Paid search is the ultimate opportunity for advertisers to reach potential customers who are already asking for their product or service.   Too often, mismanaged paid search efforts are a result of poorly organized campaigns.  An effective and truly optimized paid search campaign will require the unique ability to generate and manage thousands of goal-oriented keywords.  

Without a proven strategy to manage such large keyword lists, they become unwieldy and inhibit decisions with misleading data. We place tightly themed silos of keywords in Ad Groups alongside targeted ads which deliver visitors to highly relevant landing pages.  This strategy allows us to optimize groups of keywords in a controlled environment using statistically relevant performance metrics.  When the aggregate of keyword groupings can be accurately measured it leads to decisions which are informed and strategies that are molded to focus on keywords which have positive short and long term revenue potential. 

While keyword selection is the most important aspect to creating your new search marketing campaign, an effective and efficient campaign structure puts a higher octane into the quality Search engine. If you have the right keywords, they should separate themselves. I let the keywords determine their own groupings because the keywords are more intuitive than your foresight. Even as a professional experienced campaign engineer, I cannot predict the best (in quotes) ad groups and campaign clustering by predetermining them using the cleanest logic. Keeping the ad groups small is another key benefit to my keyword list, coupling an effective mix of minimalist broad match, plentiful phrase match and occasional exact match pairing.

Additionally, it requires expert experience to determine how to effectively protect specific keywords against their spending-monger foes. Breaking up the ad groups into too few campaigns may not allow an even playing field on which terms compete for displays and clicks. On the other hand, breaking up the ad groups into too many campaigns dilutes the collective daily spending cap which effects the campaigns' ability to more fully integrate into the search engine algorithms. This is becoming more and more important to Google's Quality Score as fewer ads are being shown to improve search relevance and Quality Scores handicap smaller companies - campaigns with larger daily caps get more of Google's attention.

Campaigns organized SEO-Digital Marketing Professional achieve a delicate yet symbiotic balance between sniper precision, rapid machine gun fire quantity and canon-like firepower. Each situation on the search engine battlefront calls for a complimentary solution. Unfortunately it may be impossible to determine which to prepare for when all cannot come simultaneously to your aid, however I will present the solution that matches most closely to your anticipated need. Experience in this category will influence the rate at which you pay for your clicks to lower the price per visitor while allowing more traffic to find their way to your online salesman - your website.