Comments on: A Poor PPC Account Structure Will Make Your Campaign Suffer http://www.ppchero.com/a-poor-ppc-account-structure-will-make-your-campaign-suffer/ Heroic Feats of Pay Per Click Management Tue, 06 Jan 2009 20:52:24 +0000 http://wordpress.org/?v=2.6.5 By: Match Type Strategies - [Lessons Learned], “Lessons Learned”, Lessons Learned » Closed Loop Marketing Blog http://www.ppchero.com/a-poor-ppc-account-structure-will-make-your-campaign-suffer/#comment-18797 Match Type Strategies - [Lessons Learned], “Lessons Learned”, Lessons Learned » Closed Loop Marketing Blog Thu, 04 Sep 2008 00:15:28 +0000 http://www.ppchero.com/?p=785#comment-18797 [...] subscribing to, by the way) posted 2 match type related articles in the past month.  The first, A Poor PPC Account Structure Will Make Your Campaign Suffer, described some oddities that Hanapin Marketing discovered upon inheriting a PPC account.  One of [...] [...] subscribing to, by the way) posted 2 match type related articles in the past month.  The first, A Poor PPC Account Structure Will Make Your Campaign Suffer, described some oddities that Hanapin Marketing discovered upon inheriting a PPC account.  One of [...]

]]> By: Interesting Posts From My Google Reader | Nerdy Affiliate http://www.ppchero.com/a-poor-ppc-account-structure-will-make-your-campaign-suffer/#comment-18376 Interesting Posts From My Google Reader | Nerdy Affiliate Sun, 31 Aug 2008 09:09:25 +0000 http://www.ppchero.com/?p=785#comment-18376 [...] You should always consider the structure of your PPC campaigns in order to maximize your ROI and conversions.  Joe from PPCHero.com talks about how a poor PPC structure will make your campaign suffer. [...] [...] You should always consider the structure of your PPC campaigns in order to maximize your ROI and conversions.  Joe from PPCHero.com talks about how a poor PPC structure will make your campaign suffer. [...]

]]> By: Joe http://www.ppchero.com/a-poor-ppc-account-structure-will-make-your-campaign-suffer/#comment-17869 Joe Wed, 20 Aug 2008 17:42:04 +0000 http://www.ppchero.com/?p=785#comment-17869 Hi Patrick: Thanks for the feedback! I have yet to break my ad groups down by match type but perhaps this is something I need to try! Gotta love PPC: always learning! Thanks again! Hi Patrick:
Thanks for the feedback! I have yet to break my ad groups down by match type but perhaps this is something I need to try! Gotta love PPC: always learning!
Thanks again!

]]> By: Patrick http://www.ppchero.com/a-poor-ppc-account-structure-will-make-your-campaign-suffer/#comment-17828 Patrick Tue, 19 Aug 2008 22:41:58 +0000 http://www.ppchero.com/?p=785#comment-17828 We recently broke all of our AdGroups down into different match types. For example: Keywords "Website, Make a Website" We have three AdGroups for each match type. Outstanding success with the best Qscore I have ever seen. Exact Match types give the best conversion rate for almost any business. Now that we have seen these match types broken down, the CPA has dropped big time, and our position hs increased. The CPC has also dropped down too! I can now make simple decisions to pause phrase and broad keywords completlely. Even if I pause my braod keywords, it will lose traffic of course (impressions and clicks) but the traffic I am getting through these broken down adgroups are highly converting. Any feedback on long term effects. I see none. We recently broke all of our AdGroups down into different match types.

For example: Keywords “Website, Make a Website”

We have three AdGroups for each match type. Outstanding success with the best Qscore I have ever seen. Exact Match types give the best conversion rate for almost any business. Now that we have seen these match types broken down, the CPA has dropped big time, and our position hs increased. The CPC has also dropped down too! I can now make simple decisions to pause phrase and broad keywords completlely. Even if I pause my braod keywords, it will lose traffic of course (impressions and clicks) but the traffic I am getting through these broken down adgroups are highly converting.

Any feedback on long term effects. I see none.

]]> By: houseofseo.com » Blog Archive SearchCap: The Day In Search, August 15, 2008 http://www.ppchero.com/a-poor-ppc-account-structure-will-make-your-campaign-suffer/#comment-17800 houseofseo.com » Blog Archive SearchCap: The Day In Search, August 15, 2008 Tue, 19 Aug 2008 08:30:40 +0000 http://www.ppchero.com/?p=785#comment-17800 [...] A Poor PPC Account Structure Will Make Your Campaign Suffer, PPC Hero [...] [...] A Poor PPC Account Structure Will Make Your Campaign Suffer, PPC Hero [...]

]]> By: Nick Stamoulis http://www.ppchero.com/a-poor-ppc-account-structure-will-make-your-campaign-suffer/#comment-17782 Nick Stamoulis Tue, 19 Aug 2008 01:23:08 +0000 http://www.ppchero.com/?p=785#comment-17782 This is definitely all on point... several clients come to us having done their campaigns completely wrong - it can be quite hard to rectify it sometimes! This is definitely all on point… several clients come to us having done their campaigns completely wrong - it can be quite hard to rectify it sometimes!

]]> By: SearchCap: The Day In Search, August 15, 2008 | Razvan Alexa http://www.ppchero.com/a-poor-ppc-account-structure-will-make-your-campaign-suffer/#comment-17779 SearchCap: The Day In Search, August 15, 2008 | Razvan Alexa Tue, 19 Aug 2008 00:01:43 +0000 http://www.ppchero.com/?p=785#comment-17779 [...] A Poor PPC Account Structure Will Make Your Campaign Suffer, PPC Hero [...] [...] A Poor PPC Account Structure Will Make Your Campaign Suffer, PPC Hero [...]

]]> By: Joe http://www.ppchero.com/a-poor-ppc-account-structure-will-make-your-campaign-suffer/#comment-17764 Joe Mon, 18 Aug 2008 18:37:27 +0000 http://www.ppchero.com/?p=785#comment-17764 Hey everyone: Wow, I sparked a lot of comments with this post! Either I did something right, or something wrong! Regardless, thanks to everyone for the insightful feedback. Yes, I have used negative exact in ad groups but I haven't constructed ads groups in the fashion in which these were constructed. And honestly, I don't disagree with anyone's comments. And JB, I'll give this strategy some additional thought in regards to separating match types. That is one thing I LOVE about our blog... I'm always learning. Thanks! Hey everyone:
Wow, I sparked a lot of comments with this post! Either I did something right, or something wrong! Regardless, thanks to everyone for the insightful feedback. Yes, I have used negative exact in ad groups but I haven’t constructed ads groups in the fashion in which these were constructed. And honestly, I don’t disagree with anyone’s comments. And JB, I’ll give this strategy some additional thought in regards to separating match types. That is one thing I LOVE about our blog… I’m always learning. Thanks!

]]> By: Tom Hale http://www.ppchero.com/a-poor-ppc-account-structure-will-make-your-campaign-suffer/#comment-17761 Tom Hale Mon, 18 Aug 2008 18:10:48 +0000 http://www.ppchero.com/?p=785#comment-17761 I also raise an eyebrow at how easily some of these tactics are dismissed. I use two of the techniques you dismiss here. I do not use them in all instances, but they can serve a useful purpose. Like so many things AdWords, a technique is often not inherently good or bad, how it is used or mis-used in a given situation is what counts. Google Analytics does not distinguish between keyword matching options - that reason alone provides a case for match specific ad groups in some circumstances. Labeling an ad group per a matching option also can make daily management more efficient and provide quick insight into the value chain of your target market. Broad early entry into the cycle vs specific purchase inquiries. The negative exact match in conjunction with broader terms and the search query reports can also be very efficient. There are other applications for these tactics, the tactics themselves do not seem inherently bad to me. The longer you do this, the humbler you get. There a re lots of ways to skin a AdWords cat, depending on the type of cat ;-) -Tom Hale I also raise an eyebrow at how easily some of these tactics are dismissed.

I use two of the techniques you dismiss here. I do not use them in all instances, but they can serve a useful purpose.

Like so many things AdWords, a technique is often not inherently good or bad, how it is used or mis-used in a given situation is what counts.

Google Analytics does not distinguish between keyword matching options - that reason alone provides a case for match specific ad groups in some circumstances. Labeling an ad group per a matching option also can make daily management more efficient and provide quick insight into the value chain of your target market. Broad early entry into the cycle vs specific purchase inquiries.

The negative exact match in conjunction with broader terms and the search query reports can also be very efficient.

There are other applications for these tactics, the tactics themselves do not seem inherently bad to me.

The longer you do this, the humbler you get. There a re lots of ways to skin a AdWords cat, depending on the type of cat ;-)

-Tom Hale

]]> By: Jason http://www.ppchero.com/a-poor-ppc-account-structure-will-make-your-campaign-suffer/#comment-17759 Jason Mon, 18 Aug 2008 17:56:07 +0000 http://www.ppchero.com/?p=785#comment-17759 JB - excellent point about differentiating your ad copy tests by match type. We haven't gotten that granular yet, but it wouldn't suprpise me to see different results once we do. JB - excellent point about differentiating your ad copy tests by match type. We haven’t gotten that granular yet, but it wouldn’t suprpise me to see different results once we do.

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