Optimal Adgroups & Ads Flashcards
Each Ad Group Contains what 3 elements?
Search Words + Bid + Ad
When someone puts words into Google Search, Google runs an Ad from the same Ad Group that contains those Search Keywords, if your Cost
Per Click Bid is high enough to compete for the *** Ad Positions on the Google Search Results page.
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Build Each Ad Group the Same Way -
Put Only One Set of Search Keywords into Each Ad Group.
This gives us 4 advantages, which are?
(1) our ad always shows the same words that the person just put into Google search, which optimises relevancy feeling by visitor and
(2) our ad always shows why our product is better than competitors for those specific words, again relevancy and product malleability
(3) point 1 and 2 means the CTR should be higher, meaning bids should be less expensive as Google sees our ad as more relevant, and higher CTR means more potential conversions.
(4) We can easily compare and bid on KWs at the adgroup level, knowing that each adgroup contain only a one set of KWs.
Ad Group Name best to = Search Keywords, why?
Rel & M.C.T. manage Compare Tune
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1st and foremost G may appreciate relevancy factor of KW in AG title - you want the searchers term to be mirrored right across ad, kw, adgroup and website ideally.
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Makes it easier to manage KWs by identifying groups of closely related KWs by their ad-group name.
You can more easily compare grouped KWs by way of accurately/ specifically named ad-groups, rather than analysing a cluttered screen of KWs from the whole campaign with all the various match types.
All by using the Ad Group page as opposed to working from the KW page, which again would be less clear with all the KWs and their match types.
what’s my criteria for search terms validating a new adgroup?
BUT? (3)
If it’s a new unique search term, then it goes in a new adgroup, simple as that - unique meaning there is no cross-over.
RE: BUT:
Can another ad group/KW serve any one KW better? Consider:
- when there is some cross-over/duplication:
a. due to broad-match modified terms in more than one ad-group, then omit putting the broad match modified in more than one of the ad-groups. This ensures integrity of the adgroups uniqueness – also;
b. if a 4 word KW may be served just as well in a 3 KW ad group, and resulting in less ad groups. - For an Ad you have opportunities to use the KW in the headings, desc and URL - if the resulting copy using the KW doesn’t fit well or sound compelling compared to a closely related ad group, then consider consolidating the weaker key term in to the ad group that has KW that will sound more compelling in the ads.
- if the KWs are shown as ‘low search volume’ by Google then consider consolidating them into another ad-group anyway. If there is higher search volume and competition, best to optimise in dedicated Ad Group.
[Vis.
AdGroup creation & organization:
Approach: Organise by ‘uniqueness’
A conductor (Charlie Chaplin-like) organises an orchestra.
Brass, strings & percussion go into their own AdGroups.
Leader from each group (orchestral section) holds up a placard with a ‘U’ for unique. This is the driving rationale for each adgroup.
Placards w uniqueness, uniquely brass, strings etc
BUT:
Check 1: Cross-over/duplication risk – compromising ‘uniqueness’
Conducting looks at a machine duplicating vinyl discs coming on to the stage. 2 groups start fighting – due to a 3 word KW adgroup competing with a different but similar 4 word KW adgroup. They are fighting for uniqueness superiority. Conductor consolidates 2 orchestral sections, best off together, they each have a + sign infront (representing broad match modified) which now merge.
Check 2: Conductor starts writing parts for each group; gets to a group where he just can’t write a good part; the writes then scrunches up the paper and throws it into his over-flowing bin - so moves the orchestral section into another group, where he can write a good part.
Check 3: Low Search Volume
Finally the conductor here’s a high-pitch sound - the triangle player sitting on a mini-silo (search volume) – not enough impact by themselves – low search volume means you may not get shown? May be best to consolidate with another adgroup.
Conductor politely moves the triangle player into the main percussion group.
How do you move KWs from one adgroup to another? (2)
Well not necessarily remove the original kwds, instead pause them, so u retain the stats.
- select KW(s)
- edit>copy
- close the edit mode via the ‘X’
- paste via vertical 3 dot menu to the TR (you can do this w/o moving to another screen - the dialog will ask you which adgroups you want to paste the KWs to)
Then after copying, I guess you’ll need to remove the KWs from the original location if you want to do a ‘move’ as opposed to a copy ie. duplication.
How do you copy an ad from one group to another, or even multiple other ad groups? (2)
Easily.
- select ad(s)
- edit>copy
- close the edit mode via the ‘X’
- paste via vertical 3 dot menu to the TR (you can do this w/o moving to another screen - the dialog will ask you which adgroups you want to paste the ads to)
Should you always set up a/b test for ads from the start for an ad group’s life?
Thinking on this:
- With no track record I don’t know how effective/ affordable the new ad groups will be. We need to judge R.A.V.
a) good Relevant traffic?
b) Affordability
c) Volume of traffic - can it validate having it’s own adgroup? G may not run if low search volume;
So for initial new ad group setup, write 1x clear, specific and compelling ad for each ad group - run for a week or so to acquire initial learnings and assess the above 3 things.
- Then, if looking like a good adgroup, we can consider setting up a 2nd ad to a/b test.
- Then measure the a/b test results from the date we start the a/b test, not from the life of the ad group.
R.A.V.i. – we’ll be excited (French) if we have results that fulfill these 3 criteria.
“I’m ravi to see my new adgroup has scope”
What are the two AG options?
Which one are we almost always going to use & why?
- Standard - we are going to be a sophisticated advertiser always controlling our profits more, we’ll always use this option.
- Dynamic - RE: this refers to DSAs - you need to set up a Dynamic AG to be able to run DSAs.
The priority when creating AGs is thinking about KW themes. Expand?
We want clean data - RE i.e. data that’s tightly organised so that AGs represent v closely related KWs, so you can analyse the efficacy of that particular AG, and compare with others.
i.e. priority is being able to collect good data (specific/segmented) that will be practical to you.
You can always edit structure later (i.e. create more AGs & add/move/remove KWs) - why is this important?
in fact u should anticipate doing this, in order to optimise your account.
There is a difference between how u may structure AG at the research/ data analysis stage and then after that.
You’ll find some initial AGs receive sign more volume than others, GREAT, so now you know where to direct your efforts.
Analyse each KW, the match types & bids.
You need to assess RAVi , and then develop your AG structure accordingly.
the better organised your account, the better u can analyse, the better you can *****
optimise
the only way u can improve your campaign is to use optimisation strats, and the only way u can use strats is if your data is **
clean
RE: One way to thematically group your KWs is on intent, which represents where someone is in your ‘funnel’ (buyer’s journey) - what are the 3 main parts of the funnel?
top of funnel: awareness
middle of funnel: evaluating options
bottom of funnel: coming to final decision
people can use different search terms based on where they are in *****
the funnel
