigns Originally Broken Out
by Product
• Brand Preferences Led Us to Break
Out by Non-Brand Product &
Product Brands
• Shopping campaigns broken out
by ROAS
#SMX #23B @hoffman8
Client D: E-commerce Only
Before
Product 1 Product 2 Product 3 Shopping
#SMX #23B @hoffman8
Client D: E-commerce Only
After
Brand 1
Product 1
Brand 1
Product 2
Brand 2
Product 1
Brand 2
Product 2
Nonbrand
Product 1
Nonbrand
Product 2
Shopping
High ROAS
Shopping
Med. ROAS
Shopping
Low ROAS
#SMX #23B @hoffman8
If You Don’t Test, You
Will Never Know.
Testing is Important!
#SMX #23B @hoffman8
SEE YOU AT THE NEXT #SMX
THANK YOU!
CLIX Marketing
217 La Grange Rd
Pewee Valley, KY 40056
Tel :502.442.2776
Fax :502.805.0643
Web: clixmarketing.com
23
@clixmarketing
@hoffman8
Facebook.com/clix-marketingamy@clixmarketing.com

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The Great Structure Debate - SMX West - Amy Bishop

  • 1. #SMX #23B @hoffman8 It Takes All Kinds The Great Account Structure Debate
  • 2. #SMX #23B @hoffman8 That One Slide • PPC Manager 7+ years • Travel Enthusiast • Loves cat memes. Okay, any memes. • Twitter: @Hoffman8
  • 3. #SMX #23B @hoffman8 “You mean I have to pick one structure to use for all accounts?” How Should Accounts Be Structured?
  • 4. #SMX #23B @hoffman8 But Seriously, There’s More Than One Way To Skin A Cat. • Goals • Company Structure • Geography and Language • Products & Product Types • Past Performance (If Available)
  • 5. #SMX #23B @hoffman8 Reviewing Performance • Which Keywords Drive Sales • Are there any outliers in terms of Geographic Performance? • Do MatchTypes Perform Similarly? • AreThere HighVolume Keywords that Warrant Extra Emphasis?
  • 6. #SMX #23B @hoffman8 General Keyword Performance Review • What Types of Keywords are Driving Sales? Head term? Long Tail? • Are there any high volume keywords that warrant extra effort: • Low Quality Score • High CPA
  • 7. #SMX #23B @hoffman8 Geo Performance Before Restructure: After Restructure: r:
  • 8. #SMX #23B @hoffman8 Match Type Performance • Pivot Match Type Data • Determine if Outliers Exist • Especially Helpful With Capped Budgets
  • 9. #SMX #23B @hoffman8 Search Query Mapping • Subtotal Search Queries • Review Mapping For Improvements • Determine if SKAGs or Match Type Restructures Might Be Beneficial
  • 10. #SMX #23B @hoffman8 Search Query Mapping PAGE 9 If Queries Map To Multiple Keywords In One Ad Group and One Performs Better Than Others, May Want to Separate Keywords Into SKAGs to Ensure Map To The Best Fit.
  • 12. #SMX #23B @hoffman8 Client A: Location Based Brick & Mortar With An Online Presence • Localized Campaigns • Campaigns also Segmented by Product • Brand Campaign Targeted Broader Area • Budgets Not Capped • All match types in one ad group, no SKAGS
  • 13. #SMX #23B @hoffman8 Client A: Location Based Brick & Mortar With An Online Presence Campaigns Store 1, Product 1 Store 1, Product 2 Store 1, Product 3 Store 2, Product 1 Store 2, Product 2 Store 2, Product 3 Shopping Top Product Brand Tight Geo-TargetingAround Stores (Structure Spans 40- some stores and 5 main product categories) Broad Geo-Targeting
  • 14. #SMX #23B @hoffman8 Client B: Online Leadgen, No Brick & Mortar • Broad Area Campaigns to start • Broke out localized city campaigns based upon performance • Tested Match-Type Based Restructure but didn’t outperform original campaign
  • 15. #SMX #23B @hoffman8 Client B: Online Leadgen, No Brick & Mortar Campaigns Before Lesson Plan 1 Lesson Plan 2 Brand
  • 16. #SMX #23B @hoffman8 Client B: Online Leadgen, No Brick & Mortar Campaigns After Tampa Lesson Plan 1 Tampa Lesson Plan 2 Miami Lesson Plan 1 Miami Lesson Plan 2 Florida Lesson Plan 1 Forida Lesson Plan 2 Brand ExcludingTampa, Miami, etc.
  • 17. #SMX #23B @hoffman8 Client C: Online B2B • Low cost per sale but also low volume through small hyper- specific campaigns • Re-structured to create high and low funnel campaigns to capitalize on more volume, even at a higher cost per sale (within goal) • Have the ability to cap high funnel budgets if needed
  • 18. #SMX #23B @hoffman8 Client C: Online B2B Before Vertical 1 Vertical 2 Brand
  • 19. #SMX #23B @hoffman8 Client C: Online B2B After Vertical 1 High Funnel Vertical 1 Low Funnel Vertical 2 High Funnel Vertical 2 Low Funnel Brand
  • 20. #SMX #23B @hoffman8 Client D: E-commerce Only • Campaigns Originally Broken Out by Product • Brand Preferences Led Us to Break Out by Non-Brand Product & Product Brands • Shopping campaigns broken out by ROAS
  • 21. #SMX #23B @hoffman8 Client D: E-commerce Only Before Product 1 Product 2 Product 3 Shopping
  • 22. #SMX #23B @hoffman8 Client D: E-commerce Only After Brand 1 Product 1 Brand 1 Product 2 Brand 2 Product 1 Brand 2 Product 2 Nonbrand Product 1 Nonbrand Product 2 Shopping High ROAS Shopping Med. ROAS Shopping Low ROAS
  • 23. #SMX #23B @hoffman8 If You Don’t Test, You Will Never Know. Testing is Important!
  • 24. #SMX #23B @hoffman8 SEE YOU AT THE NEXT #SMX THANK YOU! CLIX Marketing 217 La Grange Rd Pewee Valley, KY 40056 Tel :502.442.2776 Fax :502.805.0643 Web: clixmarketing.com 23 @clixmarketing @hoffman8 Facebook.com/clix-marketingamy@clixmarketing.com