Why a good PPC structure is vital for success

Written by Phil Birss: Group CEO.
· 4 minute read

Great PPC account structure is an integral part of any PPC account and is an area we work continuously on optimising for our clients here at RUN2. A good account structure can save you a lot of time with the organisation and navigation of an account, but a good structure can also increase your account’s performance by making campaigns easier to manage and optimise. A strong account is also beneficial to targeting and makes it easier to optimise the targeting of your campaigns.

Even though good account structure is the pillar of success in PPC, it’s not uncommon for us to see accounts that have been poorly set up. Below are the main areas where we see account structures start to get a bit messy.


What’s the goal?

What’s the goal of your campaign, are you trying to build awareness around a brand or product?  You could even be focusing on acquisition and growing leads or sales. It’s important to have full clarity on the objectives because this will determine how an account should be structured.


Keyword match types

Are the keyword match types structured in a way that makes them and their budgets easier to manage? A good match type structure helps with the accountability and performance keywords and their ad groups, this helps to determine which match types are the most or least viable. Match type ad groups require a bit more essential maintenance though and its important to stay up to date with this.


Naming and labelling

The naming of your campaigns and ad groups should make your life as simple as possible when it comes to navigation, organisation and reporting. Having campaigns and ad groups that are specifically named ultimately leads to a more logical structure, which in-turn makes your keyword targeting and budget management easier. Labels are also a very handy tool for organisation and can be used for almost anything and everything in a PPC account.  


Campaign settings

It’s important your campaign settings reflect that of your goals, the settings are a big factor in determining how you’re going to reach those goals. Don’t overlook any area of the campaign setting as each is integral to the delivery and performance of a campaign.


Preservation of data

If you’re restructuring an account then, unfortunately, you’ll have to make some tough decisions when it comes to historical data. If you make too many unnecessary amendments to the account structure much then you’ll lose too much historical data, and if you don’t mess around with the structure enough then the performance of the account will be affected. The key is to find the balance between the two and accept that not all historical data can be kept and that some historical data is not always worth preserving.


Final thoughts

Make sure you get your account structure to a strong enough place the first time around. It’ll make your life a lot easier when it comes to the management of the account, reporting on performance and great account structure can also save you time and money. Make sure you optimise the structure as you go along but if you’re starting from a strong place it shouldn’t need a lot of maintenance. If your goals change or you have various goals in an account make sure those campaigns are optimised or are structured in a way that supports those goals.