I created multiple marketing campaigns on google adwords about a week ago and had them on pause until I was ready to launch the site last friday. Well on friday I made them active and within 24 hours all of my campaign keywords (about 2,000) were "inactive for search". Arrrrggghhh!

Google has an ingenious way to score your keywords, ads relevance, landing page, & Click through rate, so you can't just get massive impressions without also getting a minimum numbers of click throughs. Which don't get me wrong I want people to visit the site... that is why we are here.

Optimization Time

Now, I am in the process of literally creating about 80 different campaigns (not getting to detailed) that are "Laser" targeted with fewer keywords in each campaign rather then 100-300 keywords per ad campaign, there is about 20-40... which means a lot more work, but in the long run it will pay off, because google is scoring everyone in their adwords campaign and if you have a higher score (based on keywords relevance, ads relevance, landing page, & Click through rate) you end up spending less per click and getting a better ROI.

Just my two cents