We talk a lot about “test and learn” and reacting quickly to the market, but how exactly do we do that at scale?
Good organization and granular campaign setup.
(Good tech and systems are a bonus)
All of PPC success comes down to how you allocate your spend.
The best ways to control your spend?
🔶 Campaign segmentation
🔶 Bid management
I will talk about campaign segmentation today!
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❌ If you throw all of your category search terms into one campaign, how can you control your spend?
❌ If you combine multiple products into one campaign, how can you allocate budget to your priority products?
❌ If you commingle your branded terms with your non branded terms, and mix up all of your strategies, how do you actually know what you are targeting?
We segment campaigns by ASIN, Strategy, Targeting, Categorization.
This allows us to move budgets around in a fluid manner.
We can quickly adjust to any scenario, while also maintaining consistent reporting that allows us to better plan for the future.
Achieving our short term goals, while also building for our long term goals.
📦 ASIN - We segment campaigns by ASIN so that we can control how much of our overall PPC budget goes to which products. This also allows us to adjust strategy per ASIN based on that products lifecycle.
🗺 Strategy - We segment campaigns by strategy so that we know what optimization lever we are pulling within each campaign.
Ranking campaign - optimize for CVR and Impression Share
Profitability - optimize for RoAS / ACoS
Awareness - optimize for impression share, NTB
Branded - optimize for coverage and limit budget to goals
Conquesting - optimize for NTB, CVR, coverage
🎯 Targeting - We segment our targeting into smaller batches in order to better control budget. If you have 300 targets in a campaign, it can be hard to control where your budget goes, and it can dilute your targeting across the average performance. (Making your overall campaign look poor when in reality its just a group of bad targets). We don’t have a hard set rule for number of targets in a campaign, but the smaller the better. I
📊 Categorization - We build internal categorization into our campaign names in order to allow for custom reporting that aligns with a brands internal systems.
Product Tiers - Tier one, Tier two
Product categories - Cough VS Flu VS Sinus
Product Lifecycle - New product launch, Awareness, Loyalty, Legacy
This structure allows us to customize an account to each brand's needs AND improve our strategy alignment with the client.
PPC is a lot easier when everyone is speaking the same language.
