It’s An AdGroup – Not Keyword Group

In PPC Management it’s easy to get technical and forget that we are targeting users searching on Google etc. Most people approach PPC account management in a set way, they do Keyword research, split the Keywords down by groups and create and AdGroup, then write an advert.

The fact of it is that a user doesn’t know anything you’ve done to show your advert, he doesn’t know or care that you may have used geographic targeting, Dynamic Keyword Insertion (DKI) or Ad Scheduling, Broad match, Phrase match, Exact match or even Modified broad match; the user only sees your AdCopy.

It’s worth the time it takes to review each AdGroup to ensure that each advert is (highly) relevant to the keywords within it. The main question is :

Look at each Keyword and if the AdCopy does describe it then leave it in the AdGroup, if it doesn’t then it’s time to move it and create a new AdGroup (or if most KeyWords in the AdGroup aren’t relevant and covered by the Advert then rewrite the AdCopy to cover all the keywords you wish to leave in that AdGroup, and move the few that don’t now match the new AdCopy out into a new AdGroup).

Once you’ve got all the Keywords and AdCopy in your AdGroups it’s worth double checking that your landing page is highly relevant too, this will help to maximise conversions as far too many adverts still land users on the home page or category page rather than the most relevant product or service page so make sure that the user lands right where they would expect to land; right on the most relevant product or service that they searched for!

This process isn’t a fast one but ultimately your CTR should be boosted as the AdCopy and Keyword are highly relevant, Your Quality Score will rise as your CTR has increased and your conversion rates should increase too as the user clicks your Advert with the right expectations.