AdWords Help

The structure of your account depends on your business and your advertising goals. We've gathered together some tips to help you figure out the strategy that works best for you. Take a moment to review this page as you create or restructure your AdWords account.

The example campaign below demonstrates several techniques for organizing a campaign that includes multiple products or services. In this example, the advertiser wants to promote three different products in her 'Discount Electronics' campaign.

Campaign 'Discount Electronics'
Campaign-Level Negative Keywords free luxury information
Ad Group 'DVD Players'			Ad Group 'VCRs'			Ad Group 'Stereos'
Keyword List wholesale dvd player wholesale dvd players cheap dvd player cheap dvd players discount dvd player discount dvd players			Keyword List wholesale vcr wholesale vcrs cheap vcr cheap vcrs discount vcr discount vcrs			Keyword List wholesale stereo wholesale stereos cheap stereo cheap stereos discount stereo discount stereos
Ad Text #1	Ad Text #2		Ad Text #1	Ad Text #2		Ad Text #1	Ad Text #2
Discount DVD Players Top Brands at Low Prices Order Today - Secure Site! www.MyStore.com Destination URL: www.mystore.com/dvdplayers	Wholesale DVD Players Money-Back Guarantee & Free Shipping - Order Now! www.MyStore.com Destination URL: www.mystore.com/dvdplayers		Discount VCRs Tops Brands at Low Prices Order Today - Secure Site! www.MyStore.com Destination URL: www.mystore.com/vcrs	Wholesale VCRs Money-Back Guarantee & Free Shipping - Order Now! www.MyStore.com Destination URL: www.mystore.com/vcrs		Discount Stereos Tops Brands at Low Prices Order Today - Secure Site! www.MyStore.com Destination URL: www.mystore.com/stereos	Wholesale Stereos Money-Back Guarantee & Free Shipping - Order Now! www.MyStore.com Destination URL: www.mystore.com/stereos

Keywords

• Specific keywords: All the keywords are multi-word and specific to buying discount electronics. There are no general, one-word keywords, such as 'stereo,' that could trigger the ads on irrelevant search queries (e.g.'stereo repair').
• Variations: There are singular and plural variations of the keywords to increase the likelihood of the ads' showing on all relevant search queries.
• Organize by ad group: Keywords for different products are organized into different ad groups, which will yields more targeted ads and a higher return on investment.
• Negative keywords: There are four campaign-level negative keywords that prevent the ads from showing on irrelevant search queries. For example, adding 'information' as a campaign-level negative keyword prevents 'cheap stereo information,' a query which is not likely to turn into a conversion, from triggering your ads.

Learn more about optimizing your keyword list.


Ad Text

• Clarity: The ads explicitly describe the product being offered, which encourages only the target audience - in this case, people interested in buying a particular electronic item - to click on the ads.
• Targeting your audience: If you sell discount items, you'll want to target bargain-hunters, not users who go directly to big-name websites when they shop. For this reason, all the keywords and ads contain some variation of the word 'discount.'
• Ads reflect keyword list: The headline of each ad reflects the keywords in its ad group. For example, ad group 'Stereos' has the word 'stereos' in all of its keywords as well as in the headline of its ads. With this organization, users who search on 'cheap stereos' will see the same language in the ad and will immediately recognize that it's relevant to their search query. Furthermore, the word 'stereo' will be highlighted in bold text when the ads in ad group 'Stereos' show on Google.
• Different destination URLs: Each ad links to the section of the website most relevant to its ad group. For example, the destination URL in ad group 'DVD Players' is 'www.mystore/dvdplayers,' which is the page in the website featuring only DVD players. This way, a user who clicks on your ad is directed right to the page where he can make a purchase.
• Multiple ads per ad group: Each ad group contains two ads. When the ads are new, the system rotates them evenly. Eventually, the system shows the ad with the higher clickthrough rate (CTR) more often. By looking at the % Served column in your 'Ad Variations' table, you can see what kind of ad text attracts more clicks.
• Call-to-action: The ads use the calls-to-action 'Order Now!' and 'Order Today!' to attract users who are ready to conduct a transaction.
• Capitalization: The first letter of every word in the ad texts and display URLs are capitalized to make the ads more noticeable.

Learn more about optimizing your ads.