www.verticalmeasures.com

PRESENTER: Zach Etten

www.verticalmeasures.com

Benefits of a Well-Organized Account

• Performance• Improved campaign performance

• Analysis• Improved ability to make good decisions

www.verticalmeasures.com

Performance Benefits

INCREASED PROFIT $$$

Higher Click-Through Rate

Higher Quality Score

Lower Cost-per-Click

Lower Cost-per-Conversion

#1.

www.verticalmeasures.com

Performance Benefits

INCREASED PROFIT $$$

Higher Conversion Rate

Lower Cost-per-Conversion

#2.

www.verticalmeasures.com

Analysis Benefits

• Improved account navigation

• Easier to spot themes

• Better trend analysis

www.verticalmeasures.com

Campaign Structure

• Campaign Level Settings• Location

• Language

• Budgeting

• Network

• Analysis• Performance Targets

www.verticalmeasures.com

Location

• Targeting users in multiple locations

• Different countries

• Different offerings for each location

Benefit: Improved Ad Copy, Keyword Bidding,

Conversion Rate

www.verticalmeasures.com

Language

• Targeting users who speak multiple languages

• Ad Copy

Benefit: Improved Ad Copy, Keyword Bidding,

Conversion Rate

www.verticalmeasures.com

Budgeting

• Specific budgets for certain parts of your

account

• Divisions

• Product Specific Budgets

• Be careful not to set campaign budgets too low

• Traffic is not linear or consistent

Benefit: Improved budget control

www.verticalmeasures.com

Budgeting (cont…)

Last 30 days

Ad Spend - $2,989 ($100/day average)

Clicks - 4,699

Sales - 415

www.verticalmeasures.com

Budgeting (cont…)

Last 30 days

Ad Spend - $2,989 ($100/day average)

Clicks - 4,699

Sales - 415

www.verticalmeasures.com

Budgeting (cont…)

Last 30 days

Ad Spend - $2,989 ($100/day average)

Clicks - 4,699

Sales - 415

But, if campaign budget was set to $100/day…

Ad Spend - $2,771 ($218 less)

Clicks - 4,356 (343 less)

Sales - 384 [31 FEWER SALES(7.5%)]

www.verticalmeasures.com

Network

• Targeting Multiple Networks

• Search & Display should ALWAYS be targeted

in different campaigns

Benefit: Improved Ad Copy, Keyword Bidding,

Conversion Rate

www.verticalmeasures.com

Ad Group Structure

• Many, tightly focused ad groups

• Ad copy should closely reflect keywords

• Typically like to see fewer than 15

keywords per ad group

Benefit: Improved Ad Copy, Conversion Rate

www.verticalmeasures.com

Ad Group Structure

• All about improving click-through-rate and

conversion rate

• Remember, they are called ad groups and

not keyword groups for a reason

www.verticalmeasures.com

Naming Conventions

• Campaign Level

• Provide basic information about what’s inside

Search - US - Socks

Search - Canada - Socks

Display - US - Socks

Display - Canada - Socks

Socks - ORIGINAL

Socks (test)

Socks US

Socks CA

BAD GOOD

www.verticalmeasures.com

Naming Conventions

• Ad Group Level

• Make the search & filter functions significantly

more useful

• Help identify themes & trends

Sports - Running

Sports - Walking

Sports - Hiking

Colors - Black

Colors - White

Running

Walking

Hiking

Black

White

OKAY MUCH BETTER

www.verticalmeasures.com

Where To Start?

• Look at your website’s layout/navigation

www.verticalmeasures.com

Where To Start?

• Look at your website’s layout/navigation

www.verticalmeasures.com

Where To Start?

Paid Search - PPC

Paid Search - Pay Per Click

Paid Search - Paid Search

Themes

Ad Groups

www.verticalmeasures.com

4 Fatal Mistakes of

PPC Account Organization

www.verticalmeasures.com

4 Fatal Mistakes

#1 - Targeting both Search & Display in the same campaign

www.verticalmeasures.com

4 Fatal Mistakes

#3 - Targeting Ad Groups Too Broadly

Ad Group Keyword

Socks [running socks]

Socks [running sock]

Socks [walking socks]

Socks [walking sock]

Socks [hiking socks]

Socks [hiking sock]

Buy Socks Online

ilovesocks.com

Shop Our Huge Selection of

Socks Today & Save!

Poor Structure

www.verticalmeasures.com

4 Fatal Mistakes

#3 - Targeting Ad Groups Too Broadly

Ad Group Keyword

Running Socks [running socks]

Running Socks [running sock]

Walking Socks [walking socks]

Walking Socks [walking sock]

Hiking Socks [hiking socks]

Hiking Socks [hiking sock]

Buy Running Socks Online

ilovesocks.com/running

Runners Love Our Socks! Shop Our

Running Socks Today & Find Out Why

Buy Walking Socks Online

ilovesocks.com/walking

Walkers Love Our Socks! Shop Our

Walking Socks Today & Find Out Why

Buy Hiking Socks Online

ilovesocks.com/hiking

Hikers Love Our Socks! Shop Our

Hiking Socks Today & Find Out Why

Good Structure

www.verticalmeasures.com

4 Fatal Mistakes

#4 – Poor Naming Convention

www.verticalmeasures.com

QUESTIONS?

Contact: 888-476-1881www.VerticalMeasures.com

www.verticalmeasures.com

Free Adwords Campaign Audits

What We Provide:

• An honest review of your Adwords efforts• Identify wasted ad spend

• Suggest areas for growth

• Share changes we would make and why

What We Don’t Provide:

• A boilerplate filled with Adwords buzzwords

Call Today for Your FREE Audit

(888) 476-1881

www.verticalmeasures.com

NEXT WEBINAR…

Marketing Your Marketing: How to Drive Discovery of Your ContentPresenter: Sarah Skerik, Vice President, Content Marketing – PRNewswire/MultiVu

Learn about:• How audience attention spans have changed and the

opportunity that this creates for content publishers

• Ways to borrow newsroom tactics to bring content to the surface

• Tactics for fine-tuning content for effective distribution and social sharing

• Channels for distributing content (free and paid)

Check out our website at www.verticalmeasures.com/webinarsfor registration information.

14Nov

10am PST1pm EST