Multiple campaigns are a great tool that Google, Yahoo and MSN all offer. They work really well for large clients or even small clients who are advertising on super competitive or generic keywords. Multiple campaigns allow you to control your ad spend, isolate high-cost, high-traffic search terms or to test. Here’s a couple of times where multiple campaigns are a great idea to put in your PPC Management repertoire:
- You have a large number of products to sell: separating different product lines into different campaigns makes it easier to manage and see how well that line is doing. Having a large number of AdGroups selling widely different things can cloud how well or poorly certain lines are doing.
- You have a large number of products to sell with very different ROI: breaking products into different campaigns lets you control your budget better. I can break out campaigns based on their ROI, so if a certain product or group of products has a much higher ROI than another, I can make sure that more of my PPC budget is concentrated on those products; conversely I may have products that are searched on very frequently, but may have a much lower ROI – I can spend less on them.
- You have one keyword that’s “hogging” all the money: putting a very general keyword which gets a lot of searches, spends a lot of money and (hopefully) converts for you into its own campaign lets you control its spend, prevents it from hogging all the money and quickly see how well it’s doing. While most of the time general keywords aren’t that cost effective, there are exceptions, and putting those exceptions in a campaign by themselves, where they don’t affect your other search terms and you can control the spend, is a good idea.
- You want to test a term: Google’s broad match really isn’t that broad, it’s expanded match, which means Google can show your ad on anything they deem relevant. For example, you’re an apple seller and all you sell is apples. Google looks at your keywords, decides an apple is a fruit and shows your ad on searches for orange, oranges, etc. We’ve found that sometimes broad match terms are good, and sometimes they are very, very bad, and you really don’t know until you try. Testing a broad match term in its own campaign (with a lower bid than your phrase or exact match terms) is a good way to test, especially if that term is very generic, like the term “balloons,” or “stuffed animal.”
- You advertise certain words seasonally: it’s much easier and faster to turn an entire Campaign off or on, than it is to pick and chose AdGroups if you only advertise certain words seasonally, like for the summer, back to school or Christmas.
There’s other reasons why multiple campaigns can be a good idea, but you get the idea. Multiple campaigns can help you make better decisions, test what works without affecting the rest of your search terms, and have a greater sense of control over your PPC advertising.
For more Google Tips, check out Google AdWords Seminars.