Account Structure

  • How To Better Organize Your Shopping Campaigns: A Tiered PLA Structure

    … There are multiple approaches and strategies to organizing Shopping campaigns for PPC. All of these will vary greatly depending on the brand, the number of products, the price of products, the type of products, feed organization, and the list keeps going. However, I have narrowed account-wide Shopping structures down to two options. Again, these…

    PPC Hero- 4 readers -
  • 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…

    PPC Heroin Paid Search- 19 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- 18 readers -
  • Should You Choose Bid Modifiers Or Exclusive Campaigns For Your Mobile PPC?

    … over time – on the contrary, shifting to reflect the mobile-centric world has sparked even greater curiosity on the topic. To name just a small sliver of mobile-focused updates in the last several months alone, we’ve seen the introduction of device-specific bid adjustments in search, Promoted Places for Google Maps inspired by mobile search…

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

    … with nearly every new client we onboard having at least some semblance of a strong and cohesive structure. Despite this, it’s important to keep an eye our for indicators that your structure is not operating as intended. For the remainder of this post, we’ll discuss a couple areas where you can spot these red flags flying: quality score analysis…

    PPC Heroin Affiliate Paid Search- 14 readers -
  • How To Use The Bing Ads Campaign Planner

    … Comparison CPC Comparison Based on this information, I would not segment campaigns by device. I would, however, be sure to closely monitor smartphone and tablet performance to see if bid modifiers were needed. Competitor Targeting To get an idea of who your top competitors will be before launching a campaign, use the competition section…

    PPC Heroin How To's- 24 readers -
  • Should You Be Creating Device Specific Campaigns?

    September 21, 2016 Back in August, it was announced that Google would allow device bid adjustments on computers and tablets, and not just on mobile devices. With this announcement came the capability to segment campaigns once again by device. But creating new device specific campaigns is a lot of work and can potentially overcrowd your account.

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

    … September 20, 2016 When a PPC account isn’t hitting goals, there can be any number of reasons why. The hard part is figuring out what’s going wrong. Other times, while performance isn’t necessarily bad, it isn’t what it could be. In these instances, there is a lot of opportunity to get the account running to its full potential. Today, I…

    Rachael Law/ PPC Heroin Paid Search- 24 readers -
  • The Ins And Outs Of PPC Account Expansion

    … the crumpled dollar bills out of my porcelain piggy bank, head to the store, and buy more. Maybe my childhood obsession with Legos helped fuel my passion for good, solid, PPC campaign structures. Every time I work in an account, my mind is constantly thinking, “how can I make this bigger/better? Where can I expand?” There are many different methods…

    PPC Heroin Paid Search- 18 readers -