Last month, I spoke alongside Brad Geddes in a panel at the SMX Munich about “Large Scale PPC“. One of the subjects in my presentation was the account structure and how to use your structure to keep control over the account. In the near future after the introduction of “improved exact and phrase match options” in Adwords, control will be even more important. How can you use this new feature to your benefits and prevent the account from “slipping” out of your hands?
Not nearly 3 years ago, the maximum number of campaigns an advertiser could build in Adwords was 25 campaigns in a standard account and 50 campaigns in an “enhanced” account. Today, we can build 10.000 campaigns in a standard account. Why did Google increase this amount so rapidly? The answer is clear: today we have so many options and settings on a campaign level, that we just have to build more campaigns than we did a few years ago!
Think about the use of mobile and tablets, the changes in the display network, remarketing and especially all the ad extensions that we can use today. In the last months, Google kept on pimping the sitelinks, increasing the number of sitelinks in some cases from 4 till 6 sitelinks and introducing even enhanced sitelinks, which give you the possibility to cover a bigger part of the search result page. (more…)