Google AdWords – The Key to Organization – A Few Simple Steps to Maximize Your Marketing

October 10, 2008 by Butterfly Filed under: PPC

The Google AdWords structure is divided up into Campaigns and Ad Groups, when setting up your account is essential that you layout your campaign just write to maximize your ROI and reduce your admin time.

A campaign is the first level of classification and allows you to divide up all your keywords into slightly smaller manageable chunks. For example if you were selling sporting goods you might create a campaign for football equipment, football clothing, golf equipment, golf clothing, etc.

The idea behind Campaigns is to simplify your Google AdWords account, so by creating Campaigns for individual products, types of products, brands of products you can make it easier to manage all your keywords and Ads.

Inside each of these Campaigns are Ad Groups, an Ad Group is a collection of keywords, their relevant settings and the actual Ad you have created. It is at this point where one of the biggest mistakes people make when setting up their Google AdWords campaign occurs.

They simply get all their keywords for lets say golf equipment, such as golf clubs, golf balls, golf bags etc and put them in a Ad Group. They then create a Ad that talks all about golf equipment. It maybe the best written Ad out there about golf equipment, however the problem is that the Ad is not completely relevant.

For example if you search into Google “Cheap Golf Balls”, would you more likely click on a Ad that says “Low Cost Golf Equipment” or one that says “Cheap Golf Balls”, of course the latter. Why! because it matches what you were searching for.

Also as a bonus, if the searched keyword(s) are in your Ad they will appear in bold text, thereby attracting more attention. So taking the above example the “Low Cost Golf Equipment” Ad would only have the word Golf in bold versus the “Cheap Golf Balls” Ad would have all the words bolded drawing more attention to itself.

The best way to set out your Ad Groups is to create a Ad Group for every main keyword. For example create a Ad Group called Golf Balls which would contain the keywords Golf Balls, Golf Ball, Cheap Golf Balls etc. Then a second Ad Group called Logo Golf Balls that may contain the keywords Logo Golf Balls, Corporate Logo Golf Balls etc. A third Ad Group might contain keywords Golf Ball Reviews, Golf Ball Recommendations.

The idea is to break down your keywords further and further so that when somebody searches for Golf Balls plus whatever other keywords, your Ad appears and displays as closely as possible what was searched.

If you can produce an Ad that displays exactly what someone searched you have greater chance at attracting their attention. The benefit for all this work is that you will be rewarded with higher click through rates, which then leads to reduced costs. So not only do you reduce your Google AdWords costs but you increase your sales as you have more targeting visitors coming into your website.

I wish you all the best of success.