PPC Account Structure-Basic
Features of Basic Paid Search Account Structure:
- Multiple Ad Groups
- Multiple Keywords Per Ad Group
- All three Match Types within the same Ad Group
- One of Multiple Ad Copies per Ad Group
Advantages:
- Simple Account Structure
- Keywords belonging to themed Ad Groups - Example: Ad Group Name: SEM; Keywords: search engine marketing, sem, search marketing; Ad Group Name: PPC Marketing; Keywords: cpc marketing, ppc marketing cpc, ppc
Disadvantages:
- Unable to Test multiple bid amounts per Keyword simultaneously (for the same match type) - Refer to PPC Account Structure-Hybrid.
- Unable to use Ad Group level PPC Bids due to mixed Keywords & Match Types - Caution: unless each Keyword and/or Match Type is weighed at the same monetary value with an assumption of an equal Return on Investment from each Keyword/Match Type, be careful when setting Ad Group level PPC Bids.
