#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.  •  Twi?er:  @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  •  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  

#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 10

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    

#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  

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  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

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@clixmarketing @hoffman8 Facebook.com/clix-marketing amy@clixmarketing.com