Stevie Morris Digital Marketing Agency

07410 907 104

30 April 2023

The Art of Structuring Your PPC Account for Optimal Performance

Hello there, my lovely readers! Today, I'd like to talk to you about improving your overall performance with a well-structured PPC Account. As someone who has been in the digital marketing industry for quite some time, I've seen firsthand how proper account structure can make all the difference.

Learning By Experience

Let me start by telling you a little story about my own experience with PPC account structure. In the past, I used to manage multiple PPC accounts for various clients. And let me tell you, it was a nightmare. I had campaigns, ad groups, keywords, and ads all over the place, and I had no idea what was working and what wasn't.

That's when I decided to take a step back and restructure my accounts. I began by organising my campaigns based on themes and objectives, creating ad groups that were tightly focused on specific sets of keywords, and writing targeted ad copy that aligned with the searcher's intent. And boy, did it make a difference!

The Nitty Gritty Of PPC Account Structure

Now, let's get down to the nitty-gritty of PPC account structure. The first thing you need to do is create campaigns based on your overall marketing goals. If you're running ads for a specific product or service, create a campaign that focuses solely on that product or service.

Once you have your campaigns set up, it's time to create ad groups. Ad groups are where you group together a set of closely related keywords and ads. The key here is to keep the ad groups small and focused, with no more than 10-15 keywords in each ad group. This allows you to write targeted ad copy that speaks directly to the searcher's intent.

Don't Forget The Importance Of Good Ad Copy

Speaking of ad copy, it's important to write ad copy that aligns with the searcher's intent. If someone is searching for "best running shoes," they don't want to see an ad for a sports store that sells everything from running shoes to basketballs. They want to see an ad for a store that specialises in running shoes. So, make sure your ad copy is relevant, specific, and compelling.

Take Out The Rubbish

Another important aspect of PPC account structure is negative keywords. Negative keywords are keywords that you don't want your ads to show for. For example, if you're selling running shoes, you don't want your ads to show up for searches related to "basketball shoes." By adding "basketball" as a negative keyword, you can ensure that your ads only show up for relevant searches.

And finally, don't forget about tracking and monitoring your campaigns. Use tools like Google Analytics to track your campaigns and see what's working and what's not. Make adjustments as needed to improve your performance.

So, there you have it, folks. PPC account structure is crucial for improving your overall performance. By organising your campaigns based on themes and objectives, creating tightly focused ad groups, writing targeted ad copy, using negative keywords, and tracking and monitoring your campaigns, you can ensure that your ads are showing up for relevant searches and driving conversions.

Overall, I hope you found this post helpful. If you have any questions or comments, please feel free to leave them below. And as always, thank you for reading! Keep calm and structure your PPC accounts like a boss.

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