Week 2: Create Your Campaign Structure

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Last week, you started the vitally important task of keyword research. This week, we are going to show you how to group those keywords so you can get the best results from them. Some less-experienced PPC marketers think that the keyword list is the beall and end-all of the discipline, but it’s not just the keywords in your list that will lead to success—how you structure your keyword groups is just as important.

A great user experience on a search engine occurs when a user enters a search query and receives relevant, unique, interesting results. High-quality SERPs display both paid and organic listings that appeal to the searcher. Serving the right ads to the right person at the right time requires a tightly themed account structure, which is the challenge you’re going to take up this week.