Most mistakes people make in their Google AdWords campaign managements are pretty common, and 90 percent of Google campaigns can be greatly improved with less than an hour of effort. You can save yourself hundreds, thousands, even tens of thousands of dollars in the hour you spend following our instructions in this article.

And what is the top ranking mistake made by folks in Google campaign management? The big culprit is improper organization of their campaign. If ads and keywords are poorly organized you will have inefficient campaigns and higher advertising costs.

When your campaign is organized right you will get the effect you are looking for right off and adjustments and optimization are a snap. This will make all the difference over the long haul.

In your optimum campaign, you would have 1 perfect ad for each keyword that is searched for. With each different keyword you would have a different add. With 2,200 keywords you would then need to write 2,200 ads.

In the real world, that's kind of impractical. So you cluster similar keywords together with a single ad.

Ad groups are the most basic unit of your ad campaign that has both keywords and ads. The campaign is the broad topic containment for these ads. You will need to have more than one adgroup in your one ad campaign.

In a single Google account, you can have as many campaigns as you want. Some of the campaigns in your account may be on a completely different topic, selling completely different services, and sending traffic to a completely different web site.

The way you divide up your campaigns is your choice, but the in which you divide up your ad groups is not. There is the right way and the wrong way to do it.

Most beginners set up their campaigns to look something like this:

Smith Telecommunications

Vital Solutions for

Your Total Voice Mail Needs

www.smithtelecom.com

So goes their ad, and then their keywords looking something like this:

auto attendant

business telephone systems

call management systems

voice mail

voice mail equipment

voice mail service

voice mail systems

When the prospective clients click, they are all directed to the same homepage. This page has a variety of links to pages with titles from Contact Us to Equipment. What is the problem with this type of AdWords management?

The first problem is that the keyword list is too varied. Keywords should be divided into AdWord groups with only similar keywords or phrases.

Number two problem is the keywords and ads don't suit one another. This also stems from the first problem.

Putting your business name in the headline is a major mistake for nearly every business including Smith Telecommunications. This will make your click through rate really low and therefore you will have a very high bid price.

The ad is about Smith Telecommunications, not what the customer really wants. Your ads need to be about your customer, not about yourself!

If a prospective client is looking for 'voicemail systems' he wants to land on a page about voicemail systems. Similarly if someone is looking for 'voicemail equipment' he wants to land on one with info on voicemail equipment. These are separate topics. Prospective clients don't want to hunt all over your page looking for what they want. It is more likely they will leave to go elsewhere.

If you structure your campaigns properly from the beginning, it's a lot easier to make this work. To do this, take all of your different keywords and use Wordtracker (www.wordtracker.info) or Overture (http://inventory.overture.com) to organize them into narrow "silos" of very tightly related terms. They will look like this:

Voice Mail Services (adgroup)

voice mail provider

voice mail service

voice mail service provider

voice mail services

Voice Mail System (adgroup)

voice mail systems

voice mail systems for realtors

telemarketing and voice mail systems

phone systems voice mail

home office voice mail systems

home office telephone voice mail systems

Auto Attendant (adgroup)

answering attendant auto system

auto attendant voice mail services

auto attendant

auto attendant phone system

auto attendant software

auto attendant system

auto attendant voice mail

phone auto attendant

There's another step we need to take before pasting this into a campaign: Consider negative keywords. Here's a list of keywords that come from "Voice Mail Software."

voice mail software

voice mail business software

voice mail software for panasonic

voice mail broadcasting software

voice mail business software

multiple voice mail software

mac voice mail software

multi-line voice mail system software vru

norstar voice mail software

software to record voice mail

free voice mail software

You might not want visitors who want something for free. Your company also has nothing to do with voice broadcasting and you don't have anything for Macintosh computers. So turn those into negative keywords by putting a minus sign in front of them. The above list now looks like this:

voice mail software

voice mail business software

voice mail software for panasonic

voice mail business software

multiple voice mail software

multi-line voice mail system software vru

norstar voice mail software

software to record voice mail

Negative Keywords:

free

mac

macintosh

broadcast

broadcasting

When your ad campaign is all set up every one of your mini keyword lists will be in ito own adgroup with it's own set of ads.