Each PPC campaign is unique, but the ones with the highest success rate have some common characteristics. It is about a logical and organized structure, appropriate and efficient keywords, as well as continuous management and maintenance.
Although it is important to devote time and attention to each of these aspects, the success of a campaign is about working smart, not hard. After all, you run a business, and managing a PPC campaign can be a full time job. Therefore, it is important to maximize your impact in the shortest possible time. Thus, you will have plenty of time to focus on what matters most: growing your business and caring for your customers.
A PPC campaign is organized so that your business ads appear among the search engine results, such as Google. For this, you can not only pay more than your ad to appear more than the competitor. Instead, these ads depend on Ad Auction, which is a fully automated process that Google and other search engines use to determine the relevance and validity of ads that appear in Search Engine Results Page (SERP).
The importance of structure in a PPC campaign
Many companies are very concerned about keywords, although it is a basic pillar in SEO optimization campaigns. However, keywords are also the basis of PPC campaigns, but they only work if they are organized and have a well-established structure. However, many businessmen are very little concerned about the structure of their campaigns, which can result in low performance and high expenses, which are lost.
Although there are a lot of methods by which you can organize the structure of a pay-per-click campaign, such as the structure that mimics the way your site is built or by the categories of different products, the successful PPC campaign combines 5 basic elements:
- Ad Group
- Ad Text
- Landing Pages
The structure of an AdWords Account contains a campaign, of which one or more Ad Groups can belong. Each Ad Group must include keywords, Ad Text and Landing Pages.
Once your campaign is built and functioning to grow the conversions, the work should not stop. You must continuously monitor the performance of Ad Groups as you gather information and change things that are not going well.
Depending on the information you choose, you can change keywords, add new ones, or remove non-performing ads. Optimization and continuous attention are the key to a successful PPC campaign!