1. Account
04 : 16 : 2012
Structure
at the
Campaign Level

2. Leaders in B2B SEM
TOP 30 AGENCY
US
• Credentialed by every major search engine
• Active in promotion of thought leadership positions at conferences and within publications
• BtoB Top 30 Search Agency 2009, 2010, 2011
• The 2010 BMA B2 Award of Excellence – SEO (Natural Search) Program, Over 50 Keywords
• The 2011 BMA B2 Award of Excellence – PPC (Paid Search) Program, Over $1 Million
• Honorable Mention, ClickZ 2010 Connected Marketing Awards, Best Use of Search Marketing
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3. The obvious
• One campaign if small budget/account
• Brand vs. non-brand
@Mel66

4. Widget A Campaign
Ad Group 1
The obvious Ad Group 2
Ad Group 3
Ad Group 4
• By product type Ad Group 5
Ad Group 6
Ad Group 7
Ad Group 8
Ad Group 9
Widget B Campaign
Ad Group 1
Ad Group 2
Ad Group 3
Ad Group 4
Ad Group 5
Ad Group 6
Ad Group 7
Widget C Campaign
Ad Group 1
Ad Group 2
Ad Group 3
Ad Group 4
Ad Group 5
@Mel66

5. The not-so-obvious
• Budget
considerations
@Mel66

6. The not so obvious
• Settings
– Dayparting
– Ad rotation
– Bidding options
• CPA, enhanced CPC,
etc.
– Start/end dates
– Geo-targeting
– Network
– Devices
@Mel66

7. The not so obvious
• Testing
– ACE
– Any type of testing when combined
w/considerations above (settings, budget)
@Mel66

8. Make life easier
• Remember, you can always move ad
groups & create new campaigns
@Mel66

9. Make life easier
• Organize for both QS and ease of
management
Keyword Set: Branded Quality Score
Brand Term 1 10
Brand Term 2 10
Brand Term 3 10
Brand Term 4 7
Brand Term 5 9
Brand Term 6 10
Brand Term 7 10
Keyword Set: Delivery Rental Quality Score
delivery trucks for rent 3
rent delivery trucks 2
delivery truck for rent 5
delivery vans for rent 5
delivery truck rental 6
delivery trucks rental 4
@Mel66

10. In Summary…
• Use those settings!
– Save time
– Better results &
optimization
@Mel66

11. mackey
Melissa Mackey
Melissa.Mackey@gyro.co
m
@Mel66
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