Since google says they really want relevance I've gotten into the habit of starting with one kw per adgroup lately. However, if you've got more than a few kws you hit the 100 adgroup limit and the 25 campaign limit. I know they'll raise your account limits after a certain time though so that's not always a huge issue.
Here's a fictitious example of one of my campaigns:
campaign name - "how to grow tall" (fictitious)
Adgroups:
how to grow 10 inches
how to grow 11 inches
how to grow 12 inches
how to grow 15 inches
how to grow 20 inches
etc.
As the campaign goes on I've refined and grown the kws and am going over google's 20 kw per adgroup "suggestion".
So now the first adgroup has kws like:
how to grow 10 inches fast
how to grow 10 inches in a week
how to grow 10 inches tomorrow
I want to grow 10 inches
I need to grow 10 inches
how to grow 10inches
women grow 10 inches
etc.
When you multiply that by all the adroups the overall campaign is a lot less unified than it started out as. So then I think I should make the adgroups into their own separate campaigns:
how to grow 10 inches
how to grow 11 inches
how to grow 12 inches
how to grow 15 inches
how to grow 20 inches
Then the adgroups would be like:
how to grow 10 inches
ways to grow 10 inches
I want to grow 10 inches
I need to grow 10 inches
etc.
Then all the variations of those particular phrases as kws.
-Where do you draw the line?
-When does it become overkill?
-Is it really important to keep 20 or less kws in an adgroup? This forces the need to go more granular and break things up as you find more kw variations of the same root kw.
I ask because I see the QS decrease as you add more variations of the same theme. An example: the kw "how to grow 10 inches" gets a good QS but "how to grow 10inches" doesn't. Sometimes a "how to" and a "way to" kw get different QS.
How far do you guys go?
AWA, any guidance? The help section doesn't go into any detail on this.
Thanks.
I tend to setup a few different Headline/Descriptions common over a campaign then some more specific to the adgroups. Surely there can't be that much of a difference between the CTR of 'how to grow 10 inches' and 'how to grow 11 inches'?
But the post was about how granular to go with campaign>>adgroup>>kw groupings--the entire structure--for google quality score and relevance, and how the relevance can change dramatically over time as you add more keywords based on actual search data.
I'm just thinking about when to split up a campaign into smaller sub-sets for more relevancy and to please the google gods. Am I the only one who thinks about these things? :-)
