PPC Account Structure
One of the most important aspects when looking to create a successful pay per click campaign is the PPC account structure.
An account must be setup in a way that matches your business messaging but also takes advantage of management controls that help improve the quality, flexibility and focus of campaigning.
A typical ppc campaign is segmented into a number of hierarchical levels each having its own controlling parameters that help shape your advertising exposure and spend. Some controlling parameters include:
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Target Audience (Definable Language, Location, Audience Demographics)
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Campaign Budgets & Keyword Maximum Bids
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Campaign Scheduling
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Media Inclusion (Search & Content Partners)
To display the hierarchical nature of a typical PPC account structure please refer to the image below.
