Ad campaigns in any medium and of any flavor need to be properly structured in order to maximize profitability.
Pay-per-click (PPC) campaigns are no different. In this glossary page you'll learn:
- What "ad campaign" means in reference to PPC.
- Why the term is important.
- And, most importantly, how best to structure a PPC ad campaign.
So what's a PPC ad campaign, anyway?
Well, a pay per click marketing campaign generally refers to search engine marketing campaigns or a contextual advertising campaign (Google's content network is an example of contextual advertising). Since WordStream is primarily an SEM solution with a focus on marketing through search, this page will focus on search marketing focused PPC ad campaigns.
A search focused pay per click campaign enables you to run advertisements next to certain search queries.
Say I own a company that sells energy drinks and decide to advertise on Google. I can buy ad space next to the query "energy drinks" so that every time someone types that phrase, my ad shows:
Another definition of "PPC ad campaign" refers to pay-per click AdWords account structure.
Within a Google AdWords account, for instance, accounts are arranged from the top down:
Why are these PPC campaigns so important?
Look at the top-down structure outlined above: settings you make at the campaign level seep down into every aspect of your advertising endeavor. Creating an intelligent campaign structure can help you to:
- Target the right people - Create a geo-targeted campaign or determine where your ads show.
- Save money - Ensure you're not broadcasting your advertising to the wrong people or through the wrong channels.
- Have better control over your advertising message and spend - You can effectively control your spend and whether a collection of Ad Groups continues to run, is paused, or is deleted at this level.
Create an ad campaign that's destined for success
Using WordStream's PPC management tools, you can create settings at the campaign level:
Here we see a series of settings you'll want to consider in creating your PPC campaigns:
- Ad Campaign Daily Budget - This number is what you are willing to spend per day for a given ad campaign. Note that you can create multiple campaigns within one account, so in the above instance, the advertiser could spend more than 100 dollars a day total by creating additional campaigns.
- Search Network - This allows you to determine whether you want your ad to show on an engine's "search partners" (this applies to Google; at the moment, Yahoo! does not offer a means for opting out of their search network). We strongly recommend opting out of the search network when utilizing WordStream; our experience has been that with the software's long-tail search solutions, your conversions and spend are greatly jeopardized by this syndication option.
- Content Network & Content Bids - It is a search marketing best practice that, if you want to advertise on the content network, you create separate campaigns for content and search; so if you're running a search campaign, be sure to shut the content network off.
- Location & Language Targeting - If you have a regional offer or would like to promote your products in different languages, you can easily manipulate these preferences here to create more targeted campaigns.
- Campaign Status - Determine whether you want your ads to show upon completion, be paused, or if you would like to delete an ad campaign with this option.
By crafting campaigns that only:
- Direct your ads at specific geographic regions.
- Advertise on certain platforms.
- Control your budgets and whether or not a campaign is running.
You can drastically improve the quality of the clicks and traffic your AdWords ad spend is buying you.
Get Graded: Use the AdWords Performance Grader to See How Your Campaign Measures Up
Text Ad Optimization
Use of Negative Keywords
Long-tail Keyword Optimization
Landing Page and Text Ad Optimization
This sophisticated tool allows you to compare your Performance Grader score with competitors in similar spend brackets, giving you a sense as to where you fit into the competitive landscape.
The AdWords Performance Grader has been designed by PPC experts to show you where your campaign is struggling and how to make adjustments that will improve your performance and increase your ROI. It’s an advanced in-depth analysis, and it’s absolutely free!
Further improve ad campaign results
AdWords offers a free downloadable program that allows you to edit campaigns in much the same way that's pictured above.
So why do you need WordStream for your PPC advertising campaigns?
Simple: integration and optimization.
Having created optimized campaign settings with WordStream's campaign editing and optimization tools, you can now integrate these settings with the rest of the application to produce:
- Extensive Keyword Research.
- Optimized Keyword Groupings.
- Cost and Quality Score Friendly Ad Text.
Being able to produce numerous optimized Ad Groups and ad campaigns quickly will enable you to be more productive while WordStream's software solutions automate the more tedious aspects of effective AdWords campaign management.
See first hand how WordStream makes it easier to organize and optimize ad campaigns by:
- Trying WordStream Free Today
- Requesting a Live Demonstration
- Visiting Our AdWords Learning Center
- Subscribing to our Newsletter
- Browsing our Collection of Free AdWords Ebooks