Account Structure

  • 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- 6 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- 9 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- 8 readers -
  • Should You Localize Your PPC Campaigns?

    … Up Local PPC Campaigns The setup of local campaigns is one of the most important steps, especially for franchise businesses or businesses promoting in-store products or services. Organized setup can help businesses manage the geo-targeting, as well as the vast number of local keywords that are needed in the account. One essential phase…

    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- 8 readers -
  • Account Structure and Reporting in Excel

    … account uses for separation of categories within your naming convention. For example, within this current account that would be: “_”, as seen below: Once complete, your Excel raw data sheet should now look like this: After this you can implement a few extra columns to contribute to pivot table formulas. The columns that usually get added to my…

    Jacob Brown/ PPC Heroin Paid Search- 13 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- 7 readers -
  • Running Effective PPC Campaigns In The Legal Industry

    It’s the start of another series week here at PPC Hero! This week we’ll be looking at PPC management across different industries. See how strategy and management need to be adjusted depending on the vertical. Matt starts us off this week with a look at PPC management in the legal space. PPC advertising for attorneys and lawyers can be a challenging endeavor, but is always a ...

    Matt Umbro/ PPC Hero- 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- 12 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- 5 readers -
  • The Impact of Campaign Structure on Bid Management – Part I

    … unrelated to bid levels that are hurting performance. Most commonly, I find bidding inefficiencies resulting from campaign structure issues. I think we all intuitively know that structure impacts bidding, but it is something frequently overlooked and forgotten when analyzing bidding performance. The truth of the matter is, campaign structure can…

    Miles Olsen/ PPC Heroin Google- 4 readers -
  • Who’s Managing Your PPC? Pros and Con’s of In-House and Agency

    … service’ agencies that offer complete digital marketing solutions, including paid search. There’s also agencies whose sole purpose is to manage paid search accounts. The benefits of hiring an agency are: Collective Knowledge: Staff is immersed in the best practices of pay-per-click advertising and is usually fully certified in search, display…

    Jeff Baum/ PPC Heroin Paid Search Google- 6 readers -
  • AdWords Account Structure: Part Two

    … Welcome to the second and final part of my intro into AdWords account structure, this time with 100% less weather induced angst. Sadly, this post also has 100% less “The Price Is Right” and 100% more convoluted account structure theory. Last time, we covered why account structure is something we definitely need to worry about, segmentation…

    Attacat of Edinburghin Paid Search Google- 9 readers -
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