Best PPC Account Setup Strategies for Small Business: Questions & Answers

1) Organize match types by ad groups for greater visibility & control 

2) Only start with Exact Match, then build out for Phrase & Broad match 

3) Create regional campaigns 

Questions 

1) If I separate out match types by Ad Group, do I need to include the other match types as negative keywords in the chosen match type ad group to insure proper targeting? 

For example, in an Exact match ad group, I include Phrase & Broad match keywords as negative keywords. 

2) Do you have any other small biz PPC best practices you'd like to share? 

Answers

1. No need to add other match group in negative keywords, because you already going with exact match targetable kws... 

2. (a) Best practices nothing about segregating the kws & ads according to their global & local geotargeting.. 

(b) Don't start with exact kws, i know you are on tight budget to not waste more on clicks. But you did'nt get more audience & traffic to your site. 

(c) Better you get on with Broad type with more irrelevant (-ve) kws for every adgroups...Broad kws only reach more audience & traffic to your site. 

(d) Add your google maps listing with your campaign by Ad extension 

(e) Add 1-3 related strong business kw's under site links extension, it'll increase more clicks. 

So, organizing the match types the way you describe is called "mirrors" or "silos" and it works like a charm. You can do it with ad groups, but suggest you do it on the campaign level, leaving your ad groups for the actual organization of keywords that ad groups are designed for. 

Basically, make your exact match ad groups in one campaign, sorting them by themes, etc., then make two copies of that campaign, one for broad and one for phrase. Per your question, yes, you should negative exact those terms in the broad and phrase match mirror campaigns, lest you compete with yourself. 

On budgeting, take your budget and give 60% to exact match and split the rest across phrase and broad. 

Once a week, run the search tem report from the keywords tab and move any converting terms from broad and phrase over to exact and then negative exact them out of broad and phrase. While you're in there, look for terms in broad and phrase that are just wasting your money and negative exact them out as well (your line in the sand for this should be based on a hard number, like CPA goals, lifetime value, etc. and not just an arbitrary number like $100 or something goofy like that). 

Basically, now you've created a machine where your exact match campaigns do most off the heavy lifting and your broad and phrase match campaigns are on a constant hunt for new keywords that are based on useful, real metrics rather than hopes and dreams. 

You can take this mirror concept in other directions as well by separating out things like devices, geo targets, and so on