When using Adwords, campaign organization is a very important factor to take into consideration. In part, your Ad’s performance and the price you pay per click can be affected by poor campaign organization. Quality score is the algorithm which Google uses to determine how much you will pay per click. The quality score is based on several factors such as click through rate, landing page relevance, account history and account organization. Adgroups are individual groups of keywords which are organized inside single campaigns.

Limiting the number of keywords which you are bidding on in every Ad group will help improve the quality score, but also allow for easier management of each group. If certain keywords are simply not performing well, then they can simply be removed and other Ad groups can be optimized.

Keywords should be organized clearly in each Adgroup. They should be organized by variations on a single main keyword, and each Adgroup should run on an optimized webpage with relevant keywords from the Adgroup. The landing page optimization is essential to increasing the Quality score of the keywords in your Adgroup, after trying a few different varieties of landing pages, you will eventually find one which works, or scap the Adgroup. Running Adgroups which are not getting good click through rates will also not help as quality score is partially based on account history. Delete keywords which are not performing.

Organizing campaigns is often overlooked, and a necessary part of building a strong search campaign. For more information, see my Adwords guide at http://earthtoblog.com