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Campaign Structure in PPC

Campaign Structure is the foremost thing that makes or breaks an account. This is where you can manage your budgets for your account. The most basic campaign structure is classified into these four campaigns, namely:

Corporate campaign is where you create clusters for your corporate keyword and its variations. In this campaign, you look into the fact whether your corporate keyword appears in your ad and in the landing page.

Core Campaign will have all the clusters of keywords that directly relate to your business. For example, if you are a used-car seller, your Core Campaigns will contain clusters like used-cars, second-hand cars, pre-owned cars, and so on. This is the campaign where you should allocate more budget as this relates to your business directly.

Competitors Campaign will have keywords of all your competitors’. In this campaign, you bid on the same keywords as your nearest competitors who affect your market share. This campaign will allow you to show your ads for competitor keywords, and if there are customers who are not satisfied with your competitors’ service or products, may switch to you if they see your ads are more convincing.

Fringe Campaign will contain keywords not directly related to your business but will contain keywords that are close to it. For example, a used-car seller’s Fringe Campaign could have “car seats,” “car performance kits,” “tires,” and so on. A small budget should be allocated to this, though it is not directly related to your business, it might attract customers who are looking to enhance their car’s performance at a smaller budget. This is where in you can chip in and offer a used-car at a good price.

Now, the question is where all you want your ad to show up. You have  three options: Search, Content and Site-targeted.

Search allows your ad to show up only on popular search engines like Google, Yahoo, MSN, etc. This is beneficial if you know that your customers search for your product on the World Wide Web.

Content allows your ad to show related content on various sites like forums, community sites or social sites. This can be used when your customers are not aware of your product and research for it on these content sites.

Site-targeted strategy allows your ads to show up on those specific sites where you want to advertise. This can be used for sites you know your customers visit often.

Other than these, you can also use Geo targeting when you are targeting specific geographic regions. In Google, you can target specific cities and its surrounding areas. Language targeting can also be used to target those customers who use certain language-specific search engines.

These are the most basic campaign structures that you should use to create an effective campaign strategy to reach your goals.

Contributed by Chetan Prakash Umarani

Team Position²

Position2 is an innovative digital marketing agency that accelerates demand through integrated Content Marketing, Paid Acquisition, and Marketing Technology solutions. Our demand acceleration solutions map the buyer's journey across multiple touch points such as search, social, mobile, media, and email. These integrated campaigns are powered by cutting-edge content creation, digital advertising, web design/development, marketing automation, and analytics. We serve hundreds of clients ranging from VC funded startups to Fortune 500 multinational firms. Our 200-member team is based in Silicon Valley and Bangalore and consists of marketing gurus, engineers, data scientists, writers, and designers.