In the dynamic world of Pay-Per-Click (PPC) advertising, structuring your campaigns effectively is essential for maximising Return on Investment (ROI). A well-organised PPC structure can help you reach your target audience more efficiently, improve your ad relevance, and ultimately drive more conversions. A key element of PPC campaign strategy is mirroring your business model. In this article, we will explain why it is important to mirror your business model in your PPC structure, as well as provide practical tips on how to do it effectively.
Understanding PPC Structure
Before diving into the importance of mirroring your business model, it’s essential to understand the basics of PPC structure. A typical PPC account structure includes:
- Account: The highest level of your PPC structure, which includes all your campaigns.
- Campaigns: These are groups of ad groups that share a common goal or target audience.
- Ad Groups: These are subsets of campaigns that contain keywords, ads, and bids.
- Keywords: These are the words or phrases that trigger your ads to show when users search for them.
- Ads: These are the actual advertisements that users see when searching for your keywords.
The Benefits of Mirroring Your Business Model
Mirroring your business model in your PPC structure offers several benefits, the key benefits including:
Improved Ad Relevance
By mirroring your organizational structure in your PPC setup, you're able to create highly relevant and targeted ads. When campaigns and ad groups mirror your product categories, services, or customer segments. By that you can create ad copy that directly meets your audience’s needs and search intent. This precision ensures that users encounter ads that are incredibly pertinent to their queries, increasing the likelihood of engagement and clicks. For example, if you sell both running shoes and hiking boots, having set up ad groups for each product allows you to develop specific ads. For each that encompass their specific benefits compared to a generic footwear ad.
Better Budget Allocation
Aligning your PPC structure with your business model provides a clearer framework for optimising your advertising budget. By breaking your campaigns and ad groups according to your business's core offerings, you gain granular insight into the performance of each area. This makes you to strategically allocate your budget, directing more funds towards high-performing products or services that yield the best return on investment. For example, if "premium consulting services" generate higher-value leads than "basic support packages," you can readjust your budget to prioritise the more profitable segment, maximising ad spend efficiency.
Enhanced Tracking and Reporting
A PPC structure that mirrors your business model significantly simplifies the process of tracking performance and generating insightful reports. When your campaigns and ad groups match your business's organization, you will find it easier to track metrics for specific product lines, services, or types of customers. By focusing on your business model rather than broad segments, you can quickly spot trends, identify improvements, and make smarter, data-driven decisions. You are no longer trying to analyze partially related data. You can go directly to information and performance reports for the specific parts of the business where you need to make tactical decisions. This clear association can make it easier to make quick changes for optimization.
Best Practices for Structuring Your PPC Campaigns
To optimise your PPC structure, you can use these PPC structure best practices:
- Keep it Simple: Avoid overly complex structures that are difficult to manage.
- Use Relevant Keywords: Ensure keywords are relevant to the ad group theme and business objective.
- Monitor Performance: Regularly review campaign performance and make data-driven decisions.
- Test and Optimize: Continuously test and optimize ad copy, bidding strategies, and targeting.
How to Structure Your PPC Campaigns
When structuring your PPC campaigns, consider the following steps to optimise performance and drive better results for your business growth.
1.Mirror Your Business Unit or P&L
- Organise by Business Units or Profit and Loss Statements: Structure your campaigns to reflect your company's business units or profit and loss (P&L) statements. This approach helps align your advertising efforts directly with your business's financial and organizational structure. For example, a jewellery brand might define its account level by choosing the lab-grown diamond category when signing up for Google paid search.
- Create Separate Campaigns for Different Offerings: If your business offers diverse products or services, create a distinct campaign for each. This allows for better targeting and budget allocation tailored to each specific offering. For instance, a campaign could be set up for lab-grown jewellery.
- Separate Brand and Non-Brand Keywords: It is crucial to have separate search campaigns for brand-related keywords and non-brand keywords because they will perform differently and require distinct budget and management strategies. You should also add your brand keywords as negative keywords in your non-brand campaigns to avoid unintended traffic.
2.Segment by Funnel Stage or Intent
- Align Campaigns with the Buyer's Journey: Structure your campaigns based on where users are in the sales funnel—awareness, consideration, or conversion. This allows you to tailor your messaging and targeting to match their intent. Targeting every step of the funnel is generally a better strategy as it informs potential customers about your existence without immediately pushing for a sale.
- Target Based on Search Intent: The key to success with audience targeting is to focus on intent rather than just keywords. Different keywords reflect different levels of intent (e.g., informational, navigational, transactional). For example, if your goal is brand awareness, social media and display ads are ideal, whereas search or product listing ads are best for driving sales.
- Use Diverse Ad Types and Platforms: Sophisticated PPC strategies utilize a combination of ad types and platforms to reach their audience at various funnel stages. After determining your main goals and prioritizing them, use this information to decide which platforms and ad types to invest in.
3.Use Ad Groups or Asset Groups
- Create Themed Ad Groups: Within each campaign, create multiple ad groups, each focused on a specific theme or set of related keywords and ads. This will ensures that ads are highly relevant to the keywords that trigger them. Aim for 2-3 ads per ad group.
- Implement Detailed Keyword Strategies: For each ad group, perform thorough keyword research to select relevant terms. Use a mix of broad, phrase, and exact match types to balance reach and precision. Consider using about 15-20 keywords per ad group to provide enough terms for testing.
- Utilize Negative Keywords: Systematically add negative keywords to prevent your ads from showing for irrelevant searches. This will helps to avoid wasted budget and internal competition. This discipline signals to platforms like Amazon that your ad spending is intentional.
- Optimize Landing Pages for Each Ad Group: Make sure each ad group takes traffic to an appropriate and optimised landing page that matches some original search intent or audience demographic interest. Sending users to generic product pages or homepages can have a negative impact on Quality Scores, and can increase ad spend unnecessarily.
- Craft Compelling Ad Copy: Create original, compelling ad copy for every ad group that briefly expresses your unique selling proposition (USP) and offers value. Test different headlines, descriptions, CTAs, images, and extensions in order to enhance performance.
Tips for Google PPC Advertising
To gain the most out of Google PPC advertising, consider the following tips:
- Use Relevant Ad Extensions: Utilise ad extensions like site links, callouts, and call extensions to enhance ad visibility.
- Optimise Landing Pages: Ensure landing pages are relevant, fast, and provide a seamless user experience.
- Monitor and Optimize: Regularly review campaign performance and make data-driven decisions.
All Together
Mirroring your business model in your PPC campaign strategy is essential for enhancing ROI and driving conversions. By understanding PPC structure, following best practices, and leveraging Google PPC advertising features, you can create effective campaigns that resonate with your target audience.
At Clickthrown, we specialise in helping businesses optimise their PPC campaigns and drive more conversions. With us, you can also start maximising your ROI and achieving your business goals. Let's work together to take your business to the next level to discover the power of effective PPC advertising!
