It is important to structure your keywords well. Therefore, create different keywords for different campaigns. If you have a large selection of articles in a campaign, you will also have a large number of keywords. Therefore, it is important to keep an overview and structure articles based on similar keywords


You have a selection of shoes. For all shoes, the keyword ‘shoe’ is relevant. For some shoes, the keyword ‘children’s shoes’ is relevant and in this category there are also different segments such as ‘sneakers’ and ‘boots’. If the keyword ‘children’s shoes’ is used in all campaigns for different types of children’s shoes, it would be easy to lose track of which advertisements are displayed for which keyword bids. To avoid this, more general similar keywords can be included in separate campaigns, for example ‘children’s shoes’ or ‘shoes for children’. For example, the best-selling articles can be included in this campaign,

Which then looks like this:
  • Campaign 1: 'children's shoes’ for general keywords ('shoes for children’, 'children's shoes', etc.) and bestsellers.
  • Campaign 2: 'sneakers for kids’ for specific keywords (‘trainers for kids’, 'tennis shoes for kids', 'joggers for kids’, etc.) and related articles.
  • Campaign 3: 'children's boots' for specific keywords ('children's boots', 'walking shoes for children') and related articles.