As you may have learned in the previous PPC Me Now post, each paid search campaign contains a number of ad groups. Ad groups are a way to categorize similar products or services that you are advertising within a campaign.
Let’s say you are selling furniture and you have a couch campaign. When someone searches “leather couches,” you don’t want them to see an ad for coffee tables, as that is not your target audience for this ad group. Rather, your focus in this particular ad group would be leather couches.
Ad groups give you the opportunity to drill down your ads and keywords with specific product and service offerings. This provides the users with a better search experience, and increases the likelihood that they will find your ads relevant.
Think of an ad group like a landmark on a map. A landmark gives a sense of direction, and so do ad groups. Instead of wandering away from the goal, a landmark gives you guidance to get to the main goal (or rather, the campaign). Within the main goal, you should have subsets of goals (ad groups). Basically, an ad group is the mini-goal contained in the larger goal.
What’s Inside an Ad Group?
Each ad group you set up within a PPC campaign has multiple components—keywords, bids, and ads. In order to increase familiarity, they will be briefly discussed in regards to ad groups within this post, but they will be elaborated on later on in the series.
Keywords within each ad group is simply a list of related keywords. If you were selling furniture, you might have an ad group for leather couches. Within that ad group you might list the following keywords:
Black leather couch
Brown leather couch
And so on. You wouldn’t want unrelated keywords, like coffee table or glass coffee table to be mixed in with keywords about leather couches because the ad will be directed towards leather couches.
For each ad group, you will decide on a maximum cost per click that you’re willing to pay for clicks within that ad group. For example, you might be willing to pay $10.00 per click for a click related to the sale of a coffee table, but $25.00 per click for a click related to the sale of a leather couch, because the leather couch is a higher ticket item.
Bids also help determine how competitive your ads are and how high they show up on Google search results in comparison to other advertisers.
Each ad group you set up within a campaign can have multiple related ads—these are what the searchers actually see when their search query matches one of your keywords. When writing ads, try to make them as relevant as possible to the keywords within that ad group. The ad group for leather couches should include ads related to leather couches, and the ad group for coffee tables should include ads related to coffee tables.
The process of creating and writing an ad will be covered later on, so stay tuned!
Categorizing Ad Groups
Ad groups may be categorized as broadly or as narrowly as you choose, but should be continually improved as your campaign runs and you collect performance data.
For example, you might have started out with an ad group for leather couches including the keywords we talked about above. As you collect data, you might find that a lot of your clicks and impressions are generated by the keywords “leather sofa” or “brown leather sofa.” Your ads, however, might all say “Leather Couches on Sale.” In this case, you might want to create a new ad group specifically for leather sofas. You would move all “sofa” related keywords in your existing ad group to a new ad group, and write new ads specifically including the words “Leather Sofas on Sale.”
This is a small distinction, but categorizing your ad groups as specifically as possible can help boost the relevancy of your ads and draw more searchers to click on your ad.
Excited to Learn More?
Tune in next Thursday when we venture forth to learn about keywords. And if you want to know when the next PPC Me Now post comes out, you can follow me on Twitter @MarketingHannah – I’ll be sure to tweet when it’s up!
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About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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