Search Campaigns

Lesson #19: Never Put More Than One Keyword Type In the Same Ad Group or Campaign

Campaign Structure, Default / By

Earlier this week, we discussed the four different types of keywords: brand, non-brand/generic, competitive and long-tail. Since long-tail keywords can fall under any of the other three categories though, for today’s discussion, we will only refer to the three main keyword types: brand, non-brand/generic and competitive. When it comes to these types of keywords, never …

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Lesson #8: Do Not Use More Than One Match Type In The Same Ad Group

Campaign Structure, Default / By

Now that we’ve reviewed the different types of keyword match types, let’s discuss how to use them in practice. To start off, do not use more than one match type in the same ad group. Rather, separate the different match types into different ad groups — one for each match type. There are several reasons …

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Lesson #5: Search Query Reports: A Marketer’s Best Friend

Campaign Structure / By

Whether you want to pull them at the MCC level or through the AdWords interface, nothing is more important in determining the effectiveness of your search marketing program than looking at your account’s search query report (sometimes abbreviated SQR). To find a search query report in the AdWords interface, make sure your Keywords Tab is …

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Lesson #1: Search and Display Campaigns Must Remain Separate

Campaign Structure / By

In Google AdWords, check your campaign settings (the “Settings” tab). Under “Networks & Devices,” does it say “All” next to Networks?  If so, your campaign is set up to show in both the search and display networks. For a search campaign, change your network setting to “Search.” For a display campaign, change your network setting …

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