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How to structure PPC campaigns for maximum results?

If your brand is struggling to get new leads, a well-structured PPC campaign can help you meet your lead generation goals.

Budget is all a small business worries about but marketing is equally important. We’ll walk you through a flexible, easy-to-perform, and cost-effective way of designing your PPC campaigns.Planning overall PPC campaigns helps you tackle the lead’s performance and drive maximum results under a defined budget. To reach new customers online, you need to know some PPC campaigns basics and understand how you can structure PPC campaigns for maximum results. That’s what you’ll be learning with Omni Branding.

PPC: Know the basics

PPC - also known as Pay-per-click - is the concept under digital marketing in which advertisers buy visits to the website. In simple words, it is the amount that advertisers pay each time their link is clicked on by visitors.

Nowadays, PPC campaigns are extremely complex. You need to be strategic with your plans and proactive to the upcoming risks. Let’s make your basics strong first.

Common terms to know

CPC (Cost-per-click): CPC is the performance metric which measures the cost of each click on your ads. For example, if you bid $500 on overall advertising and you got 400 clicks. Then divide 500 by 400. Your CPC will be $1.25 that you’ll be paying each time someone clicks on your ad.

CPA (Cost-Per-Acquisition): Followed by each action you set in your ad, you’ll have to pay for it. It can be a form submission, watching a video, or a sale click. CPA can be calculated as follows;

CPA = CTR (Click-Through-Rate): It is a metric that measures the campaign’s success which comes in percentage. To calculate, use the following formula; ​cost ÷ number of acquisitions

CTR = clicks ÷ impressions 

How does PPC work?

Pay-Per-Click model works on bidding which affects the ad placement. After creating an ad with keywords, you set the amount you’re willing to pay for the clicks. There are different advertisers who are willing to outbid you just to rank at the top place. This auctioning is the main factor which determines the ad space and its placement whenever someone enters the keyword. There are other factors too which affects PPC placement including ad quality, CTR, format, enabled extensions, relevancy, and landing page quality. 

Main PPC platform - Google Ads

Google Ads is a PPC advertising platform on which businesses can create ads and bid on keywords for the PPC placement on Google. This powerful platform allows you to run ads with amazing opportunities that display on the Google display network (Apps, millions of websites, and other Google properties). The ad should be interactive and of high quality.

Important components of Google Ads PPC campaign

Along with structuring a PPC campaign, there are some important components that deserve transparent attention individually. Before structuring a campaign, work on these important components for a successful PPC campaign. 

Campaign type

Depending upon your marketing goals, you can decide between the 7 campaign types i.e. Search (Text ad), Display (graphics ad), Video (film ads), Shopping (product ads), App (app promotion ads), Smart (automated ads across the web), and Discovery (ads on Google properties including Gmail, Youtube, etc).

Ad groups

Ad groups are more specific and relevant to the product or service which houses keywords, text, graphics, and landing pages. There’s no limitation to the number of ads you can have but it is suggested to keep them low in number to make it manageable.


Keywords must be relevant to the product or service you’re promoting through the ad group. This component affects the bidding amount, ad quality, quality score, and match type. Make sure that the keywords you make a list of are reflecting your target audience’s intent. 

Ad text

This is what the users will see when the ad appears in the results. Try to make it humanized which triggers humans at an emotional level. Add relevant words and phrases that persuade people and give them a reason to become a lead. 

Landing page

This is where ads clickers will be directed to. A relevant and optimized landing page followed by strategic approaches in the display, graphics, user experience, and content will do wonders and get people on the desired board.

How to structure a PPC campaign on Google Ads

There’s no specific recipe that will lead you to a well-structured PPC campaign. What makes a difference is the factors, your marketing goal, and the component you focus on. Follow these steps to get on track and define your strategy for it. 

Study the structure of your website

Does your website have categorization pages that link to the desired product? Are you offering different products in one niche or your website focuses on different niches? What’s the hierarchy of your website?

Map out your products/services

Each product holds different characteristics yet touchpoints differ based on the value and demand. Find out if your products require ad groups or a whole different ad targeted for different keywords. What’s the value of your product? What type of keywords are you targeting? This will define your budget bracket.

Specify the location

Is your business location-specific? Are you targeting customers locally or internationally? Does the radius of the city matter for your campaign? Take some time and find the answers to these questions.

Perform keyword research

Randomly noting down keywords will not land you on the stage where you can address your customers. Here, search volume, keyword difficulty, and cost-per-click come into play. You need to get strategic when performing keyword research. Based on these factors, decide which keywords are best for your ad. You can use Ahrefs or Semrush for this task.

Start creating your campaign

When creating your campaign, you need to focus on these key areas to avoid the risks and select options that align with your marketing goals.

Type of campaign

Depending on your marketing goal, you’ll be deciding whether you want to go for a search network with display select (prediction-based ad show), search network only (relevant Google searches and its properties results), display network only (sites that your target audience visit), or shopping (product listing).

Bid strategy

You have two options; set the bid manually or let Google decide within the target budget. Find out which works for you the best.

Bidding and budgeting

How much are you willing to pay for each click? This is what you decide by staying under your marketing budget.

Create an Ad Group

In your campaign, you need some ads that will run on Google. Make sure that you create different ad groups relevant to the products you chose. Under the campaign tab, select “Ad group” and start working on it. Make sure that you follow Google’s Ad approval guidelines, focus on the character limit (30 characters for the headline and 80 characters for the description line), and add the relevant landing page.

Add keyword list

Add extremely relevant keywords to the Ad group you have created. When adding keywords, make sure you use match types to control the keywords i.e. “phrase match”, and [exact match]. By default, the keywords added are a broad match.

Repeat the process

For creating ad groups, repeat the process and make sure you follow all the steps and answer questions effectively to make the creation process efficient.


If your marketing goals are linked to ROI, you need to understand the basics and know how to structure a PPC campaign. When the ad goes live, track its progress and make adjustments according to the need to attract more leads.

Need help with your PPC Campaign?

If you're in need of PPC campaign management, look no further. We will help you manage your PPC campaign and ensure that you rank well. With our help, you'll be able to maximize your ROI and reach your desired target audience. Contact us today to get started!

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