A Quick Guide to Structuring

an Effective PPC Account

Why is structure so important?

First things first…

1. Easy to manageSet a strong foundation for all of your campaigns…

…make your existing and future campaigns easier

to manage, analyse and optimise at any

given point.

2. Reduce future issuesRestructuring an account later on can affect historical data stored for the performance of each campaign.

This can lead to false interpretations of data.

3. Account Management

If you need to transition your account management to another person…

…the entire process will be made both easier and faster for everyone involved.

4. Better Quality ScoresA well-organised account

Better results

Higher quality scoreQuality score is essentially the scale of how Google justifies the relevancy of your advertising campaign

What are the components of

a PPC campaign?

Now we’ve covered the “why”…

1. CampaignsTypically a campaign will be a product you sell on your Ecommerce website that you want to promote….

Each campaign will contain ad groups, which contain keywords that tie to your text ads and direct to your landing page.

2. Ad GroupsUnder each campaign, you will create adgroups that will be much more specific…

Typically these will be sub-categories of a particular product you sell.

3. KeywordsWhen someone types a particular search query into Google, this is then matched with a keyword which falls under a particular adgroup.

This then triggers an ad and directs users to a relevant landing page.

“Keyword research is crucial to creating the

most effective PPC campaign.”

4. Negative Keywords

Negative keywords will help to keep your PPC campaign concise by eliminating irrelevant search

queries.

Identify new negatives on a regular basis within search query reports to ensure you’re regularly optimising

and improving your campaigns.

5. Ad TextThis is the actual text that will appear

on Google search when your ad is triggered...

It’s important to follow AdWords guidelines

in order to get your ads approved.

6. Landing PageThis is the destination where each ad will direct the online user to…

This should present an offering in response to their query & a clear call-to-action to buy or enquire about your product and services.

So how can an account be structured?

Here’s an example of how a

manufacturing company may organise their campaign…

PPC Campaign example

Important Considerations

What other elements

should help to form your account

structure?

1. Web LayoutYour account structure should be treated in the same way and reflect a similar structure to your website…

This would typically involve different tabs or pages for

each product type, so create campaigns and ad groups

around a specific product on your Ecommerce site in a

similar way

2. Products and Services

Structure your account based on the differences between your products and services.

For example, a merchant selling online rooflights may want to create ad campaigns for boxed rooflights, sliding rooflights, fixed rooflights, etc.

Then under the boxed rooflights campaign you might create separate ad groups for the brands you sell or perhaps for the different sizes available.

3. Location TargetingIs location targeting important to your business?

You may sell your products worldwide or regionally in the UK and therefore have multiple locations to target.

Location targeting may play a contributing factor to the structure of your campaigns.

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