AdWords Account Structure – Alpha/Beta
If you are anything like me, you probably like structure to your madness. Creating campaigns, performing experiments, testing ads – all come with a price, and it’s typically a cluttered account that has no rhyme or reason. No flow or systemic process that could be easily taught to the next ad specialist down the line.
Well after being introduced to Guillaume over at Opteo. He had a great article about Alpha/Beta account structure which was an original presentation by David Rodnitzky at a SEMpdx in 2013.
The Benefits of Alpha/Beta Structure
- Learning Curve
- Optimal Framework
- Improve Quality Score
- An actual system in place – input keywords, sift through them, output best/worst, and create SKAGs
The Disadvantages of Alpha/Beta Structure
- More complex setup (Use AdWords Editor)
- Adequate amount of time to see results or more money to see faster results
- Critical think how you want to setup the campaigns
- Budget restraints
Alpha/Beta Structure has an initial steep learning curve. If you follow this article as well as what Guillaume talks about over at Opteo – You will easily start to understand and quickly pick up this system. Once you deploy and start to see the results, you will be wanting to push this system to all your AdWords accounts.
a place for everything and everything in its place
One of the greatest things is organization in your account. Having campaigns laid out structurally sound and being able to parse segments accordingly.
[keep? or CTA later?] Opteo does a great job in this as they built their framework around Alpha/Beta Structure and will help in giving optimization suggestions.
So one of the disadvantages of alpha/beta structure is having multiple accounts. Let’s say your client has a monthly budget of $1,500 and wants to be in 3 geo targets for the one product they sell. So you build out 6 campaigns in total; 3 that are named beta with each geo-target and 3 alphas with each geo-target.
US | Bob’s Burgers | Beta | Seattle
US | Bob’s Burgers | Beta | Portland
US | Bob’s Burgers | Beta | Spokane
US | Bob’s Burgers | Alpha | Seattle
US | Bob’s Burgers | Alpha | Portland
US | Bob’s Burgers | Alpha | Spokane
Now between all these, you have to split between all these $1,500 in 30 days. So that equals $8.30/day. This is where sometimes you hit a roadblock as a keyword like “burger” might cost $5 CPC and eat up your budget on that campaign in one chomp. There are ways around this disadvantage like:
Setting up Shared Budgets
Between all Beta accounts = $25/day
The pitfall here is one location could be more popular and eat up the budget before the others even get an impression.
Tandem with Alpha/Beta campaigns = $16.66/day
The pitfall here is beta campaigns will typically eat up all the budget before your ideal alpha campaigns can get an impression.
Sharing with all account = $50/day (your crazy!)
What?! Why anyone would do this is beyond me! Okay okay, that’s not necessarily true. Having a shared budget on all campaigns is good if you have a very granular target or industry per campaign that also teem with a small monthly budget.
Alpha/Beta structure is a great
Some people call it Keyword Mining
[Mining infographic and how to setup Alpha/Beta Structure]
First steps for a novice Search Engine Marketer (add link and topic here)