PPC is a powerful marketing tool that can potentially form your promotional backbone when operated correctly - making it the ideal platform to promote Xclusive Treats, the start-up boutique-style gifts website. Designed to support Xclusive’s launch period and all-important lead-in to Christmas, the PPC campaign needed to get it right first time.

When organising any PPC campaign, it’s best to break things down into smaller parts. Although it might be quicker initially to bunch all of your keywords up into one big ad group, it will impact on the management of the campaign further down the line and you may find that the whole thing can fast spiral out of control. If your product or service offering can be broken down into different areas, your PPC marketing can be as well. By overlooking structured ad groups you will also miss out on the assessment and reporting elements of PPC - essential if the campaign is going to run smoothly ongoing. Creating defined ad groups takes a little thought, but acts as the groundwork that will pay dividends later.

In creating the Xclusive Treats campaign, we looked at the product areas that were likely to be popular in the run-up to Christmas (hampers, spa vouchers, pet items etc) and created individual ad groups based on them. Using this approach, the campaign was divided up over the different markets. As each of the ad groups were essentially operating in different areas, we were able to individually manage their performance as required and ensure a successful campaign - something that would have been impossible with a single ad group.