PPC 101: How to Organize Ad Groups

PPC 101: How to Organize Ad Groups
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Brad Geddes

Last updated September 8, 2017


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Pay per Click (PPC) is exactly what it sounds like: a business model in which the cost of an advertisement is based on its performance, or the number of times it’s clicked. Search engine marketing, also referred to as search engine advertising, is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches using a keyword or keyphrase that’s related to the business’s product or service. 

The overall goal for a marketer using PPC advertising is for each click to be worth the fee that is charged. This means the cost per click is low and the site visit is valuable enough that a profit is being made.

PPC campaigns require marketers to understand ad groups and how to create them, and while the concept is simple enough, there are a lot of details that go into creating successful group organization and optimization, and user behavior. 

To illustrate each of these concepts, we’ll walk you through one business’s process as they define keywords and ad groups in order to turn searchers into paying customers. The following infographic will put you in the perspective of Bill—a real client of mine who used this organization method to yield real results with his plumbing business.

Find out why ad groups ad keywords matter in part two of this infographic coming soon and delve even deeper with Simplilearn's Advanced PPC course.

About the Author

Brad Geddes is the author of "Advanced Google AdWords", and founder of Certified Knowledge, an online source where the Paid Search community comes together for PPC training, tools, and advice. Brad makes it his mission to share his expertise in Paid Search with online marketers so they can build successful online campaigns that generate business. He frequently writes columns for Search Engine Land, co-moderates the AdWords forum on Webmaster World, has spoken at more than 35 conferences, and has led more than 60 AdWords seminars.


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