Back to Basic, How to Keep Your SEM Campaign Healthy and Scalable

The biggest challenge in managing an SEM campaign is to keep your campaign healthy but at the same time, also scalable, especially when you are dealing with a website that has hundreds of URLs with a massive range of keywords to manage.

Here are some of the basic guidelines for Google Ads campaign structuring. These guidelines will keep your account healthy and scalable.

One Campaign, One URL, One Objective

By having only one URL and one objective per campaign, you will be able to set up and optimize your campaign better. It will also be easier to manage your bid and budget for each URL and objective you have. You can also utilize the portfolio bid strategy that is specific to your URLs and objective.

One AdGroup Ten Keywords

Keeping your keywords per AdGroup as relevant as possible will help increase your overall campaign performance. You will have a higher quality score, and it will also improve your AdRank.

When structuring your AdGroup, the keywords that you add should be on the same topic with high relevance. An easy way to this is to short your keywords alphabetically, then select keywords with the same structure of words.

Ten keywords per AdGroup also help you create ads with high relevancy.

Low Performing Keywords

Isolating your low performing keywords from other keywords that perform will improve your campaign performances. Metrics that define these low performing keywords are quality score & interaction rate. Isolate and place in new AdGroup keywords with a quality score lower than 5, and interaction rate bellow the AdGroup average.

By doing this, you can asses the issue with your low performing keywords and improve the performance. For example, some keywords might have a low quality score because of ad relevance. By separating into new AdGroup, you can create new ads specifically for these keywords.

Add New Keywords Recommendation

Always make sure that you check the keywords that Google Ads recommend to add on your dashboard. Do not click on the "APPLY ALL" button without making sure all the keywords are going to right AdGroup.

The safest way to expand your keywords is by adding new keywords to a new AdGroup. In case these keywords are not performing, the rest of your campaign will not be affected.

What are your tips to keep your Google Ads Campaign healthy and scalable? Share it in the comment box below.

Paid SearchRidho Putradi S'GaraDecember 12, 2019