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As we approach the 20 year anniversary of the first Shrek film, it might be difficult to remember that the film was quite acclaimed in its time. Now remembered for ushering in a trend of animated films prioritizing crass pop culture references over genuine pathos, Shrek actually competed for the Palm d’Or and won the first-ever Oscar for Best Animated Feature. And while the film’s luster may have faded over the years after a string of sub-par sequels and spin-offs, there’s no doubt that it has left an indelible mark on our culture.
Evidence of that mark can be seen in the memorability of select lines from the film. Who can forget the titular ogre Shrek chiding his donkey sidekick by saying “Ogres are like onions…Ogres have layers. Onions have layers”. And while this quote became iconic for poetically stating a fundamental truth about the complexity of personhood, it is also applicable to many advertisers that run paid search campaigns. Whether it be because a business has multiple brands, multiple locations, or multiple franchises, sometimes the complexity of a business necessitates that they split their Google Ads campaigns into multiple accounts. This article will provide some introductory tips for how to efficiently and effectively manage multiple accounts for the same entity, and when to pursue that strategy.
There are two major reasons to split an advertiser’s campaign across multiple accounts:
I would recommend thinking carefully about whether or not an advertiser really needs to be split between different accounts before pursuing such a strategy. There are advantages that come with keeping things as simple as possible. “Keeping things organized” is often not a sufficient reason to break campaigns across multiple accounts, as proper utilization of labels and naming conventions can duplicate the organizational advantages of utilizing multiple accounts. That said, for the cases where a multi-account strategy truly is a must, the tips below will help make such a strategy manageable.
Managing the campaigns for any advertiser can be a complex affair, and that’s all the more true when the advertiser must run their campaigns across a multitude of CIDs. If that situation can be avoided, I would recommend doing so: minimizing complexity where possible reduces the chances for error and increases the ease of management. If, though, you find yourself in a situation where multiple accounts are truly needed, never fear – the tips above are a good start to make that task manageable. Follow those tips and before long you’ll be singing from Smash Mouth’s “All Star” a song further popularized by Shrek’s quintessential opening credits sequence:
Hey now You’re an allstar (at managing campaigns for a single advertiser across multiple accounts) Get your game on Go play -Smash Mouth (sorta)
Hey now
You’re an allstar (at managing campaigns for a single advertiser across multiple accounts)
Get your game on
Go play
-Smash Mouth (sorta)
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