Getting your Pay-Per-Click campaign put together and off the ground can seem like an overwhelming task. Where do you start? What things should you focus on during the set-up process? What is the best way to structure your campaign? Putting some time and effort into thinking through the organization process for your PPC campaign can really help make the process much more efficient. Here are a few tips to aid you in organizing your Google Adwords PPC campaign:
- Begin by identifying your key products and/ or services. This may seem like a no-brainer, but many people begin by creating campaigns and ad groups for ALL of their products and services, which can get messy very quick. Instead, choose 3-5 products or services that you want to focus on. This will help to keep you from getting overwhelmed with too many campaigns and ad groups to manage. Start small- remember, you can always add more products and services later.
- Think in terms of an "umbrella" structure when organizing your PPC campaign. Campaigns should be general products and services (i.e. "T-Shirts" or "Shoes"). Ad groups should feature more specific product details (i.e. "Purple T-Shirts" or "Nike Shoes"). DO NOT just create one campaign, with one ad group and one ad variation for all of your keywords. This is a common mistake that people make when starting a PPC campaign. Doing this will yield poor CTRs (Click Through Rates) and will be less successful overall than a well-organized campaign.
- Aim for smaller, more focused ad groups. Going along with some of the points from above, each ad group should focus on particular product type, style, model, etc. This will lead to smaller, more relevant keyword lists per ad group, and makes developing relevant ads for each ad group much easier. This will also produce better CTRs, as well as make it easier to track performance of specific products/ keywords.
- Group related keywords together and place in appropriate ad groups. Utilize a variety of keyword match types (don’t have all of your keywords be "Broad" matches). Try to create tight, small lists of closely- related keywords. If you have ad groups with hundred of keywords, it can become difficult to write effective ad copy for all of them. Again, aim for smaller, more focused groups of keywords and you will see better results.
- Experiment with a few different ad variations. During the set-up process, I’ll usually create 2-3 ad variations with different ad copy per ad group to see which ones perform best. Creating multiple ad variations during the organization of your PPC campaign makes it easier to create more compelling ads as your campaign goes on.
Like most things in life, taking time to carefully plan out your PPC campaign will make the set-up process much more efficient, and will yield better results down the road. Having a solid campaign structure from the start will also help make your campaign easily scalable. Getting your PPC campaign started can often times be the most difficult part of running your ads online. Start small, group by relevance, and use proper structuring, and your campaign will be up and running in no time!