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Pay Per Click : How Naming Schemes Impact Adwords Campaign Management

Improving Adwords Campaign Management - Naming Schemes

Keep your campaigns and naming schemes simple and readable.

Dull as ditchwater it may be, but when you expand your Google PPC Adwords advertising, you will as a matter of course have multiple campaigns. Within each campaign will be multiple ad-groups. With so much to manage, it only makes sense that simplicity is your best PPC management resource

Google Recommended Limits

Googles recommendations/limits for PPC advertising are as follows:

• 25 campaigns
• 100 ad-groups/campaign
• 750 keywords/adgroup (although they will allow up to 2,000)

Although you will have a theoretical total of up to 5,000,000 keywords, you will never get anywhere near that. Why? This is a performance and scalability issue for Google - the more keywords in an account, the more processing power required to see what keyword/advert combination should be shown.

If Google were to allow everybody to utilize their full complement of 5,000,000 keywords, Adwords quite simply would not work, screeching to a halt due to excessive load placed on their servers.

This is why, in practical terms, you will be limited to a fraction (perhaps 50,000 to 100,000 - somewhat more if your account is a 'good performer') of the possible total.

PPC Management

Regardless, managing even 50,000 keywords can be very complex, so always rename your ad-groups and campaigns from the provided defaults to reflect 'their nature'. This makes it significantly easier to track your results.

"Campaign #1" tells you exactly 'what it is' but what you want to know is 'what it does'. Adwords Campaign PPC management becomes proportionally more difficult the more campaigns and ad-groups you construct.

Some people maintain a spreadsheet with notes indicating what each campaign and ad-group relate to. This is commendable, but unnecessary. Having the discipline to use meaningful naming conventions every time you construct a new ad-group/campaign doesn't take much time or effort, but will save you a lot of headaches in the long run and provide better PPC performance.

About the Author: Tom O'Brien is a certified Google Adwords Campaign Management Professional offering more information at http://www.pdqprospects.com/services/GoogleAdwordsCampaignManagement.html

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