Structuring Your PPC Campaigns

Structuring your PPC campaigns into an organized, well-thought out methodology significantly impacts how  you're able to optimize to your CPL or ROAS goals.  Understanding that budgets are set at the campaign level allows you to structure your account in a way that enables you to set budgets for specific campaigns or topics that will drive the most cost efficient leads or revenue to your site.

Brand vs. NonBrand Strategy:
From an overall account strategy perspective, it is first important to segment your campaigns so that you are able to measure the performance of brand vs. nonbrand performance across your account.  That means, setting up separate brand and nonbrand campaigns with their corresponding budgets so that you're able to optimize to both a brand and nonbrand CPL or ROAS goal.

Setting up your brand campaigns is very simple; just consider adding all variations of your brand, corporate name and website into your keyword mix.  Then focus on preparing ad copy that will differentiate your brand with other affiliates or comparison sites that may also attempt to bid on your brand name.  This strategy allows you to maintain top ad position on SERP page for your brand name so that you're able to target searchers looking specifically for website (ahead of your competitors).

From a nonbrand perspective, you should first analyse the structure of your website to determine how each campaign should be organized.  Whether by product category, business unit, product ailment or health condition, this level of detail helps you to quantify how much you are willing to spend per day to drive relevant traffic to your site based on these areas.  For example, if you're selling to apparel, you should first look at how your merchandising team looks at their product grouping and their performance.  This strategy will help you integrate your online strategy with your offline strategy to better analysis performance across both channels.  This will also help you determine the investment amount per day that you're willing to spend based on historical offline performance and calculate the lead/revenue requirement  for a positive return on investment.

Source: VisionarySearch.com - PPC Boston, MA