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Speaking Topic

The Scientific Art of SEM Account Structures

CPCs and CACs are spiking across the board, while advertising giants like Google, Facebook & Microsoft are implementing more targeting options and automation while simultaneously removing many of the controls marketers have historically used to prevent wasted spend. This reality is a perfect storm that will result in most marketers spending more and getting a LOT less.

Given this reality (and the relentless march toward more automation), having a deep understanding of account structures – and how to leverage them to achieve your goals – has never been more important. In this session, we’ll dive deep into the essential account and targeting structures + how they can be used to prevent automation from running wild.


  1. Understand the common SEM account structures (alpha/ beta, SKAG/STAG, Cascade, etc.) – as well as the benefits and limitations of each.
  2. Learn how to overlay new targeting data + options onto existing account structures to create robust, intent- driven campaigns.
  3. Understand how different account & targeting structures impact various automated strategies and learn how to use scripts and rules to enable your campaigns to evolve while not running wild.


Sam writes a weekly newsletter covering
topics of interest at the intersection of
tech, media, digital advertising & commerce.

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