What is the best way to structure a PPC campaign? Said another way, what is the best way to organize your PPC account? Here are a few tips that may help you decide on a PPC structure.
From Around the Web
Organize your campaigns by topic (Adwords Help)
Create separate campaigns for each of your product lines, resources, or brands. This helps you monitor your advertising more easily and make the necessary adjustments to improve your campaign performance. Ask yourself what you want to achieve with each campaign. Then structure your campaign based on this goal.
Adwords Account Structure (ScottyD, Adwords Community)
The number of PPC campaigns you create will depend on the number of networks, devices you want to advertise on as well as the depth of your product line and marketing goals. If you want to keep it simple, create one campaign and use ad groups to cover the categories of your website. If your website is large however, multiple campaigns may be needed to cover all aspects of the business.
Adwords Account Structure Optimization (Adwords Blog)
When deciding whether to create a campaign or ad group for a particular product, service, or section of your website, consider how the campaign and ad group settings will help you achieve your goals. Campaigns allow you to set your daily budget, target languages and locations, start and end dates, and ad distribution preferences. Ad groups, on the other hand, allow you to set maximum cost-per-click (CPC), specific ad text, keyword list, and landing page destination URLs. Regardless of how you choose to structure your account, it's important to remain flexible in your strategy - the structure you envision when you begin may need further refining as you continue to optimize.
How to Set Up A PPC Campaign (Independent Retailer)
Think about how to organize your campaigns. One quick, easy way to organize an account is to mimic the structure of your website product categories. Create one campaign for each top-level category and then create ad groups for each subcategory.
What Does Google Recommend?
Many accounts are best organized by creating one campaign and several ad groups within that campaign, and two or three ads and 10-35 keywords within each ad group.
What do I Recommend?
That depends on what type of advertiser you are (ecommerce, lead gen), your website depth, the quantity of your products or services, your goals, your budgets, the devices you want to target, the networks you want to target, how frequently you plan to manage your account, and so on. That's the technical, long, drawn-out answer for advanced PPC pros.
The quick and simple answer is to base it on the navigation of your website structure.
It's very easy to mimic your Adwords account after the navigation of your website. For example, if you have 5 categories on your website, you would create 5 campaigns - 1 for each category. Within these categories you would have sub-categories. These subcategories would be your ad groups. For each ad group, write 2 different ads. The number of keywords you should put in an ad group is debatable.
I've tested account structures where each keyword was in its own ad group with different match types.
Ad Group: Home Improvement
Keywords: home improvement, +home +improvement, "home improvement", [home improvement]
I've tested account structures where each campaign was segmented by match type.
Campaign: Real Estate (Broad)
Campaign: Real Estate (Phrase)
Campaign: Real Estate (Exact)
I've tested account structures that were extremely granular with thousands of ad groups. On the flip-side, I've tested account structures that contained fewer than 20 ad groups but had over thousands of keywords.
I recommend adding as many related you have to an ad group and don't worry about the quantity. All you need to ask yourself is "Can I write an ad that will be relevant to all the keywords in this group?" If you can answer Yes, then you're good.
A Word of Caution about Ad Group Granularity
When you get extremely granular, management of your PPC account becomes overwhelming. It takes you a long time to set up with no guarantee that it will pay off or work like you expect. The Adwords or Bing Ads platform won't do a good job at matching the right queries to the right keywords within the right ad groups. Instead, the system will choose a few 2 - 3 word broad keywords to serve the majority of impressions to regardless of whether the query matches another keyword in your account more closely. This in effect is a cannibalizing of ad impressions to ad groups that contain keywords the system has chosen to serve ads to.
Going granular with your PPC campaign also has another major downside. With all your keywords dispersed into tiny groups, your ads have a much harder time gathering statistics. For example, 1 ad group with 100 keywords will aggregate data much faster than ad groups with 5-20 keywords. This means you don't have to wait as long to determine a 'winner' for your ad copy.
- Create campaigns for each major service line or category on your website.
- Create specific budgets for each campaign.
- Create ad groups based on whether or not you will have something to say in your ad.
- Any time you have separate budgets for any PPC initiative, always create a new campaign. You should think "unique budget = its own campaign".
- If you have 100 keywords that are all very relevant to one another, don't hesitate to put them into 1 ad group.
- Don't get too granular. Keep it simple and manageable.
- Try and minimize the number of ad groups you need by grouping your keywords together intelligently.
- Use PPC tools to help you build out structures.
- Use caution when bidding on broad match keywords.