Build and Launch

We want to develop an effective structure so we can best manage the campaign moving forward, ensuring it makes sense, provides foundations of good quality score and tightly groups/themes relevant keywords together.

How do we want to structure all the keywords so that they make sense, and allows us to easily manage the campaigns? The main priority is how we can shift budget from one campaign that’s converting better to another. Generally, from the keyword research, we break it down into groups that could line up with a product structure. It could be a service structure or a description structure. There’s all different ways of doing it, but we want to make sure we’ve got the right structure that’s going to allow us to grow and scale as required.

Then, under each campaign we have the Ad Groups. What are the ad groups that we need? You can liken this to a pyramid, start with the foundational baseline, which lead up to the ad groups, which lead up to the campaigns, which add up to the whole account itself. 

Once again, what’s the ad groups structure that we need? That’s really all around keeping things tightly themed and together. We don’t want all different topics within one ad group because we write the ad specifically for that ad group. We only want relevant keywords in that ad group that are relevant. For example, you don’t want ‘pen’ in a ‘pipe’ ad group. You want pins, pen leads, pen buddies, whatever that may be.