If you’re reading this article, you’re probably already pretty familiar with AdWords. You know that AdWords offers a highly effective form of advertising to reach prospects that have shown interest in the types of products or services you offer.
However, to reach these people effectively, you need to build your campaigns properly to make them not only eye-catching, but relevant—relevant in the messaging you’re using, and relevant to types of people you’re trying to reach. You want the right ads to show for the right keywords, with the ability to carefully control bids and to tailor messaging toward prospects. The more an ad relates to a prospect’s search, the more likely that ad is to convert.
But how do you
do all that? Optimizing your ads to be
supremely relevant to a prospect’s search take first optimizing your AdWords account. Let’s see how this may work in practice by reviewing some basic principles of account setup.
First, it’s important to understand the basic organizational structure of AdWords. Within an AdWords account, you can set up multiple campaigns. At the campaign level, you control a number of settings, including geographic targeting, budget, and network targeting (search vs. display). In this article, we’ll deal specifically with
Within each campaign, you can then create multiple ad groups. An ad group contains one or more ads which target a shared set of keywords. Any of the ads in that group are eligible to show when someone searches for any of the keywords in that group. You can set bids down to the keyword level, but can also set default bids for each ad group.