I’ll make this as quick and easy as I can.
Each campaign should be broken down in to Ad groups. An Ad group sits within a campaign and you can have up to 100 Ad groups in any one campaign.
Arrange your keyword lists into clusters e.g.
Grp1
Product Names – Model numbers – plurals – reverse wording etc
This is your root group with your core keywords.
Grp2
More about this below
Grp3
Domain names and variations www and without etc – company names, company domain names, domain names and variations e.g. mydomain.com www.mydomain etc,
Grp4 – superlatives & related
Best, cheap, cheapest, best buy
Grp5

No space, typo’s, hyphenated
Etc. etc. refer back to the keyword list chapter for more grouping ideas.
Essentially you should logically group certain keywords together. The above groups are only suggestions. You could take it further and have one set of keywords per Ad group: -
Grp1 Main keywords Grp2 Model numbers Grp3 Plurals Etc. etc.
But then management becomes time consuming. Try to keep the Ad group number down by grouping keywords in a logical manner.
Now Grp2. I’m jumping ahead a bit here since we haven’t discussed ad writing or campaign set up yet.
Run your ads for a while I suggest at least a couple of weeks at the maximum budget. More on budgets too in a future post. After a couple of weeks you will have a number of keywords that are performing well for you. Or at least you can see they are the potential best performers with the most searches even if you don’t get any clicks.
Take these keywords and place them in Grp2. Only select regular keywords, by that I mean no typos, hyphenated or ’space less’ keywords / phrases, domain names, company names etc. leave those where they are.
Grp2 is where you will use a technique to thrash your competition, explode your CTR and get those visitors to customer conversions really flying.

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