Article: 3 Keys to Optimizing Your PPC Campaign Structure

Gold Coast SEO

3 Keys to Optimizing Your PPC Campaign Structure
http://searchenginewatch.com/article/2142426/3-Keys-to-Optimizing-Your-PPC-Campaign-Structure

3 Keys to Optimizing Your PPC Campaign Structure
searchenginewatch.com | by Jason Tabeling
You are here: Home > PPC

3 Keys to Optimizing Your PPC Campaign Structure

by Jason Tabeling, January 31, 2012
Campaign structure remains woefully undervalued. When you have the right campaign structure, Google will reward you with a better quality score. You’ll also be rewarded through improved downstream results.

Campaign structure optimization is critical. Let’s look at the three main areas you should focus on when creating the structure of your account.

Improve Your Relevancy

Search engines want to see tightly themed ad groups. This means that your keywords are all related, and they match your ad copy and landing page messages.

For example, if you’re selling motor oil, you would want to keep all your auto branded keywords in unique ad groups so you can write copy that aligns to that auto brand. The example below shows how the existing structure of an account might be re-mapped into tighter campaign structure.

What is the right number of keywords per ad group? Well, the number of keywords isn’t the correct metric to monitor.

Below is some performance data from retail clients that shows there isn’t a correlation between the number of keywords in an ad group to CTR, or quality score.

(via Instapaper)

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


%d bloggers like this: