Campaign Structure
Using a bespoke tool within the Jellyfish Unified Marketing Platform (JUMP), we will start the set up process by building a campaign and ad group structure using a very specific naming convention.
A structured account and naming convention allows us the flexibility to:
- Easily analyse and manage keywords on different match types
- Easily analyse and manage campaigns on different distribution channels e.g. search vs. content
- Separate specific terms from generic or brand terms
- Report easily on groups of keywords (due to the structured ad groups and campaigns)
- Easily identify opportunities due to the structure
- Easily handover a campaign to another account manager, if needed, as campaigns are all structured in the same way.
The structure will also ensure that all keywords are:
- Loaded on Google, Yahoo and MSN
- Loaded on all match types
- Loaded on all distribution channels e.g. search, search partners, content and placement targeting
