SMX Overtime: When to use PPC automation (and when not to)
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SMX Overtime: When to use PPC automation (and when not to)
Account structures, cross channel attribution, smart bidding and automation reporting were among the many questions during SMX East's roundtable, "How automation really works and when to use it." I wanted to take the time to answer a few additional questions from attendees after the event.
I understand it depends on the business, but how do you go about structuring your accounts? How do you set up campaigns?
I wrote a post about three years ago about decision trees for SEM segmentation that, for the most part, still outlines how we structure our accounts.
For each major element (audience or keyword for search, different audience types for YouTube) ask yourself two simple questions. Will performance be materially different? Does messaging need to be materially different? If the answer to either is yes you can assume that segmenting targeting elements is a good idea.
What's changed over the years is the priority. When the post above was written, there was no punishment for over-segmentation and no upside for campaign consolidation. In modern search, I recommend keeping as much data together as possible. Yes, you can still optimize a group of campaigns together using a portfolio, but it's best to keep similar performing ad groups/keywords together unless there's a notable case to be made for segmenting.
Addressing a few common questions. Yes, we do still segment campaigns by match types but have tested moving them together – the results were neutral. No, I don't recommend SKAG's – there's no point anymore. Yes, segmentation by device is okay, but I wouldn't call it a "default." Generally speaking the controls in place to bid or message by device is sufficient t