---
title: "The Scientific Art of SEM Account Structures"
date_published: "2023-03-27"
date_modified: "2024-08-02"
permalink: "https://www.samtomlinson.me/speaking/the-scientific-art-of-sem-account-structures/"
seo:
  title: "The Scientific Art of SEM Account Structures"
  description: "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"
  canonical_url: "https://www.samtomlinson.me/speaking/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.

Takeaways:

Understand the common SEM account structures (alpha/ beta, SKAG/STAG, Cascade, etc.) - as well as the benefits and limitations of each.

Learn how to overlay new targeting data + options onto existing account structures to create robust, intent- driven campaigns.

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.

[BOOK SAM](https://www.samtomlinson.me/contact/)

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