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A Comprehensive Guide to PPC Account Structure

For PPC advertising and tracking ROI is essential for a properly structured PPC account. This guide will walk you through the best practices of creating an effective and organized PPC account structure to maximize results and minimize spend.


A Comprehensive Guide to PPC Account Structure

Defining Your Goals

When it comes to setting up a PPC account structure, making goals is critical. Defining your goals helps determine which campaign structure and ad group architecture work best for you. It’s important to be very specific about what you want to achieve.

For example, if your goal is to drive more leads through AdWords, you can consider building campaigns targeting particular products or services. You may also want to specify certain demographics with your campaigns, like age, gender, or location. Setting measurable goals can be helpful, such as reaching a certain number of leads per month or increasing brand awareness.

Consider the short-term and long-term goals when defining your goals. Can you achieve your short-term goals with a specific PPC account structure? What resources and strategies will you need to make it happen? If you’re new to PPC, it’s helpful to consult professionals who can guide you in the right direction.

Defining your goals helps you lay the foundation for a successful PPC account structure. When you have a clear understanding of what you want to achieve, you can create campaigns and ad groups that will help you reach those goals.
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Establish Your Hierarchy

Having a clear hierarchy in your PPC account structure is essential for ensuring that the data from each campaigns is organized. Start by establishing a group for each of your high-level product or service categories. This will allow for easy targeting and segmentation of your campaigns and will ensure that you’re getting the most out of your ad budget.

Next, break down each group into ad groups based on product features, customer needs, or any other meaningful differentiation. This will help you create more targeted, relevant ads and avoid ad fatigue.

Once your ad groups are up and running, you can subdivide them into individual campaigns. This will allow you to further segment your audience and tailor ads specifically to their interests or needs.

Ultimately, a strong hierarchy will enable you to easily track performance, optimize individual campaigns, and make crucial changes quickly. By following the steps outlined above, you can ensure that your PPC account structure is well organized and running smoothly.

Ad Group & Keyword Strategy

Ad groups are an integral part of any PPC account structure. Ad groups are used to store and organize related keywords, ads, and bids. The strategy employed in creating and managing ad groups should be well-thought-out and efficient, as the success of your account structure depends on it.

When creating your ad groups, clearly differentiate the keywords and create ad groups that are related and ordered in a logical way. Use descriptive labels to label your ad groups, so they will be easily identifiable in the future.

Your keyword strategy should also be tailored to the ad groups you have created. When adding keywords to an ad group, ensure that they will result in the right visitors and are aligned with the group's purpose. Adding negative keywords to an ad group is also a good strategy, as this will help you avoid undesirable clicks.

Finally, the bids you create for your ad groups should be tailored to their individual goals. It is important to test the success of different bids to find the most effective ones for your account structure.

Optimizing Ads

Optimizing ads is an important part of PPC account structure. Fine-tuning an ad's copy and structure can have a tremendous effect on a campaign's ROI. To get the most out of your ads, it's important to use the right type of keywords and messaging, including calls-to-action, that will resonate with your target audience.

When optimizing your ads, it's important to know how to use ad extensions and other features effectively. Ad extensions, such as sitelinks, can allow you to display more relevant information to potential customers and encourage them to take action. Utilizing other features such as dynamic keyword insertion can ensure your ads have the best possible chance of being seen by the right people.

Finally, having access to accurate metrics and analytics will also provide invaluable insights into performance and allow you to better understand the success of your ads. By making use of these techniques, you should be able to create highly effective ads that will bring you closer to achieving your marketing goals.

Organizing Geography

Organizing geography is an important step when it comes to setting up a PPC account. This is an essential step in order to target customers in particular regions or countries. It also helps inform bidding strategies, as different regions may have different costing structures. When it comes to organizing geography you should identify the countries and regions that you would like to target, as well as any countries or regions where you do not want to display ads. This can be done through geo-targeting or split-testing. You should also take into account different languages spoken in each country or region as well as any legal or cultural implications. Doing this will help you create a tailored account structure for your PPC account.

Using Match Types

PPC account structure is incomplete without the use of match types. Match types are a vital part of keyword bidding and targeting in search engine marketing campaigns. Match types control who sees your ads and help ensure you are only targeting relevant keywords in a cost-effective, profitable way.

The four match types are broad match, phrase match, modified broad match, and exact match. Broad match is the default and most widely used match type. It allows your ad to appear when a search query contains any of your keywords or close variations of them.

Phrase match allows your ad to appear when a search query contains your exact keyword phrase, as well as close variations of it. Modified broad match is also used widely. It is similar to broad match, but requires your target keywords to be in the search query for your ad to appear.

Finally, exact match requires the search query contains only your specified keyword phrase. This match type has the most restrictive targeting, but can also be extremely effective in certain ways.

By understanding and properly utilizing match types, your PPC campaigns can have greater reach and precision, resulting in higher quality and more profitable conversions.

Labeling and Commenting

Labeling & commenting can play an important role in setting up a PPC account structure. Labeling allows for the organization and easy retrieval of data related to the account. An effective labeling system will assign descriptive labels to campaigns and ad groups, such as "B2B SEO Campaign" or "Email Brand Ads". By doing this, it is easier to look back at previous work and make changes going forward.

Commenting is also helpful in understanding the purpose of each component within a PPC account structure. Comments can include data points that allow users to quickly evaluate performance, such as goals, cost, and target audience. Additionally, annotations can be used to explain any strategy or changes that were made. Both labels and comments can help provide clarity and visibility into the current account structure, helping to inform future decisions.

Testing and Re-Optimizing

Testing and re-optimizing is an essential part of any PPC account structure. Without it, online marketers risk wasting time and money putting together accounts without uncovering potential savings. To ensure your PPC account is set up effectively and efficiently, you should regularly test and re-optimize.

Start by ensuring you have proper tracking in place so you can be sure to measure the results of each test. You can then test different ad formats and keywords to understand which ones create the best results. Additionally, you can try out different audience targeting, bids, and budgets to find the combination that will give you the best ROI.

Once you complete a test, analyze the data and make adjustments to your account structure if needed. This could include reallocating budgets, redefining targeting, and rebuilding ad sets and ad groups. Testing and re-optimizing is an ongoing process and should be checked on regularly to ensure you are staying within your budget and meeting your performance goals.


Creating a well-structured PPC account is essential for any company looking to manage their ad campaigns and track their returns on investment. This guide provides the essential steps and best practices for setting up a highly organized and effective PPC account structure.
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