There are a number of reasons that the structure of a PPC account might need a clean-up or even complete overhaul, including initially not having a logical plan for the structure when starting activity. Another reason could be that there has been so many changes made to the account over time it has become a bit of an unmanageable dog’s dinner. Below I will cover off the best practice for structuring a campaign, along with improvements we have seen from simply rebuilding a campaign structure.
What is the ideal structure?
The ideal structure for a PPC account will be driven by what the main aim for the PPC activity is. For example, for a retail site the campaign set up should follow the structure of the website, considering generic, category and range/manufacturer terms. For lead gen websites, especially when the service offered has a long consideration time you could consider structuring the campaigns based on the customer journey. For example, keywords that drive ‘macro-conversions’ such as a newsletter sign up or brochure download should be managed separately to those that drive actual leads, including form completions or phone calls.
Below is a model we used when looking at the customer journey for a client in a very niche industry. We used this to base the structure of the PPC account.
Results from restricting accounts
After taking over and restructuring 3 PPC accounts, each targeting lead generation, we saw immediate improvements in key metrics, including
144% and 92% increase in CTR
65% and 23% reduction on average CPC
58% uplift in conversion rate
Managing an account restructure
When restructuring your PPC account, create new campaigns, ad groups and keywords rather than making changes to existing assets. Roll out the new campaigns over time, switching off legacy campaigns as you go. Do not delete the old campaigns as any data you have built up could be lost. Always keep a close eye on the new accounts to ensure that you are still hitting budget and efficiency targets.
Please share any results you have seen from rebuilding your PPC campaigns.
Is Your E-Commerce Digital Marketing Strategy Ready for the Festive Period?
It’s that time of year again. Black Friday, Cyber Monday, Christmas and New Year are just around the corner and, with the John Lewis ad now on our television screens, the hype is in full swing. Here are our top tips for getting your digital strategy right for your E-commerce store.
Your Guide to Inbound Marketing and Business Growth
Over the last 20 years, as technology and the internet has developed, so too have our buying habits and the way we consume information. This has also lead to a significant shift in the way we advertise to customers. Customers no longer want to be interrupted, they want to be helped, guided and advised. Traditional advertising methods are no longer trusted by the majority of customers who have come to expect false claims and undelivered promises from adverts.
Google Ads Guide (Part 1): Setting Up Your Ads
So, your business is doing well, and you’ve decided to invest a percentage of your marketing budget into Pay Per Click (PPC) using Google Ads – previously known as Google AdWords So, where do you start?
In this article, we’ll be looking at the initial steps in setting up a Google Ads account.
Does Google Have a Love Hate Relationship With Your Website?
Why does what Google thinks about your website matter?