Pay-Per-Click Fundamentals
Illustration by Richard Downs

Creating ad groups without going overboard


Pay-Per-Click Fundamentals

with Elizabeth Marsten

Video: Creating ad groups without going overboard

Ad groups are the building blocks of your PPC account, as they The biggest reason that you would consider this method So let me leave you in this tutorial with some final rules of thumb.
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  1. 1m 14s
    1. Welcome
      1m 14s
  2. 10m 9s
    1. What is pay-per-click (PPC) marketing?
      2m 2s
    2. Understanding PPC's role in your marketing mix
      2m 12s
    3. Pros and cons of PPC
      2m 30s
    4. Things to know before you get started
      3m 25s
  3. 14m 10s
    1. Creating a Google AdWords account
      5m 56s
    2. Creating a Bing Ads account
      6m 13s
    3. Setting up your account structure
      2m 1s
  4. 19m 32s
    1. Setting up campaigns in your new account
      6m 38s
    2. Choosing geographic targets and location-based settings
      4m 56s
    3. Setting daily and monthly campaign budgets
      3m 52s
    4. Creating ad groups without going overboard
      4m 6s
  5. 18m 32s
    1. Researching keywords
      5m 5s
    2. Selecting keywords
      5m 2s
    3. Selecting the match types for your keywords
      5m 4s
    4. Selecting negative keywords
      3m 21s
  6. 17m 13s
    1. Understanding what makes a good ad
      6m 31s
    2. Writing compelling ad copy
      4m 35s
    3. Testing your ad copy
      2m 49s
    4. Using dynamic keyword insertion in ad copy
      3m 18s
  7. 11m 41s
    1. What is quality score?
      3m 52s
    2. Using and improving your Google AdWords quality score
      4m 50s
    3. Using and improving your Bing Ads quality score
      2m 59s
  8. 16m 2s
    1. Using Google's Display Network
      7m 58s
    2. Understanding the Google and Bing search partner networks and how they work
      3m 51s
    3. Using the Bing Ads content network
      4m 13s
  9. 26m 43s
    1. Reviewing your metrics
      4m 32s
    2. Interpreting results
      6m 7s
    3. Installing conversion tracking
      8m 46s
    4. Troubleshooting common performance problems
      7m 18s
  10. 13m 14s
    1. Using the AdWords desktop editor
      2m 41s
    2. Using the Bing Ads desktop editor
      3m 9s
    3. Tips and tools for using offline editors
      7m 24s
  11. 1m 12s
    1. Next steps
      1m 12s

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Watch the Online Video Course Pay-Per-Click Fundamentals
2h 29m Beginner Apr 28, 2014

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Learn how to develop, launch, measure, and optimize winning pay-per-click (PPC) marketing campaigns in this detailed course. Author and search engine marketing expert Elizabeth Marsten shows you the fundamentals of PPC advertising to help you drive targeted traffic to your website. The course begins with an overview of the PPC world, walks you through setting up Google AdWords and Bing accounts, shows how to set campaigns, explores how to craft compelling ad copy, and helps you measure and leverage results. You'll also learn how to use display and partner networks to increase your reach on other popular websites. Dive in and learn how to leverage this crucial, effective marketing channel.

Topics include:
  • What is pay-per-click marking?
  • Understanding the pros and cons of PPC
  • Creating AdWords and Bing accounts
  • Setting up campaigns
  • Setting daily and monthly budgets
  • Researching and selecting keywords
  • Writing ad copy
  • Understanding Quality Score
  • Leveraging display, content, and partner networks
  • Using offline desktop editors
Google AdWords Bing Ads
Elizabeth Marsten

Creating ad groups without going overboard

Ad groups are the building blocks of your PPC account, as they house all the keywords in ads and keep them nice and tidy. It's also really easy to treat them in one of two ways. Hoarding, where you only have one or two ad groups and stuff all of your keywords and ads in there, or too granular, where you have one or two keywords in an ad group and therefore have 100 ad groups, either in a singular campaign or spread out across several. Neither of these is really the route you want to go, especially for those new to managing PPC, but it's an incredibly easy trap to fall into. My first rule of thumb when it comes to ad groups, keep it simple and logical.

You want your ad groups to be tightly themed and organized. Let's walk through an example on how I would set up my own ad groups using our dog collar example. One of my pretend products is a red leather dog collar available on three sizes small, medium and large. In this case, we can build a myriad of ad groups based on color, size, material and generic terms like dog collar. So what would that look like? Well, I want to structure my ad groups for growth. And it would be tightly themed. So I will have one campaign for dog collars and then within that campaign, three ad groups. One ad group for leather dog collars, one ad group for the dog collar colors, and one ad group for the size of dog collars.

Let's see what that looks like in pictures. I would name the ad group and campaign very descriptively, so that at a glance, I would know what is in that ad group. By default, the search engine assigns a name like ad group one, and that is something you want to avoid. You're never going to remember what's in there. Now why would I set it up this way? Well, the structure allows me to do a few things. I can control the overall cost, geography and device settings on my dog collar product line at the campaign level. It breaks up the features a qualifier someone might search for to help provide context and relevancy to my potential customers.

It also helps those that know what they already want or at least have a really good idea, find it faster and sooner than someone who searched for something more generic like dog collars. These ad groups are tightly themed which not only helps with relevancy for searchers, but also for quality score which directly influences your CPC or cost per click that you might pay for those keywords. This of course, is not the one and only way to set up your ad groups. You could set them up by match type, for example. This method also keeps them well organized, themed, and helps improve quality scores since the keywords would still all be related but just separated by match type.

The biggest reason that you would consider this method is to control and direct the search volume more efficiently. So if we broke up our ad groups by match type, here's what it might look like using our example of our dog collar product. But we'll focus on just the fact that we have a leather dog collar in three sizes. If I were to organize the associated keywords by match type, I would break them up similarly. But it would create more ad groups in total. As there are three to four different match types available to group keywords in. I would definitely recommend this process if your keywords are more head terms like dog collars, dog leashes, dog toys.

And not breaking them down into more specific long-tail terms. Note that in this diagram you can see how quickly this particular method could create a lot of ad groups. So why on earth would you practically triple the amount of ad groups you have to manage? Well, it does help you control cost and volume. Additionally, if you are having trouble with low quality scores, this is a great method to try and raise scores and pertinent keywords. And last but not least, you can filter traffic by buying cycle. Someone who searches for dog collar on a generic head term is most likely in a research phase of the buying cycle. Someone who searches for large red leather dog collar knows what it is they want and is more likely to buy.

So let me leave you in this tutorial with some final rules of thumb. If you're new to PPC I recommend starting with the first diagram method. With simple ad groups tightly themed. Some additional rules to keep in mind. No more than ten ad groups in a campaign, no more than 20 to 30 keywords in an ad group. Now these are just general guidelines to give you an idea of what too much could be. There's no ad group police that comes around and enforces this, but as someone who's seen what it looks like when you cram a hundred ad groups in a campaign, you really don't want to do that. One last thing to note about setting up ad groups is that Bing Ads has the ability to determine different settings at the ad group level as well as the campaign.

So when you're billing out your ad groups, be advised that you could adjust your geographic and bid settings on a more granular scale there. Well, there you have it. Adding ad groups to your PPC accounts without going overboard. Happy adding.

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