#SMX #23b @PPCkimpossible

THE GREAT PPC ACCOUNT STRUCTURE DEBATE

#SMX #23b @PPCkimpossible

Kim Thomas, Director of Digital Advertising, Wheelhouse Search

STRUCTURE YOUR ACCOUNT BASED ON YOUR BIDDING

STRATEGY

#SMX #23b @PPCkimpossible

BIDDING,OPTIMIZATION STRATEGY

NAMING CONVENTIONSCAMPAIGN TYPE (Brand, Non-Brand, Search, Display, Remarketing)

SETTINGS (Budget, Geo-Targeting, Language)PRODUCT & SERVICE LINE

TIGHTLY THEMED AD GROUPS

ALIGNED KEYWORDS LANDING PAGES

RELEVANT AD TEXT / MESSAGING

#SMX #23b @PPCkimpossible

IIE

Account Structure

SKAGs

Insight Impact Efficiency

1 1 -900,000,000

What Is It Good For?

Absolutely nothing

Match Type

Bidding Strategy

4 3

4 5

2

4

"Great for funneling traffic," said September 2014

Driving Performance

#SMX #23b @PPCkimpossible

#SMX #23b @PPCkimpossible

Highest Impact & Efficiency Highly Adaptable to Change Easily Control Performance Insight & Reporting

Dashboards / Reports Filtered Views Multi-Dimensional Labels

Structure for Bidding Strategy

#SMX #23b @PPCkimpossible

Group Like-Performers With Like-Performers Brand – Position Bidding ROAS, Margin, CPA Targets

Similar Goals / Targets Top Performers Low Performers

Structure for Bidding Strategy

#SMX #23b @PPCkimpossible

Conversion Thresholds by Bidding Platform

Bidding Platform Application Level

Conversion & Historical Data Threshold

Marin* Ad Group 20 Conversions in thePast 28 Days

Kenshoo* Campaign 100 Clicks & 10 ConversionsPer Day in the Past 7 Days

Acquisio Campaign 1 Conversion Per Day in thePast 30 Days

AdWords Flexible Bid Strategies / Conversion

OptimizerAd Group 15 Conversions in the

Past 30 Days

*Keyword-Level Constraints / Bid Override

#SMX #23b @PPCkimpossible

#SMX #23b @PPCkimpossible

#SMX #23b @PPCkimpossible

THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CAMARCH 1-3, 2016