New Campaigns: what structure works best?

[missjay]

Hi, I wanted to know if anyone had experimented with new campaign structures.

In the past I've created campaigns with ad groups for each section of the website and used a wide selection of relevant and (perceived) high value keywords, then over time I've taken out the worst performing keywords in order to optimise the account. But is that really the best way?

I'm about to restructure an account for a client who has been running AdWords for a couple of years. This gives me the advantage of knowing which of the few keywords they are currently using is already working on the site. I am therefore considering doing the reverse of what I've done in the past and setting up a new campaign with ONLY the current best-performing keywords, then adding to them over time. They have also had Analytics for a long time so I was considering trying the best performing organic keywords as well.

My reasons for doing this were that I should achieve a high quality score very quickly and high ROI, rather than a low quality score that would take a long time to improve and to understand where the campaign was going wrong.

Has anyone tried these approaches, or any others? What results did you get? All ideas/opinions welcome!

[rakesh_boonze]

Hi....
While restructuring i would prefer for having tightly themed based adgroups rather than having best preforming keywords in a single adgroup. when you are going with themed based adgroups you can get better quality score for your keywords and adtext and also include all variations for the keywords that you are going to upload.

If you are going with top performing keywords it would be rather difficult to create adtext for different themes and may effect your quality score.

All the best.

[missjay]

Hi rakesh. In both instances the keywords in the campaign would be separated into theme based ad groups with relevant ads.

[rakesh_boonze]

Hi Missjay...
Yes you are correct. Rather than moving out top performing keywords you can also do this.
1) Keep the Top performing keywords into a existing adgroup and move the low performing keywords into another adgroup by creating a new campaign. In this way you can get the benefit of campaign history to the performing keywords.
2) Moreover there are chances of getting the low performing keywords to perform in the separate campaign .

[ChelseaBlacker]

MissJay,
May I suggest a radical alternative to Rakesh (or perhaps it complements his #2...), put the low performing keywords on negative match! It keeps them away from your high performers, so they don't get "tainted" per se.