If you want to get started with Google Adwords and create a successful internet PPC marketing campaign you need to understand the internal structuring. Google is made up of many sections which include campaigns, Adgroups, creative’s and keywords. Each of these sections has their own unique attributes that are really important to understand. Since we want to take full advantage of Google and have complete control over our campaigns we must become educated on all the features Google has to offer.

Once you sign up with Google you will be presented with the following hierarchy of information. You will be given an account which will contain Campaigns, and your Campaigns will contain Adgroups and your Adgroups will contain creative’s and keywords.

 

Google Structure

Campaigns

First up are campaigns, which each account in Google is allowed a total of 25 campaigns. Since we are limited on the amount of campaigns your account can have, it is important to structure them logically in advance. A campaigns main purpose is to segregate a specific marketing goal, control your expenses through daily budgeting, targeting to specific geographic regions, and limit exposure to the languages of your choice.

Marketing Goal – Campaigns are best organized around specific marketing goals such as individual products, manufacturer’s products, industry competitors, your brand name, national or global holidays, or physical locations.

Products –If you sell tangible goods you might want to build your campaigns around a group of products. If you sold computer parts you might segregate your campaigns based on component types, such as hard drives, processors monitors, and etc. If you were selling clothing you might campaign around T-shirts, pants, shorts, undergarments, and etc.

Manufacturer – You might want to build your campaigns based on the manufacturers of products. If you sold consumer goods you might build out campaigns around Sony, Toshiba, Samsung and etc. If you sold designer clothing you might build out campaigns around Guess, Levis, Gucci, Prada and etc.

Competitors – You might be interested is selling your products to leading competitors visitors. In this scenario you build out keywords including the name branded companies already established in the industry in hopes of persuading their traffic to consider your pricing and services instead. If you were in the home remodeling industry you might bid on keywords such as Home Depot, or Lowes.

Brand – A brand campaign is bidding on your own company name. If your company name is Acme Electronics, you would build out keywords around it such as acme website, acme deals, acme sale, acme login, acme website. It is well known that bidding on your own campaign name is one of the most profitable campaigns, since the customer already knows you exists and is looking for your site. This makes it easy for them to revisit and finalize their sale once they have completed their research, and usually the cost of brand bidding is minimal.

Holidays – There is almost some sort of holiday coming up every single month of the year. People are looking for deals and just need a holiday to give them a reason to spend. Take advantage of holiday keywords such as New Years, MLK Jr, Groundhog Day, Valentine’s Day, Mardi Gras, St. Patrick’s Day, Easter, Cinco De Mayo, Mothers Day, Fathers Day, Independence Day, Friendship Day, Labor Day, Columbus Day, Halloween, Thanksgiving, and Christmas.

Locations – Some businesses offer services limited to only surrounding areas. Campaigns are great ways to restrict your products are services within specified cities and regions. You may even have multiple locations across the United States and separating a campaign for each one will help control spending between the locations, especially if each location is responsible for their own bill. You may even consider taking advantage of location targeting even if you sell nationally or worldwide since New York keywords may be more or less expensive then Los Angeles and each geo location may convert differently.

Only you can decide on which way to structure your campaigns but the above are the most well known, and best practiced structures of campaigns in the industry. These structures allow for great control over your campaigns and allow you to better monetize your campaigns because conversion data is going to be more transparent and organize. You will know which brands or products have higher conversions with lower CPA’s, which competitors you can steal business from, measure your brand awareness, know which locations perform best, and what holidays bring in the greatest returns

Now that you have an idea of how to organize your campaigns I will give you a day to mull things over. In my next article I will cover all of the attributes within a campaign, how to use them, the reasoning behind them, and what the industry best practices are.

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