The account structure makes a decisive contribution to improving the overview and improving the account structure. Large AdWords accounts or campaigns with thousands of keywords can thus be better monitored, controlled more precisely and better aligned to the search queries of potential customers. The best way to do this is to use the peel & stick method named by Perry Marshall . This involves granulating high-performing keywords or thematic keyword clusters into very specific ad groups that are geared to the respective search query and with ad texts that are tailored to them. This makes it easier to measure and optimize the performance of individual keywords or keyword clusters. In addition, the ad texts can be perfectly aligned to the respective search query.
I have published a detailed article on AdWords optimization via the account structure on ecommerce-lounge.de .
optimization of the keyword pool
When it comes to keywords, it is important to find out which keywords perform best in terms of the optimization goals. The focus should first be on the most important keywords. Keywords that lead to conversions are important, and you should also take a closer look at keywords with high search volumes. Are they relevant? If so, peel and stick them into a separate ad group and test them in the best possible way with the ad texts. When optimizing AdWords through bid management, you should promote keywords that bring conversions with higher CPCs and eliminate budget-wasters. When eliminating keywords, you should make sure that you have valid data for your decision. I think deleting a keyword after just 10 unsuccessful clicks is dangerous. You should make an elimination decision based on the maximum cost per conversion and the appropriate significance of the data (e.g. 50 clicks).
The use of the keyword options broad, phrase, exact and cayman-islands phone number data negative is a must. Broad match keywords should be used sparingly and placed in their own ad group if necessary. They are primarily used to find search queries that have not yet been included in your keyword portfolio. In general, you should focus on using phrase and exact matches, as they give you more control over which search queries the ads are delivered for.
If you work with broad matches, you should definitely also work with negative keywords. You should regularly look through the search query reports to discover keywords that are not relevant and that generate unnecessary impressions. However, the search query report has one small but annoying flaw. It only lists the search queries that have generated clicks. This means you cannot see all the search queries that have led to impressions. I hope Google will add this in the future.
I recommend paying attention to the fact that keywords that do not lead to any conversions at first glance can also be valuable. AdWords conversion tracking works according to the "last keyword wins" principle. In a multi-stage search process across several different search queries, the conversion is assigned to the last keyword entered. This means that assisting keywords are not recorded at first glance. The search funnel analysis is used for this.