Account Structure

  • 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…

    PPC Heroin Affiliate Paid Search- 12 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- 15 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- 8 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.

    Rachael Law/ PPC Hero- 15 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- 11 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- 3 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- 9 readers -
  • Account Structure and Reporting in Excel

    … (in this example on locations): The structure of the account makes it easy to report on different parts of the business through simple pivot tables. You can create tabs for new pivot tables that show data in different ways, just be sure to include anything you might want to report on or optimize in the naming convention of your campaigns. Also…

    Jacob Brown/ PPC Heroin Paid Search- 14 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- 8 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?

    … quality score” if you will, would be different for e-commerce and lead generation? Could they measure such things as general account structure, active ad A/B testing, conversion rate, CTR, account Quality Score, etc? Sure, there’s a lot of fluctuation in there, but taken all-together we ought to be able to have some level of knowledge as to see…

    Kirk Williams/ PPC Heroin Paid Search Google- 16 readers -
  • 13 Reasons You Should Geo-Target PPC Campaigns

    … Multiple accounts that I manage daily use city or state specific geo-targeting at the campaign level. While we have the option to use geo-bid modifiers across the campaign, this type of segmentation takes optimization to the next stage. Inside every paid search account manager, there is a control freak. Targeting campaigns at the city level…

    Kristina Mclane/ PPC Heroin Paid Search- 7 readers -
  • The Impact of Campaign Structure on Bid Management – Part II

    … In my last post, I discussed how the mismatching of search terms to keywords can dramatically impact bidding decisions and the resulting performance. In this post, I’m going to address another campaign structure issue that impacts the way we bid on low volume keywords. Structural Problem #2: Grouping Keywords to Support Long-Tail Predictions…

    Miles Olsen/ PPC Hero- 7 readers -
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