This article was contributed by one of our partners - Digital Marketing Agency, Infinity Nation.
Are you looking for a guide to help you improve your Pay per Click advertising, also known as PPC? You may already have experience of using PPC, but we’ve got a guide for taking your skills to the next level. Let’s start with the different types of campaign that you can set up in your AdWords account as this is often the best way to start improving your campaigns.
You’ll learn about:
The different types of PPC campaigns
How to structure your campaigns
Ideas for campaign targeting
The different types of PPC campaigns
Google Search Network Only
Google Search campaigns are also known as Search Network Only campaigns. This campaign targeting means that ads could be shown on the Google Search Engine Results Page and other Google sites (Google Search Partners) when people search for terms that are relevant to your ads keywords.
Google Search with Display Select
This campaign type targets both Google Search and the Google Display Network. This isn’t a campaign that we would recommend using for most advertisers but it can be useful when prospecting for potential websites for a Display Network campaign.
Google Display Network Only
The Display Network allows advertisers to reach audiences across millions of websites. Display Only campaigns are best if you would like to show ads on websites and apps when your keywords are related to the sites’ content. When targeting on the Display Network, users can be shown text and/or image ads. This type of campaign generally has a high impression, low click through and low conversion rate, but it can be effective if correctly targeted through a data driven strategy when targeting your audience.
Shopping campaigns have changed the Paid Search landscape for ecommerce retailers. Shopping ads are highly visual and highly competitive. You are competing on price, product and customer ratings versus ad copy. Shopping campaigns require a product feed to be submitted to Google via Google Merchant Center. A common misconception is that product ads will only show when you are looking for that particular product. Google looks at all your copy submitted via Google Merchant Center, and shows what it considers to be the best match to the search query entered.
Advertising linked to YouTube video partner sites and apps across the Display Network. Google is pushing online video and with it being one of the largest platforms for video content on the web, it’s easy to see why. However, there are additional creation costs, which make this a less common campaign type for most advertisers. The ecommerce options with TrueView for Shopping make it easy for ecommerce advertisers to delve into the opportunity of the YouTube network.
How to structure your PPC campaigns
Now you are aware of the campaign types available to you, we wanted to share with you how you can structure your campaigns, ad groups and keywords in association with the campaign types we have just been through.
There is no single perfect account structure as it will depend on your business and what you find best to manage. Most accounts are structured differently from each other because, in truth, most accounts are different. If you have an account and you’re not sure if it needs restructuring, ask yourself if you are hitting your targets and whether the account is straightforward to manage. If you answer no to both of these, you need to consider restructuring.
There are various different ways you can structure a paid search account that you might not have thought of. Below are some structure ideas that might help you elevate your account’s performance.
More than likely this structure will fall into the category of mirroring your website. Structuring your account by product means that you can easily segment in relation to the products and brands that you sell.
Structuring your account by Margin means you can adjust your bids in accordance with your product margins giving you a higher return. This campaign structure means you can really keep track of your Return on Investment (ROI), ensuring your account is running to the highest return.
By Bestsellers or Core Products
Structuring your account by Core Products means you can ensure your core products are hitting optimum reach and are not being restricted by other products or campaigns within your account. Another reason as to why you might want to split out core products is if these products have a good lifetime value but provide a small immediate return. Place these in their own campaign and give them a lower initial ROI.
By User Intent
An alternative approach is to have keywords that indicate the research stage. These go into a “top of funnel” campaign, while more action-oriented keywords are placed in a high-conversion, lower-funnel campaign. Different customers have different anxieties and buying triggers. Segmenting these visitors allows for a more tightly aligned landing page experience. For example, you may show users from a top of funnel campaign with informational pages, compared to the lower funnel where you may want to keep buying and pricing as simple as possible as you know they are there to buy.
Location targeting might be important to your business. You might have multiple locations to target, however, we recommend that locations should be structured around your products.
4 ideas for your campaign targeting
There are various different ways you can target specific campaigns at customers that you might not be taking advantage of when creating a campaign. Below are some targeting ideas that might help you increase your campaign performance.
It’s possible to geographically target as widely as all countries, and as narrowly as a specific postcode. The benefit of postcode targeting is if you have a very expensive product, you can target specific areas of wealth, such as the financial district. If you are targeting internationally, it is advisable to create campaigns (or ideally separate accounts) for separate countries or languages and ensure the ad is in the native language along with your website.
If you’re setting up a UK-based campaign, the default language is English, which will only show ads to people with English language settings on their browser. This is potentially limiting, as the UK is multilingual. People will often use Google in their native language browser, but understand English ads perfectly well. If the campaigns were only set to English, they would not be presented with your ads.
Time of day is something that many people don’t think carefully about. The world is now very much 24/7 with people researching at any time. When looking at time of day for ecommerce businesses, we recommend analyzing your highest and lowest conversion rates by hour and day. You can use this data to adapt your bidding based on time of day and day of week.
It’s now possible to adjust your mobile, desktop and tablet bids up or down accordingly. Many people look at their mobile conversion and see that it is converting at a higher CPA (Cost per Acquisition), and reduce their bid. Mobile tends to be a key tool in the research stage of the buying process especially within ecommerce with users then going on to complete the purchase on another device.
If you keep the above tips in mind when it comes to organizing your PPC campaigns, then you should find that they start to improve fairly quickly. This in turn should help drive down your costs as well, which will be an important factor in running PPC campaigns.
If you’re still unsure on where to improve your Paid Search campaigns, why not get in touch with us to see what advice we can offer?
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