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How to Organize Your PPC Campaign


Remember when you were a kid and your mom would tell you to organize your desk?

And remember how you thought it was the harshest torture ever and absolutely refused to do it?

You’d kick and whine until you had absolutely no choice (or if you had a mom who gave in way too easily and would end up doing it for you).

Well, it’s time to get over it and start organizing your life again – starting with Google AdWords.

If you want to stay alive and be efficient in Google AdWords, organization is a must.  And we are here to help you.

Some questions that you may have could be:

  1. Wouldn’t it take a long time?
  2. What are the benefits of being organized?
  3. Why would it matter?
  4. Better yet, why should I care?
  5. What’s the alternative? What’s easiest?

These are all valid questions so let’s dive right in.

First, the alternative to organizing is disorganization.  How’s that working out for you in life? Not too good, huh?  Well, AdWords is no different. =]

Google Keyword Dump

See, what a lot of rookies do is they gather a list of hundreds if not thousands of keywords that are somehow related to your business (or not) and toss them all in one campaign under one AdGroup and under the same generic ad.

This is what we’ll call – “keyword dump” and what Google calls “bugger off”.

As you’ll learn later in the AdWords Seduction Newsletter series, Google will “Google Slap” you to heck and back – which simply means, your campaign will disappear as quickly as it went up.

So aside from avoid getting shut down by Google, other benefits of a well organized campaign include:

  1. Making it easy to turn off unprofitable keyword sources – which will trim the fat from your advertising and put more money in your pocket.
  2. Making it easy to track the results of your keywords – which will allow you to break down conversion rates, so you can see exactly how much money each ad and keyword is making you.
  3. Making it possible for your ads to be more relevant and focused (on the keyword level) – which seduces Google into lowering your cost per click.

Lesson #1:

The bottom line is, being organized increases revenue while reducing cost, which means more profits for you.  So while organizing your campaigns in tightly grouped AdGroups takes a little extra work, your business checking account will thank you for it.

Get Organized – How To Lower Ad Cost and Increase Profits

With that said, let’s take a look at how you get organized.

It’s actually very simple really: you segregate your keywords into relevant groups.  And each adgroup should be based around one keyword and as soon as one of your keywords deviates from that, create a new adgroup for it.

As we suggested to you in the last newsletter, you start with lateral keywords and think of as many as you can that are relevant to your campaign.  These core keywords would form individual adgroups independent of each other.

Then within each adgroup, you would go into more depth coming up with more keywords that are closely related to that original keyword.

For example, let’s say you are creating a campaign for a martial art school and one of your core keyword is “grappling”.  You create an adgroup called grappling and add keywords such as “best grappling”, “useful grappling”, “grappling martial art”, etc.  Notice that each keyword contains the core keyword.

google adwords organization
(Click for a bigger image.)

Let’s also assume that while conjuring keywords for grappling, you get inspired and comes up with the keyword “jiu jitsu” – a popular form of grappling martial art.  You would identify this keyword as a separate adgroup of its own despite it’s close relations to “grappling”.

This is because “jiu jitsu” does not contain the core keyword “grappling” in it.

Lesson #2:

One option for organization is creating one campaign with multiple ad groups and each adgroup containing a handful of tightly related keywords.

NOTE: We recommend you having as few keywords per adgroup as possible – to the point of having only one keyword per adgroup or perhaps only the 3 match-types of that same keyword – broad, phrase, and exact match.

Geo-Targeting Your Customers

You can take a step further and organize it on the campaign level.

The only reason I could see you using more than one campaign to have geographically-targeted ads.

Google gives you the capability to limit the geographic are where your ads will be showing.  For example, let’s say you manufacture flip-flops and umbrellas.  You would prefer to target the Seattle market with the umbrellas and the Los Angeles market with the flip-flops.

Lesson #3:

Google allows multiple campaigns – but for simplicity’s sake, keep to one campaign unless you have a very good reason to do otherwise (such as geo-targeting or using the strategy to mentioned below.

Three Match-Type Based Campaigns

Finally, another powerful way you can organize your campaigns is to have three campaigns with each campaign being dedicated to one form of keyword match-type – broad, phrase, and exact.

And within each campaign you would have multiple adgroups with each adgroup containing only one keyword.

google adwords organization
(Click for bigger image.)

You can also do this via having one campaign with each adgroup dedicated to one keyword but of all three different match types.

google adwords organization
(Click for bigger image.)

Lesson #4:

Don’t forget to utilize the different match types Google offers. Whatever option of organization you choose – remember to keep your adgroups tightly correlated and keep the number of keywords per adgroup down.

However you decided to do it is ultimately up to you – just remember this adage no matter which route you choose: don’t get lazy.

To Your AdWords Domination,

Lawrence Talent

P.S. When you are ready for the next Google AdWords step, don’t be afraid to step up here: AdWords Secrets!





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Author:  Organization Is the #1 Tip for PPC | Date:  March 30, 2009 | Time:  6:25 am

[...] and ad groups. Google has an article that names a few and some tips from them. And there are other resources out there that have covered this topic and the why. Best way to pick is to look at how your [...]



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