Advice Centre

Get Inspired! Check the latest industry expertise and read insider tips from our vetted tradespeople.

Review a Trade

Have you completed a project recently? Let your tradesperson know how they did.

Search For A Trade

We interview and vet all our tradespeople to ensure they meet our high standards.

Trade Advice Centre

Grow your business! Check out top tips and expert advice for boosting your reputation online.

Join Checkatrade

Join us and benefit from the millions of potential customers who use Checkatrade to find reliable tradespeople.

Login to Your Account

Edit your profile, view callback requests and ask for feedback from customers.

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.

  • Was this Helpful?
  • YesNo

Search through our 38,000 recommended, vetted and monitored trades and service providers for free

Search now

More in this category

international womens day lady plumber

TradeTrade News

Why we should encourage our daughters to embark on a career in construction

Over recent decades, the lines between stereotypical male and female roles have started to blur. As a result, we have seen more women entering roles within construction and trades, empowering the next generation to aspire to roles within these trades. That said, hands-on trades, including construction, are still male-dominant industries. Yet there is change happening....

Continue reading
lime mortar wall covering

BricklayersTradeTrade News

Building work using lime mortar

Lime mortar is a traditional building material that is composed using the mineral lime and aggregate-like sand before being mixed with water. It’s been used for centuries in building works, and although cement took hold of the limelight (no pun intended) at the end of the 19th century, it is gaining popularity once again. This...

Continue reading
fensa certification professionals

TradeWindow Fitter

101 on FENSA

FENSA stands for Fenestrations Self-Assessment Scheme and was set up by the Glass and Glazing Federation (GGF) with authorisation from the government. This scheme monitors building regulation compliance and regulates double glazing companies who install replacement windows and doors. What is a FENSA certificate? The FENSA certificate was authorised by the government in 2002 and...

Continue reading