01 May '13, 12pm

PPC Campaign Structure Case Study: English Soccer & The 80-20 Rule

PPC Campaign Structure Case Study: English Soccer & The 80-20 Rule

What’s your strategy for setting up your campaign budgets? One of our clients shared a case study with me about how he restructured his campaigns and budgeting strategy by combining the popular 80-20 Rule and the English soccer league system. Using this structure, he was able to improve his metrics across the board . Let’s take a closer look at his account restructuring plan and execution to see what lessons we can learn. Background Info 80-20 Rule The 80-20 Rule (more formally named the Pareto principle) states that roughly 80% of the effects come from 20% of the causes. Our client was seeing a similar ratio of cause to effect with the performance of his account: 20% of keywords and ad groups were bringing in about 80% of impressions, clicks, and conversions. Soccer League Tiers Our client also used the soccer league tier system in England as a basis for how the account w...

Full article: http://www.wordstream.com/blog/ws/2013/05/01/ppc-campaign...

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