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Start off on the right footMake the most of Google's powerful targeting features and draw up the blueprints for successful ad campaigns. In this tips section we'll cover:
Location targeting: Reach your core audienceWhether you ship items around the world or rely only on local foot traffic, you can adjust your targeting options to reach potential customers in the areas you serve. With Google AdWords, you can target:
For example, retailers who ship anywhere in the United States may want to target their advertising campaigns to the entire country. Those who ship worldwide may want to target all countries, territories, and languages. And a local merchant who doesn't offer shipping might prefer to target Google users within a 50-mile radius of his or her store. 
Want to target specific groups of products to different regions? Do you offer local sales or promotions? You can run global, national, and localized campaigns within the same AdWords account. For more information on how to target your campaigns, read about regional and local targeting in the AdWords Help Center. Account structure: Let your website be your guideThink of your website's menu or sitemap as a blueprint for your AdWords account. If your account mirrors your website, you'll have an easier time making changes, locating specific keywords, monitoring your success, ensuring that your entire inventory is covered, and allocating your budget effectively. Make sure you create a different campaign for each product, service, or theme. For example, let's say you sell furniture and that your site's menu looks like this:
Use this menu to create a campaign for each product category and an ad group for each subcategory. This way, your account will be organized and easy to navigate, and you'll be able to write the most relevant ads and and focus on specific keywords.  Keywords and ad text: Match your themesWith all AdWords campaigns, the general rule of thumb is to group keywords based on the same product, service, or location into the same ad group. By tailoring your ads to the keywords that trigger them, you can increase the likelihood that users will see their search query in your ad title or text and be inspired to click on your ad. Let's take a look at how we might improve a campaign by breaking a broad ad group into more specific ad groups and writing more relevant ad text and keywords. Here's an example of a keyword list and ad text for an ad group for sofas:
And here's how we could break the general sofas ad group into three more specific ad groups for blue sofas, leather sofas, and red sofas:
Breaking general campaigns into ad groups that focus on a specific offering will make your ads more relevant to searchers' queries, and your account easier to manage. If your leather sofas go out of stock, for example, you can pause all ads for these sofas with just a few clicks. By using different ad groups for each offering, it's also easier to compare performance and see which of your products are generating the most traffic. For more detailed analysis of your campaign performance and website traffic, try putting Google Analytics to work on your website. The Keyword Tool: Create strong keyword listsBe sure to include plural variations and synonyms for all of your keywords to capture all relevant search queries. If you're experiencing writer's block, try using the AdWords Keyword Tool from within your account. Just enter terms describing your products, and the tool will generate keyword suggestions. Add the most relevant ones and don't be afraid to experiment with new keywords – you can always pause or delete a keyword at any time. Don't have an AdWords account? Use the external version to start generating some keyword ideas. Want more help?
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