New to AdWords Best Practices
A majority of the time I cover a lot of topics that are relevant to AdWords campaigns that are up and running, and having success, and a bit more advanced.
Today I wanted to just get down to the basics of the thought process for a new campaign or a company that may just be setting things up with their Pay Per Click stratagy. I have found a lot of sucess in setting up PPC marketing by starting very broad and fine tuning from there. Tthis can be a many month process to get everything geared up. However, it can save a lot of time, money and energy in the end. Some companies and individuals will try and up load the keywords and phrases for every single product in their catologue. And separate each product into individual campaigns and ad groups.
I have even huge large lists of ad groups with only one keyword or phrase in each. I understand the intent of breaking each and every keyword down to its own ad group. But this process would take way more time and energy than nessasary. Its not just about gaming the search engines into getting your ad above everyone else by making individual campaigns, adgroups for each keyword. I have found that it is much better to start broad and have a lot of keywords (that are related) and group them together. Some of my clients have 300++ keywords in one adgorup to start with. Then as you see which ones are preforming well and getting the most impressions breaking them into thier own adgroup and grouping only specific key words together at that point. (also better to use adwords editor for moving keywords around to other adgroups and campaigns.)
This can save A LOT of time. This way you dont spend energy creating a stratagy for low preforming keywords and phrases. Also from a sales and marketing background I alwayse start with marketing products/services that either have a short sales cycle to purchase, and or have the best margin. That way you get the biggest bang for your Search engine dollars and time you spend on your PPC account creation and optimization.
Noah @ LookToTheRight
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