Developing keyword lists and building out paid search campaigns can be a very large and a very fun project. I believe there is some debate among paid search managers as to when you should be adding new ad groups and how many ad groups are appropriate based on the size of your keyword list. There is really no clear cut answer as to when it is appropriate to further segment your ad groups. Like most things in this industry, it depends. The further you can break your ad groups down the better your campaign performance can be. It takes more work, but it pays off in the end. You need to be able to analyze your keyword list to determine how many different groups of keywords you’re working with. Also think about the potential of using different ad copy to speak to each of these different searchers. Do these different groups of keywords show different user intent? Are these searchers asking a question, or are they looking for a specific product or service? Answering these questions will help you determine when you need to utilize some different ad copy to really speak to searchers in a different way.
Rules Of Thumb To Help
There are a few different guidelines that you can use to help determine when you should be making a new ad group or just adding a few different keywords to an established ad group:
- Use a 2 root words guide.
- Try to not have more than 20-25 keywords in a single ad group.
- Different types of keywords that show different intent.
To help explain more about some of these guidelines I’ll use a few different examples. Let’s say you’re making a campaign to advertise your ppc management services. You may have a list of terms that include: ppc management, ppc management company, ppc management services, search marketing management, search marketing manager, google adwords management, google adwords management services, etc. Your ad group list should at least include 3 different ad groups with this small list:
- ppc management
- search marketing management
- google adwords management
When you’re using more than 20-25+ keywords in an ad group you may have a specific reason you need that many keywords, but for most ad groups this seems like there could be further segmentation. Maybe you’re taking over a campaign for someone, acquired a new client or maybe it’s just time to re-review your ad group structure. Whatever reason it is I believe your entire campaign could benefit from this exercise. If there are more than 25 keywords in a single ad group it’s hard to believe that all those different searchers should be seeing the same set of ads, which is why it might be time to build some new ad groups and write some new ads.
There are a lot of ways that people search the internet to find an infinite amount of different things. This also means that we cannot think of all these searchers as the same. Some searchers are just looking for information, while others are looking for that product that your site sells. Professionals in search marketing have tried to group keyword searches into 3 different groups.
This is a good way to think about your keyword and where these people are within your sales funnel, or are they in your sales funnel at all? Based on the intention of the searcher you should have different ad groups with terms that have totally different ad copy which speak to that searcher on an individual level. If it’s an informational keyword then your ad needs to answer the question or promise more insight into what problem they’re looking to solve. If the keyword is navigational then your ad needs to direct that searcher to their destination. Lastly, if the search is transactional then your ad should grab their attention and offer them the product or service that you’re selling and close the deal.
Whether you’re a seasoned PPC manager or just starting out this exercise of segmenting or adding to your ad group list is a great optimization technique. Don’t get caught up in adding keywords over time to your existing ad groups to gain traffic and exposure be left with a small number of ad groups that all have hundreds of keywords in them. Your campaigns and business are going to suffer. Take the extra time to do it right.