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So you’ve been working hard to create a keyword list that covers all possible terms relevant to your business and target audience – good job! Next comes the crucial step of organizing keywords into campaigns and ad groups – crucial because it holds the key to effective AdWords management and campaign profitability.
#1 Review Campaign Settings
For efficient AdWords management, take a step back and consider the campaign’s structure and settings. Certain settings such as day parting, language, geo-targeting and the network can only be set at the campaign level and if you have keywords that don’t align with those settings, consider splitting and creating different campaigns to optimize their value.
#2 Avoid Duplicating Keywords
To get Google AdWords management off to a flying start, don’t use the same keywords in different ad groups. By doing this, you lose control over your campaign – Google will take over and decide which ad to serve for a particular search term based on certain parameters.
It will also lead to future problems with reporting and optimizations. However, it’s perfectly alright to use the same keywords in multiple ad groups, provided the ad groups are in different campaigns with different targeting objectives.
#3 Start with Reasonable Number
A professional AdWords management agency will not make the mistake of creating too many or too few ad groups to begin with. By creating too few ad groups, you restrict your ability to split messaging and serve targeted ads. You will not be able to generate useful insights for further campaign optimization.
On the other hand, having too many ad groups at the beginning will make it difficult to manage and monitor campaign performance. A good practice is to put keywords in ad groups that make sense and reorganize as the account matures.
#4 Create Themed Ad Groups
So, how does a professional AdWords management agency decide which keywords to place in an ad group? The bottom line is, keywords in an ad group will share the same ads and those ads will lead to a common landing page.
This is the guiding principle used to cluster keywords in a single ad group. The end result is a tightly themed ad group with relevant keywords, meaningful ad copy and matching landing page.
#5 Consider Single Keyword Ad Groups
Some experts suggest creating single keyword ad groups as this practice allows control at a granular level and improves Google AdWords management efficiency. Using single keyword ad groups is a great way to make sure keywords match search terms, serve targeted ads, increase click-through rates and improve Quality Score. However, be sure to use different match types in that ad group for best results.
#6 Treat High Search Volume Keywords with Care
High search volume terms should be treated with more care because they will be generating the maximum number of impressions and clicks. Even if they fit in ad groups with other keywords, you should consider creating separate ad groups for them so that you can keep a close eye on them and manage them better. The same goes for profitable brand terms that perform well – consider having separate ad groups or campaigns for them.
#7 Don’t Discount Misspellings and Plurals
Consider creating a separate ad group for keywords with misspellings or plurals so you can monitor their performance and compare them with perfectly spelled terms. A good practice is to put them in separate ad groups during testing to identify if they’re helping or damaging your campaign.
Organizing keywords into correct ad groups and campaigns is a painful, laborious process. Don’t get frustrated if you’re having trouble – partner a reliable PPC management agency to unlock the most profitable keyword groupings!