Google Grants Beta A BEGINNERS GUIDE - Manual (Page 10)

10
Making the most of your
campaigns
I. Setting up an effective campaign
It’s essentially up to you to organize your campaigns, Ad Groups, and keywords that make
the most sense for your organizations goals and website. With a logical structure, you can
determine what works and what doesn’t. Account structure is a key component to starting
strong. Keep reading for information on best practices around structuring your account.
• Step 1: Stick to one goal per campaign
• Step 2: Make Ad Groups out of your keywords
• Step 3: Review, test, and refine
Step 1: Stick to one goal per campaign.
Structure each campaign based on a simple, overarching goal. Ask yourself, “What do I want
to achieve with this campaign?” Your answer might be to promote an event or attract
volunteers, for example. We suggest you separate campaigns by theme or use the same
structure for your campaigns as for your website. If your website is grouped into categories,
your job is almost done. It’s a good idea to map your structure on paper first.
Step 2: Make Ad Groups out of your keywords.
Just like your campaigns, organize your Ad Groups by common theme or goal. Think about
which keywords you want to use, then group similar keywords together. You should be able
to come up with two groups per campaign. Finally, make a distinct Ad Group for each group
of keywords.
Step 3: Review, test, and refine.
Review one campaign at a time. Are your keywords logically grouped into Ad Groups? Does
the campaign help you achieve a goal? Remember to check your progress and continually
refine your keywords and your ad text.
Your Ad Groups, keywords and ad text should be organized in a logical format for the best results