Improper Adwords account structure is one of the main reasons that many businesses come to the conclusion that pay-per-click advertising is both unprofitable and unmanageable. Their lack of success stems solely from an account that isn't set up for efficient ads resulting in a high quality score.
Let's take a look at how a messy AdWords account structure can make for failure and how you can engineer your PPC account structure for success.
What Problems Can Improper Account Structure Create?
Your AdWords account will bring about the most success if you organize it properly. It will reduce your overall cost per click of your ads, and make it easier to interpret what your AdWords reports mean.
For example, consider an AdWord's account that has more keywords in an ad group than necessary. This makes for confusing reports that only get more confusing as keywords from one ad group which overlaps with another.
This leads to clicks that come about as a result of coincidental keywords that may not match the kind of traffic that you're looking for, which in turn leads to wasted clicks, spent money and more expensive costs per click as your ads proceed to perform poorly.
When you finally notice that your ads are performing poorly and that your cost-per-click value is through the roof, your first approach will be to look at your reports. These reports may display inflated numbers, as you have redundant keywords across groups.
After you look at these reports, you may come to the conclusion that pay-per-click advertising is unprofitable.
The truth is that it's far from it. With a little effort and planning, you can make pay-per-click ads work for you.
What Can You Do to Your Account Structure to Make PPC Profitable?
Your Google AdWords account structure should be divided into clear and logical steps. This will help reduce the instances of redundant keywords and focus your ads to show only to the people you actually want to see them.
This means that the taxonomy of your account should look something like this, going from the broadest sense to the most specific: your AdWords account, your campaigns, your ad groups and your ads.
When you define your ad groups, ensure that you make your keywords as specific as possible. This means using exact matches rather than broad matches for phrases, and making excessive use of negative keywords so that uninterested parties do not accidentally see or click on your ads.
If you have multiple regions or products that you want to advertise, you'll create separate campaigns and mirror the entire process with the parts you want to change to present. This will allow you to make your campaigns as specific and efficient as possible while raising your Google Adwords Quality Score.
Through this process, you may find that you end up with several hundred campaigns. This is manageable through the use of applications like the AdWords Editor provided by Google. These applications will allow you to make large-scale changes such as adding a keyword to as many ad groups as you would like.
There are a number of critical elements that must be considered to run a profitable Google Adwords campaign. Want to discuss a game plan for your business?
Want More Pay Per Click Best Practice Resources?
- Adwords Quality Score: 3 Best Practices You Should Implement
- How to Build Your First Successful AdWords Campaign
- Don't Go Broke - Here's Exactly How Google Adwords Works
- 3 Unbelievably Easy Ways to Get High AdWords Click-Through Rates
- 3 Simple Ways To Choose The Best Keywords For Google AdWords Campaigns
- Is Google AdWords Cost Effective for My Small Business?