Adgroups: Keywords that play well together, stick together
What's the first thing you do, when building a campaign? Choose your keywords. Those keywords are then split into adgroups. How do you choose your adgroups?
There are two ways to split adgroups . The first is thinking about "What are the terms that people who want to reach your page are searching for?” (We’ll leave the second way for another article). It sounds pretty trivial of course, but you should really give the issue of grouping your keyowrds a lot of consideration. Take all your keywords and group a few similar search terms in one group. For instance, say you have a website selling dog food. The keywords you choose in your campaign might be 'healthy dog food", " healthy dog food" , "Healthier dog food", "healthy food for dogs",etc'. As you can see, all these keywords use the term "healthy", therefore this group will be called "Healthy dog food". Another adgroup might be keywords with the word tasty. Example keywords would be, 'Tasty dog food", "low cost but tasty dog food", "tastier dog food", "tasty food for dogs". This group will be called "tasty dog food".
Grouping them together is just the 1st step though. The second step will be writing text ads focusing on the benefit you just mentioned. If one of your adgroups uses healthy as the main term for the keywords your ads should emphasize just how healthy the food is: "healthier food for your dog" etc'. Same thing with the "tasty group".
When you customize your ad to what the person searched for, there is a much higher probability you'll get that click because you’re talking about what your customer was looking for.
A step further would be having customized landing pages for each of the groups, say a landing page emphasizing the health benefits of the productor. a landing page emphasizing how tasty the food is. Again, if a costumer sees an ad that talks about what he was looking for and then the website also talks about that exact same problem he’s looking to solve, there are much more chances of him buying the product being sold on that web page (The same thing goes for affiliate marking).
Splitting your keywords to the right adgroups in order to give them the most relevant ads and then sending those targeted people to different landing pages according to what they searched for can increase your CTR and your conversion rates dramatically.
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About the Author
http://www.CBNotifier.com Shlomo participates in many internet projects and initiatives as a full time internet marketer.
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