the great ppc account structure debate by kim thomas
TRANSCRIPT
#SMX #23b @PPCkimpossible
Kim Thomas, Director of Digital Advertising, Wheelhouse Search
STRUCTURE YOUR ACCOUNT BASED ON YOUR BIDDING
STRATEGY
#SMX #23b @PPCkimpossible
BIDDING,OPTIMIZATION STRATEGY
NAMING CONVENTIONSCAMPAIGN TYPE (Brand, Non-Brand, Search, Display, Remarketing)
SETTINGS (Budget, Geo-Targeting, Language)PRODUCT & SERVICE LINE
TIGHTLY THEMED AD GROUPS
ALIGNED KEYWORDS LANDING PAGES
RELEVANT AD TEXT / MESSAGING
#SMX #23b @PPCkimpossible
IIE
Account Structure
SKAGs
Insight Impact Efficiency
1 1 -900,000,000
What Is It Good For?
Absolutely nothing
Match Type
Bidding Strategy
4 3
4 5
2
4
"Great for funneling traffic," said September 2014
Driving Performance
#SMX #23b @PPCkimpossible
Highest Impact & Efficiency Highly Adaptable to Change Easily Control Performance Insight & Reporting
Dashboards / Reports Filtered Views Multi-Dimensional Labels
Structure for Bidding Strategy
#SMX #23b @PPCkimpossible
Group Like-Performers With Like-Performers Brand – Position Bidding ROAS, Margin, CPA Targets
Similar Goals / Targets Top Performers Low Performers
Structure for Bidding Strategy
#SMX #23b @PPCkimpossible
Conversion Thresholds by Bidding Platform
Bidding Platform Application Level
Conversion & Historical Data Threshold
Marin* Ad Group 20 Conversions in thePast 28 Days
Kenshoo* Campaign 100 Clicks & 10 ConversionsPer Day in the Past 7 Days
Acquisio Campaign 1 Conversion Per Day in thePast 30 Days
AdWords Flexible Bid Strategies / Conversion
OptimizerAd Group 15 Conversions in the
Past 30 Days
*Keyword-Level Constraints / Bid Override