Although often presented as a clear and straightforward marketing environment, pay-per-click advertising is still a complex process. One of the more obvious difficulties one is faced with when managing a large PPC campaign is the need for clear organizational structure. Poorly organized accounts will almost certainly waste money while generating subpar-quality traffic to your website.
This report, produced by Lyris, Inc., outlines nine surefire strategies for organizing PPC campaigns on Google AdWords (although most apply to Yahoo! Search Marketing and Microsoft adCenter as well). Some of the areas discussed include:
- Understanding Google AdWords account structure.
- Organizing search vs. content network campaigns.
- Separating high volume and long tail keyword campaigns.
- Managing ad groups.
- Testing your campaigns.
Whether you are already running a sizeable campaign or just looking to create your first one, keeping your pay-per-click campaigns organized will ensure that you derive the most value from them. It will also save you headaches when managing your account, from broad campaigns and ad groups all the way down to individual keywords.