PPC Account Structure-Match Type
Features of Match Type Account Structure:
- Multiple Ad Group families with only one Match Type in each
- Multiple Keywords per Ad Group
- One of Multiple Ad Copies per Ad Group
Advantages:
- Seperating Match Types allows more flexibility in managing the account and conducting Match Type Testing
- Ad Group level PPC Bids can be set - Caution: should only be done if each Keyword is weighed at the same monetary value with an assumption of an equal Return on Investment from each Keyword, be careful in setting Ad Group level PPC Bids
- Keywords belonging to themed Ad Groups - Example: Ad Group Name: SEM; Keywords: search engine marketing, sem, search marketing; Ad Group Name: PPC Marketing; Keywords: cpc marketing, ppc marketing cpc, ppc
Disadvantages:
- Account size can be large depending on size of Keyword List - could max out account limits
- Unable to Test multiple bid amounts per Keyword simultaneously (for the same match type) - Refer to PPC Account Structure-Hybrid
