4. Organization:

The organization of your PPC campaign is really dependant on your requirements as an advertiser. In most cases you will be able to get away with a single campaign broken down into multiple ad groups. Each ad group will focus on a set of similar key phrases and ads.

Using the camera shop example, you may have ad groups broken into brand names (Canon, Nikon, Sony), camera types (digital, digital SLR, 35mm), or a combination of, (Canon digital, Canon digital SLR, Canon 35mm).

By having your campaigns and ad groups properly organized you can save yourself time and headaches when it comes to ensuring that your ad and keyword combinations are relevant and optimized.

Breaking your account into multiple campaigns can also be very useful. Let's say you only want to spend a maximum of $10 a day promoting Canon, but have $20 a day budgeted for Nikon ads. In this case you would want your campaigns broken into brand, then each brand ad group could be broken into features, camera types, or whatever is appropriate for your needs.

Another prime example for multiple campaigns is geo-targeting. If you have ads relating to Seattle and some for Miami and you want the ads to appear locally only, then you can set up a campaign for each and assign the ad serving to the respective city.

There are many different scenarios to apply to account setup, but ensure that whatever direction you take it will allow for easy maintenance. One of the biggest mistakes you can make as an advertiser is dumping all your keywords into a single ad group, and serving up a single ad for all phrases. This lower relevance would result in higher cost per clíck rates, and lower clíck through and conversion rates.

5. Deep Analysis:

Be sure to check the conversion and clíck through rates of not only your ads, but your individual keywords. If you find that some keywords are simply not bringing you any sales, you may want to consider pausing them, or making changes to improve their chances.

This may involve setting up a new ad group and creating new ads more focused on the individual keyword, or it may be as simple as just adjusting the bid.

Conclusion – Keep it Relevant:

If you take one thing away from this article it should be 'keep it relevant'. Keeping everything highly relevant is the key to success. Not only will relevance result in lower cost per clíck rates, it will drastically improve the chances of a conversion and provide you with a higher return on investment.

Ensuring that your keywords, ads, and destination pages flow seamlessly together will provide you with the best chance for success.

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