Ok, i'm a newbie and currently in the "trial and error process". I want to get well off and thus want to get things done right asap so I wont get any bad account history. I hope I can get the needed help here. I started my campaign two days ago with two ad groups each with a different ad. The key word phrases were completely identical. I did this to check out any difference regarding ads. Results were that very quickly the CPC in one of the ad groups were 10 times as high as in the other. The expensive ad was much more targeted and specific and I guess it became expensive because of expected low CTR. I guess targeted ads with high CTR is what this is all about Both groups were clustered with around 100 phrases in each. Now, I found out this strategy isn' very useful, so I've thought about another setup for my campaign. I've sat down looking at our marketing plan, core values and positioning strategy and I've tried to think of all characteristica of my product. The goal is to convert as many visitors into sign-ups for a free game. On the landing page I will make sure every characteristica is present. Now, the plan is to make a lot of different ad groups each concentration on a specific element/characteristica in the product/game. The first group is general/generic. I've made a list of appx 30 generic prases to describe our product. All are kind of high competition phrases. Then I will create several additional ad groups each with its own characteristica and design a specific ad for each group. In these groups I will combine all generic phrases with the word describing the special characteristica and different other relevant characteristica. Example: Ad group - generic browser game online game internet game Ad group - fantasy fantasy browser game fantasy online game fantasy internet game fantasy free browser game fantasy free online game fantasy free internet game Ad group - Free free browser game free online game free internet game free fantasy browser game free fantasy online game free fantasy internet game Please give me any advice or feedback on my thoughts. Could this prove useful or is it way off? Is it too systematic? Is there any problems with duplicates in two or more groups? Using such system will soon make many thousands of different phrases. Is this fine though you have a limited daily budget? Thanks in advance!
1. You should not duplicate keyword in adgroups unless this is for content only. 2. You have too many cross themes in the same adgroups. Internet game, online game, and browser game all represent very different things and therefor your relevancy is going to go down. If you have have dedicated pages for each game type, then your clustering should be more towards the type of game. If you only have 100 key phrases, then you should not cluster at all, instead do a 1 to 1 adgroup strategy and make sure you seperate your exacts and broads into their own adgroups Adgroup = Online Game - Broad online game Adgroup = Internet Game - Broad internet game Adgroup = Online Game - Exact online game Adgroup = Internet Game - Exact internet game And etc...
Thanks! Let me see if I get this straight... Each generic term should have its own adgroup and a more specific/targeted adgroup including this generic term. I have some further questions though: 1) How about variations and typos of the generic term - should they have their own adgroup or stay with the main term? I.e. browser-based game browser-based games browser based game brovser based game 2) Regarding the specific adgroups: I have around 15 positioning characteristica which can all be combined with each other and with each generic term. This makes an unlimited amount of search phrases. Should I divide all these in further adgroups or? I.e. Multiplayer New Free Fantasy Text-based Those are but a few. They can all be written in different ways, spelled wrong etc. Term phrases could be: Text-based browser game New multiplayer online game Free fantasy internet game All are more or less suitable for my product. But with around 30 generic terms and a lot of characteristica to combine, this will make millions and millions of relevant phrases. How can I systematize this the best way?
I tend to include very close variations and misspellings in the same ad group, because the same ad would generally apply. Remember your ads are created per ad group so you want your ads to perfectly target every keyword in its ad group. If your ads could apply to some keywords and not as well to others, then you could probably split it out further. For the terms you've listed in point 2, definitely segregate these into separate ad groups. Then you can write your ad copy directly for these terms. It's better for your Quality score as well as being easier to track.
Ok, thanks... I've made 4 generic categories with between 5 and 15 variations in each and i've made 11 characteristic categories with between 1 and 10 variations in each. Pairing these, I get 44 specific ad groups and 4 generic groups and a total of several thousand unique search phrases. For an example: Generic category "web game" paired with characteristic group "multiplayer" makes for 6x4 phrases Web game Web games Web based game Web based games Web-based game Web-based games multiplayer multi-player multiuser multi-user And the ad for this group is suited so the text contains the exact search words. Am I getting there? I haven't started combining more than one characteristic. Can't seem to figure out a good way to organize it...