When it comes to optimising your pay-per-click ad campaigns, there are several tactics and tips you could employ to boost your relevancy to search keywords while also increasing your possibilities of profit.
Ad groups and how they are constructed may have a significant impact on the effectiveness of your Google Ads campaigns. Understanding how to correctly organise and construct ad groups can help you decrease your cost per click and increase conversions from your campaigns. The key to establishing a successful AdWords campaign is to invest time in correct ad group setup.
There are several elements that influence the effectiveness of your Google Ads. Most people concentrate on improving their bidding strategy, keywords, and quality score, but these aren’t the only aspects of their campaigns that are important.
Ad groups are just as vital as any of the other elements, and if you don’t have your ad groups configured correctly, you’ll never go anywhere with your campaigns— certainly not anywhere you would like to go.
What is an Ad group?
PPC advertising is structured such that you first create an account, then create an ad campaign, which is home to Ad Groups.
Those Ad Groups then house:
- Text ads
- Landing pages
Ad groups, in other terms, are one of the most important tools for arranging your PPC account into a logical hierarchy.
An ad group is made up of one or more ads that target the same set of keywords. You provide a bid, or price, to be used when the keywords in an ad group cause an ad to surface. This is referred to as a cost-per-click (CPC) bid. Within the ad group, you can also specify rates for specific keywords. Ad groups can help you organise your advertising by a similar topic, such as the sorts of items or services you wish to promote.
Creating Effective Ad Groups
The entire purpose of ad groups is to assist you in structuring your ad campaigns to optimise the efficacy and profitability of your advertising. To do this, your ad groups must be laser-focused on hyper-specific keywords and audiences.
You should build ad groups in which the keyword groupings, ad content, and landing sites all closely match. Trying to appeal to your whole audience in a single ad group is virtually never a wise idea.
Begin by categorising your selected keywords by topics. To reduce overlap in focused searches, these should be as limited as feasible.
Assume, for the sake of discussion, that you provide house remodelling services. You provide flooring, painting, house repairs, gardening, room expansions, and full remodels. Because someone seeking for a painter may not be interested in landscaping or home repairs, placing advertisements for such services in an ad group centred on painting keywords would make running successful ads difficult.
It is advised to set up duplicate groups per match type for maximum efficiency and to simplify negative matching. This best practise, known as match type mirroring, includes each group containing only words of one match type. Exact Match groups should work effectively and should not require negatives unless there are exceptional situations.
One of the primary reasons for separate groupings is the necessity for various advertisements. However, before adding more groups, check to see if the copy customisation can be handled using a feed or an ad customizer. Price, product characteristics, and service aspects are frequently provided through the business data capability.
Essentially, while building an Ad Group, you want to make sure that you provide integration and consistency:
- Integration – Establish a method for producing keyword groupings, ad copy, and landing pages that are tightly integrated with one another.
- Consistency – This integration should result in consistent messages. Your ad copy and landing pages must directly speak to the queries that people make to find your site.
There are two central reasons these things are so important to you and to your business:
- Lower Costs – Creating well-aligned Ad Groups means you’ll spend less money for the same clicks according to a mechanism called as Quality Score.
- More Conversions – If one searches for “graphic design services” and your advertisement mentions them, and then you direct them to a page about those same graphic design services, this way they are much more likely to convert than if your ad text and landing page have nothing to do with one another or aren’t well incorporated with your keywords.
The structure, like any other aspect of paid search strategy, is not a static element. Check it on a regular basis, especially if the website is updated.
Modifications to your site’s content and landing pages are chances to improve your structure. However, if you follow these best practices, subsequent modifications should be gradual, saving you from costly overhauls.