The PPC Keyword Generator: How to Create Massive PPC Ad Structures
Spaceboost’s methodology is as simple as it is effective. And, quite simply, this is the future of online advertising. With the Spaceboost PPC Ad Structure Generator, you can create massive ad architectures using your product information, reach 100% of your target audience, and take advantage of our machine learning algorithms to optimize the performance of your investment across the board. This is high quality architecture PPC advertising.
In an earlier post, we explained how Spaceboost’s PPC xml Feeds let you link your product catalogue and automatically create campaigns with thousands of custom ads. The next step is to build structures to put this information to use. When we talk about defining a structure, we mean defining the way in which you will create your campaigns, ad groups, keywords, and ads based on the information you want to show your target audience. Here we set out the best practices to follow in order to create your perfect custom ad structure, from defining your objectives, to segmenting your audience, and categorizing the different products, items, or services you want to advertise.
Create massive PPC Ad Structures
For example, before you begin, you need to know if you’re going to create a single campaign with multiple ad groups inside, or multiple campaigns with a single Adgroup for each of them, how many ads you want per ad group, and so on. In each case, you should always adhere to the following checklist of guidelines to decide how to structure your campaigns:
- Define the objectives of your campaigns.
- Choose how you want to separate your audience, using the architecture of your website to select which keywords your strategy will be based on.
- Try to categorize all the available information as much as possible in the different Adgroups you create, as this will help you get the highest Quality Scores possible.
What are Your Objectives?
First, you must decide whether the goal of your campaigns will focus on getting traffic and increasing the recognition of your brand, or if you are looking for leads, or conversions. In the first case, you will need a broad structure and a generic strategy, while for leads or conversions we recommend applying a long tail structure.
Before you input anything into the Spaceboost platform, take the following steps:
- Decide what you want to consider as a conversion in your account (if you want to get traffic, leads, or sales).
- Check the conversion funnel (+ be sure that the web pages that you are redirecting to are well-targeted, and correspond to what you offer in your ads, and whether they offer easy conversion on the basis of goal you are looking for).
- Track the conversions that your campaigns are getting (verify that the conversion tracking code is correctly applied at the points that you are interested in, and contemplate the option of adding new conversions, for example phone calls, downloads of applications, etc.)
“The Structure Generator is what sets us apart in the world of PPC Automation. It saves advertisers an incredible amount of time and allows them to reach users in a much more targeted way than would be possible without technology.”
– Pablo Molins, Spaceboost Account Manager
Define Your Ideal Configuration
In order to define the most appropriate limits when setting Goals in the Spaceboost Structure Generator, there are a couple of concepts to consider:
- Acquisition Cost or Cost per Acquisition/ Lead (CPA / CPL): If your goal is to get leads or sales, you must calculate an objective CPA or CPL, which should be as realistic as possible, because all your budget will be intelligently dedicated towards achieving this objective. If your ads are not generating traffic, for example, it may increase your Max CPC in order to get more clicks and more conversions in order to complete the objective you set.
- Starting CPC or ‘Max CPC’: Once you have defined your objectives, you will have to determine the starting CPC for your keywords. To do this, you can rely on the following formula, by which you will get the balance CPC using the Conversion Rate that your product has and the CPA or CPL you want to get:
Conversion Rate x CPA or CPL = Balance CPC
- If the Balance CPC you get is very low compared to the competition, you will need to consider the option of revising the target, or looking into how to increase the Conversion Rate of the product.
What Are Tags and How Do I Use Them?
A tag is the name that you give to a set of values or attributes in your Data Feed. The key to building a perfect structure is defining values in your feed that will allow you to use the information you have to separate your campaigns and Adgroups into different categories.
When you design your structure, you must decide which information you want to include in your campaigns, and categorize it in a way that is distributed under different tags based on how your website is organized (categories, subcategories, destinations, locations, product types…).
For example, in a feed with XML format, a tag will correspond to all of the attributes of each item that you have included in the feed, as details. In this case, a feed with a CSV format, the tag corresponds to the head of each of the columns and represents the title of each type of value that you want to include.
How to Drive Better PPC Results?
Once you have created your structure, you are ready to drive much more efficient online advertising investment. With these massive custom ad structures in place, you will be able to reach 100% of your potential customers, including all the possible combinations of your product information, audience insights, and strategic information (location, language, time etc.) and ranging from generic keywords to those that represent high-value, little-exploited long tail audiences.
If you have more questions – there are lots of options. Our blog is full of best practices, market insights, practical tips, and razor-sharp news, if you want to learn more about PPC Automation, you can join the Spaceboost Academy and learn from our veteran and innovative team of experts, and, if you really want to speak to someone – get in touch at email@example.com.