Group categories which have similar KPIs or targeting together into one campaign. Only separate campaigns if the budget is different or the KPIS or targeting don’t match.
High volume URLs should have their own ad groups, chinese overseas australia data while other categories with a lower search volume go into a DSA ad group.
Add Observation audiences and Ad extensions
Now we know how and when to use each of the different campaign types, let’s see how to put them all together to create a hybrid strategy for different needs and situations.
Small/Med Budgets (<$10K)
For small to medium budgets, the best place to start is with SIAGs only, including one specifically for brand keywords. Over time, you can compliment these with SKAGs, but only when the criteria are met. Hagakure would be excluded from the mix as it requires such a high search volume which is probably not going to be met for small and medium ad budgets.
Here’s an example of a typical account for an accountant advertising for tax prep. You have one SIAG campaign for brand only, another SIAG for general tax prep and then a SKAG campaign for the high performers.
Once you have this set up, if you identify SIAGs with >3000 impressions a week you can add Hagakure. Keep the high volume ones as SIAGs and combine the remainder into DSAs. For example, you may find that the intent for ‘personal’ meets the criteria but ‘business’ doesn’t. You would keep ‘personal’ as its own ad group and put ‘business’ into a DSA. Make sure you test this before you shut down the SIAG though.