Getting your campaign structure right can definitely produce huge gains
And one of the most important elements is getting the balance right between being able to manage the account while still producing optimal results.
Here is a simple structure we recommend that provides that balance.
1. Start your campaigns with Modified Broad Match Keyword types (called “Beta Campaigns” because you are really in testing stage). This provides good traffic volume and the ability to be able to get fast results so you know what works and what doesn’t work.
2. As you prove keywords that are good for you, split them out into their own Exact Match Campaign (called “Alpha”) AND then add that Exact match keyword as a negative keyword to your Beta campaigns.