PPC in “Down Under”

I just returned from my Internet marketing and web analytics training session in Melbourne, Australia. The training session went very well (my user engagement metric was calculated as the number of trainees awake after a heavy lunch divided by total number of trainees 🙂 ).

Seriously though, in the Pay-Per-Click (PPC) optimization session, one of the consultants asked about Adwords account structure for clients that have campaigns targeting different geographies/countries. It is best practice to set up a unique/separate campaign for each geography, even if you are using the same list of keywords.

For example, if you have a client in the hospitality industry and they want to drive traffic from the UK, Australia and Japan, one campaign per country should be created. You’ll then have control, at the campaign level, for each of the following attributes:

• daily click budget
• language preference
• ad serving and distribution options
• start and end date

Following the same example above, if we see high traffic potential and good conversion from the UK campaign, we can increase the daily spend for that specific campaign with one click. And while the UK campaign is performing well, we can examine the other campaigns that might not be performing as well and make the necessary adjustment.

Another benefit of having different campaigns for different geographies is that it will make your analytics and ROI measurement much easier.

I also recommend you use a campaign naming convention that relates to the content of the campaign. For example, AirportTransportation_UK and AirportTransportation_Japan are much more meaningful than Campaign#1 and Campaign#2.

Will have a more detailed post on campaign naming conventions sometime in the future.