PPC Tuesday – Good Pay Per Click Structure



Hello & Welcome to Exclusive Concepts’ Your Daily Concept – Get Smarter Everyday. Today is PPC Tuesday & My name is Chris and I will be your host. Last week, during PPC Tuesday, my colleague Kevin talked about ad copy, and why it is always important to test your messaging.

Today, I want to take a step back and address the overall account structure and how to leverage it to best target your advertising. A sound structure can be one of the biggest factors in a successful PPC account, and a lack of structure is the biggest hindrance when fixing an ill-conceived account.

Let’s begin with a rhetorical question:
Why do all of the search engines – and other advertising channels – offer the same structure, of:

An Account Comprised of Campaigns,

that are made up of Ad Groups,

which include the Keywords, Copy, & Destination?

Short answer: because it works!

Long answer: Because it is the best way to capture your business goals, track the results, and scale your efforts.

Let me explain further: Campaigns define your high level settings: the Who, Where, When, & How.

  • Who is your target audience?
  • Where are they located?
  • When during the day do you want to reach them?
  • How do you want to engage them?
  • How much do you want to invest in targeting them?

Ad Groups define and group your targeting efforts around a message: the What.
This includes:

  • What keywords or searches do you want to go after?
  • What messaging or pitch will capture their attention?
  • What page on your site is the most appropriate destination that answers their search query and fulfills your advertising/business needs?

This is great in theory, but lets see how it will apply in the real world.

Where to Begin: A sound structure allows your PPC advertising to work as an extension of your inventory. For example, if you want to start selling more blue widgets, you can increase its campaign budget, allowing it to compete for more searches. If you would like to start selling red widgets in a new market, you can adjust the geo-targeting at the campaign level for that product.

The most sophisticated search engines also allow you to only target certain hours throughout the day, go after specific demographics, appear on specific websites (including the original search engine, partner sites and content networks) as well as different devices (including smart phones). By then breaking up the inventory into specific ad groups -based upon your landing pages & search behavior- you can compete against specific search queries and wording more fluidly.

For example if you have an ad group listed as Bright Blue Widgets, and another as Best Blue Widgets, you can tailor messaging to the specific queries, and test messaging as such. You can also make sure you landing page talks about how bright your blue widgets are, or why they are the best, respectively. You can also adjust ad group bids based upon very specific search terms.

The goal of any search engine effort is to answer the question being asked when some one searches. The very act of searching is an inquiry being made, trying to find information or something that the searcher doesn’t currently know or have available. When these questions can be answered by what your business provides, it is in your best interest to be the one to answer the search query! Having a sound ppc structure allows you to best position your business in front of these queries and react to the specific behaviors that arise, within your business goals.

To Learn More about Exclusive Concepts Profitable PPC product, or any of our excellent services in our suite of online marketing offerings including our Conversion Booster, SEO Foundation or Precision Email Marketing, please don’t hesitate to contact us. Also, if you have specific questions about how your PPC Account is structured, sign up for one of our Profitable PPC Audits, they are quick, free, and offer some great insight in how to optimize your campaign. If you’re lucky, I’ll be the one to conduct it!

Thank you, this has been Chris for Exclusive Concepts Daily Concept: PPC Tuesday. I look forward to speaking with you next time.