PPC account restructure can be a demanding and overwhelming task. However, if you do it right, it can really drive in great results for your overall marketing efforts. When it comes to a PPC account restructure, everyone’s got their own idea on how to do it, but sometimes the results aren’t as successful as they’d like to be. Many people opt to handle their restructure, however if you want to try it yourself without the help of PPC advertising services, the following expert guide will give you the best techniques and practices that you can utilise to help restructure your PPC account more effectively.
Top Tips For A Successful PPC Account Restructure
Understand A Clients Goal Better
Before an account restructure can be implemented, you first need to understand the desired goals of your client and what they’re hoping to achieve through their PPC program. Different clients will want different things. Some goals you may come across that your clients want include:
- Bring more awareness to the business while building the brand through a non-acquisition strategy.
- To increase lead generation or eComm sales through an acquisition strategy.
Both these things require different restructure roots to follow, so it’s important to know the goals before implementing any changes.
Ad Group and Campaign Naming
While the performance of your ad group and campaign isn’t really affected by the name, it’s still important when restructuring your account. When naming your campaign, you need to state the topic, whether it features non-branded or branded keywords, and the match type. The name of the campaign that you choose will help you to identify the purpose of that campaign quickly and efficiently. It will also help you to report, sort filter, and analyse the data in a user friendly way. This will save both you and your client a lot of time when having to sort through multiple campaigns.
Google AdWords is easy and straightforward to use when tweaking your campaign settings. When implementing a restructure you need to know which settings need that extra adjustment. Some that are recommended include:
- Ad Rotation – This setting needs to be set to ‘rotate indefinitely’ for optimal ad functions. However, if you have a large amount of campaigns and ads, you may find it more beneficial to you if you use the setting ‘show ads more evenly for 90 days’. While you may lose some of the overall control by letting the best ads be chosen by Google, it does help to save you a lot of time when you’re managing a large account.
- Delivery Method – With the delivery method, the setting should be set to ‘standard’ if you have a budget that’s capped. ‘Accelerated delivery’ is something that can be tested if you have an uncapped budget. If you have a capped budget and use ‘accelerated delivery’ you’ll more than likely run out of your budget faster.
- Bid Strategy – Your bid strategy should be set to ‘focus on clicks, manual maximum CPC bidding’. You can test out the enhanced CPC feature when your overall campaign matures.
Keyword Match Types Segmentation
One major part of a PPC account restructure is how well you segment keyword match types. One of the best ways to do this is by segmenting your keyword match types by campaign. This enables for a better control over your budget. However, if you have a large account, it can cause complications of clutter and chaos. As your account matures, you can segment your keyword match types by ad groups instead, although it does take more time to complete. In segmenting your match types, you gain more control over keyword bids, better organization over your account, more ability to use targeted ad messaging, along with the easy running of SQRs while pausing keywords.
When deciding on match type, so which ones should be included in your newly built account restructure? The answer to this question really depends on how big the account actually is and what goals the clients are looking to achieve. Medium to large accounts can use cloned ads which work on the segmentation of phrase, broad modified and exact match keywords. To capture and discover profitable search queries, broad modified ad groups are used. These ad groups don’t waste too much money on irrelevant search queries because they don’t spread as wide as other ad groups.
Release Your Rebuilt Campaigns Piece By Piece
Once you have built your campaigns and they’re ready for release, take your time and release them piece by piece. While it doesn’t have to be one after the other, you should keep your campaign rolling out a few at a time. Strategically releasing your campaigns will help to combat against the normal slow period of performance straight after the launch. In releasing your campaigns at a slower rate you also have the ability to monitor your campaigns and make any necessary changes to maximises performance.
When it comes to a PPC account restructure it’s important to do it right the first time to help build and restructure your account properly. By taking the time to really work on your PPC account restructure you’ll find you’ll see more positive results as the time goes by. If you’re unsure about how to restructure your account properly, hiring PPC campaign services and PPC advertising services can really help to take the stress of having to do it yourself. So what area are you going to work on first?