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Adwords Account Structure – Campaigns

There is no denying that account structure is super important. There are many accounts that I have worked on where an account restructure has dramatically increased performance. How? Good account structure improves an account in 2 ways.

First, it clearly defines to the advertising platform (Adwords, Bing, etc.) where you want your ads to show. This means that your ads should be serving how you expect them to and your keywords are not competing with each other in the auction. This ultimately should result in showing the right ads to the right people.

Second, it makes it easier to manage. You know where things are and the organization allows you to know what your account optimizations will actually do.

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Project Management: Plan Your PPC Optimizations

The Easy Part

In the last two posts we went over choosing a tool and determining a cycle length. Now it is time to plan what you will do in that cycle. With Pay-Per-Click this is fairly easy because there are defined ppc optimization tasks that you do for every account.

If it makes it easier. Break your tasks down to the individual things that you do. Then assign each task the time it takes to complete. Then you can easily order the tasks however your like.

The Hard Part

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S.W.O.T. Analysis of Your PPC Advertising Strategy

This is the third post in a series entitled: “5 Analysis Tools: A Conceptual Look at PPC.” This series will focus on utilizing these five tools to help you develop a strong paid online advertising strategy.

Pay-Per-Click S.W.O.T. Analysis

swot analysis
The S.W.O.T. analysis is a great tool is to evaluate the Strengths, Weaknesses, Opportunities, and Threats of your PPC advertising (as well as your overall marketing and business objectives). In general use, it groups information into two categories: internal and external factors (Wikipedia).

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