Amy Bishop's take on PPC account structure. Learn why one-size-doesn't-fit-all and suggestions for strategizing your account structure including data points to review when planning a restructure. Also, see examples of actual businesses and structures before and after!

1. #SMX #23B @hoffman8
It Takes All Kinds
The Great
Account Structure
Debate

2. #SMX #23B @hoffman8
That One Slide
• PPC Manager 7+ years
• Travel Enthusiast
• Loves cat memes. Okay, any memes.
• Twitter: @Hoffman8

3. #SMX #23B @hoffman8
“You mean I have to pick
one structure to use for
all accounts?”
How Should Accounts Be Structured?

4. #SMX #23B @hoffman8
But Seriously, There’s More Than One
Way To Skin A Cat.
• Goals
• Company Structure
• Geography and Language
• Products & Product Types
• Past Performance (If Available)

5. #SMX #23B @hoffman8
Reviewing Performance
• Which Keywords Drive Sales
• Are there any outliers in terms of
Geographic Performance?
• Do MatchTypes Perform Similarly?
• AreThere HighVolume Keywords that
Warrant Extra Emphasis?

6. #SMX #23B @hoffman8
General Keyword Performance
Review
• What Types of Keywords are Driving Sales? Head term? Long
Tail?
• Are there any high volume keywords that warrant extra
effort:
• Low Quality Score
• High CPA

7. #SMX #23B @hoffman8
Geo Performance
Before Restructure:
After Restructure:
r:

8. #SMX #23B @hoffman8
Match Type Performance
• Pivot Match Type Data
• Determine if Outliers Exist
• Especially Helpful With Capped Budgets

9. #SMX #23B @hoffman8
Search Query Mapping
• Subtotal Search Queries
• Review Mapping For Improvements
• Determine if SKAGs or Match Type Restructures Might Be
Beneficial

10. #SMX #23B @hoffman8
Search Query Mapping
PAGE 9
If Queries Map To Multiple Keywords In One Ad Group and One Performs Better Than Others, May Want
to Separate Keywords Into SKAGs to Ensure Map To The Best Fit.

11. #SMX #23B @hoffman8

12. #SMX #23B @hoffman8
Client A: Location Based Brick &
Mortar With An Online Presence
• Localized Campaigns
• Campaigns also Segmented by
Product
• Brand Campaign Targeted Broader
Area
• Budgets Not Capped
• All match types in one ad group,
no SKAGS

13. #SMX #23B @hoffman8
Client A: Location Based Brick & Mortar With An Online
Presence
Campaigns
Store 1,
Product 1
Store 1,
Product 2
Store 1,
Product 3
Store 2,
Product 1
Store 2,
Product 2
Store 2,
Product 3
Shopping Top Product Brand
Tight Geo-TargetingAround
Stores (Structure Spans 40-
some stores and 5 main
product categories)
Broad Geo-Targeting

14. #SMX #23B @hoffman8
Client B: Online Leadgen, No Brick &
Mortar
• Broad Area Campaigns to start
• Broke out localized city campaigns
based upon performance
• Tested Match-Type Based
Restructure but didn’t outperform
original campaign

15. #SMX #23B @hoffman8
Client B: Online Leadgen, No Brick & Mortar
Campaigns
Before
Lesson
Plan 1
Lesson
Plan 2
Brand

16. #SMX #23B @hoffman8
Client B: Online Leadgen, No Brick & Mortar
Campaigns
After
Tampa
Lesson Plan 1
Tampa
Lesson Plan 2
Miami Lesson
Plan 1
Miami Lesson
Plan 2
Florida
Lesson Plan 1
Forida Lesson
Plan 2
Brand
ExcludingTampa, Miami, etc.

17. #SMX #23B @hoffman8
Client C: Online B2B
• Low cost per sale but also low
volume through small hyper-
specific campaigns
• Re-structured to create high and
low funnel campaigns to capitalize
on more volume, even at a higher
cost per sale (within goal)
• Have the ability to cap high funnel
budgets if needed

18. #SMX #23B @hoffman8
Client C: Online B2B
Before
Vertical 1 Vertical 2 Brand

19. #SMX #23B @hoffman8
Client C: Online B2B
After
Vertical 1
High Funnel
Vertical 1
Low Funnel
Vertical 2
High Funnel
Vertical 2
Low Funnel
Brand

20. #SMX #23B @hoffman8
Client D: E-commerce Only
• Campaigns Originally Broken Out
by Product
• Brand Preferences Led Us to Break
Out by Non-Brand Product &
Product Brands
• Shopping campaigns broken out
by ROAS

21. #SMX #23B @hoffman8
Client D: E-commerce Only
Before
Product 1 Product 2 Product 3 Shopping

22. #SMX #23B @hoffman8
Client D: E-commerce Only
After
Brand 1
Product 1
Brand 1
Product 2
Brand 2
Product 1
Brand 2
Product 2
Nonbrand
Product 1
Nonbrand
Product 2
Shopping
High ROAS
Shopping
Med. ROAS
Shopping
Low ROAS

23. #SMX #23B @hoffman8
If You Don’t Test, You
Will Never Know.
Testing is Important!

24. #SMX #23B @hoffman8
SEE YOU AT THE NEXT #SMX
THANK YOU!
CLIX Marketing
217 La Grange Rd
Pewee Valley, KY 40056
Tel :502.442.2776
Fax :502.805.0643
Web: clixmarketing.com
23
@clixmarketing
@hoffman8
Facebook.com/clix-marketingamy@clixmarketing.com