the great structure debate - smx west - amy bishop

#SMX #23B @hoffman8It 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?

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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)

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Reviewing Performance

• Which Keywords Drive Sales• Are there any outliers in

terms of Geographic Performance?

• Do Match Types Perform Similarly?

• Are There High Volume Keywords that Warrant Extra Emphasis?

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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

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Geo PerformanceBefore Restructure:

After Restructure:r:

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Match Type Performance• Pivot Match Type Data• Determine if Outliers Exist• Especially Helpful With Capped Budgets

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Search Query Mapping• Subtotal Search Queries• Review Mapping For Improvements• Determine if SKAGs or Match Type Restructures Might Be

Beneficial

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Search Query Mapping

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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.

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#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-Targeting Around Stores

(Structure Spans 40-some stores and 5

main product categories)

Broad Geo-Targeting

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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

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Client B: Online Leadgen, No Brick & Mortar

Campaigns Before

Lesson Plan 1

Lesson Plan 2 Brand

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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

Excluding Tampa, 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

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Client C: Online B2B

Before

Vertical 1

Vertical 2 Brand

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Client C: Online B2B

After

Vertical 1 High

Funnel

Vertical 1 Low

Funnel

Vertical 2 High

Funnel

Vertical 2 Low

FunnelBrand

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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

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Client D: E-commerce Only

Before

Product 1

Product 2

Product 3

Shopping

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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 @hoffman8SEE YOU AT THE NEXT #SMX

THANK YOU!

CLIX Marketing217 La Grange RdPewee Valley, KY 40056

Tel :502.442.2776Fax :502.805.0643Web: clixmarketing.com

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@clixmarketing@hoffman8Facebook.com/clix-marketing

amy@clixmarketing.com