Ad Groups are a critical to your Google AdWords success. From choosing the right keywords to the number of keywords in an ad group, here’s how to get this right!
One of the first things to do when running AdWords campaigns is to pick out some keywords. So now what? Well, now you need to group keywords together. This is where Ad Groups coming in. Ad Groups is how you organize those precious little keywords you spent so long carefully choosing.
Google calls this the three-layer-design for AdWords. This is the organizational structure of AdWords. Starting from your account, then your campaigns, and ending here with ad groups. We have gone over the first two so you can start with the right footing. As you begin to think up important keywords to advertise on, grouping keywords together become crucial. We are here to help.
Ad Groups Are Great For Organizing Your Keywords
You know you will be sorting through a lot of keywords. But letting all your keywords roam free across several campaigns seems a bit messy. This is where Ad Groups come in. Ad Groups are organization tools. Think of them as keyword folders in your campaign. By creating theses groups not only will you make your campaigns more organized but you will also make your ads and landing pages more relevant to the searcher. That’s really the key here! Ad Groups allow you to get your potential customers the right information efficiently.
Yes, this is another area to build up relevancy. By grouping keywords & the best ads for that keyword, they become easier to find. This beats trying to relate a wide variety of keywords under a single campaign showing the searcher the same ads. This helps related ads to be shown when searchers are looking for specific information. Most ad groups are a set of tightly themed keywords shared by one or more similarly themed ads. This is what your campaign is made up of: keywords and ads, groups together in an ad group.
Connecting Keywords By Theme Into Ad Groups
Before you decide the best grouping for you business and campaigns there a couple guidelines you should follow.
- Know how much you are willing to spend (bid), when an ad group’s keywords and even individual keywords are chosen to be shown. Aka: CPC.
- Think themes. Each ad group should be organized by a theme, most common is by particular services or products a business offers.
For example say you own a hair salon. You would most likely want to organize your keywords by services your salon offers: haircut, hair coloring, and hair styling. A short list for all the services most salons offer nowadays, but we are keeping it simple.
If haircut, hair coloring, and hair styling are your ad groups then think of what are the keywords for services or products that would fall under that group.
- Haircut: short, long, men, children, beard, bang trim
- Hair Coloring: retouch, full color, highlights, partial highlights, balayage
- Hair Styling: updos, braids, blowout, flatiron, wedding, perm
This methodology can obviously be applied to almost any business, like restaurants, gyms, medical services, retail, marketing services etc.
- Keep your ad groups organized as you start them. Not having them organized from the beginning can have an poor effect on your data and quality score.
- If you want your ad groups to have a different budget or location you must create a new campaign.
- Business goals. As always think of business goals in your ad groups, because that can change which keywords you want in a particular group.
Note: Look at your website’s navigation bar. You probably already have your ad groups planned under menu headings or under your website’s “services” page.
Single Keyword Ad Groups
As we said earlier there are a lot of ways to go about structuring your ad groups. But we have found a way that we at Teacup particularly like and find effective. This is single keyword ad groups or SKAG.
Like the name indicates these are ad groups that only have one keyword in them. Keeps things rather simple. With this structure you can use the same keyword with different match types. This includes exact match, phrase match and modified broad match. This makes your ads very relevant to whomever is searching for the relevant keyword and often has boosts in quality score. The trickle-down impact is lower cost-per-click, higher ad positioning, and higher ROI etc.
How To Create An Ad Group
Feeling restless? Here is how you get to it, how to set up an ad group.
- Open your AdWords account
- Choose an existing campaign or create a new one.
- Click Ad groups button
- + AD GROUP
- Click ‘create ad group’ or + NEW AD GROUP
- Ad Group Name
- Default bid
- Keyword(s) with the match type
- Save Ad group
If you are still a little fuzzy or maybe stuck on the campaign creation or keyword selection review this beginner’s guide to AdWords first.
Frequent Mistakes When Creating Ad Groups
A lesson we all learn rather quickly when using AdWords is that there is a lot of room for error. Being that Ad groups is an important layer to you ads make sure you don’t make these mistakes.
- Lumping keywords together
An common mistake is that people put all their keywords in one group. That would be putting haircut, color, and styling all in one group. A beard trim is not the same as balayage highlights. It is ok to make more than a few ad groups. Putting all your keywords in one is not going to help your relevancy.
- Using more than 20 keywords in a group.
While we are a proponent of SKAGs, if you want multiple keywords in a single group make sure they are similar and don’t overwhelm your ad group. Having too many keywords wastes your budget on irrelevant clicks.
- Not using Single Keyword Ad Groups
With that said you really should set up a few if not all your ad groups as SKAGs. This is so you can let your best performing keywords shine on their own and greatly help your campaign for relevancy.
The whole is other than the sum of the parts.
– Kurt Koffka
Get The Right Groups For Your Ads
Just as you thought you were done with your campaign and choosing keywords another layer was revealed. You have to organize keywords for your campaign to be more effective. Remember these points; focus on themes, remember relevancy and think quality not quantity. Another option is to have us at Teacup create the ad groups for you along with the campaign and technical details in between. You probably noticed this AdWord thing is getting deep, so there is no harm in having us help navigate it for you.