Relevancy. It’s all you hear Google talk about. And, it’s everything when it comes to building and managing your Google AdWords account.
Google AdWords consistently makes updates to their algorithm to ensure they deliver the highest quality ads to the right audience. One of the most important measures implemented years ago was Quality Score, which ultimately determines how much you pay per click and your Ad Rank, which determines the ad position in the auction. Read Google’s help section for detailed description of Quality Score.
Your account structure and keyword grouping are essential factors in building effective and profitable PPC (pay per click) campaigns with high Quality Scores. In order to achieve high Quality Scores, advertisers should group their keywords into tightly themed and well-organized groups with highly targeted ads. Create as many small, highly themed ad groups as necessary. I aim for groups with no more than 50 to 100 keywords, but smaller groups of 20 or less are often more ideal for certain accounts.
Categorizing keywords into themed groups may seem daunting. But never fear, there are tools to help make your job easier. Wordstream’s Free Keyword Grouper tool is an easy and handy option. You can also research other free and/or paid tools by Googling “keyword grouping tools”. You may decide not to group your keywords as suggested by these tools, but it gives you place to start.
What if you need to restructure an existing account that may have grouped unrelated keywords in a single ad group? Typically you’ll find a handful of keywords in any ad group generate the most clicks, leads and/or orders. I usually leave those best performing keyword in their own existing ad group, opting instead to move all other lower volume keywords into new ad groups. And remember, per Google: “breaking keywords into new ad groups or campaigns (without changing the ad text or landing page) has no effect on their Quality Score. But moving a keyword to a new ad group that has new ad text could change your Quality Score, because that can affect user experience.”
More relevant keyword groups can result in higher click through rates and lower minimum bids – so get in there and restructure and optimize! And remember, optimization isn’t a one time thing – you must constantly monitor Quality Score and performance metrics for new areas in need of further optimization.