Pay-per-click (PPC) advertising is a form of advertising where the cost of the ad is determined by how many clicks it receives. It is a common type of advertising for online businesses. Google AdWords is one of the most common distributors of these types of ads. PPC ads can consist of text ads, or more visual comparison shopping ads, like Google Shopping.
There are different approaches to designing a PPC ad campaign. You need campaigns, ad groups and ad copy focused on the keywords that you choose to target. A lot of time should go into doing keyword research before setting up a PPC campaign. One way to set up a PPC ad campaign is to use the honeycomb approach.
What Is the Honeycomb Approach to PPC Advertising?
The honeycomb approach to PPC advertising is a way of setting up each ad group to mirror the structure of your website. Honeycomb PPC ads tend to be more targeted because each ad focuses on a specific page of the website. Instead of only writing ads that target your website’s homepage or a few featured product categories, the honeycomb approach will have a separate ad for each product category and its associated landing page.
How Does the Honeycomb Approach Work?
Let’s look at an example to better understand this concept. We’ll use the example of a website that sells NFL apparel. You might set up a PPC campaign that focuses on the broad category of products that you sell (NFL apparel). A honeycomb approach to PPC would be to set up a different campaign for each NFL team’s products that you carry (Green Bay Packers, Minnesota Vikings, Chicago Bears, etc.) and then to set up ad groups under those campaigns for each type of apparel sold for that team (t-shirts, sweatshirts, jerseys, hats, etc.). This approach results in significantly more ad groups, which represent the different pockets in a honeycomb.
Why Would You Use the Honeycomb Approach to PPC Advertising?
The honeycomb approach can be very successful because it is so targeted. When someone searches for “Green Bay Packer hat,” they will see an ad focused specifically on the team and type of apparel they searched. This is way more relevant to the searcher than a generic ad for a company that sells NFL apparel. This ad can also direct the clicker directly to an internal site landing page for Green Bay Packer apparel.
The Payoff of Using the Honeycomb Approach to PPC
This approach of designing PPC campaigns tends to not only be more successful because it is highly targeted, but also because it may result in a lower cost-per-click (CPC) from an improved quality score of the targeted landing page in the ad copy. Although this method can be more time consuming to set up and manage, it is often worth the extra effort.