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Is Perfecting PPC Campaign Structures Driving You Crazy?


 

Years ago, I was told by in Father-in-law and backed up by others in the Family that there is an old Italian Myth which claims that a Donkey thinks about killing its owner 9x a minute everyday. That is crazy right? Well, let’s consider how many times have PPC marketers go back and forth on how to organize campaigns and adgroups. For my experience, it’s one of those constant things that always seem to question the initial strategy. However, there are “rational” reasons to change up the structure once in a while to get the most out of the advertisers budget.

 

Classification Anxiety

Depending on the client’s industry, trying to “intelligently classify” campaign and adgroups structures can not always be a “set it and forget” strategy. In many cases, marketers go back and forth based on some of these variables:

  • Product/Service
  • Category/SubCategory
  • Brand/Sub Brand
  • Author Name
  • Part #, ISBN#

 

The best solution to this problem is to have a conversation with the client to get a better understanding of their customers buying behaviors. This can be done by reviewing Google Analytics Performance Data, as well as the client “back-end” performance reports. In some cases, it may make sense to re-organize based on these findings.

 

Performance Classification

One of the most effective campaign reorganizations are the ones that relate directly to past performance. This strategy is to simply put more money into a campaign which houses the top performing adgroups, while creating other campaigns with smaller budgets which contain lower performing adgroups. This is an effective strategy because it allows for better budget management. Another reason for this re-allocation is to reinforce the “Level of Intent to Convert”.

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