Maximize Your ROI With PPC Account Structure
Maximize Your ROI With PPC Account Structure
The Denver Internet Marketing Specialists are your source for Denver internet marketing. http://www.denverinternetmarketingspecialists.com Gary Hall is a freelance writer.
It is so easy to get hung up on advanced techniques and “special” tricks when optimizing PPC campaigns, we sometimes forget how imperative it is to hold and maintain a solid account structure. All the tricks in the world won’t help you if your meat and potatoes aren’t properly in place. Achieving the highest ROI on your PPC campaign is only possible if you take the time to build the account in a proficient manner. There are 4 basic components of an account; Campaigns, Ad Groups, Keywords and Ad Texts. Each play an important role in the overall performance of your account and your account’s structure. The practice of optimizing your account structure is really all about organization of data. Below are some benefits of a great campaign structure.
Account Management – The majority of your account settings are located at the campaign level. This includes settings for the Content Network, Geo-Targeting, Budget and many others. Having multiple campaigns can help section out different budgets for different sections of advertising. This saves you time and gives you more complete control over your whole account.
Ease of Reporting – A great account structure will make reporting easier. As account management becomes easier, naturally reporting becomes easier. When you have too many keywords being used in a single ad group, or even too many ad groups being used in a single campaign, reporting becomes almost impossible. If you need data for only a select few keywords, you will have to do a lot of manual data manipulation to drill down on the data you need. If you keep your campaigns and ad groups tightly themed your account structure will enable you to extract meaningful data through specific graphs and reporting lines that you choose.
Properly Targeted and Relevant Ads – The ultimate goal is to increase conversions. The best way to improve your conversion rate is to carefully write ad text to ensure the clicker will be a buyer. Your ability to create specific targeted ads is dependent on your ad group structure. The trick is to create as detailed ad groups as possible. If your campaign is “chairs” and you sell blue, orange, and reclining chairs. You should have three ad groups, “blue chairs”, “orange chairs”, and “reclining chairs”. This way your keywords will be direct variations of “blue chairs.” So you will have to write ad texts with the keyword, “blue chairs.” If you had taken the “chairs” campaign and only created one ad group that targeted blue, orange and reclining chairs, you would have to choose which keywords to target and risk losing potential customers who were displayed an irrelevant ad text. There is no limit on how many ad groups you can have so why hold back?
Quality Score – Because your account structure reflects your ability to write properly targeted and relevant ads, account structure is directly associated with CTR and thus, Quality score. Improve your PPC account structure and you’ll improve your Quality Score.
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