Correct PPC and Ad Group Structure
November 18th, 2008 by Alan
I have seen lots of PPC blogs on the web that include tips on improving your PPC campaign, quality score or reducing CPC & CPA. Almost all of them mention that you should structure your campaign into highly targeted or themed ad groups. However most do not make it clear exactly how it is best to do this, as such I thought I would shed some light on the topic.
This means that to improve the structure of your campaigns many ad groups are needed that all contain very similar keywords. For best results all the keywords in an add group should contain very similar words. Below are examples of what your ad groups should and shouldn’t contain:
Correct examples:
1 2
Model trains Model railway
Model train set Model railway set
Model trains set Model railways set
Model train sets Model railway sets
Train model sets Railway model sets
Incorrect example:
Model trains
Model railways
Toy trains
Toy railway set
The idea behind structuring your campaign this way is so that you can write ads in each ad group that are highly relevant to all of the keywords they contain. Your ads can also contain the majority of words in all your keywords improving their quality score. When allocating your keywords into ad groups keep in mind what you are going to put in your ads.
Structuring your ad groups in this way will also allow you to have a highly targeted landing page for each ad group. This in turn will again improve your quality score. Although it is not always the case I usually do not use keyword level landing pages because if one is required then the keyword would likely be better off in its own ad group.
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The given example of how keywords or campaign, long tail keywords are important in the article but there is one more thing i.e. budget which is very crucial for whole campaign.
For controlling the CPC in the program there should be very high quality keywords, these keywords should be customer catching and provoking to visit again and again.
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