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How should you structure PPC campaigns?

January 23, 2020

In our last post, we covered how keywords play a vital role in Pay Per Click campaigns, and how bidding and budgets work. Today, we’re going to discuss best practice for building and running PPC campaigns. Let’s jump in.

The top-level is called a campaign; usually, you should build a ‘Brand’ campaign to bid on your brand name, and potentially competitor brand terms. You will also have one for non-brand terms and special offers. You can also have campaigns for specific products if you want to have several ad groups for them – and sometimes this may be the best!

Ad Groups are used to combine different types of ads, and should be laser-focused on specific groups of keywords. For example, our ‘Window Fitting Portsmouth’ keyword may include different varieties such as; ‘Window Installation Portsmouth’,Window Fitting Quotes Portsmouth’ and ‘Window Installation Providers Portsmouth’. All of these keywords are similar and relevant to the landing page ‘Window Fitting Portsmouth’. What we don’t want to do is include keywords that aren’t similar within this ad group so that we wouldn’t include ‘Custom Double Glazing Windows’. That should have its own ad group, ad texts and landing page.

You should create 3 or 4 varieties of ads within each Ad group. For ‘Window Fitting Portsmouth’, we’d create four different ads, and they would be rotated and tested automatically, so you know which one performs best. Using this information, you can continue to tailor the ones that don’t work so well and continuously test them. Eventually, though, you’re unlikely to make significant gains to clicks or conversions.

Ads are made up of the following

Headline Text 1, 2 & 3
This is the blue text on the ad. It’s also the most prominent and should include the keyword in it.
Display URL
This is the green URL that will be displayed on the ad. This DOES NOT have to match the URL of the page the user will land on when they click the ad but DOES need to be relevant to the ad copy.
Description
This is the description of the ad and should include pertinent information relating to the keywords, landing page and your service/product offering.

There are also a variety of different options such as site-link extensions, click to call, and others, but for now, we are just going to focus on basic structures. These extensions are a great way to improve click-through rate and conversions; however so that we will cover these another time.

Now we want to add the keywords to the Ad Group, and add negative keywords that we immediately know will not be relevant. The best way to do this is to perform searches on your keywords and think of the variations yourself. Like I did with the ‘Windows 10 Installation’ keyword. The number ‘10’ should be added as a negative keyword. There are also lists of basic negative keywords you might want to add; these often include the word ‘free’, ‘cheap’ etc. – unless you WANT your ads to be triggered by those keywords because you want those types of customers.

So, now we come to building brand campaigns. You want to protect your own branded keywords to stop competitors from taking away your customers to their websites. You should include your company name, and your company name with service/product keywords too. “Window Experts Window Fitting” for example.

It’s very common within PPC for advertisers to bid on competitor brands too. Our top competitor is ‘Amazing Glazing’, and they’re bidding on our brand terms. So we’re going to create an ad group within our “Brand” campaign that targets keywords containing ‘Amazing Glazing’ like ‘Amazing Glazing Windows’, ‘Amazing Glazing Company’. Just like the rest, we’re going to split these ad groups into relevant keywords and set the landing page to be as relevant as possible.

That is the best way to structure your PPC campaigns. In our next article, we’ll be taking a deeper dive into the Quality Score and some other metrics you can use to improve your campaigns.

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