Common Settings

These settings will stay the same across all of your Campaigns.

Campaign:
Branded Search

This campaign targets your Branded search terms. It is mostly defensive in nature: It prevents your competitors from bidding on your brand term cost effectively. This campaign will generate the majority of your conversions, but you want to keep your cost-per-acquisition costs low, as most of the sales generated by this campaign are not incremental sales.

Ad Groups

This campaign initially contains only two ad groups: One to target the exact match version of your brand name, and another to target the phrase match version.

Campaign:
Generic Search

This campaign will target high-performing non-branded search terms. It will initially be empty, but you will populate it as you discover high performing search terms.

Eventually this campaign will contain one ad group for each performing exact match search term, as well as a second ad group with the phrase match version of the performing term.

Ad Groups

Keyword Exclusions

Your Generic Search Campaign may target your Branded search terms. Create a Negative Keyword List containing your branded terms, and add it to the campaign to ensure this does not happen.

Campaign:
Keyword Prospecting

The goal of the Keyword Prospecting Campaign is to find new high performing keywords.

When such a keyword is found it should be:

1. Added to the Generic Search Campaign
2. Excluded from this Keyword Prospecting Campaign

Ad Groups

This campaign will have a single dynamic ad group called “Catch-all”, targeting all pages on the site.

Keyword Exclusions

This campaign will also target your Branded terms unless you explicitly exclude them. Create a Negative Keyword List containing your branded terms and add the list to the campaign.

Multi Country / Currency / Language

If you are targeting multiple countries, currencies, and languages, then you will generally want to replicate this campaign structure for each Currency x Language combination.