Pay Per Click (PPC) advertising can be a blunder for the common search marketer. The Google AdWords platform withholds a number of intricacies and nuisances, making it difficult to execute a highly successful campaign.

AdWords PPC Campaign Management

Effective PPC campaign management requires some experience to fully understand the minute yet impactful details. Often times it’s PPC campaigns that are not properly set-up and structured that fail to succeed.

To help steer your paid search efforts in the right direction, in this article I will share with you three powerful tips for AdWords PPC campaign management.

1. Know Keyword Match Types for Better Bidding

For any PPC advertising campaign, it’s critical to understand each match type for keyword bidding. The three most common match types are Broad, “Phrase,” and [Exact] match. Read a clear definition of each of these match types by visiting Google AdWords support page on keyword match types.

PPC Campaign Bidding

Uneducated PPC advertisers commonly structure their campaigns using only broad match, which is disaster waiting to happen. This will result in your ads being triggered for countless long-tails, odd keyword variations, and unwanted synonyms. In short, using broad match bidding results in your ads being displayed for keyword queries that lead to undesirable impressions and click-throughs.

Instead of using broad match, and being restricted to the confines of [Exact] match bidding, a solid technique is to leverage the broad match modifier. In this bidding technique, place a “+” symbol directly in front of words that must be used in a searcher’s query for your ad to be displayed.

For instance, if we structure our keyword bid to look like +kids +military +uniforms, those three words must be used to trigger our ad. So search queries like “military uniforms for kids” or “kids military uniforms for sale” would trigger our ads.

2. Leverage “Search Terms” for Negative Keyword Research

Even with using better keyword bidding strategies like the broad match modifier, unwanted search queries can still cause your ads to be displayed. An enlightening place to visit in AdWords when doing any sort of PPC campaign management is the list of “Search Terms.” This can be found directly under the “Dimensions” tab.

PPC Campaign Management Dimensions

By leveraging the data provided by “Search Terms,” you can see the precise keyword queries that have been triggering your ads. This feature in AdWords reveals amazing information to better manage your PPC campaign.

Using “Search Terms” is perhaps the most powerful tool for negative keyword research. If you notice keyword variations that you do not want trigger you ads, you can add these terms to the list of negative keywords (just below the active keyword list in AdWords.)

3. Maintain Highly-Focused Ad Groups

A common issue in managing a PPC advertising campaign is including far too many keywords in a single ad group. One of the best practices of PPC campaign management is to keep your ad groupings tight and very keyword focused. Not only does having very tight ad groups allow you write better targeted ads, but focused ad groupings can help to increase your keyword quality scores. In addition, this practice also enables you to leverage better landing pages per ad group, which can significantly promote higher conversion rates.

Try to have only 2-5 very relevant keyword targets per each ad group in order to keep them as focal as possible. If you see that you’re using a ton of keyword targets in one ad group, try doing some “peel n’ stick” – which simply taking under-performing or slightly irrelevant keywords and placing them into more relevant ad groups (or creating new, dedicated ad groups.)


About the Author
Tyler Tafelsky offers over five years of professional experience providing organic SEO and PPC campaign management services. Tyler is well adept in the best practices of organic search marketing and social media engagement, and offers his expertise to a wide range of businesses. To learn more about Tyler, you can email him directly via or connect with Tyler on Twitter.