In part two of our discussion on ultra-effective ad groups, we’ll be diving into the details of the role keywords play for ad groups. We’ll also touch on how to use multiple ads, and lastly, on the best practices, you can implement for a winning campaign.
To recap, here are the levels of organization in Google Ads:
1. Account
2. Campaign
3. Ad Group
4.Keywords
Keywords and Ad Groups
We’ve hammered in the importance of specificity in our previous article. However, keep in mind that you can’t just load in more and more keywords for ad groups because hey, the more specific, the better, right?
Nope. Like everything in digital, you need to strike a balance between the specific and random. The more keywords there are, the more the ads can be bogged down with details that don’t particularly concern your target audience.
To give a concrete example, an ad group for shoes can contain ads for flats, sneakers, high heels, and so on. However, if you keep on showing different types of high heels for a person not interested in them, your ads won’t capture their attention, rendering the effort of putting more keywords useless.
If this practice is continued, at the very best, people might just scroll further down your ad in search of something better suited for them. More likely, they will exclude huge groups of your audience from ever seeing your ads.
Only a few people would be searching for ”short virtual Python bootcamps onsite near me”. Students have different priorities, whether it’s time-specific (ie. a night class), location-related (either virtual or within a certain radius), topic, etc. Ad relevance matters alongside this.
Best Practices
Multiple Ads for a Single Ad Group
Google recommends around 3-5 ads to fully optimize your campaigns as they rotate these and showcase the best ads (ie. the ones that garner the most clicks) at the best time. It might be a bit of a hassle upfront but if you want to make sure the ads speak to your potential customers, you have to do the work.
An Organized Structure Goes A Long Way
Make sure the overall structure is efficient and organized, from the big-picture campaigns down to the keywords. That way, any changes you make can easily be done.
Besides that, use ad level bid modifiers so you wouldn’t have to create separate campaigns for different geography, audiences, networks, devices used, etc.
A Landing Page for Each Ad Group
Have different landing pages for each ad group. In essence, having similar messages and content for your ad copies and landing pages is important because it sets and matches the expectations of those who will click your ads.
Keep Your Options Open Through Targeting
If something is too broad, try to whittle it down so that each ad group is more targeted, enabling it to capture more conversions.
Multiple low traffic streams can be improved with more effective copies and collaterals. On the other hand, having just one high-traffic stream is inefficient since if something happens to that stream (for example, the origin site being down), it’ll affect your whole campaign and operation.
Organize Beforehand
Make sure to organize your overall campaign and ad group structure beforehand. Any reorganization after they are launched can tamper with the data you’ve collected which will result in the loss of crucial information you can use to improve your campaigns ie. what ads get clicked, where, or what time.
The success of your advertising efforts rests in the innovation and creativity of your ads as well as the organization of your account. Here in Grow Enrollments, we offer you the best of both worlds.
