When organizing your AdWords account – in the Campaign level completely lower towards the ads and keywords, there’s one term that you ought to always bear in mind.
Yes, it may sound like something from a sci-fi book – however it’s not brain surgery.
Granularity = Keep The Stuff Separate And Distinct.
Here’s why and just what it really method for your bank account organization.
The entire amazing point about AdWords (and Bing Adcenter) is you can target your ads precisely.
You’re not only spraying money everywhere wishing find a receptive ear.
But precisely targeting ads needs a staggering quantity of options.
And knowing which choices to really use requires testing.
Not to mention, to help keep the logic train flowing, testing requires evaluating 2 or 3 variants.
(Yet another and), you are able to’t test the variants if they’re all lumped together.
That’s why granularity matters.
Keep the stuff separate to be able to test –> know which choices to use –> understand how to target your ads –> to be able to have more customers with less ad money.
What Granularity Means Used
Therefore we ought to keep our stuff separate. (First got it?) What this means is inside your…
Have separate campaigns for Search and Display – even if you’re utilizing the same keywords. The audiences and targeting is totally various and, if lumped together, you’ll never have the ability to parse this is of the data.
Have separate campaigns for languages and geographic areas – remember language and geographic area will vary (even when Australians do speak “English”)
Have separate campaigns for periodic ads – and ads which are time-specific instead of lumping them in with the others
Have separate Ad Groups for slightly different “themes” of keywords. It’s easier to have 100 Ad Categories of 10 keywords each than 10 Ad Categories of 100 keywords each.
Have separate Ad Groups for slightly different “themes” of keywords. It’s easier to have 100 Ad Categories of 10 keywords each than 10 Ad Categories of 100 keywords each. (**Yes I repeated it – that’s how important this practice is**)
Imagine you’re selling laptops. The word appears specific – however it includes may types – small-notebooks, desktop substitute laptops, mid-size notebooks, etc.
Your ads couldn’t be targeted enough should you place them all-in-one group.
Rather, you need to make sure they are granular and also have very tightly themed ad groups for every specific kind of laptop.
Your ads, keywords, setting, display URLs, etc really should be constructed with testing in your mind.
Keep the AdWords account established to do what it really does best – make sure target.
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