All of us that have been involved, even a bit, with the first steps to create a Google Adwords campaign (from amateur to professional level) will have reached a point where we thought to ourselves «How many key-words should I put, who and in which way?». One way is to create a campaign and in it put as many key-words we can think that are related to our web site and with the products-services it offers. It may be the simplest and easiest thing to do, but it is not the most efficient in many respects:
Better Financial Control
Having every key-word in a campaign, we lose the ability to set the amount of money we will spend for each group of them. For example, if we only have the A campaign and in it we have 20 key-words, word1, word2 … word20 and we aim to give 7 euro daily, then these money become available the whole of them. Contrary, if we structure our campaing in word groups, then we can make available different amount of money for each word group, depending on how much we want to be advertised in them.
Better Targeting
Something which we have observed in many clients is that they have many campaigns in which they put hundreds of key-words (most of them completely different from each other) and only one or two advertisement text. That reduces by a lot the connection between the key-word and the advertisement, as the user makes one search eg. Using the word «online sales» an advertisement about internet services may show up (because eg. The website offers also internet services apart from online sales) – something that propably will not interest the user when he is searching at that time. Therefore, there will be less chances to choose your advertisement and continue in your web-site. This means reduced Click Through Rate (CTR), meaning a higher cost per click.
Easier Management
Having all key-words in one campaign, the management and the optimization of the account becomes even harder, sometimes even impossible in a few cases. It is completely different having to manage a campaign with 500 or 1500 key-words , most of them completely different from each other, than managing a well structured campaign and divided in sections depending on the center theme each one of them’s. These are the basic reasons for which a campaign is very important to be structured and strategical. We urge you to to restructure your AdWords campaigns according to the opinion above, as this will a turn a failed campaign into a successful one. Of course, we would be glad if you came to us for the optimization of your campaign.
