by Kyle Grant
http://www.enquiro.com

The importance of campaign structure plays a significant role in determining the overall success of a PPC campaign. Defining the structure of a PPC campaign can be defined by a series of best practices, but really what it comes down to is crafting your marketing communication mix and how you will want to interact with customers at all points of the purchase decision process. Your paid search campaign structure should adequately cover all stages of the purchase decision cycle while maintaining a sufficient ad frequency to be effective.