• ClickZ, Friday, December 12, 2008 6:16 PM

Budgets drive SEO and pay-per-click campaigns, so it's important to apply best practices and think logically about the structure that works best for your business. Kevin Lee steps through the process for setting up PPC campaigns, and reminds us that depending on the engine, the amount of control you have at the campaign level differs.

Remember the general idea when setting up campaigns is to "match some logical business or financial structure or to make reporting match other kinds of marketing or media," he writes. Google allows for about 25 campaigns per account. Most businesses can work within those guidelines. In case you need more, Google offers a feature called "My Client Center," which Lee explains lets you tie several account to the same login.

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