Chapter 6: How to Structure Your PPC Campaign for Maximum ROI

 

Everything You Need to Consider When Embarking on a PPC Campaign

Chapter 6: How to Structure Your PPC Campaign for Maximum ROI

 

Everything You Need to Consider When Embarking on a PPC Campaign

Structure

 

You must now consider how to best structure your campaign within Google AdWords. These basic building blocks are campaigns and ad groups contained within those campaigns. How you structure this will depend upon your business and marketing.

 

Factors to consider in structuring your campaign include:

 

  • Geography
  • Keywords
  • Products & Services
  • Brands
  • Website Structure
  • Networks (Search & Display)
  • Budget
PPC Strategy Guide

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If you were a locksmith operating in London, Birmingham, and Manchester, you may have three campaigns that targeted each location. Within these campaigns, you would have ad groups targeting different keywords.

 

If you were an e-commerce store selling green, red, and blue widgets nationwide, you will likely have a single campaign with an ad group for the green, red, and blue widget varieties.

 

The main takeaway here is that there is no single way to structure a campaign. Just be mindful of what matters when it comes to advertising and measuring the results of your campaign.

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