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Late last year, I lost the confidence of a client when I advocated for a restructuring of an account that focused on campaign consolidation. This person used a PPC Hero Blog post from 2014 as fuel for their counter-argument that advocated for the opposite of my recommendation. I did the math and 2014 is the equivalent to 20 PPC years ago. The pace at which Google products advance and iterate exceeds our ability to keep up with best practices. The discussion that proceeded to earn back this client’s trust, as well as comms straight from Google, are the basis for the following recommendations.
Hyper-segmentation of account structures, think Match-type campaigns and SKAGs, helped us at a time when we needed tight control to maintain efficiency in a landscape that permitted for a lot of erroneous clicks. It looked something like this: we created match-type specific campaigns or ad groups, then we duplicated keywords across all match types. Next, we had to create a complicated, tiered list of negative keywords based on the match types. Then, we had to monitor search queries to mine for any new terms to add as exact match keywords, then proceed to update our negative lists in the phrase and broad match campaigns or ad groups.
This cycle was common for PPC practitioners and created complex structures that took a great deal of time, diligence and mental acuity to maintain. I’m here to tell you there’s a better way (this is the part in the infomercial where the video switches from black and white to color). There has been a paradigm shift in how to effectively manage accounts and it does not involve complexity. Here’s what to do if you’re operating on this outdated methodology:
As with all best practices, they’re not a blanket approach and there are caveats to consider:
What you take a moment to consider what Google knows about its users:
It’s not unreasonable to assume that they are utilizing this info to inform the signals that fuel the algorithms to help you reach your target consumer and meet your business objectives. Google wants your dough, and it stands to reason that they will use every tool at their disposal to help you get in front of your ideal audience. So don’t be afraid to loosen your grip on manual optimizations and let automation take the driver’s seat.
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