5 Ways NOT to Structure a PPC Campaign

Many businesses want to do more with Internet marketing and they automatically think search engine optimization is the way to go. The problem for many businesses is that moving up the organic rankings sometimes takes time. For this reason, PPC is an attractive option for businesses trying to get in front of users while organic efforts are busy building steam. With that said, even though PPC can turn around results quickly, it is something that needs to be approached with thought and care. As someone that has seen a fair share of poorly structured accounts, I wanted to give 5 simple tips on what NOT to do:

  1. Have tons of keywords in an ad group – PPC is all about relevancy. Ad groups contain two things: keywords and ad copy. If you have too many keywords within an ad group, it is almost impossible to have relevant ad copy. Limit your keyword lists to groups that are very similar to each other, and make your ad copy speak to those keywords.
  2. Target desktops/laptops and mobile devices in the same campaign – People search differently if they are on a desktop versus a mobile device. Plus, keywords are generally less expensive on mobile devices. Why would you want to pay more per click if you don’t have to? Instead, create mirrored campaigns, one for desktops and one for mobile devices, and decrease your bids on the mobile targeted campaign.
  3. Run your keywords in only broad match – You may be showing up for irrelevant searches and therefore hurting the click-through rate and quality score of an account (which makes it more expensive to advertise).  Check out other match types like phrase, exact, and broad match modifier.
  4. No negative keywords – As the name implies, negative keywords work in opposite of regular keywords. Using negatives allows you to disqualify irrelevant but similar keywords from triggering ads and increasing cost. Similar to running keywords only in broad, running your campaign with no negative keywords can mean irrelevant searches costing you money.
  5. Taking your keywords to the home page – Searchers want to get what they are looking for with as little clicks as possible. Having potential buyers land on your home page and expecting them to then hunt for what they were initially looking for can lead to high bounce rates and low conversion rates. You already paid for the click; get the people what they want with a targeted landing page!

Not sure if you can do this on your own? Want more tips? Get help from PPC experts and contact Fathom Online Marketing Today! We can help with campaign structures, landing pages, optimization, and much more.

About Stephanie Casajuana

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