It’s hard to imagine the world of marketing without paid advertising these days. The methods of organically expanding your reach, though essential to any strategy, can lack in immediate, noticeable results. And when you are in a constant race with your competitors to get ahead and reach an audience and sell your products and services, you don’t have the luxury to wait for your SEO to kick in and show results.
So most business owners turn to paid ads, a sure-fire way to get their message across to a broader audience. And, although the range of advertising options is rather large, Google AdWords remains a preferred method. With an effective ad campaign, you can get your message across fast. The question remains: are you using AdWords to its full potential?
Specifically, are you using Ad Groups?
What Are They?
An ad group contains one or more ads that target the same set of keywords. Whenever a user searches for one of the target keywords, AdWords decides which ad text to show in the search engine results based on a variety of factors. The great thing about this method is that you can set different prices for individual keywords within the ad group structure.
Creating ad groups is an excellent way to organize your ads based on a common theme they share, such as product type or set of services.
Why Are They Important?
So far, it seems ad groups are just a method of structuring your ads so that you can have a better overview of the campaigns you’re running. But do they do anything else?
The answer is yes. Separating ad groups can enable you to create ads that target exact needs and problems that your audience might face. Not to mention it’ll be easier to track your ad performance and results.
People usually type a particular word or phrase when they look for something on Google, but what they type in isn’t always 100% reflective of what they want. Sometimes, it helps to create ad groups that will activate based on the same keywords. For instance, if a user is looking for a new camera to buy, you can also show him ads for a camera case or other accessories he might need.
Plus, there are two compelling arguments for creating specific ad groups:
- Lower costs, through Google’s Quality Score, a service that helps you create better campaigns where you pay less money for the same number of clicks;
- More Conversions, because a well-organized ad group increases your chances of offering relevant links to users;
How to Create an Ad Group
Here are a few things to keep in mind when you’re creating ad groups:
- Organize your campaigns and ads on the spot, don’t just use old ads to put together a list. Reorganizing older campaigns can make you lose valuable data and affect performance;
- Create a separate campaign every time you what to use different ad criteria like location or budget. If you want to set a specific budget for ads targeting people in location A and another one for location B, then you need two different campaigns.
Now, let’s see how to create the ad group. You’ll need to pick a narrow theme and organize the ads around it. For example, a narrow theme can be “blenders,” to which you’ll add advertisements promoting relevant products. You might want to create different single keyword ad groups for “hand blender,” and others for “countertop blenders.”
Make sure to use your keywords in your headline or descriptive text to optimize your ad. For instance, in your blender ad group, you can use keywords for different brands, prices, models or other keywords relevant to your group.
A Final Argument
Underneath it all, AdWords Ad Groups management is just a smart way to boost your paid advertisements efforts. It helps you track your campaigns and be constantly aware of your results, so if anything isn’t up to par, you can intervene on the spot.
Want to know more about ad groups? Contact Australian Internet Advertising now and let’s have a chat.