Four Principals for Better Account Structure
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The document outlines four principles for improving account structure in paid media, emphasizing efficient management and strategic keyword organization. It suggests tactics like standardizing campaign names, implementing negative keyword lists, and segmenting keywords based on performance to better align with search queries. Additionally, the document highlights the importance of query mapping and data density in optimizing ad performance and campaign efficiency.
![Account Structure
[ə-kount strək-chər] (noun)
The decisions made in dividing searches,
searchers, and settings into a usable PPC account.](https://image.slidesharecdn.com/seanmurphy-fourprincipalsforbetteraccountstructure-180517123142/85/Four-Principals-for-Better-Account-Structure-5-320.jpg)
![Query Mapping
[ˈkwir-ē map-ing] (noun)
The process of ensuring search terms match
to the most optimal keywords in your account](https://image.slidesharecdn.com/seanmurphy-fourprincipalsforbetteraccountstructure-180517123142/85/Four-Principals-for-Better-Account-Structure-15-320.jpg)
![+Diapers [Baby Diaper Deals]
Intent
Bid
Ad Copy
Low
$1.00
Generic
High
$2.40
Specialized](https://image.slidesharecdn.com/seanmurphy-fourprincipalsforbetteraccountstructure-180517123142/85/Four-Principals-for-Better-Account-Structure-17-320.jpg)
![[Baby Diaper Deals]
Keyword in
Headline High Bid,
High Position
Keyword in
URL](https://image.slidesharecdn.com/seanmurphy-fourprincipalsforbetteraccountstructure-180517123142/85/Four-Principals-for-Better-Account-Structure-19-320.jpg)
![+Diapers [Baby Diaper Deals]
CTR
Position
Quality
Score
4%
2.6
6
24%
1.1
10
+Diapers [Baby Diaper Deals]](https://image.slidesharecdn.com/seanmurphy-fourprincipalsforbetteraccountstructure-180517123142/85/Four-Principals-for-Better-Account-Structure-20-320.jpg)
![Data Density
[dā-tə den-sə-tē] (noun)
The amount of impressions, clicks, and
conversions (collectively, ‘data’) coming
through your keywords and ad groups.](https://image.slidesharecdn.com/seanmurphy-fourprincipalsforbetteraccountstructure-180517123142/85/Four-Principals-for-Better-Account-Structure-25-320.jpg)
![[internet deals for
senior citizens]
Impressions
Clicks
Orders
55
16
1](https://image.slidesharecdn.com/seanmurphy-fourprincipalsforbetteraccountstructure-180517123142/85/Four-Principals-for-Better-Account-Structure-27-320.jpg)
![Group keywords based on intent to make faster, more accurate decisions.
[internet deals for
senior citizens]
+internet +deals
Impressions
Clicks
Orders
55
16
1
8,100
1701
110](https://image.slidesharecdn.com/seanmurphy-fourprincipalsforbetteraccountstructure-180517123142/85/Four-Principals-for-Better-Account-Structure-29-320.jpg)
Four Principals for Better Account Structure
- 1. Title Subtitle Body text Four Principals for Better Account Structure Sean Murphy Senior Associate Paid Media
- 2. Sean Murphy Paid Media Senior Associate, Red Ventures Industry Experience: Education, Telecommunications, Satellite Internet, Satellite TV, Home Security Fun Fact: Father of 3. Abundance of dad jokes and diapers.
- 3. Where I’m From Performance marketing agency based in the United States that combines deep brand partnerships with proprietary strategic assets. Primary Verticals:
- 4. Learn the principals behind solid account structure. See case studies of the principal in action. Get tactical tips on how to implement the principals on your account. Learner Outcomes 1 2 3
- 5. Account Structure [ə-kount strək-chər] (noun) The decisions made in dividing searches, searchers, and settings into a usable PPC account.
- 6. The 3 S’s Searches Search Queries Keywords Ads Searchers Audiences Geographies Languages Settings Search Network Negative Lists Ad Scheduling
- 7. 4 Principals For Better Account Structure Don’t Work Too Hard
- 8. Campaign or Ad Group Ease of Management Campaign Segmentation Match Type Baseline KPIs Ad ScheduleLocation Targets Languages Client Reporting Devices Ad Serving
- 9. Ease of Management Symbiotic Relationship Account Structure Routine Account Tasks Appropriate Budgets Campaign Settings Check No Stale Ad Tests URL Tracking Correct Account Structure Check Negative Keyword Audit Campaign Names Correct
- 10. Ease of Management Tactical Tips (Go Home and Do This) 1. Standardize your campaign and ad group names. 2. Split your campaigns by match type and start using negative keyword lists. 3. Split out your client’s VIP keywords into their own campaigns for better reporting.
- 11. 4 Principals For Better Account Structure Don’t Work Too Hard Don’t Paint Everything Brown
- 14. Don’t Paint Everything Brown
- 15. Query Mapping [ˈkwir-ē map-ing] (noun) The process of ensuring search terms match to the most optimal keywords in your account
- 16. Something I know well…
- 17. +Diapers [Baby Diaper Deals] Intent Bid Ad Copy Low $1.00 Generic High $2.40 Specialized
- 19. [Baby Diaper Deals] Keyword in Headline High Bid, High Position Keyword in URL
- 20. +Diapers [Baby Diaper Deals] CTR Position Quality Score 4% 2.6 6 24% 1.1 10 +Diapers [Baby Diaper Deals]
- 21. Query Mapping Ad Relevance Primary KPIs: CPC, CTR Improving consistency of ad relevance will drive up CTR, improving quality score and causing CPCs to fall. Conversion Rates Primary KPIs: ROAS, Profit Better grouping search queries around conversion rates will improve bidding decisions and help eliminate wasted spend. Ideal query mapping decisions enhance both metrics.
- 22. Query Mapping Tactical Tips (Go Home and Do This) 1. Identify problematic mapping (Same search term multiple keywords) 2. Check CTR and conversion rate to find best mapping area 3. Apply negative keywords to the ad groups that were mismatched 4. Optimize bids on both keywords
- 23. Query Mapping Results - 5,000 10,000 15,000 80% 85% 90% 95% 100% January February March April Query Mapping Mistakes Query Mapping Mistakes % of Profitable Ad Groups -10% CPCs
- 24. 4 Principals For Better Account Structure Don’t Work Too Hard Don’t Paint Everything Brown Data (Density) is King
- 25. Data Density [dā-tə den-sə-tē] (noun) The amount of impressions, clicks, and conversions (collectively, ‘data’) coming through your keywords and ad groups.
- 26. Keywords:
- 27. [internet deals for senior citizens] Impressions Clicks Orders 55 16 1
- 28. Keywords:
- 29. Group keywords based on intent to make faster, more accurate decisions. [internet deals for senior citizens] +internet +deals Impressions Clicks Orders 55 16 1 8,100 1701 110
- 30. Utility Account Restructure Electricity Specials Electric Specials Electricity Specials Near Me Electricity Special Offers Electric Special Plans …………………….. 6,000 Keywords
- 31. Utility Account Restructure +Electric +Specials +Electric +Companies +Electric +Service +Electric +Rates +Electric +Providers +Electric 24 Keywords
- 32. Utility Account Restructure 75 Location Targets
- 33. Utility Account Restructure 1 Location Target 75 Geo Bid Modifiers
- 34. Utility Account Restructure +20% Leads - 450K Ad Groups - 30% CPA
- 38. Data Density Tactical Tips (Go Home and Do This) 1. Find all your low search volume keywords and roll them up. 2. Look for keywords that get <30 conversions per month and ask if they can be rolled up to a higher volume keyword. 3. Ensure that your negative lists are updated to match your new structure.
- 39. 4 Principals For Better Account Structure Don’t Work Too Hard Don’t Paint Everything Brown Data (Density) is King Segment Meaningfully
- 40. Internet Deals In New York! Internet Deals In London!Internet Deals In {City}! Internet Deals In {City}! Geo-Modified Ad Copy Case Study
- 41. Geo Modified Testing Plan Does the geo ad improve performance? Do Google geo customizers perform similarly? Use BMM ad group w/ geo customizer ad. Keep broken out into separate ad groups Roll out general ad
- 42. As expected, using geo-specific ad copy drives massive results. Metric Delta Impressions +44% CTR +45% Clicks +69% Conversions +75%
- 43. Geo Modified Testing Plan Does the geo ad improve performance? Do Google geo customizers perform similarly? Use BMM ad group w/ geo customizer ad. Keep broken out into separate ad groups Roll out general ad
- 44. Using Google geo ad customizers lead to flat clicks and orders with a simpler setup. Metric Delta Impressions -4% CTR +8% Clicks +4% Conversions +3%
- 45. Geo Modified Testing Plan Does the geo ad improve performance? Do Google geo customizers perform similarly? Use BMM ad group w/ geo customizer ad. Keep broken out into separate ad groups Roll out general ad
- 46. So What’s The Balance?
- 47. Opportunity Top Performers Overhead Tail Keywords Account Balance Split these important keywords into separate ad groups or even campaigns. Split these out as you have capacity to treat them differently. Roll these up to the most similar broad match keyword and move on. Difference Size Figure out what the right special treatment for these is. Optimize!
- 48. Segment Meaningfully Tactical Tips (Go Home and Ask This) 1. Does it perform differently? 2. Is it big enough to be treated differently?
- 49. Final Takeaways Make your routine account maintenance easier. Match search queries to the right campaigns. Roll up overhead keywords Split out keywords that act differently
- 50. Questions?
- 52. Ease of Management Tactical Tips: Segmentation 1. Standardize your campaign and ad group names A. Use pipes || for easy text-to-columns in Excel B. Use abbreviations like ^M for Mobile and #B for Brand C. “z.” campaigns you won’t be using again. 2. Separate campaigns by match type and make campaign negative lists.
- 53. Ease of Management Tactical Tips: Negative Lists Everyone Should Have List Negative From Irrelevant Terms (Employment Terms, Celebrity Terms, Returning Customer Terms) All Phrase & Broad Competitor Terms Non-Competitor Generic Client Restrictions All Campaigns Brand Head Terms All Non-Brand Exact Match Keywords (+Close Variants) All Phrase & Broad Phrase Match Keywords (+Close Variants) All Broad More Specific Broad Match Keywords Broad Match Head Terms
- 54. 1. Use the Search term report to identify problematic mapping. (Same search term multiple keywords.) 2. Check CTR and conversion rate to find best mapping area. 3. Apply negative keywords to the ad groups that were mismatched. 4. Optimize bids on both keywords that will see a mix shift in volume. Query Mapping Tactical Tips: Solving Query Mapping Problems
- 55. Data Density Tactical Tips: Rolling Up Low Volume 1. Find small exact match keywords with similar intent and group them together using broad match modified keywords. 2. Remove segmentation you aren’t using meaningfully (like geo). Replace with aggregated audience or geo bid modifiers. (https://support.google.com/adwords/answer/2732132?hl=en) 3. Use ad customizers to tailor your ads to particular people. (https://support.google.com/adwords/answer/2375447?hl=en) 4. Use dynamic ValueTrack parameters to track down-funnel performance of those segments. (https://support.google.com/adwords/answer/2375447?hl=en)
- 56. 1. Top Performers: These are special keywords that should be given special treatment. Split them into their own ad groups or even campaigns 2. Tail Keywords: Split them out as you have capacity to treat them differently. These keywords perform differently and should be treated appropriately, but will never be as crucial to your success as the TP bucket. 3. Overhead: This is a waste of space, roll this up to the most similar broad match keyword and move on. 4. Opportunity: These keywords are large enough that the right special treatment would do them good. Figure out what that is and do it. Optimize! Segment Meaningfully Tactical Tips:
Editor's Notes
- #3: !!Pay attention, that’s going to be relevant later.
- #5: … But I’m getting ahead of myself, what is an account structure?
- #8: Who here feels like sometimes they work too hard? The people who do are too busy to look up from their laptops and answer my silly question
- #9: You must group campaigns based on ad scheduling, location targets, and a few other targets (search partners, language settings, display settings, etc) It’s a good idea to group campaigns by match type so you can apply negative keyword lists to entire campaigns, ensuring your query mapping stays buttoned up. Grouping campaigns with similar baseline KPIs ensure you can get a read on your account’s performance quickly. If things like average position vary greatly between the keywords in your campaign you won’t be able to immediately diagnose changes in a keyword’s competitive landscape. This can be particularly troublesome when clients have visibility into those metrics.
- #11: Standardizing your campaign and ad group names may feel small, but it’s an incredible time saver.
- #13: As search marketers, we’re creative people. I like to think we have a lot of different colors we can paint with in order to give a good customer experience to our searchers.
- #14: But what happens when someone comes along mixes up all your paints ? What happens?
- #15: That’s right, you get an ugly brown color that no one likes as much. When it comes to PPC, don’t paint everything brown.
- #16: So what are we talking about? Query Mapping.
- #17: Let’s bring it to something I know well.
- #21: Intent and customer experience are both improved.
- #22: There are two criteria to consider when deciding how to map a query: ad relevance and conversion rates
- #26: One common
- #27: I’m not proud of how long this took me.
- #29: I’m not proud of how long this took me.
- #33: Resulted in almost half a million different ad groups.
- #37: https://www.quora.com/What-font-does-Alphabet’s-logo-use
- #39: Standardizing your campaign and ad group names may feel small, but it’s an incredible time saver.
- #40: Who here feels like sometimes they work too hard? The people who do are too busy to look up from their laptops and answer my silly question
- #41: We were excited about applying the last principal of data density to the entire account, started looking for opportunities. Our question became: Can we get the benefits of segmentation with a structure that is easier to manage?
- #45: Accomplishes similar conversions with a ..
- #47: So what’s the balance? With geo customizers we were able to achieve data density as well as meaningful treatment, but that’s not always possible. If you had 20K small products, for example, you might need to have the specific ad copy and smaller ad groups.
- #54: In addition to Phrase Match Keywords From Broad, you also need to negative more specific broad
- #56: https://support.google.com/adwords/answer/2375447?hl=en