Creating google search campaigns -Ad groups & Keywords

Google search campaign-Ad group and keywords

Ad groups :

google ad group ideas

In google campaigns, ad groups are the sub-units of the campaigns. Knowing the best practices on how to create ad groups will help you to succeed. Ad Groups help you to organize your targeting. Here’s the best practices

Keyword Grouping in Ad groups :

Ad words consists of closely related keywords which are grouped together. There’s so many ways you can group your keywords together.

To understand this better, assume that you’re creating a campaign to sell books. From the ad words keyword planner you have got keywords, Keywords are mentioned below:

  • How can I buy a book
  • Buy books online
  • children’s book online
  • I want to buy a book
  • Books for professionals
  • Buy kids book
  • Books for sale
  • Online book retailer
  • I need to buy a book
  • How to buy a book

Here’s the few methods to group keywords :

Generic intent Keyword Grouping :

Google search ads - generic intent keywords

You should group keywords which sounds very generic. These types of keywords sounds generic but will have strong buying intent. You can group these keywords into one so that you can monitor the performance.

Generic intent keyword grouping :  buy books online, books for sale , online book retailer.

These keywords have the buying intent but doesn’t specify what,why whom. That’s why it is generic grouping.

Niche keyword grouping :

Niche keywords - keywords with specific intent

These keywords are pertaining to some kind of service or product, By grouping these keywords you can assess whether these particular niche is profitable or not.

Niche grouping : children’s book online, Buy kids book  

This ad group will be named as niche since this contains the keywords that are for children’s book. What if you have so many varieties of niche , you give names based on the niche. For example, for children’s keyword ad group you can name children’s book, for business book keywords you can name business books.

Intent Keyword Grouping :

High Intent keywords

In general super intent keywords can be identified if the letter “I” present in the keyword. If you compare the keyword like  “buy books online” and “i want to buy book online” the second keyword has more intent since it has letter “I”. This keywords will have higher conversion rate and higher ctr than the others.

Intent keywords: I need to buy a book , I want to buy a book

Informational Keyword Grouping :

Informational quries

Informational keywords are usually the keywords which contains the work  “how”, “why” , etc. Usually these keywords will have higher CTR but less conversion rates. But in some resource scarce businesses these might work.

Informational keywords : How can i buy a book , How to buy a book.

Misc keyword grouping :

If the keywords you got doesn’t fit into any category, you can create a miscellaneous. You can’t guess the performance of miscellaneous keywords. Since you have grouped them into a separate ad group performance can be easily measured.

Keyword match type :

Once you decide grouping the next step is the keyword grouping which you can learn here.

Ad creation :

Google search has most simplified ad copy & ad copy creation among others. The search network used only the text ads. Hence testing on variety of  ad copies helping in getting good results.

Anatomy of google search Ads :

Anatomy of google search Ads

Before jumping into the best practice, you need to be aware of character limit on ad copy.

Ad copy contains five things.

  • Headline 1
  • Headline 2
  • Description
  • Display Url
  • Final url
Headline 1 :

Headline 1 is where user will pay attention. Hence it is very important to be direct and compelling. It is also advisable to use keywords in the headline 1. Your headline can’t be more than 30 characters.

Headline 2 :

Headline 2 usually supports headline 1. Ads will look better if there’s any sort of continuity from headline 1 to headline 2. You can use your unique value proposition , awards in the headline 2. This can’t be more than 30 chars.

Description :

Here you can describe about your products or services. You can also include key elements like pricing, refunds, money back policy and other items. Description should also provide glimpse of what to expect from the product/service being advertised. Description can contain 80 characters.

Display Url :

Display url is what displayed to the user while the ad appears. The purpose of this is to give user an intuitive idea of about the landing page.

Final URL :

Final url is the page where the users will be taken to after the ad click. Make sure you’re using a url that actually works and loads fast.

What are the best practices for Ad copy creation?

Google Search Ad copy best practises

Use Numbers :

Numbers are easy to read and understood. They also stand out from the numbers. Make sure that you use numbers that are accurate. Ex : 1776 customers so far, 128 clicks has signed up.

Use call to actions (CTA’s) :

You should include your call to actions on the headlines (preferably on headline 2). By using call to action you can encourage user to perform the action. Commonly used call to actions are sign up, download, buy now, enquirer now. Etc.   

Use title case in headline :

There’s nothing scientific or grammar about why should you use title case in headlines. But if you use title case, your Ad text will stand out and ctr will increase which in turn improves the ad performance.

Negative keyword Management :

Google search ads - negative keywords

This section deals with how to manage negative keywords within and outside campaign. You can learn how negative keywords works & getting negative keywords here (interlink) . Negative keywords can be implemented on account level, campaign level and ad group levels.

Account level negative keywords :

You can create account level negative keywords by creating a list in shared library and applying it on all campaigns. This list should include no brainer negative like free, job, download, sex , etc.

Campaign level negative keywords :

Campaign level negative should have a campaign level scope. For example if you’re selling merchandise in one campaign and services in another. Service provider would be negative keyword for merchandise campaign and vice versa.

These keywords are directly added into the campaign at campaign level settings.

Ad group level negative keywords :

These are the specific negatives that are pertaining to the keywords. This is the most used negative match types as it offers closer control on quality. These negatives can be added in the ad group wise.

By yathav

I'm very passionate about technology, marketing & analytics. Using WordPress and working on blogging & search engine optimization for almost 8+ years, I'd like to share my thoughts, hacks and best practices about what i do professionally & what I experience.


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