There are many reasons why it makes sense to create new campaigns and other times when it is not a good idea. If your account is budget constrained, you may want to consider additional ad groups instead of campaigns. The one exception is you always want different campaigns for different networks. Search, Display and Remarketing have different performance statistics and spending habits and need to have their own campaigns and budgets.
An ideal account set-up is when the campaigns and ad groups mimic the layout of your website. If you look at Macy’s website below, they would want campaigns that match their top level website navigation and then each of these would have ad groups to match the sub-categories.
Campaign settings are one of the top reasons to consider creating separate campaigns, including:
Here are some examples of when it might make sense to create a new campaign:
As I mentioned above, expanding into different networks is probably the number one reason why you would want to create a new campaign. Often, Search campaigns can have spend limitations where Display does not have that problem. Plus, different networks have very different statistics that you would want to view separately.
Budget is another consideration to factor in when you are deciding on creating new campaigns. If you have budget limitations, you might want to keep your campaigns to a minimum because the more campaigns you have, the more budget is required to allow these campaigns to perform.
Geography is another reason you might want to create separate campaigns. For example, if your company sells seasonal products, like swimsuits, setting up a campaign for this product would allow you to shift your geography to warmer states during the wintertime. Another example, if you sold new and used cars, separate campaigns would allow you to control the radius since used buyers drive further than new car buyers.
Targeting by language is another valid reason to create a new campaign. For example, you could create a campaign in French and target users who have selected a particular language in their browsers’ interface. When targeting other languages, it is always best practice to create ads in the same language that your campaign targets. However, if you had a campaign with French ads and keywords you might want to target all languages for those searching in their native language but have their browser set for English.
Targeting by devices might also be another reason you would want to create a separate campaign. Enhanced campaigns removed the ability to target mobile searchers only – you can set lower default bids and then increase your device modifications by up to 300%.
It is also a good idea to create a separate campaign for your brand name because this prevents the campaign from running out of budget earlier in the day. It can also be a good idea to set-up campaigns with branded and non-branded keywords. For additional insight into this approach, check out this article written by Kayla Kurtz.
When budgets are not a concern, and your company has 20 products, but 5 are top sellers, you might want to apply the dedicated budget to these products. In this case, you could create campaigns for each of the 5 top products and leave the other 15 in one campaign.
We have also used separate campaigns to control spend on top products that spend a lot of money but are not a top seller. When you create a separate campaign, this would allow you to keep showing for these products but dedicate a smaller portion of your monthly advertising budget.
What are your thoughts on reasons to create new campaigns? Share your account ideas or strategies with us in the comments section below, and thanks for reading!
Browse By Category
The PPC Newsflash: Take Advantage of the New Google Text Ad Changes
In this podcast, Hanapin experts Matt Umbro and Jeff Allen discuss the new Google Ads update, how it will affect the PPC industry, and give you ways you can take advantage of this extra ad space.
LinkedIn Ads: How Videos are Performing
LinkedIn’s release of video ads gives advertisers an opportunity to test the informational power of video in a B2B focused environment.
Amazon Updates Seller Central & AMS Campaign Manager Features
Amazon is back at it again with more updates to the campaign manager on both the Seller Central advertising platform and Vendor Central AMS platform.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
The PPC Newsflash: Exclude Your Ads from Mobile Apps in the GDN
When we heard the news about the targeting changes, our analysts got to work...and we have a solution!
The Missing Ingredient to Your PPC Strategy: Non-Branded Campaigns
Learn how to employ a non-branded campaign strategy that will increase traffic, capture new customers, and beat the competition.
Is AI the Secret to Google Ads Success?
Stay in the running with your competitors on Google Ads, but don't stop there! Conquer them!
Load More »