Explained! Advanced Way to Structure PPC Campaigns (Best 6 Practices to Know)

Sales and profits are two important goals of any PPC campaign such as Google Shopping Ads, Ecommerce, or retail advertising. Brands and agencies pursue objectives through Google Ads and shopping campaigns offering seamless control, structuring, and reporting the visibility of their services or products for maximum performance.

Whether the business is looking to elevate the performance of the campaigns or to develop a building from scratch. The shopping campaigns need better structuring that significantly impacts the ability to get the most out of the ad spend. By cobbling the products together and varying the profit margins, elevating the demand, and outshining supply chain constraints, it is all required for PPC’s budget optimization.

Basic Elements of Structuring for the PPC Ads/ Google Shopping Campaigns

Each campaign encompasses multiple ad groups which are essential to categorise products into groups. There are many online sellers, who need to do a lot, they don't need to spend extra based on time setting and testing them. But if you want to beat the competition you need to put some extra work into it.

The PPC Ads or the Shopping Ads have unique features as a four-tier hierarchy of elements.

Priority Campaigns: In these PPC priority campaigns, the user can choose from three campaign priorities. High, Medium, and Low.

High Priority Campaigns: These campaigns are ideal for the products that are upcoming or new arrivals, best sellers, or those that are placed in the category of clearance. These products are more focused on selling than others.

Medium Priority Campaigns: Medium Priority campaigns are well designed to showcase the product categories and specific product lines or to enable the targeting of particular regions.

Low-Priority Campaigns: The low-priority campaigns serve as the catch among all of the advertisements. They cover all about products or help the entire store gain attention from a single campaign.

Ad Groups: This group of advertising assets is oriented around people’s search queries.

Product Groups: This includes the collection of sales products that have a shared set of attributes.

Products: These relate directly to the items present in the catalog.

6 Must-Know Shopping Campaign Structure Strategies

One Campaign & One Ad Group

This is one of the basic categories to start a shopping campaign, it needs to create one campaign, add a single Ad group, and then segment into product groups. It has pros in that it requires a simple setup and less ongoing management.

Limitations

• Lack of control over search queries through shopping ads and negative keywords.
• Difficult to maximise the bids for hanging high-intent interns without increasing the generic clicks.
• It has no control over search queries at a product level.
• Some products don't receive exposure or clicks.
• It becomes challenging to manage the poor-performing products until they don't get removed from the shopping feed.

One Campaign & Numerous Ad Groups

In this campaign structuring, the shopping campaigns need to involve setting up a single campaign with multiple ad groups. This structuring of the campaign offers a clear sight for the performance evaluation, allowing different product types and allowing the user of distinct negative keywords for various groups. Having this method enables simplified performance, reporting, and tracking of each product type. It improves targeting through the use of negative keywords.

Limitation

The single campaigns and numerous ad groups structuring has one limitation which draws the same budgeting pool for all.

Two Campaigns Using Campaign Priorities

The concept of having two separate campaigns has greater control over the search terms for which the products appear. It helps the campaign to achieve the campaign’s priority settings and negative keyword lists. The advantage of this structuring lies in creating a simple setup, it needs to create the first campaign and then duplicate to adjust the priority settings.

It needs to increase the control over bidding to elevate intent terms like brand specifics or terms to convert into queries.

Limitations

• It requires the management of twice as many campaigns
• Campaigns need not be budget-limited to prevent irrelevant queries.
• The inability to control the search queries at the product SKU level.
• The product segmentation in one Ad group within each campaign is quite challenging.
• Some products are limited with exposure due to product groupings.

Three Campaigns with Three Ad Groups

The campaigns with at least three Ad groups enhance the control over the bidding mechanism for higher intent terms with at least three campaigns. It improves account profitability and the ability to set a bidding adjustment for devices, locations, and audiences based on term performance.

Limitations

• It needs to ensure that none of the campaigns are budget-limited and impact the query control directly.
• It challenges the product segmentation within the Ad group in each campaign.
• It fails to control search queries at the product level.
• Some products receive limited exposure or clicks due to groupings within a single Ad group.
• It managed the poor performance of products making it challenging until they were removed from the Shopping feed entirely.

Three Campaigns & Three Groups using Query Sculpting

Addressing the challenge of limited keyword control in Google Shopping and PPC campaigns involves the strategy of dividing campaigns based on their priority and leveraging the search query patterns to enhance performance.

The incorporation of negative keywords into shopping campaigns helps with refining ad targeting. This approach allows people to control where ads won't appear by excluding specific terms.

Limitations

As this structure has complexities, that means it requires more time, monitoring, and testing. The grouping of the products reduces performance and control at the product level. It has also a limit of 5,000 negative keywords for those with many products.

Profit Margin Approach

In this approach, the campaign’s structuring is done that involves the organization’s campaign structuring, and product categories on the profit margins. For instance, if you manufacture your products, the profit margins are likely to shift from the products you resell. It provides more control over bidding for high-intent terms with three campaigns. In this, the user can concentrate their budget and efforts on traffic that yields the maximum results. It enables the setting of bid adjustments for devices, locations, and audiences based on the campaign performance at different types of search terms.

Limitations

• If you offer a wide range of products, you need to create multiple sets of two or three campaigns based on priority groupings for each product category.
• It needs monitoring of the budget to prevent campaign constraints for organizing products within one Ad Group in each campaign can be challenging.
• It organizes products within one Ad group enabling each campaign to become challenging.