Google AdWords Campaign-Optimization Tips
Part of the Google AdWords For Dummies Cheat Sheet
Creating a Google AdWords campaign — successful or not — can be a complex endeavor. The following list details several helpful hints that can save you time and headaches when you're creating an AdWords campaign:
Separate Google, search partners, and Display network traffic into different campaigns. Keep your traffic streams separate so you can track the visitor value from each stream individually; optimize your sales funnel for each group.
Separate broad, phrase, and exact match types into separate campaigns (or if volume doesn't allow, separate ad groups) in order to monitor how differently those match types perform.
Create tightly focused ad groups with closely related keywords. Avoid sloppy ad groups with thousands of words all pointing to some loosely related ad. Group common desires and mindsets, write targeted ads, and send each to a targeted landing page.
Place underperforming keywords in new ad groups and optimize the ads for those keywords. If one of your top traffic keywords in an ad group is getting a significantly lower CTR than the rest, move it to its own ad group and write an ad with that keyword in the headline (and perhaps in the URL).
Build ad groups with enough traffic to split-test in a timely fashion. Don't take too long to declare split-test winners.
Add long-tail keywords to decrease CPC and increase traffic. Three- and four-word phrases tend to have less competition and represent buyers rather than lookers.
Focus your energy on the changes that will make the biggest difference. Before managing and optimizing your account, sort campaigns, ad groups, and keyword lists by impressions. Start where the most traffic is so your improvements lead to increased or more qualified visitor flow.