10 Important Questions before Setting Up PPC Campaign

10 Questions Before you Set up PPC Campain

10 Important Questions before Setting Up PPC Campaign

Great! You have completed the 1st Phase which is Research Phase for the Advertiser’s PPC account and you must be having a lot of data gathered with many Targeted Keywords and the campaigns, Ads and the Landing pages as per the keywords.

Here’s when the Fun part of setting up the elements of a Campaigns start

  • The Keyword list.
  • The Ad Groups.
  • The Campaigns.
  • The Ads.

Campaign Grouping

In Short everything you need to set up and makes it run in the Paid search Program.Let’s review the Parameters of Paid Search, before we start. Also Check The Best Time to Run PPC Ads.

Paid Search in a Nutshell

  • It begins with when use types a Query in the Search engine.
  • He gets Results in the SERP (Search engine result pages) which includes both Organic and Non Organic (Paid Ads) Results.
  • Organic results Comes out by an Algorithm set at backend which you cannot buy.
  • Non – Organic are the Ads which works on Keywords Matching. When a Keyword is Triggered, It shows you the Matching Results in the Paid Listing, Which you can in the Auction based Model set by the Engines.
  • The Position of your Ad Would is determined by Two Things.
    • Amount you are willing to pay. In General the Higher you pay, more Chances to Display the Ads at the Top.
    • Quality Score – An Idea of Relevance of Showing Your ad to Users.
  • You have to pay only when user clicks on your ad, That’s why the name is (PPC – Pay Per Click)
  • Once the Ad is Clicked, The User will be redirected to the landing page of Your Choice.

This is just a Summary of How does it work, however there are many implication to each of the steps. Defiantly we’ll be going deeper on these topics in the same column or in our Upcoming Posts for example – QA (Quality Score).Now, as you have Your Data with you, but before you set it up, you must have few initial questions in your mind.

Here are the 10 Important Questions before Setting Up PPC Campaign

  • How Many Keywords should I need for my Account?

There is of course no definite answer to this Question. It is like asking a Question like how many colors should be there in a Painting or how many pages should be there in a Book. However we can meaningfully talk on the optimal rage of keywords in an Account.

Fewer Keywords will defiantly be easy to handle or manage; however there would be very less term to tests on. Because each keyword would generate its own Spend/Profit ROI.So if you have more keywords, you would get a chance to stop the poor performing keywords and increase your spend on well performing keywords to get Maximum ROI.


On the Other hand if we have too many keywords. It will be hard to manage them. Every time you get a Report, you need to go through tons of keywords.
You would get completely busy in just managing the terms, which would not only take your time away from managing the better keywords but also increase your expenditure in terms on man hours and which could change the ROI Completely.

  • How much am I going to spend? What would be the Average CPC (Cost per Click)?

Sorry, But these are all Questions that no one can Answer until you start your campaign in real and see what it will do?However, I can Advise you that set your for each campaign which you think is pretty reasonable.
The CPC can vary from 10 cent to 20 Dollars, but that much of amount is taken only if it’s very competitive. But as of now you would probably be paying somewhere between 50 cent to 4 dollars for each click.

Cost Per Click

That’s When a User is sent to your website by the triggered keyword which you have set as per your business, SO that’s a very reasonable cost. And now will you make money? You won’t know until you start the campaign in real and test it. SORRY.

  • Are there any Editorial Guidelines? Can Someone Bid on any keyword for any Business and for any AD?

The Engines have very strict editorial guidelines. The first thing that they protect themselves against the Bad words.They also have restrictions on some other businesses and industries such as Gambling, Guns, and Pharmaceutical etc.

  • What Engine Should I Use for Advertisement?

    It would be good if you start with the Top three Search engines.

    • Google
    • Yahoo
    • Bing

95% of the searches in US are through these top search engines. There are numerous other Search engines as well like Ask, AOL and many more.
Every search engine has its own platform and maintenance Terms which will take days or weeks to be master in. So give 1st preference to these Top Search engines, and then you can expand it according to your need.

  • Which keywords should I keep working on, and which one should I Stop Using?

I’m Sure Many SMEers would disagree with me on this, But I can Keep all of them. Yes! If they came up when you were doing keyword research and they are close enough to make you a Question “If they shouldn’t be Tossed” then keep them all.

But make sure you keep the Questionable once in Different group, so that you can easily Pause them until you are ready to deal with them.Deleting Is easy however, Finding new Performing keyword are harder. You can set a small budget for them and see how they perform.

  • How Should I Group Keyword and Ad Groups into campaigns?

There would be a Complete Post on this soon, But for Just a Short answer, Put the similar keywords in Groups. It should be Looking Natural or there should be a Natural sense of which keywords should be grouped under Product, Brand, General terms etc. Just keep them grouped by Topics and it would be good enough as of now.

Keyword Grouping

  • How many Campaigns, Ad Groups I can create per Group? How many Ads Per campaign I can have?

Here we have some standard account Information.


  • 25 campaigns per account
  • 2,000 ad groups per campaign
  • 2,000 keywords per ad group
  • 50 ads per ad group
  • 1 million keywords per account


  • 20 campaigns
  • 1000 ad groups per campaign
  • 1000 keywords per ad group
  • 20 ads per ad group


  • 10000 campaigns
  • 10,000 orders (ad groups) per campaign
  • 10,000 keywords per ad group
  • 20 ads per ad group
  • 100,000 keywords per account 
  • Can I Bid on Competitor Branded terms and can they bid on my Brand Terms?

Currently only Google allows you to bid on Competitor Terms or use those terms in their AD’s.Yahoo, Bing Don’t allows the use of Trademark terms in the Ads.

  • What’s Click Fraud? How can I Assure that only my Targeted Audience is clicking on my ad?

Unfortunately nothing is 100 percent safe. Click fraud is defined in different ways But the Strictest definition is, whenever you pay for a Click for which you didn’t want to pay.        Who can say that our Competitors are not going to click on our Ads just to charge you? This is something the industry is still dealing with.

Fortunately though, not only search engines are investing money for a serious Technology to stop Click fraud, but some third parties can also help you to find out if you are getting click frauds. If you are getting clicks from the same IP Location, Engines will handle them and you can see a Reduction in your monthly statement.

  • What is the Best Advise that I should know before I Set up my Campaign?

The Best Piece of Advice is to put your maximum time and care during the initial setup and once it live, It should be robust enough to test different keywords, ad messages and so on. Don’t make it difficult for you to manage. In this Industry we call it “Leave Yourself Levers”. What does it mean?
It means set up the structure of your campaigns and Ad Groups in such a way that, it can make significant changes in your account easily.

For Example – If you have Four Products then Create different campaigns for them. So if in case there is a Drop in one of the product that could be easy to handle by Pausing that Campaign. So you need to create those levers and make them work for you to make your account well optimized and easy to analysis.

10 Important Questions before Setting Up PPC Campaign
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