In the world of Google Adwords and PPC Marketing it is vital to be able to construct well thought out and organised campaigns. Maintaining organised campaigns is essential when it comes to assessing the overall performance of your account.

In my post this week I will describe two widely used proven best practices when it comes to organising and structuring various different ad campaigns.

Organise Campaigns To Serve Different Product & Service Themes:

You should construct your campaigns according to different products or service themes. A good way to do this is to take a look at your websites structure and replicate how you organise your product and service offerings on your website. For example a video games retailer might have separate sections for each product:

• Separate section for Playstation 3
• Separate section for X Box 360,
• Separate section for PC,
• Separate Campaign for Nintendo Wii

Each individual section would probably have their own individual pages for the games and accessory offerings relevant to each particular Video Games consoles.

If this Video Games retailer were to advertise through Google Adwords they would be best served by setting up their campaigns to mimic how their website separates the various video games consoles and the games that are available for each. Take everything related to the Playstation 3 for example, including individual games console packages, accessories and the individual games themselves.

With this scenario the advertiser might be best off setting up multiple campaigns. For example one that focuses on the following:

• A campaign for Playstation 3 console packages.
• A campaign for Playstation 3 accessories,
• A campaign for individual games exclusive to Playstation 3.

You could even create multiple PPC campaigns to separate the individual games by theme e.g.

• “Car Racing Games”
• “First Person Shooter”
• “Sports Games”
• “Music” etc. 

The importance of separating your campaigns in this fashion directly impacts on how easy or difficult it will to be able to mange and optimise your Google Adwords account. It also provides a huge help towards the continuous process of attempting to maximise efficiency & productivity in your account and achieving a better ROI.

By creating campaigns that focus on specific themes, products or services you can identify and make better use of keywords. You can also increase the volume of qualified traffic by creating ads that are more relevant and better tailored to more specific types of searches.

Structure Campaigns By Performance & Budget Control

Another very common way to organise your campaigns is to create separate campaigns which utilise different daily budgets. For example it can be very beneficial to allocate more of year daily budget to products that sell more and or products that are your biggest profit earners.

If the video Games Retailer found that X Box 360 games consoles was one of his profitable earners it would make sense for him to devote more advertising spend to this particular google adwords campaign.

A very useful PPC strategy to use is to identify your best performing keywords and to effectively create a specific campaign for them. By doing this you can you can better utilise your daily budget because it will be easier to prioritise your keywords in terms of budgetary spend ensuring that the good results can be more easily achieved.

Similarly you can isolate your poorest performing keywords and make a decision to either reduce the daily budget for theses keywords or scrap them altogether.

Of course budget and performance trends can fluctuate rapidly in some markets so it is important to recognise this trait and mange your daily budgets accordingly.

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