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Adgroup Organization

     
4:27 pm on Mar 19, 2007 (gmt 0)

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I am working on the content network, but I assume the answer is probably similar for search. Assume that I have an ad that is relevant to either scenario I list below. My question is, which of the following arrangements of keywords within adgroups is better?

Campaign A
Group 1: Red Widget, Buy Red Widget, Red Widget Review
Group 2: Blue Widget, Buy Blue Widget, Blue Widget Review

Or -

Campaign B
Group 1: Red Widget, Blue Widget
Group 2: Buy Red Widget, Buy Blue Widget
Group 3: Red Widget Review, Blue Widget Review

I have had trouble in the past "confusing" adwords in the content network by not conveying the "gist" of my topic within an adgroup well enough.

In Campaign A above, I assume google knows group A is about Red Widgets, and Group 2 about Blue Widgets, and then would target pages having something to do with buying or reviews of each, but would be less likely to dipalay on a page about purple widgets.

In Campaign B, I think I am conveying more examples of types of widgets for each group and it would be more likely to display for "purple widgets" because in my thinking, google would look at Campaign B, Group 1, and say..."this guy is trying to target pages about different colors of widgets" whereas in Campaign 1 Group A, google would say "this guy is only trying to target pages all about Red Widgets"

Not sure if I am making myself clear, but would like some guidance here on whether my thinking is halfway accurate or not.

6:42 pm on Mar 19, 2007 (gmt 0)

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I'm not aware that the grouping of Ads into campaigns has anyimpact at all on ad performance or Quality Score.

If this is the case, then the only reasons for grouping would be:
1) to allow you to set different bids, timings or geographical locations by allocating ads to different campaigns (e.g. Campaign A is targeted at USA, Campaign B is targeted at UK)
2) to group data together to help with statistical analysis of your site performance.

I use both. My Campaigns are organised into Geographical regions and subject areas. Each subject area corresponds to a branch of my site directory structure.

This provides me with a quick overview of Ad performance for different subject areas within different parts of the world.

I then have an AdGroup for each specific landing page. But you should chose what will give you more meaningful data - e.g. colours, buying, reviewing or red widgets/blue widgets

6:43 pm on Mar 19, 2007 (gmt 0)

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Just time for a very brief reply, kdobson99.

It boils down to this: if you want to target most effectively for the content network, don't make the AdWords system guess at or interpret what you really want.

In other words, decide what sort of pages you want your ad to appear on (i.e what is the central concept of the page), then create ad groups with a shortish list of keywords that are about that exact same concept. Then repeat for every item or concept that you wish to advertise for.

What does 'shortish' mean? Well, by that I mean use no more words than you can pinpoint as being exactly about the concept. Don't try to pad your list with tangentially related keywords; instead maintain a laser focus. If you were to pin me down for a number, I would give you my opinion and say maybe 20 - probably no more than 50.

Bottom line, you have lots of ad groups available to you - use them to your advantage.

By the way, I could make a case that widget review is an entirely different concept that widget purchase. I may be wrong, however, since I don't know the nuances of your business. ;) But make an informed decsion, and create ad groups accordingly.

AWA

7:14 pm on Mar 19, 2007 (gmt 0)

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Thanks AWA... that is the point I was trying to get across about the "reviews" etc. Because I might be targeting things like buying widgets, widget news, widget reviews etc., I was just wondering if I should be grouping more at a product level, ie "red widget, red widget review, red widget news" or at what I will call the "concept" level... red widget review, blue widget review then a separate adgroup for news, and yet a third for "buy red widget" etc.

Previously I have had problems with what I think was "confusing" the system by doing it more on a product, rather than concept level and your post sort of answers it. I was already aware of laser focus, small list of words from your previous posts. But, you are essentially saying that just because an adgroup has most of its keywords in common you should still be careful that within that adgroup of tightly focused keywords that you are not changing the "concept."

I think I fall victim to this by using the keyword grouper in adwords editor. It groups keywords with common words together within a group... but those can have very different concepts. I assumed that the grouper tool was an indication that this was the best way to do it. I'm starting to think its not... or at least not without a lot more refinement afterwords.