Adwords Campaign Structure

I've been hard at work setting up the Adwords campaign structure for our Native American Jewelry website, and I was reminded how critical it is to "properly" set up the structure of your campaign from the outset. For the uninitiated, you can set up multiple Campaigns in your account, and multiple Ad Groups under each campaign. In each Ad Group, you can set up multiple Ads that Google will rotate and test for you. You really need to get the structure right from the get-go or there will be a lot pain restructuring things later if you want to do things optimally. Here is Google's example for a basic structure.

It's important to think about your Adwords campaign structure along the lines of a basic classification system, with broad groupings at the campaign level (Electronics in the Google example) and more specific groupings at the Ad Group level (like VCRs, stereos, DVD players under the Electronics broad grouping). In my case with our Native American jewelry website, we have major product groups like Bracelets, Necklaces, Earrings, etc. Each is its own Campaign. Within each campaign I broke them down into sub-types for individual Ad Groups, sometimes along materials lines (like Turquoise Earrings), sometimes along style lines (like Cuff Bracelets). At these sub-type levels (each an Ad Group) is where you define your actual Ad Text. As we learned in our earlier blog from October 4th about the importance of customized Ad Text and targeted Landing Pages, being so granular and specific in your campaign structure will yield the most optimized marketing results.

There's more to talk about here, of course, but let's leave that for Comments or future musings.