AdWords Account Structure Best Practices
When organizing your ad groups, remember one important rule above all else: relevancy is king. Both your users, along with Google, seek ad text and landing pages that speak DIRECTLY to the terms they’re searching for in the first place. Relevance allows you to be rewarded in a host of different ways, from a high AdWords click-through rate to high-Quality Scores and beyond. When actually choosing how to break down your keywords into ad groups, there are a number of important things to keep in mind.
- Each individual keyword in a single ad group will ultimately end up serving the same ads.
- Those ads direct users to a single landing page URL.
- If any one particular ad makes sense to display for users who searched for the keywords in a particular ad group, then you have the makings of a high-quality group.
- If it wouldn’t make sense to show an ad to users searching for one of those keywords, make no mistake: that keyword has to go.
Determine Purchase Intent
Another important factor to consider is purchase intent. Try to split your keywords based on the buying process. Think about phrases that will be used to, browse terms or purchase – this way you can align those phrases with the appropriate ad messaging. Reviewing purchase intents helps to compartmentalize your group and make decisions based on a user’s needs at any one particular buying stage.
Separate the Head from the Tail
Review the use of head terms versus tail terms. As a general rule of thumb, any term that you can basically guarantee will have a high search volume should be split out from the rest of your keyword groups. To put it another way, head terms are the ones you’ll want to keep a watchful eye over. Even though they’d probably fit well in a number of groups, splitting them lets you manage them more effectively in the long run.
Make sure to include misspellings and pluralization of certain terms. These should go into their own ad group so that you can see how they perform when compared to correctly spelled phrases.
Additionally, test new terms — make sure to put new terms into their own campaigns, so that you can see if they’re helping or hurting your campaigns, before they’re implemented into a standard ad group. This way you will have knowledge on how they perform.