With Paid Search Marketing Structure, it is always a good idea to Start at the Top.
If you want to start using Adwords and BING Ads, and are new to paid search marketing, take the high Earth orbital view first, and focus on the big picture. Also called PPC or pay-per-click, here are some useful paid search pointers I recommend you follow before you launch any new paid search campaign.
Paid Search Campaign Structure:
How should the strategic campaign structure of your account be organized? Allow for future growth and diversification of large and niche campaigns as your targeting and business grows. Name your campaigns logically, and related them to the target market, service or product. Logical organization of your campaigns will save confusion and frustration later on as you expand your paid search marketing efforts.
Think of your campaign structure as you would planning the future growth of a potentially large city, think about the big-scale organization first. Then drill-down to get the major 'neighborhoods' right. Only then should you be worried about where to put the 'streets' and 'parks'.
Once you have a good strategic understanding of how you want to organize your campaigns, determining sub-categories are next. In Google, these are called Adword Groups.
Adword Group Structure:
Adword groups are the actual niche mini-campaigns which reside in each of your higher-level Campaigns. These should be very focused. It is in the Adword group where you need to think carefully about:
Keywords - What keyword phrases do you want to trigger your ads. Are they sufficiently targeted using long-tail tactics to avoid wasted clicks or hyper-competitive search terms of only partial value to you? Do the keywords you've chosen for an Adword Group make sense together, or are they too broad? Can they be split into two more focused Groups?
Negative Keywords - What (single) keywords do you NOT want to trigger your ads? Negative search terms are extremely useful to help improve focus, lower costs, improve click-through-rates, and raise conversion rates.
Ad Content - What will the Ad say? Is it relevant to the market and keywords you have targeted? Are you running alternate ads to measure relative success? Avoid one-size-fits-all approaches.
Landing Pages - Your landing webpage must be absolutely targeted and customized to the intended audience and market niche. Don't send people to your homepage or some higher level webpage, you'll only frustrate your visitors and risk a low quality score from Google, resulting in lower click-through and conversion rates.
There are more factors to consider…. a lot more. But by getting these four fundamental paid search management principles well-designed and optimized in the beginning, the other many paid search tasks and factors needed for success become easier to manage and optimize.
Paid Search, (Google Adwords, BING Ads) run in a parallel universe to organic search engine marketing. I've been successfully and efficiently managing paid search campaigns for over 10 years now, with Adwords as my paid search top priority.