'How Do I Make This AdWords Thing Work For Me?' Part 1.
Through the nature of my job I regularly speak to business owners who run their own AdWords campaign, often ineffectively, which results in the age old question of "How do I make this AdWords thing work for me?"
If you are not yet in a position where you can afford to employ the services of a PPC management company such as Motionlab, either due to financial constraints or a lack of advertising spend, the below tips should help your campaign run more smoothly in the interim.
In this series of blog posts, I am going to go over some of the basic techniques utilised at Motionlab to help you make the most of your Google AdWords campaign.
Part 1: Campaign Structure
Like most things in life, when you have structure things perform at their best. This is also true of AdWords. You should start either on paper or in Microsoft Excel by grouping all your keywords into overarching themes to form your campaigns. From here you may break down these groups into sub-groups to form your AdGroups.
Below I have outlined an example of how a pet store owner might structure a campaign for their products.
[caption id="attachment_629" align="aligncenter" width="370" caption="AdWords Account Structure Example"][/caption]
When deciding how to divide up your keywords it is always important to consider the following factors:
- Location. If you are targeting multiple locations (country/county etc…) you should consider creating a campaign for each location. This allows the tailoring of keyword bids and selection for each location, as what works for one region or country may not work for another.
- Similar to location, targeting different languages may necessitate the need for additional campaigns. The main reason for this is because your adverts will differ for each language targeted and as such you should only show the correct adverts for each location and language.
- Keep it small and precise. Limit your AdGroup's to a maximum of 10 keywords. This allows you to maintain maximum control over your account as you can quickly identify which AdGroups are driving the most performance for your campaign and which are not.
In part 2, I am going to talk about how best to choose keywords for your campaign structure.