Structuring paid search campaigns: Segmentation vs. aggregation
Contributor Megan Taggart recommends regularly auditing paid search accounts to assess the need for segmentation or aggregation which will bring value to your marketing programs.
Structuring paid search campaigns can be an iterative and subjective process, and the path to an “ideal” structure is often paved by best practices and tactical preference.
The ultimate goal, however, is achieving a structure that allows for optimal end-user experience while rapidly gathering sufficient data to make informed, efficient optimizations at scale.
Marketers have a myriad of levers and automation options to help drive customization, but finding the sweet spot of granularity and data volume can be tricky. Read on to learn how finding the “right” campaign structure for your pay-per-click (PPC) campaigns can transform levels of segmentation.
Pitfalls of over-segmentation
There is no doubt highly segmented accounts allow for the most detailed targeting. Bid modifiers and ads are only a few areas that benefit from segmentation. The most segmented accounts allow an individual search term to be mapped to a specific ad, with specific bid modifiers and settings all tailored around that user search.