How to structure your campaigns?
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 |