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Do you agree with the 1 keyword to each AdGroup theory?

10:26 pm on Mar 29, 2008 (gmt 0)

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I'm not including keywords that get zero impressions... but do you think 1 keyword to each unique adgroup is the way to get the best Quality Score and make it easier to optimise?

I have some Ad Groups and I've been doing some split testing, but even if Ad A outperforms Ad B .. it doesn't always mean that A is the best for every single keyword in that Ad Group - it could be the best for 9 out of 10 keywords - and Ad B is the best for the other keyword.

So I can see why people would want to have just 1 keyword in each Ad Group.

What's your thoughts on this?

Would you have both widgets & [widgets] in the same Widgets Ad Group or have 2 Ad Groups for each keyword (3 Ad Groups if you go for phrase match as well).

Discuss ...

4:57 am on Mar 31, 2008 (gmt 0)

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I think it should look to the end user that each ad was written for each individual keyword but with some creative keyword/creative setups, there can be more than one keyword in an adgroup. If you can work singular and plural into the ad:

Need to buy a Widget?
Buy widgets In All Colors
& Sizes at 20% Off Now!

then probably don't need to put singular and plural in different ad groups.

6:26 am on Mar 31, 2008 (gmt 0)

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So I can see why people would want to have just 1 keyword in each Ad Group.

In theory, it's the most flexible way to specifically customize each component to each specific keyword and match type - that's true. But, the problem is - it's just not scalable. So, while it may be a good structure for certain important keywords - IMHO, a more scalable structure must be in place for the vast majority of keywords.

3:15 pm on Mar 31, 2008 (gmt 0)

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I agree with Poster_Boy. It is difficult enough to keep up with a few hundred campaigns with 3 to 15 ad groups each. I couldn't imagine what I would do if each keyword had its own ad group.

Sometimes I wish that you could create a unique ad for each keyword. I really don't like keyword insertion, but we use it b/c it has the best CTR and a good conversion rate. Maybe if I could have a unique title for each keyword the problem would be solved.

5:24 pm on Mar 31, 2008 (gmt 0)

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I would love to see a way to assign an ad to a specific keyword. If you have 20 closely related keywords in 1 ad group and you notice that 1 ad works especially well with just 1 or 2 keywords, I like to be able to assign that ad to just those keywords without having to create an entirely new ad group just for those 2 words.
5:39 pm on Mar 31, 2008 (gmt 0)

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MadeWillis, it seems you are talking my language! :-)
6:05 pm on Mar 31, 2008 (gmt 0)

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I do this sometimes with very highly searched (and expensive) keywords, but usually it is not required.
4:31 am on Apr 1, 2008 (gmt 0)

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I have been thinking about this - I've moved from the "as many as you can" to the "super finely targeted" camp.

The best information I've found on the subject is Rimm-Kaufman's blog. (Not sure about posting link rules in this situation) Search for "adgroup" - some very interesting thoughts in there.

My understanding is that they use the API.

Here's my favorite quote:

"For us the only drawbacks are that periodically the engines tell our clients that we “don’t use adgroups correctly”. Our clients occasionally complain that they can’t find things easily in our accounts because there might be thirty different ad groups related to “Women’s shorts” and they don’t know which one is hiding a particular keyword. ... More importantly, from an analysis perspective, campaigns and adgroups play no critical role in our system. We database everything on our side, so analyzing data by product category, manufacturer, color, gender or some combination thereof is a breeze.

This topic is also related to the "PPC Profit Maximizing (not ROI targeting) SEM bid management tool" [webmasterworld.com] thread in this board.

Thanks for a very interesting topic.


4:56 pm on Apr 1, 2008 (gmt 0)

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thats great idea MadeWillis is what every one want

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