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Working with 1m keywords+

Can anyone advise on the best structure?

10:40 pm on Sep 23, 2004 (gmt 0)

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We currently have 8 Adwords accounts and are about to expand massively with certain sites needing several hundred thousand keywords.

How do those in the saem boat structure the ads, i mean surely as the limit is 2000 keywords you don't just duplkicate the ad every 2000 words?

AWA - any advice? Out Google rep seems to be slow in giving us tips on this - how do ebay cope?

Ben Flux
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4:54 am on Sept 24, 2004 (gmt 0)

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I'd question whether you can possibly meet the mandatory Editorial Guidelines with this number of keywords.

Ad and Keyword Relevance
Your keywords and ad text must be relevant to your site, products, or services.

Write Accurate Ad Text
Your ad text and keywords must directly relate to the content on the landing page for your ad.


5:01 am on Sept 24, 2004 (gmt 0)

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More from the site:

To ensure that accounts do not place unnecessary load on our advertising servers, we ask that you keep the overall number of keywords in your account to a manageable size.


In most cases, a handful of well-targeted keywords will deliver the majority of your relevant clicks, and there is no need to create hundreds or thousands of keywords.

Ok, only "most cases", but it's clear that Google is not encouraging millions of keywords.


5:03 am on Sept 24, 2004 (gmt 0)

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I can understand with OV but not AW. What is the point all you have to do is bid the roots of your keywords and you get them all. You can do a ton of work an all somebody has to do is outbid you on the root of your words and you lose. If you have that many kw's in AW's your doing something wrong.
7:09 am on Sept 24, 2004 (gmt 0)

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Rather than whether it is the right thing to do, I was really after how best to structure it from someone already doing it - or perhaps from AWA?
11:58 am on Sept 24, 2004 (gmt 0)

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I would recommend taking a look at the individual keyword stats for each AdGroup for the month of September 2004. Do a filter search for keywords with zero impressions.

Delete those keywords. If your keyword hasn't received a single impression this month, its not worth keep it there especially when you have a zillion keywords.

I'm thinking you will be able to cut the number of keywords by 25 - 40%.

12:58 pm on Sept 24, 2004 (gmt 0)

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There are a few different ways to manage the ads here.

1. First, theme the groups. If you've managed to get 1mil keywords in an account, then you've used several different theming processes to combine keywords to get there - use the same type of structure to build your ads. Pick the main difference when you combined the keywords, and focus around that for each ad type. It is possible to have 20k keywords do well using the same ad. (Although, there are also management issues of using so many keywords and you really need to use some report/excel combining functions to see how ads are preforming).

2. Another way is to build several ads about your business. Focus on your unique business model. Let's take a test case with Amazon. They might advertise on 1 million keywords, and half of those have one thing in common - media (books/dvds). The other half have something else in common (their partner stores). So taking on a branding type campaign around your product and using several of the same ads in many groups can work, and then custom ads for high priced/high impression groups (depends if you have 1 million KWs because your a shopping mall with 100k products, or of you're managing unique combinations around a single theme). Dynamic insertion can definately be your friend here as well.

3. If your a large company, then hand off themes to the various departments after an AdWords tutorial (this is how a few fortune 500 companies operate). Let them build the campaigns and then go back and fix the issues. Suddenly, this type of advertising campaign is broken down by department and doesn't seem like a monster account, but a lot of sub accounts to manage, which can psychologically make things easier. Just make sure that the departments don't choose the same keywords and start bidding each other up (this has happened before, where it was found that one company had several accounts and the bidding wars were between different departments of the same company). If this is your strategy, make sure there is a centralized person who is keeping tabs across the various accounts.

One of the most important things is not to dwell too much on any one keyword that doesn't get Xk impressions a month (set a target number based on some real data - not hypothetical numbers). Let the keyword stragglers sit in an adgroup and don't worry about them getting disabled, set a threshold for words you will manage - and let the others sort themselves out. Just make sure you don't pick too many unrelated/under preforming keywords that make your account get slowed. Having an account of this size slowed is a lot more work to fix all the problems. If you've created good themes for the keyword groups - then you have the choice to manage ROI by groups and not individual keywords

The most important thing is the organization. If you make too many groups and keywords, you'll just bury yourself in busy work. Use bulk uploads and make excel your friend for managing this account. If you spend enough, your rep won't have any problems sending you excel sheets for when you want to make major changes.

It can also be advantageous to talk to your rep about what you plan on doing, and get your reps input. AWA has mentioned in the past that it is one of his pet peeves for people to upload 500k keywords half of which never get impressions. So don't just surprise your rep with this, but make sure you've had a couple conversations about the project first. Campaigns with 1mil keywords can be very effective - but it takes a lot of upfront planning and organization so you don't get swamped by what sits in front of you.

4:32 pm on Sept 24, 2004 (gmt 0)

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I would recommend not involving your Google rep at all. Generally, they dislike the work involved with large batches of keywords.

Do it all yourself through the UI, however painful that may be.


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