A Simple Guide to Pay Per Click (PPC) Advertising (Part 2)
Part 1 of PPC Guide Part 3 of PPC Guide Welcome back to the second part of our guide to pay per click! We will be talking more in-depth about account structure, goals, key performance indicators and how the pay per click auction works.
Account StructureAccount: Your account is at the top of the structure where everything else is housed. Within this section of the structure is your contact information and your billing (how you will pay as well as your invoices.) Campaigns: Campaigns can be apportioned in several ways, depending on the website, performance, and structure. Enclosed within each campaign is a defined daily budget, the choice of network that your ads will run in (will explain in the next post), how you chose to target your audience, as well as scheduling the time of day and days of the week you want the ads in this campaign to run. Adgroups: The adgroups become more specific and are used to differentiate the ads that are shown to make sure they are as relevant to the keyword that triggered them as possible. Agroups will contain the keywords and their bids, ads that you want to show, and landing pages.
Pay Per Click GoalsThe first step to starting your account should not be anything technical. The one thing that will drive all your pay per click based decisions should be what you want to achieve with it. Although many business goals can be achieved through PPC, it boils down to these two most common ones:
- Increase sales