Structure is extremely important when working with PPC campaigns. Even though nothing is set in stone it is important to remember that even though you can hide and mark elements of a campaign as deleted, Google never actually removes anything – to this end it is important to plan out your Adwords Campaign structure before you begin building your Adgroups.
Spending time focussing on structure will help you to:
- Organise your adverts into logical groups to make managing the campaigns easier
- Focus on the deliverables – what do you want someone to find when they get to your website and how do you work back to the advert and the keyword that will ultimately lead to a conversion
- Work out whether you want to focus on geographies, devices and other criteria to help you to get the best quality of visitor for your product, service and site.
- Build a structure that focuses the keywords within the advert limitations to help you to build click through rate and quality score
- Facilitate ongoing testing of your adverts to enable continual improvement within your adgroups and keyword blocks
- Enable efficient reporting and ongoing editing and help you to minimise duplication and competition within your campaigns
Here are the key things to bear in mind when building your Google Adwords account.
Campaigns: The number of campaigns in your account can vary and this top level of organisation is where you can select budgets, geographies and device preferences. If you provide a national service you may use campaigns to offer different adverts by location. You can also use campaigns to organise your budgets according to product area or service. You may decide to create a campaign for each brand and each product category to help you to better organise the Adgroups that sit beneath.
AdGroups: Each campaign has Adgroups and this is where you can focus on the specific products or services that you would like to promote. Each campaign should have Adgroups set-up for each specific product because the keywords you choose relate to the Adgroup. If you have created campaigns for brands and product categories then your Adgroups will focus on the individual brands and individual products within the campaigns.
Ad Text: This is the text that will appear to the user when the advert is triggered. Each Adgroup can have as many adverts as you like within it but only one will show at a time and so we recommend between 2 and 4 adverts per Adgroup. As the adverts display you will see the percentage served, so you can see which adverts Google deem to be better (judged predominantly by click through rate – the number of times the advert is clicked per advert impression) – this means you can do split testing and focus on improving the adverts that are performing least well. You have limited characters so it is important to choose your advert copy well, the key features include your company name, a call to action and your keyword is featured.
Keywords: We recommend few keywords per Adgroup, this is because each keyword is given a quality score, the better the quality score the more likely the advert will show and the cheaper it is per click. Having lots of keywords in the Adgroup generally means the advert is not specific enough for most of the keywords you have chosen and in the long run this will cost you more. If you need more keywords then you should create more Adgroups to contain them in, this is why planning is key. Do your keyword research (using the Google Keyword Planner) and familiarise yourself with the different keyword modifiers (exact match, phrase match, broad match and broad match modifier) to get the most out of the keywords you choose. Think about adding negative keywords for obvious terms that you don’t want to show for (eg ‘cheap’ if you sell premium products).
Landing Page: Ultimately the user ends up on your website and one of the influencers of quality score is bounce rate (if users get to your site and then leave then Google deems your content to be less relevant than the advert suggests). Ensure that the destination meets expectations as this will more likely lead to a conversion and generate better ROI.
Watch out for our forthcoming blogs on ‘Building the perfect Advert using Google Adwords’ and ‘Monitoring and Managing your Google Adwords Account’ to help you to get the best results from your Google Adwords marketing. To learn more about the work we do with PPC Campaigns within AdWords contact us today!