Advanced Pay Per Click (PPC) Certification Program

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Ad Group Organization Tutorial

1.2 Introduction

Hi, I'm Brad Geddes, the author of Advanced Google AdWords, the founder of Certified Knowledge, and the PPC Faculty Chair for Market Motive. In this module, we're going to look at how to organize your Ad Groups and keywords.

1.3 Ad Group Organization Intro

Now here's one of the biggest problems advertisers face, is they create a generic ad copy. John's Plumbing Service. Serving the Chicago area. Call for an appointment. They put in keywords such as Chicago plumbing, broken pipes, fixing shower, weekend plumbing, flooded basement. They assume that if anyone's doing one of these searches, they need a plumber. So as long as their ad copy says we do plumbing, then this will be an acceptable organization. It's not. If you do a search for emergency plumbing and you saw these two ads on the page, what would you click on? The one that says hey, we're John's Plumbing, or the one that says we do emergency plumbing services? You looked for emergency plumbing and we do it. We're not a generic plumber. We will come out on the weekends. We'll come out at 2 o'clock in the morning and fix your problems. So the organization we want to get to, Is where the ad copy is very specific to the keyword. If someone searches for Saturday plumbing, they see a weekend plumbing ad. If they search for 24 hour plumbing, they see an emergency plumbing service ad copy. If they search for a generic ad, plumbing services or Chicago plumbing, then they can see a more general ad copy you've written. So this is our overall goal.

1.4 Initial Keyword Research

So way to get here, is first do some initial research. You don't have to write down all these keywords. What you need to do is figure out the overall universe of words people use to search for your products. So when you look through keyword research, look at informational words, transactional words, explicit problems, symptoms based words, product names, branded keywords. A lot of the different types of keywords we talked about in previous modules. Get an overall idea of what the keywords are that people are searching for. Next make a list of all your Ad Groups. By starting with Ad Groups it's easier to organize your keywords and ad copy. Now the way you name your ad groups it's only used for you, it's organizational purposes. So use an Ad group name that lets you easily identify the Ad groups purpose. Even if the themes are very similar. It's still better to break them down more granularly, so your ad copy and keywords are closely related. Next, for each of those ad groups, choose a landing page. Someone did a search because they want an answer to a question. Your ad copy stands out, calls attention to itself, tells them what they're going to find after they click on your ad. So your landing page then should answer the question, why someone did a search. It should related to your ad copy, it should be related to the key words themselves. Now for ad groups, also write test ad copy. Write an ad copy, that when someone sees it and looks at this ad, they think you do just one thing. You only do emergency plumbing. You only work weekends. You only do kitchen re-modeling. Write a very specific ad copy to the ad group. Now you should have a list of your ad groups, you should have a landing page for each ad group, you should should have an ad copy for each ad group.

1.5 Does Keyword Fit Both?

So now, when you look at any one keyword, there's a simple flow chart you can look at to determine if a keyword fits in that ad group or a new one. So first, look at the keyword, look at the ad group you want to put it in. Does it match the ad copy? If no, put it into a different ad group. If it does, then you need to ask yourself the question, does it match the landing page? If it doesn't, put it yet in a different ad group. Only when a keyword matches both your ad copy and your landing page should you put it in an ad group. So this simple exercise will help you have a really nice, granular organization between keywords, ads, and landing pages.

1.6 Ad Group Organization

So when we look at our initial generic ad copies and keywords, here's what we want to get to. We have a general ad group, our more general ad copy, more general keywords. Now this should be the last ad group we populate. This should be populated with keywords that are left over after we write our emergency ad and our weekend ad and our kitchen remodeling ads. Then we'll probably have some more generic words left over at the end. Those are okay to put in a more general-based ad group. Since organization is time consuming. However, it does a lot of good things for your account. Because your keywords and ads are always related to each other, to what someone's looking for, your click-through rate goes up. Because an ad copy is setting the proper expectations for the landing page because those are also related. Your ad copy and your landing page, your conversion rates go up. So this organization, while time consuming, does a lot of other very beneficial things for your accounts.

1.7 Organization for Large Accounts

And that organization's useful when you only have a few hundred or a few thousand keywords. If your're making an account with tens of thousands or hundreds of thousands of keywords, looking individually one by one for a keyword and ad copy in an ad group and making a workflow, it's probably not going to work. because if you have a million keywords, even it only takes you 30 seconds for every single keyword, you'll never finish making an account with just that many different types of keywords. So instead, if you have a big account you're creating, you still want to start with your Ad Groups. Your overall same idea of Ad Group to add copy to landing pages. But start with your site map, look at over all where you have outerwear, you have women's outerwear and girl's outerwear. You have swimwear, women's clothing, men's clothing, boy's clothing, girl's clothing. So start with your site map assuming you have a good site map. If you don't look at your navigation of your site and make a nice list of here's the all at the general level, the products we offer.

1.8 Include Your Brands

You need do a little more analysis while making these ad groups. You need to ask yourself some questions like, do people search for brands? So there are a lot of branded searches, and in clothing there is. In other areas, there's not a lot of branded searches. If you're in an industry where people really care about the brand, and a lot of searches are just for a brand name, and the product type. Or for the brand name with sizes. Then you're going to want to also include brands as you create your address. Now if you don't have a good site-map, don't have good navigation; there's a free program called Xenu, which you can download it on your desktop, and it lets you spider your entire website. So now you'll have a URL and the title of that page listed in a large spreadsheet program. You can then start from there, looking at how you want to organize your ad groups, list of your possible landing pages, etc. So by doing some initial research, on your site map, spidering your own site, how people convert when they buy for you. You still want to start with your add groups just as you would a small counts. You just may have a larger list of add groups then that you want to populate.

1.9 List Your Modifiers

So now once you have a side group list, a way of creating your keywords is not just to go in and do keyword research one by one with the Google keyword tool or with another keyword program. If you're going to eventually have ten thousand ad groups and half a million key words, you're not going to find them all individually. You're going to go ahead and prepopulate your ad groupswith keywords, based upon how people are searching. So as you do that initial research, look to see the major adjectives they search with. The product types, the attributes, do they type with sizes or brand names, what is it that people search for. Then you'll just make a list in your spreadsheet program of here is the major words that we need to create, based upon these individual product types, and attributes, adjectives, adverbs, so forth. Once you have all these lists created, there's two ways to make keywords from these lists.

1.10 Mix Keywords

One, there's a lot of mix and match keyword tools. Where you can put in, say, three to five lists of words, say if it's required or optional, if you can ignore the list, choose even destination URLs. And these will make large amounts of permutations for all of your keywords to populate your ad groups. And at a basic level, you can also use Excel with a concatenate feature. This lets you tell an Excel file, include a word from column A and column C, include a word from column C and column D, and then column B. And create keywords from the lists you already have created. Now the issue with concatenate, is it's much more difficult to make all the possible permutations over what some of the keyword tools can do. But, if you already have Excel, it would be free.

1.11 Result: Lots of Keywords

Then you end up with a huge amount of keywords. Once you mix and match them you'll have your example keyword list. Now take those words and put them back in your ad groups. When you first start making these with this mix and match option. I first do it by individual ad group. Choose five ad groups you want to pre-populate. List out whatever your lists are for each one. Mix and match the keywords. That will populate your ad groups. Now once you get a better understanding of how these lists then create ad groups. Then later on, what you can do is take one of those list rows, and it'll be either an adjective, a brand type, a brand plus product type. A combination list that you want to essentially make your ad groups. So then you can make these huge lists using keyword metrics tools or conatate features. But then you'll have a trigger ID. Based upon how you're making your ad groups, is it brand and product? Is it product and attribute? Is it adjective and attribute? Whatever the part of the list that you want to make your ad groups in, key off of that. And then you could use a v lookup function in Excel to automatically populate your ad group list. Now if looking, and this seems a little daunting at first, to create all these different keywords and creating two lists together that when populated makes an ad group name. You can instead just use the mix and matching to create your ad groups first. This is great for really, really big accounts. Or if you're not quite sure all the possible ad groups, just list out how people search. How your site is created. Is your site created off of brands and products types. Is your site triggered purely off of services. Is it triggered off of enterprise versus SMB and then service. So you can use that same mixing and matching to create your ad groups first. Make a list of all of your ad groups. Just using the conicate feature or a mix and match program. And then you'll have a list of your ad groups. Then populate your keywords back into those ad groups. If you're going to create really big accounts, you need to be familiar with how either conicate feature works or mixing and matching tools work. Because you're populating into what potentially be tens of thousands of ad groups. So, even just playing at a small level with how these features populate data, and then getting an idea of how your site lays out. That'll help you visualize then what'll happen from your account perspective, once it's all created. Now once you have these ad groups though, we have keywords in them right now, but we need ad copy.

1.12 Scaling Ad Copy

So, next is I'm looking at how to create mass amounts of ad copy at once. So, again, you're going to use a spreadsheet program and formulas. What you don't want to do is write one ad copy for all these ad groups. You don't want to write one ad copy and just change the buy X at our company where X is your ad group name. That's not enough variations. Because if you're making a large account, you'll have a lot of data very, very quickly. So then, what you want to see is what tag lines increased conversions. What headlines increase conversions? What kind of description lines increase conversion rates? And of course, click the rates as well. [00:00:42] So, instead, start by writing a few headlines. One's your AdGroupName, one is just a static headline you're going to write. A second one is maybe shop at your company name or buy, and then your product name based upon your ad group. Write a few headlines, where you're going to use things like just Ad Group Name. You don't have to actually populate it yet. What are two or three taglines for your company? Write some destination URLs. Write some of the scripts on ones and twos. So, you may have a spreadsheet, that just lists headline, tagline, description line one and two, destination URL. It has maybe three to four variables for each. You just have 20 lines to start with. Then, sit down and make how the Ad group type by formulas. So, we look at ad copy one, the headline Ad Group Name. Description one, Headline 1, that you're going to pull automatically from that list you wrote. Description line two, is your Tagline 1, and then your Display URL. Your second ad copy. So, now we have multiple ad copies in an ad group. We'll just use dynamic keyword insertion for the headline. The backup text is the ad group name. Take one of those status script lines you wrote and insert it then for your Description line 2, take your second Tagline, your second Display URL. For your third ad copy, choose another static headline you've written. Put DKI, dynamic keyword insertion, and end the description line 1 then. And then, your Description line 2 going to be a different tagline. So then, once you have these listed out of how you're going to pop up the ad copies, becomes a very simple formula to write in your spreadsheet program. Says for this ad group, call in our Ad Group Name, then for description on one, call in our Tagline1. For second I copy call in our Tagline2. It's just going in to your spreadsheet program and calling in the variable for that Ad Group. Now, you can write a formula to create all your ad copies as well. If this seems daunting to create a whole lot of these ad copies, writing formulas based upon your spreadsheet inputs.

1.13 There are Tools

There are tools, as well, to help you create mass amounts of ad copy, where you can list your ad group names, ad text from ad group name, ad copy lines that will go just for a campaign. And then mix and match for you. So, creating thousands upon thousands of ad copies should only take a few hours, shouldn't take days to do. Should take a few hours, but then what you want to do afterwards is make sure that you have very specific formulas, so that way you can use pivot tables and Excel to see the difference of how the ad copy elements affect conversion. Essentially, if you have 10,000 ad copies and you have 4 taglines, you have 2,500 ads using each tagline. So, in just a couple of minutes, you could see with the pivot table In a spreadsheet program, which tagline has better click-through rates, better conversion rates, etc. So by using very consistent formulas and some simple data analysis, you can quickly see among 10,000 ads or 100,000 ads which types of headlines, which type of ad group tags, what types of taglines, display URLs, are making meaningful impacts on your metrics such as conversions and click-through rates

1.14 Large Accounts Landing Pages

Now if you have a large account and you have half a million keywords and you have 20,000 ad copies, you still need to choose landing pages. So at a basic level you can choose a landing page per ad group. If you listed out your ad groups from your sitemap. Well you already have the URL from your sitemap. If you use a program like Xenu, then you can use your destination URL right out of your spidering program. So the easiest way is to choose one landing page per ad group. However just remember you can have destination URLs at the keyword level or the ad copy level. If you choose an ad by keyword, they overwrite the ad group one as far as where the consumer goes after clicking on your ad copy. So if you're going to have say an ad group, that is maternity blouses. But you happen to have 20 different brands of maternity blouses. What you might do is create dynamic keyword insertion for the ad copy, so the brand's always in the ad copy, and then, for every keyword, choose the proper URL that goes to that brand and product type landing page. You can also use search pages if you have a really good internal search. When you do a search on your site and you see that the URL is yoursite.com/?s= the search term, instead of trying to find all your landing pages, you can put them all to search pages assuming you have a pretty looking search page. However, if you have a site map that's generally better for determining landing pages. Because site maps, you know the page exists. If you use search pages, you may send traffic to pages that don't even exist, or don't have results for the page. So if you're going to use a search page, make sure in your analytics program, you are tracking site search. And that you have a way of seeing when you have empty searches. Now if you have a large account like this and you're using search pages or even site maps, you really need to check your account for broken links on a monthly basis and possibly even every other week if you have huge amounts of pages, because it is common for large companies to switch search URLs, to do some mod rewrites on the SEO side, to stop selling a product, to end a sale. And while the site administrator knows this page is gone, the page search team might not. So you can use that Xenu program I mentioned earlier to spider your site on a monthly basis to find the broken pages. There are other tools you can use to check broken pages across your site. But even if you have a small account, checking broken pages on a regular basis is very useful so you're not buying traffic to pages that don't exist and wasting your budget.

1.15 Mobile Keyword Organization

Now, when your campaign is set to be displayed on multiple devices, such as desktops, tablets, and mobile devices, then your keywords can also be shown on all different devices. So, we need to look at how we may organize our mobile keywords based upon some of the bid modifier information. So first off, when we start looking at our keywords, we can segment and see our cost per action, or our conversion rates, by each device type. So what you often find, then, is within a single ad group, you'll have some ad groups where your desktop CPA is higher than your mobile CPA. So your mobile's actually better for some of these words. You'll have other ad groups where your mobile CPA is higher than your desktop's, and you'd rather bid more for desktops, or you'd rather bid less for mobile devices in these cases. Then we'll have other groups of words that where the CPAs are roughly the same. So now we can do mobile bid modifiers at at ad group level. Now no one bid modifier will accommodate all these keywords because some are better on desktops than mobile, some are the same, some are better on mobile than on desktop. So what we can do is we can take those ad groups and break them into multiple ad groups just based upon the bid modifier. So now we take that single ad group, and we have one ad group, we're using a positive mobile modifier, because our mobile CPA is better than desktops. And assuming our goals is roughly a $20 CPA, we're willing to bid higher on those words. Then we'll have these other words, where our desktops are much better than our mobile. We would want to bid lower on mobile than desktop to have a similar CPA by devices. Those keywords go to a different ad group. Then we'll have our keywords that are roughly the same by device type, and we can leave them alone. So when you're also using mobile devices for your targeting, you're going to want to look at CPAs by keyword. And then group keywords into ad groups as well, another granular breakdown based upon the mobile bid modifier you wish to use for those sets of keywords.

1.16 Using Negatives for Organization

Now, when doing organization, your negatives are very useful to make sure the proper ad copy is being displayed based upon the search query. Now, if you have the Ad Group Shirts, Long Sleeve Shirts, and Ecko Long Sleeve Shirts. So one's generic, one has a product attribute, one has a brand and a product attribute. And someone did a search for Ecko Long Sleeve Shirts. Well technically, if your ad group search only has broad match, modified broad match or phrase match, that ad group could be displayed. If your long sleeve shirts use the same match types, some searched for Ecko long sleeve shirts, well long sleeve shirts is within that that query. That one could be displayed as well. So a search for your most specific ad groups can often trigger more generic ad groups. But in this case, you have an ad group and a landing page for that brand product attribute. So you don't want your more generic ad copy displayed or generic landing page. You want the most specific landing page displayed. This is where those negatives are very useful in controlling display. So in your ad group shirts if you're to put -Long or -Long sleeve and -Ecko. Now when someone searches for the more specific term, long sleeve shirts or Ecko long sleeve shirts. Your shirt ad group cannot be triggered. Now if in your long sleeve shirts ad group, you just put the negative -Ecko, the brand name. Now let's search for Ecko long sleeved shirts. Can't trigger your shirts ad group. It has the word -Long and -Ecko. It can't trigger your long sleeve shirts ad group, because that has the -Ecko in there. Your more specific ad group does have to be triggered then. If you're building up generic to product attribute or product type to brand name product ad should be a product type in your ad groups. Using those negatives, very important to make sure that the correct ad and landing page are displayed to the consumer. If you're using any kind of broad match, you should be using negatives as well. If we have the ad group plasma TV, LED TV, LCD TV. A broad match word could trigger any one of these ad groups in a lot of cases because they're just types of TV sets. So we looked at this in detail in our negative queue module, which is always keep those negatives in mind when using any kind of broad match. Now in an organizational case like this, what you won't have is an ad copy that can be displayed for LED versus LCD TV. Just remember, you may want to also make those comparison ad groups in times like this.

1.17 Organizing by Match Type

So the last thing to really think through, is how do you organize your match types. Do you put the same match types in the same ad group? Do you put different match types in different ad groups? Now, there's no right or wrong between these organizations. These organizations go back to, how you want to organize your account from your metric standpoints and from budgeting standpoints? So, at the basic level, you can take a keyword, put it in an ad group. And even put it in multiple match types in the same ad group. Now the pro of this method, is that you have less total ad groups to deal with. This saves on both duration and management time. Now, the biggest issue with this, is that with exact match you really know what someone's looking for. With phrase match, you know a little less. With broad match, you're not really sure. So, what you should see is, your best conversion rates are exact. Your second best conversion rate, a phrase. Your third best, your modified broad match or your broad match. Now, because Google does an Ad rank formula, which is compromised of quality score, Ad extension Data and max CPC to determine Ad rank. If you would have these three keywords by different match sites in the same Ad group, and you used the same CPC for each keyword. Technically, Google could show any one of these keywords, for a search. So, you want to make sure you bid your exact match the highest, your phrase match a little less and your broad match the lowest. So, when you organize multiple match types in the same ad group, you don't really want to do ad group level bidding. You really want to do more bidding at the keyword level. This method also doesn't let you write ads by match types. So, if you have a broad match word, you don't really know the intent. So, you may have more general ad copy. Goes to more information landing page. Or with exact match you know exactly what someone's looking for, what they typed in. You can write very specific ad copies and choose very specific landing pages. So, if you do want different ads or different landing pages by match type, you don't want to use this organization. If you want, the easiest management and the easiest to initially create accounts. And feel free to put match types, different match types in the same ad group. Just manipulate the CPC's at the keyword level, not the ad group level.

1.18 Restricting Match Types by Ad Group

Another way you can organize your Ad Groups is to restrict the match types by individual Ad Group. So you would have one Ad Group that's just exact match. Another Ad Group that's just phrase match, another one that's just modified broad match, or broad match. Now with this organization, one of the benefits is that if your keywords have similar conversions rates by match type, and of course all the keywords should still be similar in the Ad Group, then you can still do Ad Group level bidding instead of individual keyword bidding. Another good reason for this match type, is if when you look at your exact match words. They're really specific words and you want very specific ad copies and landing pages for them. You have some more general keywords. There may be multiple user intents for these words. So then you can write a less specific ad copy for the broad match Ad Group and use a category page over a product page or even a segmentation page. A little bit different message. In addition with this method, you don't have to constantly worry if your exact match keywords are a bit higher than your phrase match keywords or your broad match keywords. So if you want to see the keyword to match type to ad copy, click the rates and conversion rates, or if you want a bit more at the ad group level, this is a good organization. [ Now, the issue with this organization, is if someone searches for one of your keywords, and it's in all three Ad Groups, Google will again run the ad rink formula, which is quality score times max cpc, to determine which ad copy gets triggered in the search result. And you may have three different Ad Groups which could be triggered. Since you have more specific ad copies in your Exact Match, you have less specific in your Broad Match, you want to make sure the most specific keyword Match Type is displayed based upon the user's query. So to do that, you'll use your negative keywords at the Ad Group level. Now in your Exact Match Ad Group, you don't need negative keywords because you know exactly what someone typed in to the search engine. In your phrase match Ad Group, you want to use the negative Exact Match of the same keywords that are in your Phrase Match Ad Group. In your Broad Match Ad Group, you want to use the negative phrase and exact match keywords, that correspond to the same keywords in that Broad Match Ad Group. So now, if someone does a search for the Exact Match your Exact Match Ad copy is displayed. If they do a search, which will trigger one of your keywords, which is in Phrase Match, when your exact match isn't displayed, because it's not the same word. Your Broad Match Ad Group has a negative phrase and exact match which then forces the engine to display the keyword from your Phrase Match Ad Group. If you're going to organize your keywords by Match Type by Ad Group, you need to use your negatives properly. Now the biggest disadvantage to this organization is you can quickly become overwhelmed with the sheer number of ad groups you have. It will take a little longer to set up, it may take a little longer to manage if you're doing it by hand. However, you can see conversions and click-through rates by ad copy and match type in keyword, which is difficult to see with other organization.

1.19 Restricting Match Types by Campaigns

Now another way you can do organization is that match type by campaign. Now this is usually done for budgetary reasons. Where you have your first campaign, it's your branding keywords. It's your highest budget. Your branding keywords convert really well. You have another campaign. It's your exact match keywords. It's your second-highest budget, because these words should convert very well, because you know exactly what someone's looking for. Now, this is the hardest budget to manipulate, because there's only so much search for an exact match word. You then take your phrase-match words. At your campaign level, you'll use a negative exact-match of all the keywords in that particular campaign. So in this organization, you end up with huge amounts of negative keywords. And then you have your broad match campaign. At your campaign level you put your negative, exact, and phrase matches. This becomes a very easy budget to manipulate. So what happens then, as the month goes by, if you're spending too much money, you lower the budget on your broad match terms. If you're not spending at the rate your looking for, then you Increase your budget on your phrase match and your broad match terms. So if you have a budget that's a shifting target throughout the course of a month, this organization's very useful from budgetary standpoint. Because your branded keywords, you want all the search volume possible. They convert really well. Exact match keywords, you want all the volume possible, again, you know what the search intent is. As the month goes by, you can manipulate your budgets on your phrase match and broad match words based upon your budget run rate. Now, the disadvantage to this is you have a lot of negative keywords at your campaign level. You have a lot more ad groups spread out across multiple campaigns. So this [INAUDIBLE] something the only reason [INAUDIBLE] an organization is for shifting budgets. And to hit your budget as the month goes by and to manipulate your budgets throughout the course of a month.

1.20 Recap

So to recap our organization section. Regardless of your account size, it doesn't matter if you're a small account or large account, start by determining your ad groups. This way you have an idea of the different ad groups you want to create, whether it's by match type organization, by brand organization, by intent organization. ] But start with your ad groups, and pick a landing page for each ad group. And again, for larger accounts you may connect landing pages at the keyword level or use search pages. Write an ad copy for each ad group. So once you have your ad groups listed, your landing pages and your ad copy then write an ad copy for each ad group. For large accounts, go ahead and use formulas, so your ads are still related to the ad groups. And you're not writing ad copies one by one, you're writing four ad copies per ad group at a formula level. So it becomes very easy to scale that even if you had thousands of ad groups. Then choose your keywords. Now this is very simple then, look at your keywords. If the landing page and the ad copy fits the keyword, leave it in the ad group. If the ad copy or landing page, either one, does not describe the keyword, put the keyword in a new ad group. So with this organization, you end up with very closely related search queries to add copy to landing pages. This increases conversion rates, increases click through rates, and does a lot of good things in your account. Account organization and proper account organization, it's not difficult but it is time consuming. However, once you go through the time consuming aspect of setting up an account properly, then expansion becomes easier, looking at where you get conversions from becomes easier, and even seeing how to expand it in the future is much easier. A lot of good things happen to accounts when you go through this organization practice. But it will take awhile. At the end as you are managing accounts and growing accounts if you set it up properly and have a good organization then your management and your growth and the effectiveness of your account becomes much, much better than if you use hap-haz organization.

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