First of all, I want to thanks James for inviting me to write a post about PPC for Measure This. When James first asked me to write about PPC, I was wondering where I should start.
After getting inspiration during Christmas and New Year’s Eve, where we usually announce “New Year, New Beginning”, I thought why not write about how to start to name our campaigns? I believe in best practices and for some first time PPC advertisers this seems very straightforward, but if you use the correct naming convention for each campaign, it will be easier to analyse the results of your ads performance.
Name PPC Campaigns
The principal idea of giving correct names to PPC Campaigns is to allow us to organize and structure the account and enable scalability. With high volumes of campaigns, ad groups, ads and keywords. If you don’t organize your ideas, you risk complicating your reports.
The following example considers a fictitious PPC account advertising for English speaking countries, with the exactly same service/product in each campaign. First of all, you can create different campaigns, separating the different networks to easily distinguish the results when analysing them in MS Excel.
Here is an example:
UK – Display
UK – Search
Nigeria – Display
Nigeria – Search
Kenya – Display
Kenya – Search
Using a proper description at the campaign level, you can use Excel to give you the results for each country, or if you prefer, the overall performance of display and search separated.
Extract the report from Excel and insert a new column titled “Network” and use the following formula:
After, select the data and create a pivot table. Move the “Network” to the Column field:
and create a new calculated field in the pivot table with the CTR:
Now you can easily see the overall results from your campaigns:
This way of Naming PPC Campaigns using “-“ or “.” or other characters can help you to structure your account according to your business or key data that’s important to your reports. All you need to do is to substitute the symbol in the “campaign name” and use the same symbol in the formula. Just think about your product/service and the way you intend to report it to your directors/clients.
This same principle can be applied to each ad group where you can name Ad Groups for the same product/services in different countries and compare which Ad Groups have the best performance.
So, to conclude, the real focus here is to be aware that creating names according to our account structure using characters can helps us when we create our reports data using Excel tools for PPC Campaigns. Yes, you can also get some statistics directly from Adwords but as your account expands and become more complex, you will need to extract specific data related to your business. And this method could simplify your life and save some precious time.