Phase 3 – implementing a quality account structure
Keywords targeted, and associated ads were structured in to campaigns and ad groups.
We grouped keywords firstly in to campaigns of distinct themes. In this instance, there were two key campaigns / themes identified – commercial keywords, and generic keywords. Commercial keywords were those such as ‘industrial heat recovery’, thereby targeting users who are clearly B2B users by the search term they use. These users are few and far between, which is why it is important to also target keywords that do not identify the user as ‘B2B’ or ‘domestic’ via the search term used. They were keywords such as ‘heat recovery unit’, which formed the ‘generic’ campaign.
Within each campaign, keywords were separated in to smaller groups – known as ad groups. Within each ad group we had two of each keyword but with different match types – exact match and broad match modified.
We placed similar keywords together to ensure that users always saw the most relevant ad to them, ensuring a good user journey.