Architecture of a Good PPC Campaign

Why advertise with Pay Per Click (PPC)?

PPC is the ultimate form of capturing users at the point of intent,  for learning or purchasing what you have available.

A study back in 2012 showed approx 64% of clicks on any search results go the paid results at the top and side of the page.

41% got to the top 3 search results. In Google, Bing or Yahoo 45% of people don’t know whether its a paid search or organic result.

Once you have decided that a PPC campaign is the best way to market your product or service you need to understand the true architecture to a PPC Campaign.  If you can understand the critical rules of setting up a PPC campaign  they will save you wasting time, money and resources from the beginning.

The architecture to a PPC campaign

4 Elements that make up a campaign:

  1. Campaign
  2. Ad group
  3. Keywords
  4. Text Ads

The rules are:

Text ads are assigned to keywords, keywords assigned to adgroup, adgroup assigned to a campaign (see diagram below).

When applying these rules:

  1. A campaign should always be centred around 1 product/service only.
  2. Ad groups centred around keywords. General rule assign 1 -3 keywords per adgroup. This acts like a small ecosystem in the adgroup allowing you to laser target in a  granular fashion.
  3. Keywords centred around words or phrases that users are searching  for  to find product/service that you are marketing in the campaign.
  4. Keywords are assigned to adgroup which is assigned to a campaign
  5. Text ads centred around the keywords in associated ad group



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Hope this helps you to understand a PPC campaign structure.

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