alright now let’s talk about campaign structure so first let’s go over some quick targeting guidelines the the way that I always start every campaign as far as targeting goes is number one by country and number two by the broad idea so this will be like I will talk about this more but the one broad match phrase that you’re gonna have in that whole campaign so each campaign we’re gonna talk about more but each campaign is gonna have to add groups to start with and that campaign is gonna be focused on a central concept so here’s two different concepts here digital marketing services and bone broth now those are those are just two examples of a campaign so if for example the bone broth is from like a paleo business so not every bone broth isn’t as relevant to every single thing in paleo as you know specifically if you’re selling like a bone broth a specific recipe book or whatever or you know digital training series or whatever it’s gonna be different than paleo dessert so you need to split them up and so give bone broth its own campaign has took me a long time to learn maybe it’s obvious you know it’s a lot of you you might be like how could that take you so long to learn but it took me a long time a lot of trial and error business so let’s let’s just get that handled for you right away so you never make that mistake so the other thing is to always have each country be its own campaign just every country performed so differently with different offers and different products and everything just people in different countries just act differently and they completely respond differently to different products so Oh ‘we separate them out i know the ad platforms tend to encourage you to lump US and canada together i would not do that US and canada performed completely differently on every product i’ve ever seen so always split them out and if you’re gonna if you have no sort of guiding principle here you have no idea where to start always just start with the US that’s being has the most traffic for the US and most offers work the best in the US i think but that could just be because most of my experience is the in the US you may be laughing because you have made tons of money selling to people in germany or whatever but generally but if you don’t have that secret knowledge then just trust this process and just start with the US if you’re promoting affiliate products start with the US if you can make it here you can make it anywhere so just just start there i’ve tried some other countries and just it’s just always best to start with the US then go to canada etc so this is how you should structure your campaigns around a central concept that you’re gonna use one broad match and then we’ll talk more about keyboard keywords in a second and then make it for the country so the US again these are all rough guidelines obviously if you’re selling something that’s very specific to each city or each country then you would do it or to each state into each city then you could do that same concept for that but if you don’t again if you don’t have a more specific situation than this didn’t then just start with the country alright so the next thing is just start off with all devices devices are gonna perform very differently but you don’t know which ones are gonna you know perform how and i actually just recently tried splitting out devices into their own campaigns and even ad groups and it didn’t really perform that well for me so i’m just gonna stick with making percentage bid adjustments you know you may try something else that works better for you but i think this is a the best place to start which is just let all of the vices run let your tracking collect data whether you’re using Bing or you’re using a click tracking service like clickmagick then just let let them collect watch your conversions and then if you can make these these bid adjustments let’s say your target CPA like we talked about before is $50 because the product that you’re selling is you know 70 so anything below you know 50 or below you’re gonna be happy well once you start running some traffic on desktop you see that you’re getting $29 conversions on average $29 CPA is on average that’s great on tablets actually this is more common so on smartphones let’s say you’re getting you’re getting $29 on desktop and then on smartphone you’re getting $49 and you’re like okay well that’s not amazing but still good still under my target CPA it’s still making a profit great but on tablets and this is very common tablets you’re getting two hundred and fifty dollars CPA so it’s not even close it’s just a blow out it’s a waste of money so there’s two different things you can do we’ll talk about them more in other parts of the course but basically you could either turn down the tablet bid by like 80 or 90 percent so that only you know tablets are only being bid on at 10% what they normally would what the other devices are so then maybe it’ll drop that $250 CPA down to a tolerable 30 40 50 or you can just say especially in the beginning and especially if you’re working on a budget you don’t have a big budget then you want to be more conservative and just say all right get rid of tablet maybe later I can go back and see if I can make it work but for now I’m only I’m cutting all the things that aren’t working so tablet isn’t working cutting it out and then you just say decrease by zero but we’ll cover that in other sections but as a default when you’re just setting up and you’re getting your campaigns going keep all the devices on because you don’t know you never you can’t guess you just have to test it out and see and you have to look at your data now the next thing we’re covering is manual CPC so I’ll talk about these different options here but I always start with manual CPC especially for affiliate marketing we’ll talk about that in a second but basically even if you’re gonna do automated if you own your own products at your website and you want to do automated bidding it sounds nice in the beginning because you’re like oh I can just let them do all the work it sounds great I’ve never had that experience usually you have to train the conversion data for quite a while and then at some point the you know automated bidding can pick up the slack from there but just letting automated bidding run in the beginning is not very effective at least not right now in 2018 and not on platforms like being in Adwords perhaps Facebook is a little bit different but even that it’s from my experience on Facebook you still have to start off with a good chance for it to get conversions so we can start optimizing so anyways maybe that’s all a little bit too advanced just start off with manual bid you’ll have a lot of control you really start to get a feel for how to adjust in paid traffic and in PPC so it’s a great place to start it gives you full control and then I’ll talk about something else here turn-off enhanced CPC especially for affiliates if you’re doing affiliate marketing enhanced CPC is completely worthless to you because they’re so they’re the whole what enhanced CPC is is let’s say you bid 50 cents a click and you say I’m willing to spend you know up to 50 cents a click well normally if you’re using manual then you’ll never spend more than 50 cents like that’s the max that you will spend to get a click if you do enhance CPC then the platform Bing is going to try to get more conversions for you so sometimes instead of bidding 50 cents it might say hey it’s 2 o’clock on a Tuesday my big data you know database says that on average conversions in this general niche are higher on Tuesdays at 2 p.m. so I’m gonna instead of bidding the $0.50 that they said they were willing to bid I’m actually gonna bid 75 cents and that can actually just be ruinous to your campaigns and create a lot of confusion and we’ll talk about it all throughout the course but I always want to be in control and understand what’s going on so don’t use enhanced CPC if you have your own product then that’s a little bit different but well that’s just a nuance we’ll cover later if you’re doing affiliate marketing though just turn this off it’s never going to help you because being isn’t gonna know anything about your conversions basically you’re only you’re gonna be measuring your conversions inside your click tracker and inside your affiliate software so you’re just not gonna you’re never gonna give being that the data that it needs to use enhanced CPC correctly so it’s just gonna be a waste of money because it’s still gonna try to bid more at certain times it’s just gonna be basing that data on nothing basically or really really bad broad data that applies to lots of lots of industries and niches not good just turn off enhanced CPC if you have your own product still start with manual if you’re completely new to this and then eventually you can turn on enhanced CPC and see if the results are better alright so just leave all of these things alone you don’t have to worry about them in the beginning and we’ll talk about that more later and then you want to split every single campaign into two different ad groups this is really important and really core fundamental of the Bing ads bootcamp 2.0 is this strategy which I will cover in depth later but just know if you already know the strategy or you’re already familiar with this then I just want to include it on this list of QuickStart to get going but as a rule of thumb always split syndicated and being traffic into two different ad groups within the campaign if you don’t know what that means don’t worry about it I’ll explain it later in great detail and mention it many times but if you do know what it means and just keep that as a guideline always split them they perform completely differently you optimize them differently and this alone has created the most amount of dramatic effect on campaigns for people that I’ve worked with students that I’ve taught in my own campaigns so this is the most important thing for structuring your campaign so split them out they’ll perform completely differently all right so I will see you on the next video