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#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	
  mem...
#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	
  
•  Ge...
#SMX #23B @hoffman8
Reviewing Performance
•  Which	
  Keywords	
  Drive	
  Sales	
  
•  Are	
  there	
  any	
  outliers	
 ...
#SMX #23B @hoffman8
General Keyword Performance
Review
•  What	
  Types	
  of	
  Keywords	
  are	
  Driving	
  Sales?	
  H...
#SMX #23B @hoffman8
Geo Performance
Before	
  Restructure:	
  
	
  
	
  
	
  
	
  
	
  
	
  
After	
  Restructure:	
  
r:	...
#SMX #23B @hoffman8
Match Type Performance
•  Pivot	
  Match	
  Type	
  Data	
  
•  Determine	
  if	
  Outliers	
  Exist	
...
#SMX #23B @hoffman8
Search Query Mapping
•  Subtotal	
  Search	
  Queries	
  
•  Review	
  Mapping	
  For	
  Improvements	...
#SMX #23B @hoffman8
Search Query Mapping
PAGE 10
If	
  Queries	
  Map	
  To	
  Multiple	
  Keywords	
  In	
  One	
  Ad	
  ...
#SMX #23B @hoffman8
#SMX #23B @hoffman8
Client A: Location Based Brick &
Mortar With An Online Presence
•  Localized	
  Campaigns	
  
•  Campa...
#SMX #23B @hoffman8
Client A: Location Based Brick & Mortar With An
Online Presence
Campaigns	
  
Store	
  1,	
  	
  
Prod...
#SMX #23B @hoffman8
Client B: Online Leadgen, No Brick
& Mortar
•  Broad	
  Area	
  Campaigns	
  to	
  start	
  
•  Broke	...
#SMX #23B @hoffman8
Client B: Online Leadgen, No Brick & Mortar
Campaigns	
  
Before	
  
Lesson	
  
Plan	
  1	
  	
  
Less...
#SMX #23B @hoffman8
Client B: Online Leadgen, No Brick & Mortar
Campaigns	
  
After	
  
Tampa	
  
Lesson	
  Plan	
  1	
  	...
#SMX #23B @hoffman8
Client C: Online B2B
•  Low	
  cost	
  per	
  sale	
  but	
  also	
  low	
  
volume	
  through	
  smal...
#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	
 ...
#SMX #23B @hoffman8
Client D: E-commerce Only
•  Campaigns	
  Originally	
  Broken	
  Out	
  
by	
  Product	
  	
  
•  Bra...
#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	
  
Br...
#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,	
  K...
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The Great Account Structure Debate: It Takes All Kinds By Amy Bishop

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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

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The Great Account Structure Debate: It Takes All Kinds By Amy Bishop

  1. 1. #SMX #23B @hoffman8 It Takes All Kinds The Great Account Structure Debate
  2. 2. #SMX #23B @hoffman8 That One Slide •  PPC  Manager  7+  years   •  Travel  Enthusiast   •  Loves  cat  memes.  Okay,  any  memes.   •  Twi?er:  @Hoffman8  
  3. 3. #SMX #23B @hoffman8 “You mean I have to pick one structure to use for all accounts?” How Should Accounts Be Structured?
  4. 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. 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. 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. 7. #SMX #23B @hoffman8 Geo Performance Before  Restructure:               After  Restructure:   r:  
  8. 8. #SMX #23B @hoffman8 Match Type Performance •  Pivot  Match  Type  Data   •  Determine  if  Outliers  Exist   •  Especially  Helpful  With  Capped  Budgets  
  9. 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. 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. 11. #SMX #23B @hoffman8
  12. 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. 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. 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. 15. #SMX #23B @hoffman8 Client B: Online Leadgen, No Brick & Mortar Campaigns   Before   Lesson   Plan  1     Lesson   Plan  2   Brand  
  16. 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. 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. 18. #SMX #23B @hoffman8 Client C: Online B2B Before   Vertical  1   Vertical  2   Brand  
  19. 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. 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. 21. #SMX #23B @hoffman8 Client D: E-commerce Only Before   Product  1   Product  2   Product  3   Shopping  
  22. 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. 23. #SMX #23B @hoffman8 If You Don’t Test, You Will Never Know. Testing is Important!
  24. 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

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