PPC Account Structure-Keyword
Features of Keyword Account Structure:
- Multiple Ad Group families with only ONE Keyword
- All three Match Types (Broad, Exact, & Phrase) in the same Ad Group - Example: Keyword PPC Bid Management would be in an Ad Group with all three Match Types
- One or Multiple Ad Copies per Ad Group
Advantages:
- This Account Structure enables writing highly targeted Ad Copies based on Keyword and makes it easier to conduct Ad Copy Testing
- In the long run, such an account structure can significantly increase Click Through Rate (CTR) and decrease Avg. PPC
- This account structure can also help improve your overall Quality Score/Quality Index
- Ad Group level PPC Bids can be set - Caution: should only be done if each Match Type is weighed at the same monetary value with an assumption of an equal Return on Investment from each Match Type, be careful in setting Ad Group level PPC Bids
- 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:
- Account size can be large depending on size of Keyword List - could max out account limits
- Unable to Test multiple PPC bid amounts per Keyword simultaneously (for the same match type) - Refer to PPC Account Structure-Hybrid.
