Pay Per Click Advertising Tip #1 – Account Structure and Organization

By jameszol
Published on November 5, 2007

Google’s mission:

Google’s mission is to organize the world’s information and make it universally accessible and useful.

Yahoo!’s mission:

Connect people to their passions, their communities, and the world’s knowledge. To ensure this, Yahoo offers a broad and deep array of products and services to create unique and differentiated user experiences and consumer insights by leveraging connections, data, and user participation.

Google’s mission is what really matters to this post but Yahoo!’s mission is quite interesting because I feel like it says the same thing that Google says – it just has a little more entertainment/emotional words stuffed into it.

What it all boils down to is this: Organization matters!

Here is an illustrated version of how accounts are/should be structured:

Geotargeted means I will label the campaign by city, state, country, etc; thematic means I will be generally specific with the theme of the ad group/campaign (example – Campaign name “widgets”, ad group name “blue widgets”).

The way to really optimize the organization of your pay per click accounts in Google, Yahoo!, and MSN is to focus on the themes of your ad groups and keywords.

Using the example I started above, let’s assume the campaign is targeted to the United States and the Campaign name is “US – Widgets”. This tells me I am selling widgets to the US area in this campaign.

Next, I create an ad group named “blue widgets” – THIS IS IMPORTANT because the Ad Group name not only tells you what keywords are or should be in that ad group, but the Ad Group Name TELLS GOOGLE, YAHOO!, AND MSN what keywords they should find in that ad group.

Keywords that should be in the “blue widgets” ad group are: springy blue widgets, spongy blue widgets, solid blue widgets, light blue widgets, midnight blue widgets, blue widgets, etc. NOTE: Every single key word(phrase) has the term “blue widgets” in it!

Keywords that should NOT be in the “blue widgets” ad group are: springy red widgets, dark red widgets, red widgets, regular widgets, cap widgets, golf widgets, car widgets, etc.

YES, Google, Yahoo!, and MSN are that picky – you should be that picky too if you want to save money on pay per click ads.

By simply organizing your pay per click accounts in a thematic way, being specific and meticulous about it, you will improve your quality score, increase your relevancy to searchers, and inherently lower your click costs while improving your ranking against competitors who are NOT organized!

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