Google AdWords Tip: Keyword Grouping

If you’re using Google AdWords…you better make sure your keywords are grouped very strategically. To get the maximum click through rate (and lower cost per click) your keywords need to grouped in a way that delivers the most relevant possible ads. In some cases, this means creating many more ad groups and campains than you currently have. For example, if you have a campaign named “widgets”, and an ad group named “colored widgets” - and within that “colored widgets” ad group you have keywords such as “purple widgets”, “yellow widgets”, etc… - you might try creating an ad group for each color….so create ad groups named “purple widgets”, “yellow widgets”, etc..

Now you might be thinking, why go to this effort of creating all these extra groups and ads? Why can’t I just have all the different colors in one group? Well, the ads that perform best for “purple widgets” are probably not the same as “yellow widgets”. By separating the colors into groups you can get a bit more granual in the optimization and find the best performing ads by color (in this case). The other huge bonus to effective keyword groupings: if you are opted into the Google content network - Google takes a holistic approach (by ad group) to delivering content ads. Well grouped keywords with optimized ads will get get a better click through rate, pay a lower cost per click, and also achieve a better ROI. Going back to the colored widgets example, if you find there are two very different kinds of colored widgets, you might also create groups for each. Such as: “big purple widgets” and “small purple widgets”. The optimizations like this you can make are endless…but if your paid search campaign is struggling, find the most pressing problems (such as keyword grouping) and address those first.

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