Home

PPC Campaign Structure

Your PPC campaign structure has an impact on everything you do, particularly in Adwords. Employing a solid, intuitive campaign structure is the best ammunition you have for achieving a high quality score. It also helps when analyzing your PPC results categorically - whether you decide to do this at the campaign or ad group level (or, ideally, both).

So, let's take a step back and review the elements of a PPC account. This is pretty much standard on all three engines. Your account structure contains four key elements.

  1. Account Name
  2. Campaign
  3. Ad Group
  4. Keyword + Ad Copy

Notice that I put the keywords and ad copy on one line, because they are both located at the same hierarchical level. We call them "ad groups" because we're tying a group of keywords to one or more ads.

If we're going to turn the above into something meaningful, it might look something like this:

  1. Account Name: Joe's Garage
  2. Campaign Name: Car Detailing
  3. Ad Group Name: Interior Repair
  4. Keywords + Ad Copy: car upholstery repair, cracked dashboard, car cigarette burns

    Car Upholstery Repair
    We fix Interior Stains, Cracks, Burns
    & More. Contact Us Today!
    www.JoesGarage.com