Join Joseph Kerschbaum for an in-depth discussion in this video Using single-keyword ad groups, part of Bing Ads Essential Training (2014).
- Always keep in mind that a query within a search engine is a question, a quest for information. As a search marketer your ads should be the answer to your target audience's question. The best way to make sure you provide the right answer to the right question is by making your PPC ads as relevant to the search query as possible. Relevance for PPC ads are achieved through control. You need to match the right ad to the right query. This is why creating single keyword ad groups, or as I refer to them previously as SKAGs, can help you achieve the tightest search query control for the highest level of relevancy for your ads.
Here's an example of what I'm talking about. Here is the search query for organic coffee. Here's an example of an Awesome ad served to this query: Awesome Organic Coffee, Get Organic Coffee Delivered. As you can see we mention organic coffee a few times in the ad. And then we deliver the user to a page that mentions organic coffee, and all types of organic coffee. This is some pretty tight control and pretty high relevance. Here's an example of doing it wrong. Search query is still organic coffee. But we delivered an ad that mentions vanilla coffee, and we deliver the user to a landing page that mentions vanilla coffee.
As you can see here, if I'm looking for organic coffee and I am delivered to a page that shows me vanilla coffee, it's not really relevant for what I'm looking for, and I'm likely to possibly not buy. This is where your ALPHAs and your BETAs come in. As we have discussed before you should create a campaign for your exact match, which is ALPHA, and a campaign for your broad match, which is BETA. And the process looks like this. Here you have your campaign, you have your ad group, a single keyword per ad group, and perhaps you're testing two different ad copy. As you can see, this is pretty tight control.
So here's an example of how this would break down. Here we have Campaign for Beverages, Alpha, and Campaign Beverages, for Beta. And underneath that we have an ad group. For Alpha we have organic coffee, which is exact match, and we have Beta which is organic coffee for broad match. Now below this you can see the matched queries for each ad group. For the exact match of organic coffee we would match, only for the search query, organic coffee. That's pretty tight control. On the Beta side, for the broad match term, we can match to a wide variety of search queries, such as wholesale organic coffee, organic brew coffee, organic coffee in bulk.
We've learned about match types in our previous lesson and this is how broad match works. As you can see, creating SKAGs makes the most sense for your campaigns. Honestly they can create a bit of overhead in terms of managing more ad groups, and I do like to keep it simple but the payoff comes with improved performance.
The course begins with an overview of Bing Ads and the search landscape, and then PPC expert Joseph Kerschbaum guides viewers through creating an account and placing ads with Bing Ads and across the Yahoo! Bing Network.
The course then explores best practices for organizing campaigns and ad groups and appropriately matching keywords. Joseph includes tutorials on setting bids and budgets, writing effective ads, and launching and testing variants. Plus, learn how to import AdWords campaigns, measure the performance of your ads, and address important Quality Score issues.
- Comparing Bing and Google
- Creating your account
- Setting up billing
- Choosing ad outlets
- Organizing campaigns and ad groups
- Creating new campaigns
- Setting up campaign budgets
- Setting keyword bids
- Writing effective text ads
- Importing campaigns from AdWords
- Tracking ad performance
- Understanding Quality Score
- Running reports