Digital Marketing - Study Notes:
Critical components
We’ve mentioned already that the critical components of account structure include keywords, Ad Groups, and Campaigns.
Other elements of account structure to focus on include your Keyword Match Types, Negative Keywords, Ad Text, Bids, and Ad Extensions.
Structuring your account
Armed with this knowledge, you can choose from several different approaches to structuring your campaigns within your account.
Keywords
For example, you could structure your account based on a theme by grouping your keywords together by their meaning into lists or ad groups. This approach allows for more efficient management of keywords and since ad copy is set on an Ad Group level and we just need to write one responsive ad to service multiple keywords.
Ad groups
An extension of this is to create what’s known as single keyword ad groups, where each ad group only has one single keyword in it. This means that you can write highly specific ads related to individual keywords. It is most effective to create single keyword ad groups for your most important keywords so you can tweak the ad copy to perfection for these very important keywords rather than compromising and creating an ad that has to service multiple keywords. The drawback is it takes time to create and manage single keyword ad groups, though it is worth it for your most important keywords, where there might be just 5-10 keywords that drive 80% of all the conversion in your campaigns. In this instance creating 5-10 single keyword ad groups alongside your other ad groups would be perfectly manageable while making a real business impact on your PPC ROI.
Campaigns
Finally, you could structure your campaigns around search volumes, or rather split your groupings by the number of searches those keywords get every month. With this approach, you’ll organize keywords and ad groups by search volume into high volume and low volume campaigns. From there, you can control the daily budget on the campaign level so your high-volume keywords have an assigned daily budget and your low-volume keywords have a separate daily budget. If you mix high- and low-volume keywords in the same campaign, they share the same daily budget, and the high-volume keywords will spend nearly all of it. This means that high-value, low-volume keywords never get a chance to show.
Whichever approach works best for you or your clients, remember that campaign organization and management always come back to keywords, ad groups, and campaigns. What you do with that, and how effective the campaign is going to be, is up to you.
Back to TopCathal Melinn
Cathal Melinn is a well-known Digital Marketing Director, commercial analyst, and eommerce specialist with over 15 years’ experience.
Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specializes in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimization. Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.
Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue-generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.
Over his career, Cathal has worked client-side too, with digital marketing agencies and media owners, for brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.
He can be reached on LinkedIn here.
Clark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.
