Pay Per Click Marketing - Structuring a Pay Per Click Campaign

Pay Per Click Advertising has become the need of an hour for most of the marketing professionals doing Internet advertising. At this crucial time, when business people are demanding for higher traffic with less investment and higher returns search engine marketing has come up as a weapon which can give one the most desired results.

Pay Per Click Campaign - What is PPC Campaign?

Pay Per Click campaign consists of relevant keywords which are further grouped into their respective ad groups to ensure a good quality score and click through rate. The higher relevancy in the keywords results into higher quality score and CTR rate. So, it is very essential to put highly related terms in your PPC advertising campaign. Besides, the keywords should be grouped in such a way that each ad group should be momentous to generate substantial amount of traffic.

Pay Per Click Campaign - What should be the optimum number of keywords?

Google has not set a limit for the keywords to be put in an ad group but, one should restrict with 20 -25 keywords in an ad group. Advertisers tend to put all their keywords in one ad group, which results into poor quality score because they are not relevant and they are not clustered into theme ad groups. For example - An advertiser is running a PPC campaign on selling shoes

low price shoes, casual shoes, formal shoes, jogging shoes, red shoes, black shoes, brown shoes, mens shoes, womens shoes, kids shoes, discount shoes, sale shoes are the keywords.

Price - low price shoes, discount shoes, sale shoes

Demographic - womens shoes, kids shoes, mens shoes

Pattern - casual shoes, formal shoes, jogging shoes

Color - red shoes, black shoes, brown shoes

Above given are different ad groups with relevant keywords. A targeted ad group with relevant keywords ensures an advertiser to write a targeted ad creative thereafter, which results into higher number of traffic.