![]() Search term reports help you see whether your keywords are grouped properly, if there are keywords you can add to the group or add as negative keywords, and if you should further segment keywords into multiple ad groups and write ad copy more tailored to those groups. Once your campaigns have run for a time, you’ll be able to see exactly which search terms triggered your ads. And they’ll want people who search for “high heels” to land on a page of high heels and people who search “running shoes” to land on a page featuring the running shoes they offer. They’d want to write distinct ad copy for each of those products. This is critical for achieving high Quality Scores.įor example, a retailer that sells several different types of shoes would not want to have “high heels” and “running shoes” in the same ad group. The keywords should be themed, and the ad copy should then be closely related to the keywords in the ad group and properly reflect the intent of those search queries. Each ad group should be connected to the goal of the campaign. Just as you’ll want to map out your campaign structure, it’s critically important to chart your ad group structure with the keywords you want to target and exclude, several versions of ad copy and the landing pages that best relate to the keywords. Each ad also includes the landing page you want to take users to after they click. ![]() This helps you group related keywords and write ads around a common theme. ![]() Ad groups are just that: groups of ads that are targeted to a set of related keywords. Ad groupsĬampaigns are made up of one or more ad groups. 17 – To aid in budget estimating, the keyword planners can give you a sense of the click volume and CPCs you might expect from a set of keywords. The Keyword Planner in Google Ads is available from the Tool icon in the upper right navigation.įig. ![]() These can help you get a directional sense of how much budget you’ll need to meet your goals. The Keyword Planner tools in Microsoft Advertising and Google Ads provide an estimated cost-per-click (CPC) for keywords related to your business. You want to have enough budget to ensure your ads are eligible to run throughout the day or times of day you set for them.
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