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Keys to an Effective
Account Structure
Jes Sti les
CMO Emerg ing Marke ts | R ing ie r | @jess t i l es
Are your KPIs going in the wrong direction?
Do your tests come back with minimal impact?
Sick of staring at your PC in confusion?
Get structured!
Why you ask?
Going granular give you improved visibility.
And more control over your campaigns.
Producing better results and clapping bosses.
It’s worth the effort!
Not every brand can afford optimisation tools.
But today’s tips are all tool free!
Optimisation so easy, you can do it anywhere!
Structure your accounts today!!!!!!!
Out of date, poorly thought out ads are terrible. So to are
poorly structured PPC accounts.
Structure of a Facebook account
Campaign
Ad Set 1 Ad Set 2
Ad 1 Ad 2 Ad 1 Ad 2
Set objective
Set bids, placements, audience segments
Ad copy, images, links, CTAs
Before you start, create naming conventions. Don’t use Facebook
defaults.
objective-target-detail
age-gender-placement-connection
Facebook default
Website Clicks
GB - 18+
Website name – Website Clicks
Recommended
YYYY-MM-DD | content + of + ad + here
Ensure naming conventions have
corresponding UTM tags to make analysis easier.
UTM tagging connects Facebook ads to Google Analytics allowing you to
analyse the full funnel
HOW DO YOU WANT TO TARGET YOUR AUDIENCE?
Campaigns
AND FOR WHAT OBJECTIVE?
New page likes 968 15,423 1493%
Website clicks 24,741 4,431 -82%
Organic reach 7.57% 6.91% -9.55%
All sessions 1,387,120 1,247,286 -12%
Cost per session 0.0008 0.0016 100%
* Based on 4 weeks of test data
Buying likes leads to less website traffic at almost
double the cost per session.
Run campaigns long term changing ad regularly to
fight ad fatigue.
Campaign target audiences
Demographic (dmo)
Interest (int)
Lookalike (llk)
Remarketing (rmk)
Age, Gender, Location
People interested in X
People who a similar to X
People I had contact with
Au
die
nce
sp
eci
fici
ty
Be aware of overlap
wsc-dmoWomen who are over 18
living in London
wsc-intWomen who are over 18
living in London who like shopping
wsc-llkPeople who
have purchased
wsc-intWomen who are over 18
living in London who
like travel
wsc-rmkPeople who
have purchased
app-dmo
Structure campaigns to reduce overlap, allowing analysis of
different objectives & audiences
Automotive Spend Leads Cost per lead
dmo $393 162 $2.43
int $702 1,252 $0.56
Au
die
nce
sp
eci
fici
ty
Because of a higher relevancy score, the interest targeted campaign won more auctions
Classifieds Spend Leads Cost per lead
dmo $3,102 2,996 $1.04
int $22,211 27,732 $0.80
Au
die
nce
sp
eci
fici
ty
eCommerce Spend Orders Cost per order
dmo $6,140 110 $56
int $14,872 213 $70
llk $1,510 60 $25
rmk $3,210 90 $17
Au
die
nce
sp
eci
fici
ty
Limited scale
Test at campaign level whether broad demographic, narrow interest or specific list targeting produces the best
KPIs for your brand then scale.
eCommerce Spend Orders Cost per order
int electronics $18,570 230 $81
int beauty $15,300 320 $48
int home & garden $14,210 540 $26
Interest based campaigns
Remarketing campaigns
eCommerce Spend Orders Cost per order
rmk all contacts $4,150 230 $18
rmk registered users not subscribers
$660 10 $66
rmk subscribers not registered users
$660 10 $66
Demographic campaign
eCommerce Spend Orders Cost per order
wsc dmo $6,140 110 $56
app dmo paused paused paused
Only 1 campaign can win the auction. Have only one dmocampaign running at any point and split targeting via adsets
HOW DO YOU WANT TO SEGMENT YOUR TARGETED AUDIENCE?
Ad sets
AND FOR WHAT PRICE?
Location
• United Kingdom (uk)• England (en)• London (ld)• Soho square (ss)
Location
• Everyone in this location = 8 million
• People who live in this location = 7.7 million
Around 5% of default audience may be irrelevant if you only trying to reach residents
Could be wasting 5% of your budget
Gender
• Male (m)• Female (f)• Any gender (all)
Age
• From X to Y (25to30)
Placement
Instagram and audience network should be separate campaigns
• Right hand column (rhc)• Desktop news feed (dnf)• Mobile news feed (mnf)• Any device (all)
Connection
• Fans (fa)• Friends of fans (ff)• Not connected (nc)• Any connection (all)
But I have chosen targeting. Have you systematically tested
targeting?
Gender testing
Adset name Spend Leads Cost per lead
m-over18-all-all $741 36 $21
f-over18-all-all $741 43 $17
Age testing
Adset name Spend Leads Cost per lead
all-18to24-all-all $4,690 70 $67
all-25to29-all-all $4,700 140 $34
all-over30-all-all $4,680 210 $22
Don’t let Facebook decide
Higher bid ≠ Better performance
Bid
Bid amount Spend Leads Cost per lead
$0.21 $1,482 99 $15
Bid amount Spend Leads Cost per lead
$0.21 $1,482 99 $15
$0.11 $958 239 $4
Bid amount Spend Leads Cost per lead
$0.21 $1,482 99 $15
$0.11 $958 239 $4
$0.03 $1,489 621 $2
Lower CPCs stretch your budget, allowing you to enter more auctions & get more clicks
Bid amount Spend Leads Cost per lead
$0.21 $1,482 99 $15
$0.11 $958 239 $4
$0.03 $1,489 621 $2
$0.02 $615 80 $1.75
Placement testing
Adset name Spend Leads Cost per lead
all-over30-rhc-all $20 7 $2.89
all-over30-dnf-all $142 115 $1.24
all-over30-mnf-all $601 523 $1.15
Connection testing
Adset name Spend Leads Cost per lead
all-over30-mnf-fa $30 31 $0.97
all-over30-mnf-ff $246 204 $1.21
all-over30-mnf-nc $359 122 $2.94
Through segment refinement
reduced CPL from
$19 to $1.21
Effective audience segmentation improves your
relevancy score.
Test one ad set targeting element at a time to drill
down to the best KPIs for your brand at your budget.
WHAT CONTENT ENGAGES YOUR TARGETED AUDIENCE?
Ads
AND WHEN DID IT RUN?
Carousel ads
Various
Allows for more text in the ad
But results varies brand to brand and ad to ad
Optimise order of images
This will depend on your ad creative. It may have to be in order to make sense.
Tick box Spend Leads Cost per lead
Unchecked $841 1,168 $0.72
Checked $1,013 1,781 $0.57
Add profile page
Tick box Spend Leads Cost per lead
Unchecked $1,124 1,428 $0.79
Checked $1,012 1,781 $0.57
Through ad content refinement
reduced CPL from
$1.21 to $0.57
Ad Creative
• Images
• Headline
• Description
• URL
Test elements such as:
Be careful of limitations!
Image look and feel
Featured content
HOW DO YOU EASILY DOCUMENT ALL YOUR TESTS?
Reporting
Testing calendar
Structure of a Facebook account
Campaign (dmo, int, llk, rmk)
gender-age-placement-connection
m-20to29-mnf-ff
CW01 CW022016-11-
012016-11-
02
Test audience specificity & objective
Test audience segments & bids
Test ad setup & creative
But what about Adwords?
PPC Account Structure
Campaign
Type• Display network [DIS]• Search network [SEA]• Dynamic search ads [DSA]• Lookalike [LLK]• Remarketing [RMK]• Shopping [SHP]• Video [VID]• Universal App [APP]
Campaign
Ad Group 1 Ad Group 2
Keyword 1 Keyword 2 Keyword 1 Keyword 2
Set campaign type
Set bids, ad copy & landing pages
Set match type
Structure for Adwords search
Who knows your website better; you or Google?
Dynamic search ads
Campaign Spend CTR CPC Leads CPL
[DSA] $1,054 11.8% 0.01 6,317 $0.17
[SEA] $5,217 9.74% 0.03 13,025 $0.40
Can be a competitive CPL, but there are few opportunities to optimise
Search partners
Network Spend CTR CPC Leads CPL
Searchpartners
$273 1.14% 0.21 85 $3.21
Searchnetwork
$2,369 8.64% 0.21 973 $2.43
Decent ROI but if you have a limited budget, turn it off
High quality score is achieved by aligning
keywords, ad copy and landing pages.
How to structure search campaigns?
1) Based on website architecture?
2) Based on location?
3) Based on performance of keywords (high, medium, low)?
4) Based on user intent (top, mid or base of the funnel)? Structure so that you can easily find and optimise
for keywords
Naming
conventions
• Clear & manageable structure
• High quality score due to tight keyword clusters
• Simple budget allocation & performance analysis
• Visibility on important keyword qualifiers for SEO
[SEA] ShoesShoes (phrase)Shoes (longtail)ShoesShoes + Cheap
cheap shoesshoes for cheapcheap shoe
Shoes + OnlineShoes + Online + BuyShoes + WomensShoes + Womens + Designer
[SEA] Boots…
[SEA] Heals…
MANAGING LOW SEARCH
VOLUME OR UNIMPORTANT
KEYWORDS TAKE UP
VALUABLE TIME & REDUCES ACCOUNT QS
PROBLEM
How do you find the relevant long tail
keywords?
Keyword
planner
• Time intensive research process
• Untrustworthy search volume data
• Little control on match types
Search terms
lists
• Effortless research process
• More trustworthy search volume data
• Full visibility on match types
Phrase match
adgroups
Holds your head match keyword variants for the campaign (shoes, shoe)
One per campaign as is used to find exact match keywords
[SEA] ShoesShoes (phrase)Shoes (longtail)ShoesShoes + ClarksShoes + OnlineShoes + Online + BuyShoes + WomensShoes + Womens + Designer
[SEA] Boots…
[SEA] Heals…
You should test using broad match modified
shoe discounts $$$$
+shoes + sale $$$
“shoes on sale” $$
“designer shoes” $$
[designer shoes on sale] $
Match types
You want to find exact match keywords:
• More specific
• Less competition
• Less cost
Classifieds website
Match type CPC
Board 0.10
Phrase 0.16
Exact 0.08
Automotive website
Match type CPC
Board 0.10
Phrase 0.12
Exact 0.04
Employment website
Match type CPC
Board 0.12
Phrase 0.07
Exact 0.04
Use search terms list as a workman to drill down to
exact match keywords
Exact match
adgroups
Exact match keywords above a significant threshold of impressions, proven by phrase match adgroup data
[SEA] ShoesShoes (phrase)Shoes (longtail)ShoesShoes + CheapShoes + BlackShoes + OnlineShoes + Online + BuyShoes + WomensShoes + Womens + DesignerShoes + Clarks
[SEA] Boots…
[SEA] Heals…
[SEA] Sandals…
Long tail
adgroups
Exact match keywords below a significant threshold of impressions, but which are valuable to the business
Lower effort correlated to lower value
Keep an eye on break out keywords, trends & seasonality
Saves money
[SEA] ShoesShoes (phrase)Shoes (longtail)ShoesShoes + CheapShoes + BlackShoes + OnlineShoes + Online + BuyShoes + WomensShoes + Womens + DesignerShoes + Clarks
[SEA] Boots…
[SEA] Heals…
[SEA] Sandals…
Shoes (phrase) “shoes”
Shoes + Designer + Sale [designer shoes on sale]
Negative
keywords
If there is a choice, Google will often take the exact match, but not always
Use negative exact match to prevent the keyword matching in the phrase match adgroup
I’m convinced! But how do I actually do this?
Is this keyword valuable?
Add to negative keyword listDoes the keyword have significant impressions?
Add positive to the longtail adgroup & negative to phrase
match
Add positive to exact match adgroup & negative to phrase
match
designer shoes
Add to negative keyword list200 impressions in 7 days
Add positive to the longtail adgroup & negative to phrase
match
[designer shoes] to Shoes + Designer
-[designer shoes] in Shoes (phrase)
womens designer shoes online
Add to negative keyword list10 impressions in 7 days
[womens designer shoes online] to Shoes
(longtail)- [womens designer
shoes online] in Shoes (phrase)
Add positive to exact match adgroup & negative to phrase
match
kids shoes
-”kids” on negative keyword list
Does the keyword have significant impressions?
0.18 to 0.11 CPC = 48% drop
9% to 13% CTR = 36% increase
Drill down with phrase match data to valuable
exact match.
Testing at campaign, adset& ad creative levels
You can get thumbs up
With the power of account structure!
Want more stock images?
@JesStiles
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