If you’ve been following our posts, by now you should be having a huge list of keywords. Considering you have put lots of effort in looking for these keywords, under every stone; over every cloud, it becomes even more necessary to organize them into appropriate adgroups and campaigns.
Before you start grouping your campaign, craft a strategy. Without one, you will end up with too little adgroups or too many adgroups. The crisis with both is that while too little adgroups do not give you insights for optimization, too many adgroups become taxing to manage with all the optimizing, reporting, and analyzing. There is no distinct number that defines what “more” is and what “less” is; you have to learn it over the course of time.
Campaigns
Keywords are fragmented into adgroups and adgroups are put together into campaigns. Before you start organizing your keywords into adgroups, you should have a sense of the campaigns you will create.
You must decide over the reasons to create different campaigns. They can be as follows:
1) Budget
If you have keywords which require different budgets, then you will have to split them up into different campaigns.
For example, if you are a big business providing multiple products, your budget will vary with every product.
2) Location
If you want some of your ads to be visible only in a few cities then you will have to create separate ad campaigns for them.
3) Time
If you want different ads to be visible on different time of the day or special ads on the weekend and different on the weekdays, then separate campaigns will have to be created.
4) Language
When you want to promote one ad in different languages, it cannot be a part of the same campaign. A separate campaign for every language will be required.
These are just a few examples. Similarly you can find your own reasons to create campaigns.
Adgroups
We’ve been talking and hearing a lot about adgroups. But what is an adgroup?
It is a home to keywords, text ads and landing page. A home where all these are organized so as to reach the audience in target.
Your keywords, text ads and landing page should walk hand in hand. They should be well integrated so that a click on the ad guides the user to the appropriate landing page. How would you feel if I showed you a picture of a large, juicy sandwich and offered you a small, stale one instead? Misleading, right? Thus, your ad should speak just what your landing page explains.
Your adgroup should have ad texts in relevance to how you want your customers to convert (buy a product, fill a sign up form, register, etc).
Say, if you want to convert businesspersons with a sign up form, this type of ad should be taken into consideration.
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This ad will convert more businesspersons rather than the following one
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The first one explicitly talks to businesspersons while the second one makes a vague statement. Thus, it is clear that the first ad text will receive more relevant clicks as compared to the second one.
Like I said earlier, don’t create too many adgroups or too less adgroups. Make a list of all the products that you wish to promote and create adgroups specifically for them. For example, if you sell women’s footwear you can have adgroups for all types of women’s footwear like: Stilettos, kitten heels, Wedge heels, cone heels, etc. Planning a PPC campaign?
With that, we come to an end for today. Hope this suits you well. However, if you still face consistent problems feel free to contact us and we’ll be glad to be your friend
See you on the next post!
