When talking about account structure for your pay-per-click campaign, it is important to build it correctly. Account structure can be your best friend in paid search and it can also be your worst nightmare. It shouldn’t be rushed and it shouldn’t be ‘half done’. The account structure must be thought of in a past, present and future sense.
Past, if ever there is a time where the person handling the account has to go back in time through the date view to dissect data.
Present, changes must be allowed to be made on either an individual level as well as bulk edits.
Future, as the account grows you will have to be able to break off breakout ad groups/keywords so that they keep expanding.
When looking at the ‘traditional’ account flow chart, we can see that one campaign controls multiple ad groups and multiple keywords directly underneath it. This allows for the greatest amount of control and direction.
Ultimately, what Google has touted for years has been relevancy, relevancy, and more relevancy. If you are the most relevant, you will get the most bang for your buck, the most exposure and the best traffic. But what does relevancy have to do with a campaign naming structure? More importantly, how can a campaign structure impact how relevant my ads appear on the keywords I choose to bid on?
The answer is pretty simple; tight, compact, yet flexible campaigns will compete with the biggest and meanest giants of PPC. Not allowing your campaign structure space to deviate in terms of search queries will keep pushing it down the only road it can, which over time turns core keywords into profitable keywords.
If you are unsure whether your account structure is built out properly, feel free to reach out to us for a free consultation. The structure put forth by Google is something that can be universally adopted when thought upon in the correct format, and it doesn’t stop just at Google. Bing & Yahoo! have created a precedent in following Google’s model for paid traffic and as time goes on – the same strategies utilized on Google can then be passed on. For insights on how to properly construct your AdWords account into a juggernaut and integrate it seamlessly to the rest of your advertising, contact us for a free consultation and free audit. WebCroppers is here to tie all the loose ends within your business.
Ad Group Structure
Account structure at the ad group level can be more challenging than structuring from a campaign level. Most PPC marketers build out ad groups to the variations of core-themed keywords, which can become quite cumbersome. To structure an account seamlessly and efficiently, you have to keep a distinct similarity or constant and build off the difference in a manner that allows for flexible revisions, updates and future implementations.
Allowing an ad group enough leeway to become its own campaign over time is another crucial factor that many marketers have to take into effect. If an ad group holds enough variation with its subordinate keywords to be considered a ‘niche’, at that point it must be broken out and everything must be inverted. Ad groups become campaigns, keywords become ad groups and keyword research/discovery must be initiated for certain sections of the campaign. This is something that when done prematurely or improperly can have long lasting effects throughout the rest of the account that can take half a year or more of work to reverse.
WebCroppers builds for longevity. Nurturing and optimizing the structure with the future in mind. Automation, scripts and self serving ads are some of the technological advancements we provide for businesses that have the same desire and growth as us.
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