Anyone who wants to engage in PPC advertising using Google AdWords will need to create Ad Groups. It’s important to understand why and how they are used if you want to get the best results. People working in the industry use them every single day to help clients achieve their goals. However, there are many misconceptions out there are how to structure the groups and use them to your advantage.
We’ve mentioned everything you need to know on this page, and we encourage you to pay attention if you want the best outcomes. Even so, most business owners will still choose to outsource the task to professionals. That’s just because it can become a lengthy process if you don’t have experience.
WHAT IS AN AD GROUP AND HOW COULD IT BENEFIT YOUR CAMPAIGN?In it’s simplest form, an Ad Group is a container that houses essential elements of your PPC campaigns. That includes:
- Your chosen keywords
- Your text ads
- Your list of landing pages
So, they’re one of the best tools at your disposal for managing the entire strategy and organizing your PPC campaign. You need to group all those things into a meaningful hierarchy to ensure you get the most relevant and low-cost clicks. They assist you in driving more traffic to your website and increasing the number of conversions.
HOW TO CREATE AN AD GROUP THAT IMPROVES YOUR RESULTSFor an Ad Group to improve your results, it must lower the price of clicks and increase conversion rates. So, you need to make sure the group offers consistency and boosts integration. You will effectively create a system where you add new keyword groups all the time and change ad text or landing pages. That integration will link directly to the phrases and terms people use when searching for companies like yours online. There are a couple of reasons those two issues are incredibly important to your results.
Firstly, you will pay less for each click people make on your ads. That is because Google uses a system called Quality Score that assesses your accuracy. Advertisers with a high-Quality score will always end up with cheaper rates. It’s determined by the relevancy of your keyword targeting and your landing pages. For example, people who target the keyword “beer” but then direct people to a website selling water will never reach their potential. However, they could improve their Quality Score if they targeted the word “water” from the beginning.
Secondly, you should experience more conversions if you use Ad Groups correctly. If we use the previous example, it’s clear to see what that happens. If I’m searching online for water, and your ad takes me to a landing page where I can buy it, I’m more likely to make the purchase. However, if your landing page sells beer, I’ll probably head back to Google and try again. It’s a simple concept and one that all digital marketers need to grasp.
WHY HAVE AD GROUPS BECOME SO ESSENTIAL?Now you understand the basics of Ad Groups; we can spend some time looking at why they’re so important. They are the structural part within your pay-per-click account, and they help you to keep everything organised. Almost every PPC service will use your Ad Group to determine how they run your advertisements and which people should encounter them. They often play a role when they company works out:
- Which search terms should trigger the display of your adverts
- What your ad will say when it appears
- Where the user will end up after clicking your ad
That means you have to make some critical decisions when it comes to getting the information right. The last thing you want to do is waste your money promoting a website to the wrong audience. The targeting options are incredibly advanced, and so you can reach almost anyone in the world. You just need to work out:
- Who makes up your target audience
- What you would like to say to them
- How you plan to make your pitch
WHAT ARE SOME EXCELLENT TIPS FOR STRUCTURING YOUR PPC ACCOUNT?There are some tips we can give you for the successful structuring of your PPC accounts. Of course, this information might seem confusing for people without experience. In that instance, you should probably outsource the task to experts. However, it’s still wise to build a basic understanding of how it all works. So, take a look at these tips and see if you can apply them to your campaign.
TIP 1: ORGANISE YOUR STRATEGY TO REFLECT YOUR WEBSITEWhen you create campaigns and Ad Groups, you should always identify a large list of keywords. For the best results, it’s sensible to use the same words on your website as you do in the ads. That helps to show Google that your ad is 100% relevant, and you’re sending people to a page they want to discover.
TIP 2: SEPARATE MULTI-REGIONAL ADVERTISING CAMPAIGNSIf your company operates in many different locations, it’s wise to create an Ad Group for each. For example, let’s presume you sell products in both Australia and New Zealand. You should create a separate Ad Group for both areas and tailor them accordingly. That could mean translating into local languages or using varying keywords.
TIP 3: USE THE GOOGLE ADWORDS EDITOR TO IMPROVE YOUR RESULTSAdwords Editor is an excellent tool for monitoring your campaigns, developing, and assessing results. Best of all? It’s completely free to use, and you can implement it quickly without any hassle. It’s perfect for people who run a single ad, but it’s also useful for larger strategies. Some of the benefits you will experience include:
The ability to edit, add or remove campaigns A facility for making substantial changes quickly Easy tools for sorting and viewing performance statistics A straightforward way to perform advanced searches The ability to move items between Ad Groups, accounts, and campaigns
DOES IT WORK OUT CHEAPER TO HANDLE EVERYTHING YOURSELF OR OUTSOURCE?That’s a tough question because there are so many different factors at play. If you have a decent understanding of online marketing, you will achieve reasonable results with Adwords. However, it can take a long time to get your head around the system. Indeed, that’s why many companies waste a lot of cash during the early stages.
People who specialize in Adwords campaigns will know how to get the best outcomes in half the time. They have already developed the processes that will help them to structure the campaign. They know how to find the most suitable keywords, and they can create Ad Groups is seconds. So, it all comes down to how much time you have and how confident you feel.
In most circumstances, outsourcing is the preferred choice for the reasons we’ve just discussed. Business owners simply don’t have enough time or cash to mess around. That is why many of them decide to find a reputable agency to handle their online marketing endeavors. At the end of the day, the decision is down to you. However, nobody can deny that most of the risk will disappear when you buy the assistance of experts.
One of the best things about advertising with Google is that they don’t ask for a minimum spend. So, it is possible to mess around with different concepts without breaking the bank. If you do decide to have a go alone, make sure you don’t invest too much money until you find a strategy that works. That’s the best advice we can give on the subject.