Account Structure

    • Getting The Ball Rolling – Account Analysis

      The hardest step to take is the first one. PPC account analysis is the same way. A request for an account analysis sends me into analysis paralysis. The necessity of an account deep dive can manifest for a variety of reasons. Before you succumb to analysis paralysis, read through these simple account analysis steps to help get the analysis ball rolling.

      PPC Heroin Affiliate Paid Search- 17 readers -
    • Searching for Lost Impression Share

      There are two ways that we lose impression share in our campaigns: because of rank and because of budget. (Check out the PPC Hero Article about Maximizing Impression Share: How to Use Adwords Competitive Metrics if you want a better understanding of impression share). Losing impression share due to budget is somewhat easy to mitigate by either throwing more money into the daily ...

      PPC Hero- 8 readers -
  • How To Better Organize Your Shopping Campaigns: Brand vs Non-Brand Segmentation

    … difference then keep reading! Tip: PPC Hero has multiple posts on SQRs and pivot tables, so check them out if you need more help with this part. The Structure Before we get to the actual builds, I want to cover how the setup actually works. The segmentation essentially comes down to negative keywords, priority settings, and bidding strategies…

    PPC Heroin Paid Search- 7 readers -
  • How To Better Organize Your Shopping Campaigns: A Tiered PLA Structure

    … around organizing through priority tiers. In this case, we will have three tiers that align with the three campaign priority settings for Shopping: High, Medium, and Low. (Disclaimer: This is not a post about organization within a Shopping campaign. Rather, it is about how you should organize your campaigns to work together within an account…

    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

    …) Single Match Type Ad Groups This may sound or seem obvious, but more times than not, single match type strategies are not always followed depending on the original account set up or type. By having only exact match ad groups separated from our other match types, it will make it easier when looking at search term reports and filtering out bad “exact…

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

    … February 27, 2017 For even the newest face in the digital marketing world, it comes as no surprise the amount of attention mobile has garnered in the past few years. Ours is a rapidly evolving industry – what was once an unexplored frontier has quickly become a staple. It’s not to say mobile advancements have become less frequent or noteworthy…

    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 of account structure are unique to every client.

    PPC Hero- 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 -
  • 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 -
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