How to Structure a PPC Campaign

Google Adwords is a good way to get targeted users instantly to your website, however, if done wrong you may end up wasting a lot of money. The trick of getting huge ROI is structuring up the campaign in the right way which will save you money, time and energy. Today I am going to show you how to properly structure a PPC campaign.


Why Campaign Structure is Important

But why is the PPC campaign structure so important, you may ask, well running an unstructured account is like living in a badly built house, which can collapse any moment. A well structured campaign gives you full control of how and where you want your ads to appear, what search terms should trigger you ad and which ones should not trigger it at all. some of the benefits of having a well structured account are:

  • Highly targeted audience
  • Good Quality Score – Google loves a well structured campaign and will surely give you high Quality Score which will ultimately mean that you pay low for top positions. Google uses Ad Rank feature to determine which ad to place on top, and basically it is ‘Quality Score + You Bid’. And in simple terms, a high quality score would mean you have to pay lesser amount than your competitor for the top position.
  • You can go in and fix it quick if something goes wrong. A messed up campaign will be a headache for anyone to fix, however a well structured campaign can be fixed quickly.


What are the main levels in an Adwords Account

    1. Campaign – A campaign is where you’ll define you daily budget, audience and location targeting. Typically you’ll have a few campaigns in an account.
    2. Adgroups – An Adgroup should be created based on a particular product or service that you offer. Ideally you should have 3-4 Adgroups in a particular campaign. You can add more but make sure they are pretty similar or else it will dilute the campaign’s identity.
    3. Keywords – Keywords are placed under Adgroups and they are one of the most important factors. When someone searches Google, their ‘Search Query’ is matched against the keywords that you have in your Adgroup which will then trigger one of the ads from the Adgroup.
    4. Ads – Be very careful while creating your Ads, as these copies will be shown to searches on Google’s SERP. Ideally you should create an Ad which matches or is very similar to the keywords you’re targeting. This way a user will be more eager to click on your Ad, which will result in a higher Click Through Rate (CTR).


Tips for properly structuring your Adwords campaign

    1. Research, Research and Research – It all starts with research. Start with your own website, try to find out how your website is structured. This will also help you in framing a good campaign structure. Your research should not just be limited to your own website, go to Google and type in the best search query that you can think of (Or use Google Keyword Planner Tool, to generate keyword ideas) and see which one of your competitors are coming up on top. Try to analyze their Ads and Landing Page (the page you land when you click on an Ad). See what USP are they promoting. There are a lot of other factors in research, for example you can also check the UX of your competitor’s landing page. How easy is it to navigate on their website and then compare it to your own and if you find any changes that you should make, just go ahead and do it (or get your developer to make the changes for you). Well there is no fix template for research but you can start the way a normal user will search and see if the ad and landing page is relevant and try to make yours similar or may be better than the existing ones.
    2. Split test your Ads – One of the best practice is to have multiple Adcopies per Adgroup. I would suggest having 2-3 Ads in any Adgroup to begin with. But the trick is not just to have the ads, but you need to test them out. You can either let them run and later compare them to see which one yielded maximum clicks, CTR etc. Or you can just run one ad at a time and run the another copy at some other time frame.
    3. Test that other Landing Page as well –┬áIf you have another landing page which has same information as the page you’re already promoting through your Ads, then it is highly recommended that you test the other landing page as well. A small tweak in landing pages have shown great difference in results and you never know it might work out in your case as well. If you don’t have, I would suggest that you create a similar page with some tweaks (for example having a call to action above the fold) and test it out. Just like Adcopies you can either create Ads with different destination URLs or manually test them out.
    4. Keep an eye on ‘Search Term’ report – ‘Search Term’ Report is a great feature in Keywords Tab in Adwords. It actually lists down the real search phase used by people who clicked on your Ads. You can also see which keyword in your campaign was the search term matched too. By comparing them you’ll know if the search term was really worth, if it wasn’t then just add it as a ‘Negative Keyword’.
    5. Keep Tweaking – Last would be basically a rinse and repeat process. Never stop tweaking. Remember nothing’s fixed and even people’s search habit keeps changing, so you should definitely keep an eye on your campaign to see what’s working and what’s not. So my friend, just keep tweaking..



Google Adwords management can be tough if your account is not structured properly. However, you can save a lot of time and energy if its a well planned and executed campaign. It all starts with a good campaign structure. Now go out there and build a proper campaign in a way it was supposed to be and you’ll save a lot of hassle and money while ensuring good return on your investment.

Amit Jha

Amit is Founder and CEO of Internet Market Today, an online marketing agency based in Janakpur Nepal, excelling in services like SEO, PPC, SMO etc.

Posted in PPC

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