PPC for a music shop - advice

[Sparkstone]

Hi,

I'm pretty new to this but I'm doing my best, so I've created a few campaigns such as 'Guitars' and 'Drums' and started to add keywords to each one such as 'buy guitars online' etc would it also be wise to add brands to this campaign? or should I create a completely different campaign focusing solely on brands?

What would you recommend?

Thanks,

Dan

[SanketPatel]

Hi Dan,

I recommend you to create new campaign for it because people searching for your brand knows you so you can show different ads to them focusing on your brand. And in "Guitars" and "Drums" campaigns you can shows ads focusing on your product offer.

[wreevesc]

I would create a totally new campaigns just for brands.  From an organizational stand point you separate general from specific.  And it'll let you test different ad copy that speaks directly to a product.

[JasmineA]

I agree, that from a structural perspective you shouldn't include other brands, but also from a Click Through Rate (CTR) perspective, when someone is searching for a brand they are likely to be searching for a major, already trusted site. You need to make sure you can differentiate this change from your other non-branded keywords. Negative keywords are your friend! Make sure your ad copy is strong.

Here's how I would suggest you structure this at the campaign level

Guitars
Drums
Guitar Brands
Drum Brands
Brand (your brand)
Competitors (if you have the money, don't start here)

Be sure you have a clear Call to Action in your ad, and at least 1 keyword in the Headline. Also, send specific traffic to the most useful page on your site. DO NOT send this traffic to your home page. That won't be useful for your spend.