Portfolio Organization

Let's review a few of the common ways to organize Portfolios. There is no correct way, it just depends on your preferences.

Organizing by Product Category

In this scenario we would create a portfolio for each product category. For example, if we have a portfolio of 10 products, 5 of which are shoes and 5 of which are shirts, we would create two portfolios, one for Shoes and one for Shirts.

Organizing by Product

If you have less than 10 products it may be easiest to organize your portfolios by product. Essentially the same as organizing by product category but with so few products there is no need to group into categories.

Organizing by Campaign Strategy

In this scenario we would create a portfolio for each campaign strategy. For example Research, High Quality Targets, Catch All, Offense, Defense.

See Campaign Strategies for more information on campaign strategies.

One of the benefits of this organization is that it consciously defines global strategies and can encourage you to think about your campaigns in a more strategic way.

Which is better?

There is no right or wrong answer here. It is purely personal preference in how you like to review your data. If you are unsure organize by product category.