The most time-consuming exercise, and the one that will give your AdWords account the best chance of long-term success is successful account organization. It is important to decide how to organize your campaigns so that you have neat and very detailed campaigns and ad groups. Each campaign needs to have tightly themed ad groups with highly related keywords and highly relevant and tightly themed ads that link to the most relevant landing page on your site. If you would like your keywords or ads to be displayed differently based on different conditions like network, location, language or product type, you should create a different campaign for each of those conditions.
If you have an ecommerce website, the best way to organize your AdWords account is to mirror the navigational structure of your website. For example, if you sell computer products in a single country and your website is categorized according to laptops, desktops, printers, and tablets, your AdWords account should mirror that structure so that you have 4 separate campaigns for the products you sell. Each campaign will be further broken down into the different types of products which should represent your ad groups.
Each ad group should consist of similar products that solve the same or similar problems and cater to the same niche or type of buyer. It would be a mistake to add unrelated keywords in the same ad group. Doing this will make it practically impossible to write effective ad copy that is relevant to every one of those keywords. If you choose to adopt this type of strategy, you’ll end up writing ad copy that is weak and ineffective with a generic, diluted message. Each ad group needs to be tight-knit, and contain closely related keywords designed to solve a specific problem.
When you try to reach too many people with the same message, you end up ignoring the people that matter most: those people looking for the specific product or service you’re selling. Such types of ads never stand out to the person that actually needs that product or service. If a user sees two ads that are selling the same product or service, the user is likely to click on the ad that is more specific and actually mentions the product or service that they are in the market for. It is impossible to do this effectively with unrelated keywords in an ad group.
For example, it will be a very bad idea to have laptops with widely varying processor speeds in the same ad group. If you do, you’ll have to create a generic ad that matches all the products in that ad group. It also means that a gamer who is looking for a very fast laptop will be served the same generic ad as someone who does not care about processor speed and is simply looking for an “efficient or good” laptop. This type of structure will ultimately lead to poor CTR, poor conversion rates and ultimately an unprofitable campaign.
A solid strategy is to structure keywords that are closely related together into specific categories that will eventually become your ad groups. You overall campaign structure should have one main theme, and each of your ad groups should have one, and only one central theme that is ultimately related to the campaign theme. When each ad group has only one central theme, you’ll be able to appropriately create ads that are extremely relevant to all of the keywords inside that ad group. It is also important to keep in mind that in some cases, some sub-categories may have to be defined as campaigns rather than ad groups, especially if those sub-categories have deeper categories.
When organizing keywords into an ad group, think about the ad text. Ask yourself: are you able to create ads that are relevant to each and every keyword inside that ad group? If you are unable to do so, you should be able to break up some of those keywords that you cannot incorporate into your ads, into their own separate ad group.
For example, if you are selling different hard drive sizes e.g. 150GB, 500GB and 1TB, you should have 3 different ad groups with various keyword match types for each size of hard drive. Each ad group needs to be focused on selling a specific hard drive size and no more than one. It would be a mistake to have a single ad group for all of three hard drive sizes because each hard drive is a different size, and different types of users will typically be looking for different sized hard drives.
Those are the kind of ads that will catch their eye. If all of the different ads for the different hard drive sizes are in the same ad group, you’ll have no control over which ad is shown to the user.