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The most important thing is to have only few keywords in an ad group. As you can read in the section "PPC Campaign Optimisation", you need to have your keywords included in your ad text (to have the opportunity to have them highlighted) and increase the relevancy of your ad in relation to the keywords. If you put a hundred of keywords in an ad group, your ad text will not contain any of this keywords for a request, and your ad won’t return. In this case, the keywords in this ad group will have no impression and no traffic, and the reason is simply that your ad is not relevant for the keyword terms. We usually put two main words in an ad group and decline those two words by using the long tail (1 or 2 other related attribute of those twp keywords), reversing the order of those words (if use Phrase match), or misspelling. At the end, if you follow this technique, you can obtain a list of 10 to 20 keywords phrases in an ad group. |
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1. Separate the campaign associated with your brand and the one with generic terms. It’s recognized that the search including your brand name obtains a higher CTR and a lower PPC. So, your Return on Investment (ROI) for the branded terms will be much higher. It’s good to have those two types of campaigns separated by a management reason. When you have budget restriction, you can easily keep the most profitable campaigns actives.
| Branded-Category
| Generic-Category | | Campaign name | Branded-Toys | Generic-Toys | Example Keywords
| Ebay Toys | buy Toys |
2. Create separated campaigns by languages
e.g: English-Category vs. French-Category | | English-Category
| French-Category
| | Campaign name | ENG-Toys | FRA-Jouets | Example Keywords
| Toys | Jouets |
3. If you separate by language and by brand vs. generic, you can create campaigns following this model. | | Branded-Category | Generic-Category | Campaign name in English | ENG-Branded-Toys | ENG-Generic-Toys | Example Keywords
| Ebay Toys | buy Toys | Campaign name in French | FRA-Branded-Jouets | FRA-Generic-Jouets | | Example Keywords | Ebay Jouets
| Acheter Jouets |
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