16 thoughts on “PPC Campaign Structure Basics & Best Practices

  1. John Barth

    I’m interested as to why you recommend to set the ads to show more evenly.  Do you remove poorly performing ads manually?  If so, what criteria do you use to judge to remove them?  My experience with the two other ad rotation options is that they reduce the number of impressions of poorly performing ads automatically over time.  Then you can go in later and remove those ads that have lost to the best ad.  With the rotating evenly option, don’t you have to babysit all of your ad groups while the poor-performing ads are still getting a sizable impression share?

    1. Felicia CooverFelicia Coover

      Hi John!  Thanks for your inquiries!  With this ad delivery option, Google will try to give the same number of impressions to each ad.  Showing your ads more evenly will allow you to really review the metrics and test your ads against each other.  We find that by doing this kind of review manually, you can fully optimize your accounts quicker and find what works best for your audiences.  Here is a great article about why manual ad testing is important to your accounts:


      Try it out in one of your campaigns and let me know how things go… We would love to hear from you again!   Good luck!

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  4. Richard Thomas

    Nice post and tweeted to my followers
    I always manually manage evenly rotated ads – this way you can see trends in click rates that allow you to drop poorly performing ads and tweak better performing ads – over time you “should” end up with 2 ads pretty much averaging the same click rates (its then I start to analyse the conversion rate) rinse and spin, again, and again – so to speak

    1. Felicia CooverFelicia Coover

      Thanks for your comment and tweets, Richard!  I do the same thing in my accounts with the ads.  I also like to look at the average position of my ads.  Some ads you will find just work better in lower positions… and if that is where your clients are performing the best, leave those ads to run!  Some of my best converting ads do not sit in the #1 spot – which is great for my client’s wallet! 🙂 

      Speaking of ads – make sure that you read today’s post in our series about Writing Effective PPC Ads! 

      Thanks for reading PPC Hero….

  5. Blorphus

    This article is incredibly helpful. Thank you so much for posting. Even these “basics” can be intimidating.

    1. Felicia CooverFelicia Coover

      Thanks for reading! Glad that you found this so helpful. Sometimes it’s all about getting back to the basics. Good luck to you on your accounts. Let us know how they are performing!

    2. Felicia CooverFelicia Coover

      Thanks for reading!  I am glad that you found this post helpful.  Make sure that you take a peek at the other posts in our series this week.  Getting back to the basics can be really important and very refreshing for a static account.

      Good luck with your accounts and let us know how they are performing!

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  8. Tom Bates

    Hi, good post as always. The only thing I would query is
    your advice to always set the delivery method to ‘Standard’. In my experience
    this can lead to significant losses in impression share. Your campaign
    budget and settings should not be used to stop your adverts running, but rather
    should be a safety net to stop you overspending on particularly busy days.  A
    good campaign should be managed to last until the end of the day by controlling
    the amount you bid, not by Google deciding how often to show your ads.  If
    you are running out of budget before the end of your advertising period each
    day, then you could easily increase clicks and conversions by managing your
    bids more effectively. I see this time and time again in accounts and it seems
    such a quick and easy fix! It also negates any truly meaningful analysis of day of week/hour of day performance, and could lead to a misinformed day parting strategy. 

    1. Felicia CooverFelicia Coover

      Hi Tom!  Thanks for reading! 

      While I completely agree with you about controlling your accounts with bid amounts, I do think that standard ad rotation helps with ad testing as well as creating a strategy for day parting.  With Google’s other choice of  Accelerated delivery, your ads are shown as quickly as
      possible. If your campaign is limited by budget, your ad might stop
      running earlier in the day, which will skew data for testing and strategy.  I use the Standard ad rotation in all of my campaigns and have not seen a drop off in impressions.  Definitely something to at least consider!  

  9. Paul Rice

    Great Article! I want to know if you or someone else can help me with a big PPC project I’m about to begin. I am starting from scratch and I’m trying to map out my campaign/group structure, but no matter how many times I do it, I can’t achieve the structure that will achieve the goals I have for this account. The account is for sporting goods, and there are a lot of brand names.

    I have read all of the structure articles on PPCHero and other sites, but I can’t find where someone talks about what I’m trying to do. I can provide more info to anyone that is willing to help. Thanks!

  10. Rajesh Maguluri

    Awesome post Coover..we are starting a new PPC campaign this information very useful to us..keep going


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