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Keywords Marketer


Structuring Google AdWords Ad Groups

When we are creating the structure of a Google Adwords account, we generally separate our keywords in different ad groups with similar topics. To understand this better and in order to introduce a different type of segmentation to our ad groups, let's start from the beginning. 

First of all, in Google Adwords, we have an account. This account will have the name of our firm, for example. We can now have various campaigns in the account. For example, we could have a campaign for summer offers and another one for winter offers. After we create our campaigns, inside them, we create ad groups. These ad groups will be separated in different topics. For example, inside our summer offer campaign, we can have an ad group of men swimming costumes. Now, inside the ad groups, we can have several keywords and ads. We will try to have the most relevant keywords and ads as possible. All of them should fit in well to the topic chosen by the ad group. For example inside our ad group we could have keywords such as:  men swimming costume, men swimming trunks, men latest swimming....

Now we should have clear how to structure a simple Google Adwords account. Therefore, let's introduce a new variable of segmentation inside our ad groups so they are not just separated by topics. For this we have to analyze the different match types of keywords we can introduce in Google Adwords. We have four different types:

1: Broad: If we choose this type, our adds will come up to the users whenever they introduce our keyword or similar words. It does not matter if they introduce just the keyword or many other words and the keyword. 

2: Modified broad match: This will make sure our keyword is in the search of the user. In other words in the search of the user, our keyword has to be in yes or yes. This is used to have less impacts of our ad and like this be able to control better the traffic to our website. 

3: Phrase: The search of the user must contain our keyword and it must be in the same order as we have introduced our keyword. For example, if our keyword is swimming costume, and the search of the user is swimming costume for men, our ad will appear, but if it is costume for men swimming, our ad wont appear. 

4: Exact: The user must only search for our keywords. In other words, his search must be exactly the same as our keyword. It is the best way to control impressions and to assure our adds will only be activated to relevant searches. 

Once we have this clear, we can separate our ad groups by using different topics and by match type. This will allow our account to have a better performance and will also allow us to appear in many more searches than just using the exact match type. 

The key for this structure to work is to make three different ad groups inside each campaign, which is separated by a theme. The ad groups will be one in broad, another one in phrase and another one in exact. We will then introduce the same keywords in all three ad groups but with different match types. Our bids will also be different. We will place a higher bid for the exact type ad group, a lower bid for the phrase one and an even lower bid for the broad one. Finally, we must place as exact negative keywords in the phrase and broad ad groups, all the keywords in the exact ad group. 

Like this, we will have a well organized account which can be very easy to optimize. We can easily manage our budget and have better results thanks to this segmentation. 

So, have you started segmenting your ad groups?


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