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There is a newer version of this report available: Paid Search Marketing (PPC) - Best Practice Guide: Setting Up Paid Search


This section of Econsultancy's newly-updated Paid Search Marketing (PPC) Best Practice Guide covers how to set up paid search (PPC) campaigns.

Built on the foundations of our previous report, this document has been created and updated using insight, tips, strategies and tactics from those working every day in the paid search field and generating profits for their clients.

This guide contains actionable, real-world insight with detailed explanations to help you start and improve your performance within paid search.

Topics covered in this section

Topics covered include:

  • Account and keyphrase creation
  • Campaign structure for paid search
  • Local paid search marketing and geo-targeting
  • Ad creative and copy strategy
  • Campaign tracking

As well as this section, the guide is available in its entirety as a 300+ page report, or in six other individual sections. See the main report page for details.

Contributing authors

This guide has been put together and updated by James Gurd, an experienced digital marketing consultant and owner of Digital Juggler, with the assistance of leading agencies and practitioners working at the coal face of paid search. They have kindly contributed their time and effort in producing this guide.

This section includes contributions from:

  • Mike Fantis, Head of Paid Search, Make It Rain
  • Matt Whelan, Head of Search, The Digital House
  • Sandra D’Onofrio, Head of PPC, LBi
  • Chris Camacho, Head of Paid Search, SMG Search

Table of contents

  1. Introduction
    1. Features of this guide
    2. About Econsultancy
    3. About the contributors
  2. Setting up Paid Search
    1. Account and keyphrase creation
      1. Account set-up considerations
      2. What is keyphrase analysis and why is it important?
      3. The relationship between keywords
      4. Five stage approach to keyphrase research
      5. Guidance on using match types in keyword selection
      6. Expanding your keyphrase list
      7. Creating a keyphrase repository
      8. Understanding search behaviour
      9. Grouping and categorising keyphrases
      10. Keyphrase variants
      11. Keyphrase analysis tools
      12. Considerations for enhanced campaigns
    2. Campaign structure for paid search
      1. Introduction
      2. Managing campaign structure in Google AdWords
      3. Defining campaign structures
      4. Options for structuring ad campaigns
      5. Structuring by audience type or segment
      6. Structuring by buying behaviour
      7. Managing international campaign structures
      8. Targeting through local mapping facilities
      9. Structuring by performance
      10. Duplicate keywords in different ad groups
    3. Local paid search marketing and geo-targeting
      1. The evolution of local search
      2. Targeting local audiences through Google and Bing
      3. Local ad extensions
      4. Targeting through directories
      5. Local paid search resources and tools
    4. Ad creative and copy strategy
      1. Introduction
      2. Searching for your ads
      3. Different ad formats
      4. Basic advice before you start
      5. Writing ad creative
    5. Campaign tracking
      1. Introduction
      2. Effectiveness of ROI tracking
      3. Tracking sophistication
      4. Comparing paid search with other online media
      5. Tracking and reporting granularity
      6. Tracking system options
      7. Tracking methodologies
      8. The importance of cookies in determining results accuracy
      9. A note on web analytics
  3. Acknowledgements
    1. Lead author
    2. Expert contributors

free sample of the report is available to those who want to know more.


  • Pdf SAMPLE: Paid Search Marketing (PPC) - Best Practice Guide (1.01 MB PDF)
  • Pdf Disabled Paid Search Marketing (PPC) - Best Practice Guide: Setting Up Paid Search Campaigns (2.33 MB PDF)

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