- Create your keyword list and add as many relevant words as you possible can.
- Use keyword matching options - Broad, Phrase, Exact, Negative.
- Filter useless keywords out to improve your list.
- Group you keywords by theme.
Ad Groups define how you put your keywords in order. Keywords within the same Ad Groups are organized thematically so ads can be target towards a promotion or product line.
An ad creative refers to the design and content of an ad. Every creative can be critical so running three to four creatives per ad group is a must.
Campaigns are the way you organize your Ad Groups. Each product line can have different campaigns created for them. Different campaigns can also be made for different geographic regions, or any structure that works for a promotion.
The Account level is the controls of your campaign. Here is where you keep everything in order like contact information and billing. Your account level also keeps your campaigns intact, which contain Ad Groups, which have your keywords and creatives.
Analyzing Your Site for Keyword Optimization
In an AdWord campaign, the first step is to review site content. Reviewing site content allows you to choose the keywords, word combinations, and phrases that best represent your business. Let's create another fictional company, Mega Books, who want to expand upon a keyword list for Books. Keywords such as buy books, book store, and online book store, etc.
Now that you've compiled a list of keywords, look at which ones won't make good keywords! For example, using the word literature instead of book with the book topics isn't a good idea. Use the first page of results at Google to see where using a specific keyword is a good idea. Home improvement literature will get you far more different results than home improvement books.
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