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Ad Group Sructure Strategies

what's the most cost-effective campaign structure?

11:03 am on Feb 13, 2007 (gmt 0)

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joined:Sept 19, 2006
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2 options:

1. The keywords in an ad group share 1 term- e.g blue widget, red widget, yellow widget

2.The keywords in an ad group share 2 terms-
red widget online, red widget buy, red widget great etc.

I understand that option 2 is better, but will I get Penalized (in terms of min cpc, exposure, quality score) for choosing option 1?

If I choose to build my ad groups as in option 2 it would mean breaking down the keyword list into very small and targeted ad groups, which is very time consuming.

I prefer to start with option 1, and break down the ad groups (or "pill and stick") only when I see some traffic that justifies the work. On the other hand if I get penalized (even unknowingly by getting less exposure) I'll go for option 2 from the beginning.

Would love to hear your opinions about this approach.

1:33 pm on Feb 13, 2007 (gmt 0)

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WebmasterWorld Administrator ewhisper is a WebmasterWorld Top Contributor of All Time 10+ Year Member

joined:Feb 13, 2003
votes: 8

This is my thought to AdGroup organization:

Write one ad that's very targeted towards a theme and has one explicit user intent.

If a new keyword is not accurately described by that ad, it should be in another ad group.

If the keyword is described by the ad, then it's ok to be in that ad group.

After you do this exercise for an ad group, take a look at your keyword lists. Should the ad have been more targeted? If so, then write another ad and repeat.

Since the ad is what connects the keyword to the landing page via the browser, it needs to accurately describe the keyword and the landing page.

[edited by: eWhisper at 1:33 pm (utc) on Feb. 13, 2007]

7:18 pm on Feb 14, 2007 (gmt 0)

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The AdWords editor has a nice tool call 'keyword grouper' and that tool has the ability to create multiple adgroups, each with a tight central theme based on the keyword. It is almost automatic, and you still have to manually check each adgroup for little flaws, but it saves a lot of time!

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