Too Many Cooks In The Kitchen?

When building a PPC account, it is important to take a targeted, organized approach to the logic behind the account structure. PPC accounts are comprised of a hierarchy of campaigns, ad groups, keywords and ads.

Avoid a stew full of themes and terms.  For example, if you sell sporting goods, you wouldn’t want to have basketballs, tennis shoes and hockey pads all in one ad group; it is just too many themes. Instead, try creating a campaign for each sport; within each campaign, you can then set up ad groups for the categories of products you sell for that sport (e.g. accessories, clothing, equipment, training videos, etc.)

(Shown in photo are Sue and Scott at Saguaro's.)

Remember, your keywords are married to your ads; therefore, you want to ensure that your ad text and keywords are very closely related. If you are finding that is not the case, it is usually an indication that you need to break apart your ad group into multiple ad groups.

An organized ad group is not only easier with which to work, but it also positively affects quality score, which, in turn, will help reduce your cost-per-click (CPC).

Remember, too many cooks can spoil the broth, so don’t spoil your PPC account with a jambalaya of campaigns, ad groups, keywords and ads!