When you decided to get in the Pay Per Click game, the first thing you do is set up a AdWords account. This is where you will build your campaigns, ad-groups, and keywords. You will need to understand the definition of each of the categories and how they relate to each other to ensure success in your pay per click marketing. Let’s go over these basics to get you started.
A campaign houses the ad-groups and each ad group houses the keywords. Each campaign has a focus and inside the campaign are Ad groups to promote it. The Ad groups are more focused and have a specific purpose and each of your ad-groups should have multiple keywords.
Here is an example, say you are selling golf clubs which consist of drivers, irons and putters. I would create three campaigns each labeled: Drivers, Irons and Putters, respectively. Within each of the campaigns I will create ad groups for each brand of clubs. So for example, in the Driver campaign, I will create a Callaway ad group, a Taylor Made ad group and so on. I will do the same thing for my Irons and Putter campaigns as well. That way you will have tightly matched keywords for your Callaway ad group.
Here are a couple of reasons why you need to create ad groups with highly targeted keywords:
- Relvancy: You need to create strong relevancy for your campaigns in terms of keyword, ad copy and landing page strategy. Google strongly recommends creating your campaigns in such a fashion as they will reward you with a good quality score which has a direct impact on your cost per click.
- Maintainability: PPC is not a sprint, it’s a marathon. You will spend a lot of time in optimizing your campaign. Having a well organized campaign structure will save you a lot of headache in the future.
Finding an efficient, systematic way to organize your keywords is key for maximizing search marketing ROI.