It is not still more popular among marketers, but I have seen some marketers do this to gain the competitive search engine world and the companies that have more complex product lines.
What is this secondary Search?
Those who apply this concept have two layers of PPC campaign management team or one in in-house and one is out source agency. Most of large companies have given their PPC activities to third party agency and they will look after the primary level search engine optimization. Their objective is to maintain the premium position always. But the budget is limited. We know, we may not be able to maintain first three position for all the keywords we have, then, the first team or the agency will look after the keywords , campaigns for premium positions only, What happen to other keywords we can use, then the secondary search option created by smart marketers, They have created separate team to look after 5-8 position for same key words and campaigns, if those are miss from the premium list.
Do search engine allow to do this?
Yes, only thing both team can not use the same AC to implement both objectives or goals, both team can use same campaigns , same key words in two ac with different objectives. Then Search engine would not reject the same keywords.
Other advantages of this
While companies gaining the loosing premium position for popular key words, they can get several position for same key words to beat the competitors. Key words, landing page and the product is same, then the several clicks come from one impression but for different AC, but again same company. Final result is to one basket.
With the highly competitive PPC world now, I think this is more wise strategy for any company , not only for the companies who have more large and complex product ranges.
Try out it and gain the search engine world
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