Account Structure

  • Should You Be Creating Device Specific Campaigns?

    …, it may be smart to segment devices into their own campaigns rather than relying on bid modifiers for bidding purposes. Do You Use Mobile-Specific Copy? Is It Crucial To The Success Of Your Mobile Advertising? Most would say that mobile copy is the biggest reason you should segment mobile into their own campaigns. Expanded text ads are not mobile…

    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- 12 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- 10 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

    … are implicitly telling the search engine to show a specific ad. Let’s take for example a campaign with these three ad groups. Hand Warmers Small Hand Warmers Large Hand Warmers Each ad group has keyword specific copy. So if someone searchers for “large hand warmers” that person is going to see an ad speaking directly to “large hand warmers” which…

    Matt Umbro/ PPC Hero- 8 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- 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…

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

    … their AdWords account and he had some concerns that he wanted to talk about. Can you deal with this?” Let’s stop there. To a non-tech savvy, SMB, Google is the equivalent of the Greek god, Zeus. I’m not really exaggerating that much. Google carries the flaming thunderbolts of denial, disapproval, and blacklisting. Google has phenomenal, cosmic power…

    Kirk Williams/ PPC Heroin Paid Search Google- 13 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

    … The second most common structural issue impacting bidding performance is a lack of statistically significant volume necessary to make accurate predictions. Yes, I’m talking about long-tail keywords. These tend to be the biggest challenge with bid management, and can inhibit bid optimization in a number of ways. Let me start with the most severe…

    Miles Olsen/ PPC Hero- 5 readers -
  • The Impact of Campaign Structure on Bid Management – Part I

    … As an Ad Tech software company providing automated bidding & campaign management solutions, we are frequently responding to advertisers who are concerned that mysterious bidding algorithms are not optimizing their bids appropriately. When I’m tasked with reviewing bid management performance for these advertisers, I frequently find issues…

    Miles Olsen/ PPC Heroin Google- 5 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- 11 readers -
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