Is your PPC AdGroup structure a loose cannon?

Is your PPC campaign suffering from low click-through rates and high minimum bids? It might be time to start looking at your account structure. This would, of course, be after scrupulously sifting through your keyword list. We are assuming here that your keywords have been meticulously and accurately selected.

Many experts advise advertisers to keep their PPC account structure in line with their sitemaps, or website structures. This is a great idea if it is possible. It maintains an order that is easily lost when creating targeted AdGroups, but in many cases, it`s just not viable.

Your next step would be to look at your AdGroups. Are they all tightly themed or do you have one Campaign and one AdGroup with a long list of largely unrelated keywords? In an ideal situation, each keyword would have an exceptionally strong correlation with the rest of the keywords in the AdGroup and with the Ad Copy associated with that particular AdGroup. Every keyword would appear somewhere within the Ad Copy. The most profitable keywords should, in addition, appear in the heading text.

These actions will undoubtedly increase your click-through rates, as all keywords searched are then highlighted when the ads are displayed on the search engine results page. A user would be more prone to clicking on an Ad that he could ‘boldly` see contained his selected keywords.

Your improved click-through rate should boost your Quality Score, which in turn will decrease your minimum bid and cost per click for any given Ad position.

The key to the Quality Score equation is relevance. So make sure that any page your Ad directs a user to is highly relevant to the search query (keyword) in question. Your destination URL should guide you to a targeted landing page. At this point, again, make sure that your landing page contains a large proportion of the keywords in your AdGroup, as this will give the search engines a good indication of the relevance factor.

In the midst of your new highly relevant AdGroups and great new click-through rates, your account should be smiling all the way to ‘historical performance` bliss.

Tags: Add new tag