Whether you’ve just inherited a new account, or you’re now in a position to make crucial account decisions, you may be thinking about an account restructure. This isn’t something you enter lightly. Shifting a PPC account around can dramatically affect the campaign’s metrics, but not always in a positive way.
So naturally, you need to make sure you don’t miss a beat. From pinpointing the true issues with the current structure, to building out a new plan, each step is pivotal to your success on the account.
No worries, you can handle it. But just to make sure you stay on track, here are the 4 major steps to restructuring a PPC account.
Our team is growing and looking for motivated individuals to join the excitement of driving the world's leading ad intelligence platform.
We are currently hiring for several positions based in New York City and out of our headquarters in Santa Monica (Los Angeles). See below for some of Pathmatics' open career opportunities, and check out all the postings here.
It has never been more important to determine which sites your brand advertises on.
For one thing, transparency into where your ads appear is critical, as ad networks find themselves under fire for placing brand ads next to hateful content online.
Second, audiences are becoming much more selective about the advertising they consume. In fact, 81% of consumers have closed a browser or exited a webpage because of an ad, according to HubSpot data.
This means that placing your ads on the right sites is more important than ever.
But current ad platforms make this extremely difficult. The industry is facing a serious crisis because many ad networks can’t guarantee where ads will be placed. The damage to brand equity and company perception can be immense when ad placements don’t align with brand goals.
And good luck actually deciding strategically where to put your ads based on legitimate, useful data.
That is, unless you have an ad intelligence solution.
The digital advertising space is constantly changing, yet some challenges remain the same. Have ad blockers presented a problem for you in the past? Well, that’s not going away anytime soon. Ad costs getting a little too high over the last few years? Don’t expect that to change.
Here’s what you can expect as a digital advertiser in 2017, and how you can tackle these problems head-on during the second half of the year.
Starting a new ad campaign? You’ll need a starting point – defining your goals. But once you’ve determined what you want to get out of the campaign, how do you measure success?
Start with impressions. These are the building blocks of your common KPIs, like CTR, CPC and CVR. Without impressions, your ad campaign is a bust, whether it’s awareness or conversion focused.
What can impressions really tell you about the effectiveness of my ad campaign? You only care about the bottom line.
Good question. Impressions are the building blocks of a solid campaign strategy, and without targeted impressions, you won’t get quality clicks, and in turn, you’ll be wasting your budget.
Here’s how to determine if you’re on the right track.
Pathmatics delivers video, display, mobile, tablet, & native ad intelligence to the world’s largest advertisers, agencies, publishers and ad tech providers. The company’s patent-pending PathSource Technology details the entire ad path a creative takes during the serving process, including all intermediaries. Pathmatics is headquartered in Santa Monica, CA and is backed by Upfront Ventures, BDMI and other leading venture funds.