ConfigGPT: Google Account Structure

Dealing with an account that has a lot of historical data is like dealing with a puzzle. Things are often jumbled up, and the levers haven’t been optimally identified & divided. (See F. Structure)

There are a group of activities we need to do when re-structuring an account. See below.

1. KW Sculpting → Divide KWs into themes (High-intent KWs, Competitor KWs, Brand, etc.)
   • Export search terms for most relevant period → Goal is to have 100-300
     • Add filters to make your life easier such as
       • Exclude brand terms, or variants
       • Clicks > 2
     • Group Search terms by
       • ToFu (High intent keywords)
       • MoFu (Competitor KWs)
       • BoFu (Brand KWs)
   • Negative Keyword lists
     • Similarly to keywords, we will be dividing keywords into lists
2. Campaign Structuring
   • Create Naming Standard
     • ToFu | Language of Ads | Location Targeted
       • Bid Strategy: Max Clicks/Max Conv.
       • Locations Targeted
     • Competitors | Language of Ads | Location Targeted
       • Bid Strategy: Max Clicks/Max Conv.
       • Locations Targeted
     • Brand | Language of Ads | Location Targeted
       • Bid Strategy: Target Impr. Share @87%w/ Max Bid
       • Locations Targeted
     • Budget split
3. Ads
   • Analyze existing assets performance
     • Ad Copy
     • Videos
     • Images
   • Create new assets if needed
     • 5-8 headlines for campaigns that spend <100/day
4. Settings Optimizations

   • Geography

   • Google Audiences

     • In-Market Segments
     • Affinity Segments
     • Demographics

   • Custom Audiences

     • Customer Journey
       • Audience 1 = Step 1 in Journey
       • Audience 2 = Step 2 in Journey
       • etc..
     • Segregate audiences by engagement if there’s value in doing so (engagement analysis needed)

     Great Example Of Account Restructuring.

     Great Example Of Account Restructuring.