From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: The Great Campaign Structure & Match Type Debate. PRESENTATION: The Great Account Structure Debate: It Takes All Kinds - Given by Amy Bishop, @hoffman8 - Clix Marketing, Director: Audits, Outbound, Training. #SMX #23B

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.
• Twi?er:
@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
• 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
Match
Types
Perform
Similarly?
• Are
There
High
Volume
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 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.

11. #SMX #23B @hoffman8

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-­‐Targeting
Around
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
Excluding
Tampa,
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
24
@clixmarketing
@hoffman8
Facebook.com/clix-marketingamy@clixmarketing.com