When Google created Quality Score, the ad ranking algorithm for AdWords, it shifted the focus of PPC to account structure. Mark Evans of Ionic Media joined us in this workshop to explain why setting up a proper account structure is so important and how to do it correctly.

Paid Search Workshop: March 12, 2009

Length: 43 min.

You will learn:

• Why your ppc account structure is really, really important
• Why you don't want to have overlap among keywords and ad groups and the exceptions to this rule
• How to setup your campaigns to deal with budget hog keywords
• How to organize campaigns and ad groups around geographic locations
• How to reorganize your existing campaigns without losing performance data
• A useful technique to get creative with your account organization
• Why you should experiment with advertising on the Google search partners sites
• Why you must avoid phrase and broad match without using negative keywords
• Why you should use multiple match types for your highest volume keywords
• How Google handles a search query that contains a zip code

MP3 Podcast Download

(Left Click to Stream, Right Click to Download)

• Listen to the Part 1
  
• Listen to the Part 2