How to Organize Keywords into Ad Groups
It’s one thing to find 1000-1 million good keywords. It’s another to get clicks on these keywords, and yet another to actually get conversions. The first step to organizing any account is how keywords are bundled into Ad Groups.
My rule of thumb is to write one extremely targeted ad that has one purpose and expresses a single intent (you don’t have to actually use this ad, it’s a keyword exercise). When adding new keywords to an Ad Group, if that ad copy doesn’t accurately reflect the keyword, then the keyword needs to be in a new Ad Group. Often the trick is finding the most targeted ad possible.
For instance, let’s take the proverbial plumber.
If the ad copy was:
Emergency Plumber Service
Call 24/7 for immediate assistance.
We work weekends!
And you had keywords such as:
24 hour plumbing service
It quickly becomes obvious that the keywords: weekend plumbing, Saturday plumbing, 24 hour plumbing service, emergency plumbing could be described by that ad copy.
So, the next question is, would you rather split up those even further? The ad copy describes both emergency plumbing and weekend plumbing. Maybe a better ad copy would be:
Weekend Plumbing Services
Don’t pay high weekend rates!
We work all day, every day.
In this example, suddenly this ad copy only describes the keywords: weekend plumbing and Saturday plumbing; which makes it a much more targeted ad.
It is better to have 100 Ad Groups with 10 keywords each than 10 Ad Groups with 100 keywords each. When ad copy accurately reflects a keyword, one usually has a higher CTR and can send keywords to more targeted landing pages.
Take a look through your campaigns and think about these questions:
- Do you have generic ads that are trying to describe hundreds of keywords?
- Are your ads extremely targeted towards your keywords?
- Do the ads express a single user intent?
- Do the ads call for a single user action?
- Are you split testing offers?