Google allows you to have separate campaigns for different products or topics your advertisements
relate to. Inside your Google account you can have up to 25 separate active campaigns.
Within each campaign are your ad groups. Ad groups are used to further refine the products
or topics relating to your ads.
E.g. If you are selling a dog training product you would have an Ad Campaign titled "Dog
Training". Within this campaign you may have sub topics (Ad Groups) such as
. Dog Toilet Training
. Dog Aggression
. Dog Eating Habits
. Etc...
6 Tips for Adwords Mastery
Identify Your Target Audience - most importantly, get the language and the country right.
It does you absolutely no good to market upscale espresso machines (i.e. American market)
to the Congo.
1. Refine Your Keywords as if you were Panning for Gold - because you ARE, in a sense,
panning for gold. Test different levels of targeted keywords.
There are three levels of targeting for your Google keywords:
Broad match, Phrase match and Exact match.
. Broad match - Let's say one of your "dog training" keyword phrases is dog house training. Anytime someone searches for either dog house or training your Google ad will appear. So if someone is searching for fitness training or training my pet fish, your ad will appear. People searching for fitness training are probably not going to purchase your dog training product - therefore you have just wasted 1 Google impression.
. Phrase match - To Phrase match a keyword, place quotation marks "......" around your keywords. For example: "dog toilet training at home". Every time someone searches for any of these keywords, your ad will appear. For instance, if I search for home toilet training for my dog, the "dog toilet training" ad would appear.
. Exact match - To exact match your keywords, place brackets [... ...] around your keyword phrase. This will ensure that your ad will only appear when someone searches for your exact keywords, in the exact order you have specified.
For example:
If you set the keyword [dog toilet training at home], your ad will only appear when someone
searches for any part of your keyword phrase in the exact order. And if someone searches
for dog training home, your ad will appear, as all their search terms are contained in your
[] keyword phrase. If someone searches for toilet training dog, your ad will NOT appear
as their search term is not in the same order as your keyword phrase.