Account Restructure Best Practices: 5 Tips to a Well-Organized & Manageable Paid Search Account

Post by Bianca Carbonara, Media Manager & Ami Shah, Senior Media Manager

Whether you’re tasked with setting up a brand new paid search account, or restructuring an existing one, here are five best practices that will allow for an organized, scalable account that provides clean and meaningful data insights:

  1. Structure campaigns and ad groups to be consistent with the structure of the website. All keywords within an ad group must have the same landing page, allowing for consistent website content, which provides the user with a better experience, higher quality scores, more relevant copy and effective ad copy based on the user’s search query.
  2. Implement consistent naming conventions across campaigns and ad groups. Separating key campaign and ad group characteristics into consistently delimited parameters – such as keyword category (i.e. brand versus non-brand), campaign theme, ad group theme, and match type – allows for easier filtering and increased efficiency when splicing data for meaningful insights.
  3. Each campaign should only contain one match type. Separating keywords by match type allows for budget flexibility across match types (i.e. Campaign A contains keywords on broad match, Campaign B contains the same keywords on exact match). Typically exact match keywords are more efficient and thus can have a lower budget while broad match terms will have a higher volume attracting additional search queries.
  4. Implement a robust negative strategy to keep results clean and separated between campaigns. Implement a reverse negative strategy, setting all exact match keywords as a negative exact match for the broad match keyword. This will ensure that if the exact version of a keyword is being searched, the exact match campaign is picking up that query and impression and clicks and cost are being attributed to the correct campaign. Otherwise, the broad match keyword and exact match keyword will compete against each other to show an ad on the search engine results page (SERP).
  5. Separate brand and non-brand keywords into different campaigns. Brand and non-brand keywords behave differently in terms of performance and tend to have different goals/purposes. By separating the terms into different campaigns, you have more control over the budget allotment to each, which can help maintain key performance indicators – such as search impression share or average CPCs. Non-brand keywords typically have a higher CPC compared to brand terms, so by separating the terms into different campaigns, you can keep optimizations, performance and reporting separated.

Complying with each of these best practices will allow you to clean up your current paid search account or get you started on a new paid search account.

To learn more about paid search account structure, contact your Performics account team today.


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