Creating an entirely new PPC campaign from the scratches is a challenging task. Structuring and restructuring of ad campaigns is a tedious but necessary process as it is through changing bids that you can determine which click combination works best for you. Restructuring PPC account needs to make an impact on the overall paid promotion.
It may so happen that your PPC campaign refuses to work. Restructuring PPC account from the very basic stage becomes necessary when you need it for the long run. Hence, be prepared to give ample amount of time if you are planning for restructuring PPC account from the scratches.
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Steps in restructuring PPC account
Defining an SEM goal
Goals and targets are important when you plan to restructure your PPC account. Unclear objectives may often lead to under-achieved targets or no achievements at all. Making a fool-proof PPC campaign is necessary along with keeping the targets focused and in the forefront.
The metric that you achieve through your PPC campaign is the most essential and pivotal traffic for your site. It is based on these metrics that the future targets and goals are set.
Segragate your account
Completely abolishing your present PPC campaign while you develop a new one is not feasible. It can also affect your search rank. Hence, rather than restructuring your PPC account all at one go, it is better to restructure it in bits and pieces. A/B testing of the small changes that you implement is necessary to check the improvement in the PPC campaign that is being achieved through these campaigns.
When you are confident of the performance for your new structure in your paid promotion you can apply the new campaign.
Optimization of account
Optimizing your restructured account and maintaining it is necessary in the long run. A simple PPC account is easy to understand and hence easy to change or edit. A complex account structure is difficult to decode and manage.
Account management requires you to use relevant keywords, ad group and campaigns etc. Segregating your PPC account product-wise or location-wise sometimes contribute immensely to your restructured PPC account campaign.
Bidding forms one of the most important tasks in a PPC campaign. However, it can become quite complex if there is an ill-structured and unsegmented PPC account. Budget plays an important role when it comes to bidding. Promotion of multiple products through the same PPC campaign reduces the time each of exposure each products get. It may also happen that the product you promote at one point of time may not find relevance to the viewers then.
Promoting the right product at the right time to the right audience will give you high conversion rate. However, increasing the exposure time for each product is necessary to ensure conversion. Hence, it is advisable to find a niche for the product and then concentrate on promoting it.
Keeping a watchful eye on all the elements of a campaign while restructuring PPC account is necessary. Establishing parameters help in keeping track of the new changes and inclusions made in the restructured account. It would then be easy to identify elements that are performing well and the ones that need to be removed because of under-performance.