When people ask what the best tips are for PPC, they assume the answer is some tool for bid management, trick in writing ads, or must have for landing page optimization. What is the best tip for real? Organize your ad groups and campaigns like your business depends on it, because it does.

Tools, tricks, and “must haves” are just aides in the daily activities of a search marketer, paid or natural. They can reduce the amount of time you spend doing repetitive tasks, but they can’t do it for you.

As with most advice when it comes to Internet marketing, there is no “best” way to organize ad groups and campaigns. It is going to depend on your business and goals. Just as each fingerprint is unique, each business is unique. Please keep that in mind when you read anything about marketing. This is to inspire thoughts, not to give you a “how to.” The examples below are not one or the other. They are mix and match, blend, tweak and customize.