Define Your Campaign Goal and Prepare Your Campaign Structure
Goal and Structure are one of the most important elements in Sklik and a major advantage for long-term optimisation.
Possible goals:
- Awareness / Branding — reach as many users as possible
- Traffic / Consideration — bring relevant visitors to your site
- Conversions — sales, leads, sign-ups, bookings
- Retention — show ads to returning users
A clean structure based on goals leads to:
- Better performance
- Easier evaluation
- More accurate bidding
- Clearer results by targeting or by creative
- Consistent optimisation opportunities
Align your goal with the STDC model.
Principles to follow:
1) Separate Targeting Types
Always divide targeting types into separate campaigns and ad groups, unless you intentionally want to combine them.
Why this matters:
- You get precise results for each targeting
- No single strong targeting consumes the entire budget
- Optimisation becomes easier and cleaner
In combination, different types of targeting are mutually exclusive, meaning they limit each other.
2) Separate Ad Formats
Avoid mixing banners, combined ads, and other formats in the same ad group.
Beware of:
- Each format requires different max CPC/CPT also considering the targeting
- Each format has different visibility and frequency recommended
- Not gaining clear insight into performance of each format
3) Use Clear, Consistent Naming
Use names that help you filter campaigns easily later.
Examples:
- Campaign: Display – Interests; Ad group: Combined ad– Travel (one of the Interests used in the ad group)
- Campaign: Search – Brand; Ad group: Exact
- Campaign: Display – Placements; Ad group: News Websites – Banners