Launch big google adwords campaigns with ad groups. It’s Google’s way of dividing your Adwords campaigns into discrete, manageable chunks. With ad groups, you can deploy a single ad for any number of keywords, including dozens or hundreds at a time. Separating your keywords into sets is the only reasonable way to make sense of your campaign’s results as a whole while keeping an eye on how individual keywords are performing.
With the Adwords Keyword Suggestion Tool has noticed that keywords tend to divide themselves into natural cliques, as it were. If you sell shaving supplies, a keyword list could include the terms shaving supplies, find shaving supplies, buy shaving supplies, and where to get shaving supplies. Further down the list you might see another set of keywords that share a different theme, such as learn to shave, shaving tips, and how to shave. These groups of keywords belong together and do not warrant separate marketing strategies within each group. That is where ad groups come into play. An ad group page on the Google AdWords website, displaying all the individual keywords within the ad group.
Ad groups let you focus on the intent of users, or the reason they are typing in the search. Grouping keywords by the intent of the searcher allows you to focus on ads that make the most sense for each group. Using the shaving keywords mentioned earlier as an example, you could create one ad group campaign for the people who are just looking for supplies by emphasizing your wide variety and sterling inventory. For the people who want to learn how to shave, you could make an entirely different ad group campaign that emphasizes your shaving manuals and vast array of handsome starter kits. Ad groups let you create a customized ad for every common intention for your product or service and to create landing pages that cater specifically to those needs.
When you throw a lot of keywords into a single group, it might not be immediately clear which ones are really driving the traffic and which ones are dead weight. More importantly, if you have too many keywords in one group, Google lowers your Quality Score, penalizing you for the extremely highimpression volume of your campaigns. Google loves specificity, and the same holds true in the design and deployment of ad groups. This is why most people recommend capping each group at a couple dozen keywords. Too many terms, and your group will lose its focus, and with it, its Quality Score.
Conducting split tests is one way to refine your ad groups and make sure they perform well. A split test is basically an experiment in which you isolate different factors in an ad group—such as keywords, match types, landing pages, or ad
language—and see what performs best. For instance, you could split one ad group into two smaller ad groups and see which performs better, or you could make separate landing pages for two identical ad groups and see which page results in more conversions.
Instead of having one big list of keywords and making custom ads for each one, ad groups let you take all the similar search terms and treat them as a single keyword with one unifying landing page.