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Kick-a** PPC tips recap: campaign and account structure

Published: January 3, 2014

Author: Molly Shotwell


In case you missed it — and there’s probably no way you caught all 100 — we kicked off the year with a #100PPCtips100days series on Twitter, and we’re recapping them by category for you each week! (Note: click on each tip to read an expanded blog post.)
Today’s installment: kick-a** campaign and account structure tips!
TipYou should very rarely optimize for CTR; this optimizes for Google’s bank account, not your client’s.
TipSEM boils down to query capture and query optimization. Structure accounts accordingly.
TipSingle-keyword ad groups (SKAGs) allow for optimal ad customization and targeted LPs.
TipCluster groups of similar keywords together and bid en masse.
Tip: Identify your account type as “head-” or “tail-“driven and prioritize tasks accordingly.
TipAlways isolate brand keywords in their own campaigns.
TipTo take advantage of complex geo-targeting, keep campaign structures as simple as possible.
TipUse consistent naming conventions for  campaigns and ad groups. Easier to navigate (and hand off).
TipFocus on keyword sculpting and different channels, not the long tail.
Stay tuned for our next recap: targeting!

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