Poor structure is killing your PPC – here’s how to fix it

Google Ad campaigns not performing as well as they should be? We discuss why your PPC account structure might be to blame (and let you know how to fix it).

The issue with the structure of PPC campaigns is that they need to be diligently tended to in order to stop them from becoming messy. You may start with a template, but it’s very likely that your structure will change and grow as you continue to use and modify it. And that’s where the danger lies, a poorly structured account can kill your campaigns. 

Issues can crop up if you don’t routinely clean up your structure. Your account can become overly complex and lose its initial functionality. As your account ages, (and especially as your company grows), it’s almost unavoidable that your structure will become increasingly layered. 
 

What is a good PPC structure?

The general structure for a PPC account is as follows: your account is at the top level (i.e. the business that you’re creating campaigns for), followed by the campaign (or campaigns), which then breaks down into the ad groups identified within those campaigns. Your keywords live within these ad groups. 

Google’s own guide to account structure is very easy to understand. 

Well split-out campaigns and ad groups help you create ads that can be highly targeted to their keywords. Well-matched keywords are words that share the user’s search intent — and you can, therefore, tailor copy to your ads. This method drives conversions through ‘message matching’. 

TOP TIP: If you’re struggling with a low click-through-rate it’s worth assessing how well the copy in your PPC ads matches the search terms they’re showing for.

Ensuring you have corresponding landing pages for your ad groups can really boost your quality score. A disjointed ad group will lead to searchers arriving on landing pages that aren’t relevant to what they searched for. 

It’s especially important to take care that the keywords you group together share the same search intent. That way, you can divide campaigns for those who are researching and those that are browsing to buy, and modify CTAs to drive conversions to the right audience. This also makes it easier to keep track of users that you might want to consider in your remarketing campaigns. 

Like anything in life, the template is only your starting point and you should adapt it so it works efficiently for you. Everyone has a preferred structure, and what works for you is unique to your product and your budget. 
 

Our Key Tips:

• Keep your account as functional as possible — your structure should help, not hinder. 
• Expanding on that, a complex structure might make you feel like your account is optimised but it could just lead to confusion — if someone else can’t understand it, it needs to be changed.
• Remember you want to attract buyers, not browsers — make sure your messages match that sentiment. This is where call-to-actions and targeting the right audiences will help.
   

 

TOP TIP: Your quality score is based upon three main factors: expected click-through rate, ad relevance and landing page experience.
 

So what does this actually mean?

Your structure really can help improve your PPC performance as well as make it easier to use. The goal of a good structure is to help your campaigns achieve sustainable conversions. 

A cleaner dashboard and overall well-maintained account can contribute to the quality score of your site — the more relevant your ads are to the searcher the better they are. This can lower your bounce rates and increase the quality of user experience. 

Be careful not to get carried away, the idea of this is to help your account so if it doesn’t work it might just be best to find another method or consider outsourcing PPC management. 
 

Need help with your account?

Creating a structure or optimising an old account can be a time-consuming task. At Newicon, we know how to get the most out of your PPC account structure. 

If you’re struggling with your structure or need help with your PPC, have a look at our digital marketing services or get in touch with us and we’ll be happy to help. 
 

Want to know more about PPC?

Here’s our beginner’s guide to help get you started. Or take a look at the different ways PPC can benefit your company!