Ad Group Structure

Over the past few days, I have been blogging about the various factors that can affect the quality score in Google AdWords campaigns. I want to finish with a quick note on Ad group structure. Some of the factors that affect quality score include keyword to ad relevancy, click though rate and landing page quality, among others. Maintaining a good ad group structure will help you to improve many of the factors that can impact your quality score.

When creating your campaign, it is best to use a very small number of keywords in each ad group. This will help you ensure that all of the keywords in the group are closely related to the ad used, increasing keyword to ad relevancy. A large number of ad groups, will allow you to tailor each ad more precisely, making unique ads and landing pages to get the most out of your campaigns.

Having more than one ad in each group is also a good idea. This will allow you to carry out “split testing” or “A B testing”. This is where you rotate the ads, to compare their effectiveness. You can then remove the less successful ad, and replace it with another variation that may be more successful. Constantly repeating this process is can greatly increase conversion rate in the long term.

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