Effective SEM - Using Approapriate Campaign Settings

Continuing on the theme of seven steps of effective SEM that I outlined in one of my previous posts, in this post I will  discuss the first step (Use Appropriate Campaign Settings) in details. (Note: the examples used in this post are all related to Google Adwords)

Structuring your campaigns appropriately is the first step in effective search engine marketing. Once you have decided on the number of campaigns you want to run, you need to be very thoughtful about the settings you want to use for your campaigns.  You could be wasting a lot of "impressions" unnecessarily if you are not using the right settings for your campaign.