-
Consolidating large accounts and campaigns?
Say you have an account with 200 campaigns between phrase and exact match and you currently use keyword fencing to push traffic to your exact campaigns. Has anyone successfully either combined match types into single campaigns or in line with keyword expansion today eliminated phrase or exact altogether? I am trying to examine ways to make an account more manageable and would love to get your take on this.
-
1 Reply
-
You definitely need to combine your campaigns. If you check your search terms report, you’ll find that many of the campaigns appear for the exact same terms.
You can start with that, review all campaigns and make a list of those that target the same terms. Keep all phrase match and exact match together, and all other close variations of the keyword. So if you have a keywords like “outdoor gear”, you want to keep “outdoor gear stores” in the same ad group. Just think of it in terms of relevance to the ad and landing page. Everything that is the same, can be in the same ad group.
Separate the campaigns by location (if you are targeting multiple countries) and categories (if they are very different) and goals (maybe one campaign targets store visits and another online purchases, or if the ROAS goals for vastly different).
-
Definitely want to consolidate and separate themes into your ad groups. Segmentation is no longer relevant and QSs will stay the same. This just helps you scale with relevancy.
-
For accounts with lots of campaigns and ad groups, use labels and consistent naming conventions to give yourself easy ways to summarize the account at a high level. Also become comfortable with Google Ads Editor for bulk editing.
Do those things and the workload isn’t really that much more than it would be with more consolidated campaigns. At the end of the day even if you cut it in half to 100 campaigns, that’s still one-hundred-freaking-campaigns. It’s going to take more than just consolidating match types to really make that manageable.
With Labels, set them up with a prefix that helps group similar campaigns or ad groups. For example: “LOCATION: New York,” “LOCATION: Florida,” etc.; “DEPARTMENT: Tennis Shoes,” “DEPARTMENT: Dress Shoes,” etc. Then when you go in to check on the account, you can just go to the Labels report, sort alphabetically, and get a quick summary of how the account is performing in key dimensions so you can decide where to drill down and focus your time.
Consistent naming conventions similarly can be used along with a few Excel skills to summarize data. For example, an ad group naming convention could look like: “[Topic] KW Root – Modifier.” Then when you pull any report with the ad group column, you can use Text to Columns in Excel to break the ad group name into 3 separate columns, and then create a Pivot Table to view the data any way you want.
-
You should be combining your campaigns for better management
It can be done through various types based on preference
* Consolidate by categories, one campaign targets one category of products
* Consolidate by goals – If you are trying a full-funnel structure this can be helpful
* Consolidate by the relevance of keywords – Highly relevant keywords in the same ad group, same category of keywords in the same campaign
* Consolidate by campaign type, given the category of goal is sameYou should not be eliminating phrase and exact, they are the highest converting keywords in any account. Instead combine phrase and exact first, then you can expand the campaign reach with broad after consolidation
Log in to reply.