Selecting your Keywords, the only challenge is you!

After establishing goals for your AdWords campaign, it’s time to go through four steps to create the best possible keyword strategy.
These are:

1. Expand your keyword list to include as many relevant words as possible
2. Target the keyword list by using keyword matching options
3. Scrub – or refine – the keyword list
4. Group the keywords in thematic ad clusters

Ad Groups are how you organize your keywords. Keywords in the same Ad Group trigger the same ad text, or creative. It’s best to group your keywords thematically so you can target ads toward each theme, product line, or promotion.

Creatives, plural, are the different executions of your ad (not the people who create them). Every word change – and each one can be critical – is a different creative. It’s typical to run two to four creatives per Ad Group.

Campaigns are how you organize your Ad Groups. You can create different campaigns for each product line, each major collection of Ad Groups, each geographic region, or any other structure that works for any specific product or promotion.

The Account level is where you manage everything, including contact information and billing. It also contains all of your campaigns, which contain all of your Ad Groups, which contain all of your keywords and creatives.

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