The Most Important Element of Your AdWords Campaign
Jeremy Mayes over at PPC Discussions asks, “In your mind, what is the most important element of an AdWords campaign?” This is a very interesting question, and I like the car analogy he uses (see his original post); however, I disagree: my radio is not critical to my car’s functionality but it is essential to my sanity (I am a music geek, and I hate driving, so I NEED music to operate a car). I agree with Jeremy that well-designed landing pages can make or break a PPC campaign. The most important element of an AdWords campaign, in my opinion, is “behind-the-scenes,” and this is your account structure.
A well-structured account has many benefits which include quick, efficient management and relevant keyword grouping. A well-structured account consists of campaigns that are broken down into specific ad groups that contain closely-themed keywords.
Quick, efficient management: Accounts that are separated into very specific ad groups allow for quick, easy manage because you do not have to search certain keywords. Also, you will be able to see trending for keyword groups with more precision. For example, you should break down your “widget” campaign into metal widgets, wooden widgets and paper widgets. The more specific the better.
Relevant keyword grouping: Relevancy is the name of the game when it come to AdWords’ Quality Score. An ad group with closely related keywords can serve well-crafted ad texts that are highly relevant, and these ad texts should lead users to a landing page with content/information/offers that they expect to find. I know that’s about 3 different aspects of an account (KW, ad texts, landing pages) but what I’m saying is that all of them should flow seamlessly; from keyword query, to ad text, to landing page, to desired action. When your account is set-up optimally this path is easily distinguishable. Also, when your keywords are tightly grouped your click-through rate will rise because your ad texts will be better suited to your audience which will then increase your Quality Score.
A well-structured account has many benefits which include quick, efficient management and relevant keyword grouping.
A rule of thumb for keyword grouping; if you need to use dynamic keyword insertion (DKI) frequently in order to make your ads relevant for your keywords, then you should break down your ad groups even further so that you don’t have to use DKI. There is nothing wrong with utilizing this tool (I use it all the time!), but when your ad groups are as specific as possible then DKI is just another weapon in your relevancy arsenal.
Browse By Category
The Advertising Principles That Guide Facebook's Decisions
Facebook highlights the advertising principles that guide their decision making in response to recent events.
Smart Ways to Get More Marketing Budget and Better Tools
In this new live webinar, Kristin Vick from Hanapin Marketing and Jeff Sauer from Jeffalytics discuss how marketers can ensure they have the budget they need to be effective with online advertising and get the right tools to make that argument.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
The Hero Conf Difference
Of the 50+ search and social conferences you can choose from, we're here to show you why Hero Conf is a can't miss event for busy digital marketers like you.
Improve Your Facebook Ads With Creative Hub and Split Testing
With the updates to Creative Hub and the Split Test feature, one can now institute a basic ad creation and testing process directly within Facebook.
Work Habits & Resources for the Stressed-Out PPC Manager
Feeling a bit stressed this holiday season? Get tips and resources that will help you become more efficient and alleviate stress!