Account Structure

  • The 5 Stages Of PPC Account Restructuring

    June 8, 2017 During my tenure as a PPC account manager I’ve found few things to be more anxiety provoking than the performance of a brand new account structure. Those first couple weeks of data are pivotal not only for account success, but for establishing client confidence moving forward. Following the launch of a brand new account structure, I typically go through a seri ...

    PPC Hero- 17 readers -
  • Avoid These Common PPC Shopping Strategy Mistakes

    … and a Medium or Low priority setting for All Products. Then if the Top Sellers daily budget is depleted at 6 pm each day, the same products will show in search results from the All Products campaign. To set up priorities, go to Shopping settings (advanced) in your Shopping campaigns. Google will serve ads through the highest priority campaign…

    PPC Heroin Paid Search- 22 readers -
  • Google’s Update To Close Variants: 3 Ways To Combat Even Less Exact Match

    … they work together. With that said, it doesn’t mean we can’t still have quality account structures that utilize match types to the maximum benefit possible while keeping out unwanted searches and variants. Here are 3 ways to adjust your current campaigns that will help alleviate the subsequent changes to the keywords and search terms reports. 1…

    PPC Heroin Paid Search- 17 readers -
  • Should You Choose Bid Modifiers Or Exclusive Campaigns For Your Mobile PPC?

    … to meet this demand and achieve the best possible results from it? The updates mentioned provide us with more tools and robust techniques for meeting this challenge, but it can be difficult to know what’s right for the clients or accounts we work with. In this discussion, we’ll focus our attention on device-specific bid adjustments as a strategy…

    PPC Heroin Social Paid Search- 18 readers -
  • 4 Red Flags Of Ineffective PPC Account Structure

    February 21, 2017 Whether it’s kicking off with a new client, conducting an audit, or delivering a comprehensive solutions blueprint, analysis of account structure is always a major indicator of account health. A properly groomed PPC account structure both reflects and streamlines every aspect of a marketing strategy. The intricacies of account structure are unique to every client.

    PPC Hero- 14 readers -
  • How To Use The Bing Ads Campaign Planner

    … February 7, 2017 The Bing Ads Campaign Planner has been available since 2014. The tool was created to help advertisers understand competition levels and industry benchmarks. Admittedly, I have just recently started using the Campaign Planner and found that the insights provided are especially helpful when creating a strategy for segmentation…

    PPC Heroin How To's- 23 readers -
  • Should You Be Creating Device Specific Campaigns?

    … of devices help or hurt the account structure you have in place? Do you or your client like to visualize device performance often? With these questions, we should be able to answer if you should be segmenting your campaigns by device. How Drastic Are The Performance Differences By Device? When I am looking into device modifiers, I check one of two…

    Jacob Brown/ PPC Heroin Mobile- 10 readers -
  • Why Your PPC Account Isn’t Living Up To Its Potential

    … setting some automated rules to run every once in a while. And don’t forget to set time aside to really assess performance and strategy every so often. 2. Your Structure Isn’t Optimal Account structure is so so important guys. Really. Don’t ignore it. If you have new campaigns/accounts that you are going to launch, but haven’t yet, take the time…

    Rachael Law/ PPC Heroin Paid Search- 21 readers -
  • The Ins And Outs Of PPC Account Expansion

    … PPC strategy involve the two words “it depends,” trying new ideas is essential to growth and expansion. As I got older, my obsession with Legos transformed. Instead of taking apart Lego towers, I started taking apart other things—like my boombox and my computer. I wanted to understand how all of the little parts worked together. Unfortunately, I…

    PPC Heroin Paid Search- 16 readers -
  • Should You Localize Your PPC Campaigns?

    … will cover just a couple of reasons why you should consider localizing your PPC accounts and how to setup the campaign structure if you decide to head down this path. Keyword Coverage Generally speaking, it is easier for people to do business in their native languages. However, globally, searchers in Latin America as well as Europe do business…

    Sarah Stemen/ PPC Heroin Paid Search- 7 readers -
  • Singing This Unsung Hero’s Praises – Proper Account Structure

    … With the Super Bowl matchup set, we’ll be talking football and PPC for January’s series week. Read how our authors compare the gridiron to the daily account management of PPC professionals. Matt starts us off this week by comparing how an unsung component of a football team compares to proper account structure. Quarterbacks get all…

    Matt Umbro/ PPC Hero- 10 readers -
  • Account Structure and Reporting in Excel

    … already have an account set up? You can see if your campaigns are laid out in this way but with an unorganized naming convention. Sometimes all it takes is renaming of campaigns in order to make reporting easier. Renaming of campaigns will not impact current Quality Scores, so there is no true risk there. The great thing about this campaign structure…

    Jacob Brown/ PPC Heroin Paid Search- 15 readers -
  • Top 5 PPC Fails

    … for campaign performance. Many people don’t put a lot of thought into structure or never revisit the hierarchy after campaigns are active. Many times I log into AdWords or Bing and see the “Limited by Budget” alert in the dashboard, signaling a missed opportunity. You’re losing impressions on possibly valuable keywords because your campaign organization…

    PPC Heroin Paid Search Google- 11 readers -
  • Running Effective PPC Campaigns In The Legal Industry

    …. Conclusion Running effective PPC campaigns in the legal space takes much time and effort. The account structure must be solid and fluid throughout the search process. Granted these notions can be said about any account, but they are especially true in the legal space due to search intent, competitiveness, and sensitivity. Hopefully the tips provided will help as you run your accounts for legal clients. …

    Matt Umbro/ PPC Heroin Paid Search Google- 3 readers -
  • Is It Time for a PPC Management Quality Score?

    … (said in the voice of Aladdin’s Genie) and if you get on their bad side, they will blast away at you willy nilly. I’m not arguing here the veracity of this claim, I’m just reporting how many small businesses feel where Google is concerned. They don’t understand how it works, but they fear the reaper (and there’s no Will Ferrell to explore…

    Kirk Williams/ PPC Heroin Paid Search Google- 21 readers -
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