When pitching to new clients, business is rarely won based on the ability to tactically execute. It’s usually talking about how we will use data, or be able to deliver better than our competitors with whatever the latest thing might be.

There is nothing wrong with that approach, as you would expect that any agency worth their salt would know best practices. However, all too often best practices are overlooked. The most effective change that can be made when taking over a new campaign–and even after managing for a while–is revisiting campaign structure. This might be the most basic detail of all, but it is critically important.

Google rewards relevancy

As you know, Google changed the game when it introduced Quality Score into the bidding equation, and this remains a huge factor today. If you consider that you can’t control the number of advertisers in the auction, and you can’t stop someone from having deeper pockets than you, then how can you beat them? Quality Score.

Quality Score is heavily tied to campaign structure. The way in which keywords in the same ad groups are related to one another and follow a common structure is paramount. This may feel like a lot of extra work to create more ad groups when the differences do not seem substantial, but the pay-off is worth it. For example, if you are a retailer and you are putting all shirts in one ad group, you should consider breaking them down into specific types (sweatshirts, t-shirts, tank tops, etc.). Also, by sending keywords to their specific landing pages, you also increase relevancy, which is rewarded with higher quality scores.

Ad copy and ad extensions

Linked with relevancy is the ability

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