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1.2. How to create and manage campaigns?

Add keywords to a campaign

Campaigns allow you to group your keywords according to topic. You'll have a different campaigns for different topics, such as different products you offer, different audience segments that you target, or problem vs. solution-based keywords. For example, if your company has a product that targets the healthcare vertical, and another product that targets the education vertical, you'd set up a different campaign for each of those verticals. 

What is a campaign?

At the highest level, a campaign is how you break up the different aspects of your marketing campaign. Perhaps your company has:
  • Verticals that you target (such as healthcare, education, and government)
  • Product lines that you sell
  • Demographics that you target (such as male adults, female teens, seniors)
  • Professional levels that you target (such as IT, executives, CEOs)
You probably already have an instinct that you should be marketing to each of your audience segments. Campaigns allow you to organize your marketing content, and your target keywords, so that you can easily measure the progress of each of your campaigns.

This will be useful to you as you optimize your existing website pages and continue to write blog posts. Now, when it's time to write a new blog post on a certain topic, you'll be able to easily refer to the keywords you've added to the campaign you set up for that topic.


How should you organize your campaigns?

Think of a campaign as a group of keywords about a given topic. You'll have a different campaign for different topics. For example, if your company has a product that targets the healthcare vertical, and another product that targets the education vertical, you'd set up a different campaign for each of those verticals. You can read more about managing campaigns in HubSpot here.

Here's an example of how a site like Hubspot might break out keywords for them:

User-added image

You can see that all of the general terms related to doing marketing online are in the "Inbound Marketing General" category, all of the terms about social media are in the "Social Media Marketing" category, and all of the terms about leads are in the "Lead Generation" category. Now we're going to turn these categories into campaigns.
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