The idea behind adgroups is to group keywords around the idea of a specific marketing message. When you consider your adgrouping structure, don’t base it on the keywords, base it on the marketing message instead. Google only allows for 100 adgroups per campaign, and since we are limited on the amount of adgroups we can not have the option of 1 keyword per adgroup. At many times, my campaigns will contain anywhere from 1k – 10k keywords so you can see that model will not work. Successful management of these keywords requires a logically, pre-thought grouping strategy. Listed here are some of the most common methods of adgrouping that will allow you to have greater control over your marketing.

 

adgroup logics

Product Grouping – This type of Ad grouping is based around the product keywords. In this method you plan on creating ads that specifically target one product. This will allow you to create highly targeted creative that could include specific product pricing and promotional messaging.

Service Grouping – This type of Ad grouping is based around the specific services your company or products offer. Promotional messaging would include how the grouping of keywords solve or fix a specific problem.

One To One Grouping – Some high volume keywords may require complete separation due to volume of impressions and clicks. When this happens you want to make sure that keyword performs at its best. Singling it out to its own adgroup is called one to one. Now you can make sure no other keywords affect it’s performance, and you can really target its messaging and controlled multivariate testing to increase performance.

Call To Action Grouping – this type of ad grouping is specifically targeting to keywords that contain a call to action. Buy, Sell, Purchase, Download, and etc are call to actions. You’re telling your visitor to do something, and many times they are searching for the call to action, meaning they are ready to do what you want them to.

Promotional Grouping – this type of ad grouping is targeted to some sort of discounted promotional messaging. Cheap, discounted, wholesale, liquidation and etc are all promotional messages. The visitor wants something for less or a greatly discounted price.

This covers the most commons ways to setup your adgroups. Adgrouping is not rocket science, but it helps to be prepared, and set things up logically in advance. It will help create more highly targeted promotional messaging, and allow for greater control for optimization.

I will pick a product that draws my attention on shopping.com and give you some examples of keyword adgrouping

And the product is…

The Apple Ipod Touch

Now let’s write out a few examples to get a clearer perspective.


Product Grouping

apple touch
apple ipod touch
ipod touch
apple 8 gig touch
apple ipod 8 gig touch
ipod 8 gig touch

Service Grouping

apple touch mp3
apple ipod touch mp3
ipod touch mp3
apple 8 gig touch mp3
apple ipod 8 gig touch mp3
ipod 8 gig touch mp3
apple touch mp3 player
apple ipod touch mp3 player
ipod touch mp3 player
apple 8 gig touch mp3 player
apple ipod 8 gig touch mp3 player
ipod 8 gig touch mp3 player
apple touch music player
apple ipod touch music player
ipod touch music player
apple 8 gig touch music player
apple ipod 8 gig touch music player
ipod 8 gig touch music player

Call To Action Grouping

buy apple touch
buy apple ipod touch
buy ipod touch
buy apple 8 gig touch
buy apple ipod 8 gig touch
buy ipod 8 gig touch
purchase apple touch
purchase apple ipod touch
purchase ipod touch
purchase apple 8 gig touch
purchase apple ipod 8 gig touch
purchase ipod 8 gig touch
sell apple touch
sell apple ipod touch
sell ipod touch
sell apple 8 gig touch
sell apple ipod 8 gig touch
sell ipod 8 gig touch

Promotional Grouping

sale apple touch
discount apple touch
cheap apple touch
sale apple ipod touch
discount apple ipod touch
cheap apple ipod touch
sale ipod touch
discount ipod touch
cheap ipod touch
sale apple 8 gig touch
discount apple 8 gig touch
cheap apple 8 gig touch
sale apple ipod 8 gig touch
discount apple ipod 8 gig touch
cheap apple ipod 8 gig touch
sale ipod 8 gig touch
discount ipod 8 gig touch
cheap ipod 8 gig touch


As you might be able to see, since the keywords are in line with each other writing a highly targeted promotional message will be a lot easier, and Google will most likely give you a better quality score due to higher keyword and text ad relevance.

In my next article I will cover all the attributes of an adgroup, what they mean and how to use them like a pro.

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