PPC 101: Why Ad Groups and Keywords Matter

PPC 101: Why Ad Groups and Keywords Matter
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Brad Geddes

Last updated September 8, 2017


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With Pay-Per-Click (PPC), a digital marketing professional can match relevant ads with search results. As users are actively looking for information when they search, using PPC means that your offer is being displayed to a user at the moment they are trying to find a solution to their problem.

PPC is all about meeting consumer demand at the moment the demand is happening (the moment of search) and is one of the most effective marketing channels for advertisers. Once companies try PPC and see how well qualified the leads and sales are, they often quickly grow their PPC efforts.

One of the most important aspects of PPC is that your ads should always be relevant to the searcher. The searchers have told you exactly what they are looking for when they searched, so by creating effective ads, you can turn those searchers into your customers.

In our last article, we introduced Bill, a plumber who initially had one ad group with a lot of unrelated keywords that didn’t do so well. Bill went through a process of organizing his ad groups that greatly improved his performance.

In part two of our PPC 101 infographics, we dive into why ad groups, keywords and A/B testing matter in creating effective PPC campaigns.

Now, Bill is realizing that the only thing searchers actually see is his ads. Ad groups contain keywords and ads, but users don’t see his keywords or his website, until they choose to interact with his ads. 

Since ads are so important, Bill decides that he needs to test his ads. It’s easy to test ads; just include more than one in an ad group. The search engines will then rotate through your ads so you can choose which one is producing the best leads for your company.

So Bill goes back into his account and makes sure all his ad groups are well organized and that he is testing ads in all of his ad groups. Here’s what Bill did next. 

About the Author

Brad Geddes is the author of "Advanced Google AdWords", and founder of Certified Knowledge, an online source where the Paid Search community comes together for PPC training, tools, and advice. Brad makes it his mission to share his expertise in Paid Search with online marketers so they can build successful online campaigns that generate business. He frequently writes columns for Search Engine Land, co-moderates the AdWords forum on Webmaster World, has spoken at more than 35 conferences, and has led more than 60 AdWords seminars.


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