[admagic]

I wrote this on another thread, but I think it deserves its own.

Most people throw all of their keywords for an offer into a single campaign , and that is totally wrong.

Here is an idea of some separate campaigns

CAMPAIGN 1

First of all, every business has a number of absolutely crucial keywords which will depend on your business but lets say that is
tax advisor - those are your real "money keywords"

So put them in a a completely separate campaign
which ONLY has

tax advisor
[tax advisor]
"tax advisor"

and possibly
[tax adviser]
"tax adviser"
DONT YOU HATE AMERICANS!!!

Several reasons....

First it ensures you are keeping experimental keywords away from these where they cant harm your CTR

Second you want to track each of these INDEPENDENTLY...you want to ensure the urls will allow you to give you not only independent CTR measurement, but also allow you to measure conversion.. ie sales £ per spent £

In some cases the broad match is profitable, others it is not at all!! - even though the CTR can be the same for all three You will neverknow unless you track them separately

Third it helps in the street fight....if another of your competitors starts to dominate or a newbie steps in you have a rapid way to turn up the price on your prime keywords - forcing him to bid higher:

Chances are they are making the dumb mistake of having the whole of their campaign at one price - where a lot of your traffic is still at the old price.

It is a amazing how often this type of tactic can squeeze a newcomer out of the game.


CAMPAIGN 2

Then target your service geographically using separate regional groups

Brighton tax advisor

Hove tax advisor

Sussex tax advisor

You do this so you get specific ads for specific keywords

CAMPAIGN 3

Then target minor keywords

If they perform , put them in the previoys campaign

CAMPAIGN 4

I believe in going round the competition not through it!!!

This is for your mindset keywords...eg bidding on the best selling book in your niche, the url of your competitior etc

CAMPAIGN 5

If you are using content match YOU MUST put that in a third separate campaign NEVER put it in the same campaign because it is a different sell

The ad must work a lot harder, and explain WHY THIS..not just WHY YOU

Selling why you

eg for search
All our Canon FX Cameras
Come with a Video How to guide
and we will never be beaten on price
www, yoururl


eg for content
Sellling why this

Why now is the best time in
history to buy a Canon FX camera
www.yoururl


CAMPAIGN 6 <<< THE crown jewels


Put simply SITE TARGETTED is the hidden jewel of adwordss

You are wasting money if you dont use it.

Simply put ...find the sites which rank high for your keywords which carry google advertising above the first fold and have traffic

Site target those sites!! In a nother campaign


OH....


CAMPAIGN 7 multi local geo targetting.

A great way to get CHEAP clicks with less competition for your money keywords.

Sunject for another day.



CAMPAIGN X shh!!


ANOTHER COMPLETE ACCOUNT you use to attack your compettion ...more of that later....

[Peter W]

Another great post Admagic. Looking forward to details on Campaigns 7 and 8!

Out of interest, why would you divide everything up into separate Campaigns rather than just into separate Adgroups?

[Dotwhack]

I currently have about 30 different campaigns running - each with minimum of 2 adgroups and an array of keywords.

Note: Google will only let you have 26 accounts active at any one time on a normal google account.

[admagic]

Originally Posted by Peter W

Another great post Admagic. Looking forward to details on Campaigns 7 and 8!

Out of interest, why would you divide everything up into separate Campaigns rather than just into separate Adgroups?

4 reasons....

First because mindset is different you want differnt ads for the same keywords in content and search

Second is control ...you need to be able to play the game by changing price easily for you money keys / geo/ minor keys - you want fine adjustment on money keywords without paying more across the board...it is easier to do this ways.

Third IT COSTS YOU LESS!!!! your campaign CTR, group and kw ctr has an impact in determining how much you pay per click So having badly performing stuff in the same campaign costs you more for the better performin stuff. So isolate your crown jewels!

Fourth is settings....geotarget etc have different settings..