The way you structure your PPC campaigns is extremely important. Your structure is basically the skeleton or the backbone of your account, and a fantastic structure supports so many other important parts of your account, including your account’s performance. Campaign structure is one of the most crucial pieces of a successful PPC effort, but there are thousands of ways to do it.
While there may be an infinite number of ways to structure your account, there are specific criteria to consider while creating it.
What is Account Structure?
First things first: what do we mean by account structure? Your basic account structure includes campaigns, ad groups, keywords (including negative ones!), and ad copy. Budgets are divvied up into different campaigns. The number of campaigns you need could depend on a few factors including what products and services you offer, which platforms (search, display, shopping etc) you want to include, locations you want to target, or time management capabilities. The more campaigns you have, the more you have to manage and make adjustments to. Campaigns house ad groups. Ad groups are more specific and each ad group targets a specific set of keywords that will trigger a set of ads.
Your structure should look a little like this:
The methods you use to organize all of these groups can be dependent on many different criteria.
Specific Criteria to Consider
- Locations you want to target: Do you have various locations to target? Do you have specific budgets for those locations? If so, then breaking up campaigns by region could be beneficial. Having distinct campaigns for each region makes reporting much easier!
- The structure of your website and the products you offer: Is your website structured in a way where you would have specific landing pages to send users? Let’s say you sell computers. If your website is designed to have specific pages for specific brands, then maybe breaking your campaign up by brand name would be beneficial.
- Your goals and how you will report on them: How do you want to view statistics? The way you structure your account can help with reporting on all of the stats you want/need to see. Do you need to provide reports to various teams? For example, maybe you are a school that offers undergraduate as well as graduate degrees. If you need to send separate performance reports to each program, then splitting the programs up by campaigns or accounts would be beneficial. If you plan on bidding on your brand or branded keywords, make sure you segment these out in their own campaigns. Brand/branded keywords perform MUCH differently as compared to non-brand keywords.
Why Does Structure Matter?
Having a terrific campaign structure will help with:
- Optimizing the Account
- Quality Score
- Writing Ad Copy
Budgeting and Optimizing the Account
By segmenting your keywords into tightly themed groups, you will be able to control where your budget goes. If you have one broad keyword that has much more volume than another, let’s say your brand name, you could soak up all of your budget on the broad keyword and miss out on your brand showing! If you have a specific product set that gets an additional budget, it is easier to implement this change if your structure is designed with that particular segmentation. When it’s easier to make budget changes, it makes optimizing the account easier. You can easily gauge performance or make any necessary adjustments if all of your ad groups and campaigns contain a tightly themed group of keywords.
Quality Score and Writing Ad Copy
Your quality score can determine if your ad will even show. Grouping your keywords into tight themes helps you be able to write your ad copy to be super relevant to your keywords. Each “theme” could have its own campaign or ad group. This helps tie your keywords, ad copy, and landing pages all together which helps your quality score. It is also much easier to write fantastic ad copy if you are writing it for a themed group of keywords.
Having your campaigns properly structured and named will make reporting a breeze! You will be able to group important statistics together or show the performance of brand vs non-brand campaigns, for example. You will be able to quickly pull numbers that help gauge performance towards your goals if you structure your campaign correctly. I mentioned that brand/branded campaigns perform a lot differently than non-brand ones. If you segment them out, then you can easily create a report on specific performance.
Since there is no one way to structure your account, you need to think about all of your goals and budgets to help determine the best structure for you and your account.
*Level-Up Tip: make sure you name all of your campaigns and ad groups in a way that lets anyone in the account, now or in the future, know exactly what keywords, match types, or targeting tactics are being used.
Once you have an idea of how you want your structure to look, it is time to gather up all of the keywords you want to bid on. It is time to research and dig in and figure out everything you can about your customers. To be able to choose which keywords you want to bid on or what specific values you want to express in your ad copy, you need to understand who you will be trying to reach. It is also helpful to check out the landing page(s) you will be using. Think about using brand, branded, or competitor keywords as well.
Start creating your initial keyword list of every word or phrase your customer would use to search for your product or business. To help with your research, Google has a handy Keyword Planner tool that helps turn your keyword ideas into a plan. It also gives some insight into where the volume is or how much it could cost to bid on certain terms. This helps you develop your campaign budgets. Don’t forget to include all of the different match types you want to use! Also, don’t forget to think about what kind of searches and clicks broad keywords could bring it!
*Level-Up Tip: Use negative keywords to block traffic you don’t want as well as use strategically placed negatives to ensure traffic goes exactly where you want it too.
Setting Up Your Structure
Now that you have all of the keywords you want to bid on, it is time to organize them! Try to create tightly themed groups of keywords. You can separate match types by ad groups or even at the campaign level. The tighter your keywords are, the easier it will be to gauge performance, write very specific ad copy, and make any adjustments. Make sure when you are naming your ad groups and campaigns that you stay consistent. Be sure to name them with a method that helps you easily pull any necessary data and know exactly which keywords/ads live in which ad group.
Here is an example:
Let’s say I own a bakery that sells cakes and donuts. Yum. I sell two different kinds of cakes: wedding and birthday. I also sell two different types of donuts: yeast and cake. I also have landing pages dedicated to each type. I’ll want to bid on all keywords associated with these products. If I grouped all of these keywords together, it would be difficult to serve a specific ad to a user searching for my products. I wouldn’t want someone searching for a wedding cake to be served an ad about donuts. Each ad group will have its own set of ads. I may structure my account like this:
Another way to continue to break my ad groups down is to have an ad group dedicated to a specific match type. Let’s say I plan on using exact match keywords as well as broad match modifier (BMM) keywords. I could have an ad group called Wedding Cakes – Exact, Wedding Cakes – BMM, etc. This helps me be able to gauge performance faster and easier. Since all of my wedding cake keywords reside in their own ad group, I can tailor my ads to be specific to wedding cakes and take users to my specific wedding cake landing page.
It may take a bit of time upfront to organize and structure your campaigns, but it is worth it in the long run! If you take away anything from reading this, let it be:
- Naming conventions are extremely important! Be detailed and consistent.
- Make sure you are thinking about your goals while structuring your account.
- Segment your campaigns to help report on statistics (Locations, brand vs non-brand, platforms being used, etc).
- Think about the time to manage everything. If you have limited resources, don’t have hundreds of campaigns!
How to Manage Your Online Brand?
You might be asking yourself, “Why do I need to manage my online brand?” It’s a valid question, especially if you’re not sure what managing your online brand means precisely.
In short, managing your online brand is the process of taking control of how others see you and your business online. This can involve creating and maintaining a strong presence on social media, developing positive reviews and testimonials, and monitoring your web analytics to track progress.
By taking the time to manage your online brand, you can improve your chances of success in today’s digital age.
In this article, we’ll explore some key reasons why managing your online brand is essential.
What is an online brand, and why do you need one?
Your online brand is the way you are perceived by others online. This includes your website, social media profiles, online reviews, and all other digital real estate that represents you when someone searches for you or your business.
It’s important to have one because it helps your potential customers get to know, trust, and like you before they buy anything from you. A strong online brand can also help you attract new customers and grow your business.
It’s good to remember that your online brand is the first thing people will see when they search for you, so it’s important to make sure it represents you and your business well.
How to manage your online brand for success?
Your online brand is your reputation. It’s how people perceive you when they see your name, read your work, or interact with you online.
A strong online brand can help you attract new clients, collaborators, and opportunities. But how do you create and manage your brand for success?
1) Consider what you want your online brand to convey.
Are you an expert in a certain field? A thought leader? A creative visionary?
Once you know what you want your brand to communicate, be consistent in everything you do online.
Use the same name, photo, and bio across all of your social media platforms. Post regularly about topics related to your brand, and make sure the tone of your posts is consistent with the image you’re trying to convey.
2) Interact with other people online in a way that reinforces your brand.
When someone mentions you in a post, thank them publicly. If someone leaves a negative comment on one of your posts, don’t delete it – instead, respond politely and professionally.
By managing your online brand thoughtfully and proactively, you can set yourself up for success both online and offline.
3) Monitor your web analytics to track your progress.
Use Google Analytics or another web analytics tool to track how people are finding you online and what they’re doing on your website. This data can give you insights into what’s working well and what needs improvement.
For example, if you see that most of your website visitors are coming from Facebook, you might want to focus on creating more engaging content for that platform.
Or, if you notice that people are spending a lot of time on your blog but not your sales page, you might need to work on driving traffic to your products or services.
4) Make sure your website represents your brand well.
Your website is often the first thing people will see when they search for you online, so it’s important to make sure it’s up-to-date and represents your brand well.
Update your website regularly with new blog posts, photos, and products. Use attractive visuals, easy-to-navigate menus, and clear calls to action.
If you’re not sure how to create a website that represents your brand well, consider working with a web designer or developer.
5) Pay attention to your social media presence.
Social media is a powerful tool for managing your online brand. Use it to connect with your audience, share your work, and promote your products or services.
Be sure to post regularly, interact with others, and use hashtags and keywords that will help people find you. You can also use social media ads to reach a wider audience or promote specific products or services.
6) Monitor your online reputation.
Use Google Alerts or another tool to monitor your online reputation. This will help you stay on top of what people are saying about you online and take action if necessary.
For example, if you see a negative review of your business, you can reach out to the customer directly to try to resolve the issue. Or, if you see someone spreading misinformation about your work, you can correct it.
7) Manage your online brand proactively.
The best way to manage your online brand is to be proactive. Be thoughtful about everything you do online, from the content you post to the way you interact with others. By taking control of your online presence, you can set yourself up for success both professionally and personally.
By following these tips, you can create and manage an online brand that will help you achieve your goals.
The benefits of having a strong online brand
Let’s look at a few benefits of having a strong online brand:
1) Stand out from the competition.
With so much noise online, it can be difficult to stand out from the crowd. But if you create a well-defined brand, you’ll be better able to cut through the clutter and attract attention.
2) Build trust and credibility.
A strong online brand can help you build trust and credibility with your audience. If people know what to expect from you, they’re more likely to trust and respect you.
3) Connect with your audience.
By definition, a brand is a way of differentiating yourself from others. But it’s also a way of connecting with your audience on a deeper level. When done well, branding can create an emotional connection between you and your audience.
4) Drive traffic and sales.
A strong online brand can help you drive traffic and sales. If people are familiar with your brand, they’re more likely to buy from you. And if they trust and respect you, they’re more likely to tell others about you.
5) Increase your visibility.
A well-managed online brand will increase your visibility online. When people search for you or your business, you’ll be more likely to show up in the search results. And when people see you frequently in their feeds, you’ll be more likely to stay top of mind.
6) Attract media attention.
A strong online brand can help you attract media attention. If you’re known for something specific, journalists and bloggers will be more likely to write about you. This can help increase your visibility and reach even further.
7) Enhance your career prospects.
Your online brand can have a big impact on your career prospects. If you’re looking for a new job, employers will likely research you online. And if you’re an entrepreneur, investors will want to know more about your brand before they invest in your business.
8) Make a positive impact.
Finally, a strong online brand can help you make a positive impact in the world. If you’re passionate about something, you can use your platform to raise awareness and advocate for change.
The importance of staying consistent with your branding strategy
As you can see, there are many benefits to having a strong online brand. But it’s not enough to just create a brand—you also need to be consistent with your branding strategy.
When it comes to branding, consistency is essential. Your audience needs to know what to expect from you, and they need to see that you’re consistent in your messaging and your visuals.
Here are a few pointers if you’re not sure how to stay consistent with your branding:
1) Define your brand.
The first step to being consistent with your branding is to define your brand. What do you want people to think of when they see your name or your logo? What do you want your brand to represent?
2) Create guidelines.
Once you’ve defined your brand, it’s time to create guidelines. These guidelines should include everything from your mission statement to the colors and fonts you use in your branding. By having a set of guidelines, you’ll be able to ensure that all of your marketing materials are on-brand.
3) Train your team.
If you have a virtual assistant or team, it’s important to train them on your branding guidelines. Make sure everyone knows what your brand represents and how they can help you maintain a consistent brand identity.
4) Monitor your brand.
Once you’ve launched your brand, it’s important to monitor it. This means paying attention to how people are reacting to your brand and making sure that you’re still presenting yourself in the way you want to be seen.
5) Be prepared to adjust.
Finally, be prepared to adjust your branding strategy as needed. As your business grows and changes, your branding will need to change with it. By being flexible and willing to adjust, you’ll be able to ensure that your brand is always relevant.
A strong online brand is essential for any business or individual. By definition, your online brand is the way you’re perceived by others online. And while that may seem like a superficial thing, the reality is that your online brand can have a big impact on your business or career.
If you’re not sure how to create a strong online brand, start by defining your brand and creating guidelines. Then, train your team on your branding strategy and monitor your brand over time. And finally, be prepared to adjust as needed.
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