Search Engine Advertising: Buying Your Way to the Top to Increase Sales, Second Edition

Chapter 6Campaign Setup: Structuring Your Listings

Having the right campaign structure can make the difference between success and failure. Often, search marketers set up PPC accounts in the search engines when they are just learning about search engine marketing and never revisit their original campaign setup or structure. This is a mistake, because the engines are constantly tuning their algorithms and adding new features. Unless you regularly revisit your campaign structure, you’ll find yourself falling behind, losing money, and missing opportunities. Therefore, although this chapter is primarily for first-time campaign setup, it’s just as valuable to those with existing campaigns. Later chapters dig deeper into some of the areas covered ...