The mistake of lumping unrelated keywords together in one AdGroup is the single most common reason for unnecessarily high cost in Google AdWords advertising.
An AdWords account is set up as individual Campaigns, and each Campaign is divided into individual AdGroups. Each Campaign is based on an individual, specific business goal. For example, we have one AdWords account for our website AsiaTraining.com which houses eight separate Search Campaigns for each of the eight courses and workshops we offer. Each course represents an individual and specific business goal (we also have some additional Display Campaigns, more on these later).
Each of our eight Campaigns houses a varying number of individual AdGroups, which in turn contain our relevant keyword lists and related text ads. The ‘holy grail’ of efficient AdWords advertising lies in getting these AdGroups setup correctly. What I see all the time when I look at client’s or course participant’s AdGroups is that they lump all kinds of keywords together and write a generic ad for it.
Let’s assume you sell shoes, and you make only one Campaign with only one AdGoup containing the four kinds of footwear that you sell: shoes, sandals, boots and slippers. Since your keywords are so diverse you can only write a generic ad for it, and send your potential customers to your homepage when they click the ad. From there your visitors would have to search again on your website for the products they are interested in. Most people will not bother and click the ‘Back’ button on their browser. You have lost the customer.
What you should do instead is to create four Campaigns: one each for shoes, sandals, boots and slippers. Each of these will then house related AdGroups – let’s take the ‘shoes Campaign’ as example:
You would create one AdGroup named ‘mens black leather shoes’ and build a keywords list around this core keyword, i.e. ‘mens black leather shoes’, ‘black leather shoes for men’, ‘buy black leather shoes’, ‘black leather mens shoes sale’ and so on. Make the list as exhaustive as you can with multiple variations, but retain the core keyword. A black leather shoe is not the same as a brown leather shoe! Since your keywords list is now very specific you can build a highly relevant ad for it, again using your core keyword in the ads headline and/or description. The final URL will of course lead to a landing page on your website that is only about black leather shoes, NOT to shoes in general and definitely not to your homepage.
You will then need to repeat this again for your brown leather shoes, blue velvet shoes and whatever other shoes you sell. Focus each AdGroup only on one type of shoe. You are allowed up to 10,000 AdGroups per Campaign, so don’t take any shortcuts and stick to this plan. Once you’re done with shoes move on to the other Campaigns and repeat the same again for each individual footwear type.
I can hear you say “Boy, this will take a lot of time to setup”.
You are right, it does – but trust me on this one: it’s worth the time! What you end up with are very targeted keywords lists with highly relevant ads. If someone does a search on Google for ‘black leather shoe sale’ your ad will trigger, and your ad will be about ‘black leather shoes’ so the chance for a click is high. Since the user is looking for a specific shoe type and you send him to a specific landing page on your website exactly about the product he is looking for the chance for a sale is high. This will make the initial work worth it.
To sum it up: Make your keyword lists as specific as you possibly can. Write a couple of highly relevant as for it and send the click to a relevant landing page. You’ll have a lot of work to do upfront, but your will get much better sales conversions from the initial effort.