A structure of a PPC campaign is the heart and soul of it. You ignore it at your own peril. The right campaign structure can work wonders for your campaign. A real boost to your campaign, it helps take the performance levels of your campaign to another level altogether.
A structure of a campaign basically serves as a platform for your campaign, and thus has to be put in place before the campaign kicks off. Any normal PPC campaign should have at least two different ad-groups containing two ads within each of the groups. A minimum of 25 unique keywords should be used for each of these ad-groups and further, the options available for each of these keywords, namely, “broad match”, “phrase match” and “exact match” have to be utilized, in a manner that suits the campaign goals. Filtering out the non-relevant or “negative” keywords is another equally important part of structuring a campaign. A negative keyword does not directly pertain to our product or service, but draws traffic to our site nonetheless. Such keywords would end up being an obstacle to achieving the end goals of a campaign.
Targeting people who speak a specific language or live in a specific geographic area is another aspect of a right structure for a campaign, and can be fulfilled by creating campaigns in those specific languages, and targeting the appropriate language and geographic region in the campaign settings.
The curious case of the Google Store and ad-words
Considering the example of Google store, we can demonstrate how an ideal structure would help a campaign using Google ad- Adwords.
The Google Store is structured in a way that includes product categories such as “accessories”, “Fun”, “Kids”, “office”, to name a few (as shown in the image). Each of these categories have sub-categories where the specific products are listed. An ideal campaign structure for the products on the Google store would be to make use of the same structure on the Google Adwords account as well.
The product categories on the Google store would this be used to create different campaigns on Adwords, and each of the products within these categories would get its own ad group with its own specific set of keywords and ads.
The advantages of using such a campaign structure are umpteen. Using the structure of our website as a model for the structure of our Adwords account not only makes it easy to find the individual ads in our account, but, is also an excellent way of making our ads relevant to users.
Having different products in different campaigns helps us define different budgets and bidding options for each product category. This separation also makes reporting and analysis of these different product categories easier.