Kick-a** PPC tips recap: campaign and account structure
Published: January 3, 2014
Author: Molly Shotwell
In case you missed it — and there’s probably no way you caught all 100 — we kicked off the year with a #100PPCtips100days series on Twitter, and we’re recapping them by category for you each week! (Note: click on each tip to read an expanded blog post.)
Today’s installment: kick-a** campaign and account structure tips!
Tip: You should very rarely optimize for CTR; this optimizes for Google’s bank account, not your client’s.
Tip: SEM boils down to query capture and query optimization. Structure accounts accordingly.
Tip: Single-keyword ad groups (SKAGs) allow for optimal ad customization and targeted LPs.
Tip: Cluster groups of similar keywords together and bid en masse.
Tip: Identify your account type as “head-” or “tail-“driven and prioritize tasks accordingly.
Tip: Always isolate brand keywords in their own campaigns.
Tip: To take advantage of complex geo-targeting, keep campaign structures as simple as possible.
Tip: Use consistent naming conventions for campaigns and ad groups. Easier to navigate (and hand off).
Tip: Focus on keyword sculpting and different channels, not the long tail.
Stay tuned for our next recap: targeting!
