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There are quite a few different ways to organize your campaigns when it comes to AdWords, so you’ll want to make sure you’re using what’s been proven to work.

Certain types of campaigns call for certain types of audiences and ad groups. But in the world of PPC, where bids and clicks slowly chip away at your ad budget with every drop of traffic, it’s important you keep campaigns focused.

Focused on what?

Focused on generating traffic that’s going to generate the highest ROI. You can’t afford to be wasting ad spend on keyword bids that are generating low intent traffic by targeting too large an audience.

The “larger audiences” I’m referring to here are the ones brought in by the many search queries tied to broader keyword match types that are plaguing your ad groups — or what we at KlientBoost call the “Iceberg Effect.” I.e. the guide to better traffic, more conversions, more lifetime value.

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