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…

    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?

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

    … of campaigns and ad groups. In this post, I’ll provide a brief overview of the Campaign Planner and my favorite ways to implement changes in account structure based on metrics provided in the tool. Getting Started To access the Bing Ads Campaign Planner, navigate to the Tools section as shown below. Once you navigate to the Campaign Planner…

    PPC Heroin How To's- 24 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- 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 -
  • 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- 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- 13 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?

    … thought I was doing a good job managing the account. The client response was as positive this time as it had been negative before. Google had just told them that their PPC manager did a great job! Think about it, as a client (unless you have had multiple agencies work on your accounts), you always wonder what you are getting in terms of service…

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