Is this a well structured campaign?
We are about to launch a wedding campaign for our microsite. Here is how I plan to structure the campaign.
Total of 18 Campaigns:
17 Service Specific [10 less popular, 7 more popular services]
Budget Allocation Ratio:
Less Popular Vs. More Popular
Each campaign will have two keywords only
1.short tail generic (wedding photographer)
2.service specific + location (wedding photographer manila)
Is this a well structured campaign?
Please provide your feedback. Thank you for your cooperation.
It looks good to me, but I believe that the keywords list which you tend to target looks very limited.
Additionally, I would strongly encourage you to create a separate Google Display Network Campaign because your ultimate goal is Branding as you mentioned and for that Google's Display Network could be the real profitable for you.
Also, I would advice you to go through this excellent article about structuring your Adwords account and Campaigns.
Let us know if that helps!
In above post Pankaj explained you very well. In addition of him I would like you to visit below link:
Hope it will help you!
In addition to above Great Advice. Your campaign structure looks nice but I would never separate my campaigns down to services until unless my Geo targeting is different. OR Services includes long list of sub categories.
In this situation, I would keep three campaigns:
1) Branding (One adgroup for brands keywords)
2) Popular Services (In this I would keep adgroups for 7 popular services)
3) Less Popular Services (In this I would keep adgroups for 10 popular services)
Nice Adgroups Structure with focused adgroups (keywords + adcopies). And Proper usage of Negative Keywords.
Then I would expand on keywords as Pankaj & Anchal pointed out.
Just a thought! It may contradict with Other advertiser's thoughts!
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Hope you are doing well.
As far as the account and campaign structure is concerned I don't have much doubts about the layout which you have mentioned.
The element which you would want to focus apart from the structure is "relevancy" between the ads in each ad group,keywords and the landing page associated on an ad group or keyword level.
Its cool if you want to go ahead with only 2 keywords per campaign at the start but I am sure you can add different match types for those keywords. In my view, sighting the limited keywords you want to advertise on, modified broad match and exact match types would do wonderful for your campaigns.
These match types would trigger your ads for the most relevant searches and thus would bring more control than just using "broad match". As you incurr clicks the search term data for your ad groups will keep accumulating and would provide you even more valuable information as to which other keywords you can add and bid on but thats only if you wish to
Best of luck.
Re: Is this a well structured campaign?
Google Adwords in the Philippines has lesser competition compared to Singapore & Malaysia (where 11 spots on the first page are occupied most of the time). Majority of the advertisers here are handled by enrolled agencies in Google Engage or by SEO Company who eventually ventured to PPC.
Moving Forward, When we launch our PPC Campaign in Google, our Goal is :
( Targeted Text Ads + Engaging Banner Ads + Highly Relevant Keywords + Competitive Controlled Bid Limit ) - (Generic Text Ads - Unattractive Banner Ads - Irrelevant Keywords - Duplicate Keywords - Irrelevant Placements - No Bid Limit ) = More Clicks = Cheaper Cost Per Click = Higher ROI
Thank you for sharing your expertise. This is an addictive community (on a positive sense) , where learning is beyond the basics...contribution is paramount...and once again Thank You!