the great structure debate - smx west - amy bishop
TRANSCRIPT
#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?
#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 Match Types Perform Similarly?
• Are There High Volume 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
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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.
#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-Targeting Around 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
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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
#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
FunnelBrand
#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
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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!
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Tel :502.442.2776Fax :502.805.0643Web: clixmarketing.com
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