PPC Account Structure
Pay per click account structures are fundamental elements in the continued success of any PPC campaign irrespective of advertising platform.
PPC accounts are highly configurable and any advertiser should ensure that campaigns fully utilise the flexibility offered by the parametrised management back-end.
A well designed pay per click campaign will support improved audience targeting and budget spend efficiencies.
We need to look into various strategical aspects of what you are trying to do through pay per click advertising. Are you looking to raise business/brand awareness? Are you looking to support tactical/promotion activities? Are you interested in advertising within a certain location?
A pay per click account is typically represented by a number of management hierachies that control and shape the focus and intention of the campaign in line with your business limitations and budgetary guidlines. Typical configurable parameters available to an advertiser include:
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Location, Audience Demographics
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Daily/Monthly Campaign Budgets
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Keyword/Adgroup/Campaign Maximum CPC Bids
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Advertising Schedules
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Inclusion of Content Targeting
The image below represents the hierachical nature of PPC Accounts, in this case Google Adwords.
