Dec
5th

Google Adwords Tip: Are You Using AdGroups To Your Advantage?

Files under My Life | Posted by Clint Lenard

I notice a lot of newbies seem to jump into AdWords (or any other ppc network) and seem to think they’re going to become successful in the PayPerClick market by simply creating a list of keywords, throwing them into a Campaign and creating one adgroup (using the default name) and creating quick, yet unthoughtful, Ads.

This is EXCELLENT!

For people like me, anyways!

Yes, me… your competition!

OK, OK… so I’m more than likely NOT your competition but if I am - guess what? I’m going to stomp all over you and watch you slowly go through your Ad Budget in a blink of an eye. This is what sets newbie campaigns apart from SOLID campaigns.

AdGroups can help you keep organized. They allow you to keep an eye on your GOOD keywords. Adgroups can help you stay relevant (something I’ll be explaining in another post). Adgroups are the CORE of your ppc campaign.

Whether you’re using Google, Yahoo! or MSN… or any other Network - you need to understand the logic behind Adgroups.

Let’s say you’re running a campaign for Automobiles… I use this word because it can be a Car, Truck, etc… all of them.

So how are you going to track good performing keywords if you’re throwing THOUSANDS upon THOUSANDS of keywords into one adgroup?

Do you see where this is going yet? No? OK… keep reading!

Since we’re using “automobiles”, let’s pretend that you’re a Sales Manager for a Used Car dealer and you’re got 600 cars in your inventory. Let’s say that you’re got at least 1 type of model for each major manufacturer.

By throwing Keywords into one large adgroup - you do not see which Keyword is performing the best and which ones need to be dropped. You may even be using keywords that are costing you a fortune and you DON’T EVEN KNOW IT!

So let’s say we have the following Makes:

Chevrolet, Ford, Dodge, Honda, Toyota, Lexus, Acura, Buick, Pontiac and GMC.

Each of these could be ONE adgroup each… BUT this STILL keeps us a little unorganized because we SHOULD be focusing on very small (20-30 keywords per group), tight adgroups.

So how about an adgroup such as the following:

Dodge Ram … sure, you have different models but how many keywords can you come up with for this Model? More than 20-30? OK… then narrow it down to something like:

Dodge Ram 1500 QC (quad cab)

So now you have ONE adgroup for this specific Model. Now if you have a great performing keyword for this model - you know which one is performing the best!

An example:

“2006 dodge ram 1500 quad cab hemi”

Sure, it makes it more difficult in setting up each adgroup but, in the long run, you’re going to see how much more efficient your time is being used.

On top of this - you can now create several ads for specific adgroups, even using Dynamic Keyword Insertion (DKI).

Example:

2006 Dodge Ram 1500 Hemi
We’ve Got Your 2006 Dodge Ram
In Stock! Several To Choose From!
www.SomeDodgeDealerInIdaho.com

Of course this is JUST an example and you’ll have to create your ads based on your own product.

* Always create several different variations of ads to choose from so you can discover which ad is performing best. This is called Split testing, which I’ll cover down the road…

The bottom line is: SET UP ADGROUPS!

Here’s a good way to setup adgroups…

Let’s use an example of “MAKING MONEY ONLINE” … pretend you’re promoting a Home Based Business Opportunity.

Adgroup:
MAKE MONEY ONLINE

Keywords:
make money online
make money on the internet
way to make money online
how to make money online
how can i make money online
best way to make money online
real way to make money online
opportunity to make money online

Are you following? See the organization there? I’m not just throwing any keyword into the adgroup… I’m keeping a “theme” within the adgroup for the keywords.

Now you’ll be able to keep your Ads relevant based on your keywords. Relevance IS the key to beating Google AdWords Quality Score! ;-)

If you’re unfamiliar with Quality Score… this might be the reason you’re spending too much money on your Adwords/PPC Campaign!

I hope this helped a few people. If you have any questions you can contact me through email or just leave a comment!

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2 Responses to “Google Adwords Tip: Are You Using AdGroups To Your Advantage?”

  1. By Sabeen on Apr 9, 2008 | Reply

    I found your article really useful especially since I am stuck up as to how to make the adgroups. As you can see that its a site to promote rental apartments in dubai and targeting various countries. Shall I be making my adgroups on country basis but then its dificult to find common keywords in one adgroup or adgroups on keyword basis??
    Thanking you in advance

    [reply this comment]

    Clint Lenard reply on April 10, 2008:

    Hi Sabeen,

    If you’re doing it by country, you can create the AdGroups based on countries, or major cities.

    For example, if I were promoting an Apartment Rental website in the U.S., I would probably base the AdGroups on Cities…

    If you really want to get organized, you could even create Campaigns based on Countries and Adgroups based on Cities?

    Sorry, it’s been a very long day and I’ve never focused on something along those lines… I would definitely take some time and plan it out as you want to ensure that you’re using the best keywords and the best keywords are getting their proper share and even scaled…

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