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04.28.08 Step By Step Guide To PPC Campaign Setup  By
Dave Davis As we grow and take on more and more clients as well as consult with smaller clients, there has been one very alarming trend that we have noticed. The majority of business owners coming to us asking us to "fix" or "improve" their PPC campaigns all arrive with their accounts in the same state. Poorly set up and poorly performing. This is a little mind boggling as all PPC networks give explicit instructions on how an account or campaign should be set up. I will now go through step by step how we set up our campaigns and our campaigns for clients. This is quite a long article, so don't say you have not been warned. Before we start, here are three tips to save you time and get you the most out of your PPC campaign using this guide: • Download the free AdWords Editor tool from Google. • If possible, create a new account for your content network campaigns. • Download the free KeyWordPad tool from GoodKeywords. We will first start off creating our campaigns in AdWords because the tools available make for easy creation here first and AdWords makes it even easier to export your completed campaign for use on other PPC networks. I would strongly advise against using AdWords starter edition if you can help it as it encourages "lazy" and hence poor performing account structure.
Step 1) - Account Structure Determination  The first step is to understand how your account will be structured. It is usually best to consider the product or service that you are offering at it's most granular level and create your account like a tree. So if you have a site selling a software product or products, you should create a new campaign for each feature. For example, if you are selling some sort of image editing software, you should have a different campaign for "image editing" and a different campaign for "photo editing" and so and so forth. Inside each of your campaigns you should have generic ad groups (like a "cheap image editing software" group and a "buy image editing software" group) as well as an ad group for all the features relating to the root keyword (image editing). This may seem blindingly obvious but you'd be surprised how many advertisers just lump everything into a "software" adgroup with the default "campaign #1? name. The tree should branch out immediately, more like a bush. So keeping image editing as an example, a single campaign will look like the attached image. Note, there are actually a few in this example.Caveat. Each account is different. Splitting your account up into as many campaigns and as possible will give greater visibility but less general manageability. Find the right balance for you.
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