Group keyword sets correctly and get better PPC results

Grouping tight sets of keywords will bring better results in your PPC campaigns. I was once given a good piece of advice to reverse the process when creating new adgroups and rather starting with the keywords, actually come up with the ad copy first. Afterwards, you allocate a tightly set of keywords to your ad copy and continue the process until you end up with a bunch of highly relevant adgroups. Your efforts will be rewarded with good quality scores. Writing catchy and punchy ads is one of the key success factors for good click through rates. However, once you have written qualitative highly relevant ads, you still have to overcome the challenge on deciding in which keyword sets you should group them.

PPC categories

The buying decision and conversion funnels

Let’s assume you sell a physical product. It makes sense to look into the different searches made specifically for this product on its own or in conjunction with a high intend-keyword such as buy, book or order. Straight away you can split the generic terms from the buy-intend keywords and group them separately. Is your brand known and searches appear with your company name, make sure they are separated and sit in its own adgroup. Searches with brand related terms tend to convert higher as they come from users already familiar with your services and products. This however can dilute your performance results as it does not show the true value you would have achieved without support from your own brand terms. Exclude these terms as negatives in your generic adgroups. And already we have three adgroups about the same product, but let’s go a step further.

If you see clear patters in specific keywords and you want to be the ultimate champion of CTR optimisation, split your action terms even further. Create a new adgroup for terms like buy and order. You’ll definitely see an uplift in click through rates. People no longer go through the traditional purchasing funnel but drop out at any stage and come back in again. Comparing products on different websites means that users will probably visit your website more than once or compare different deals whilst having multiple windows open. By trying to overlay the buying process onto your adgroups, you’ll gain more insight in what type of searches are conducted and you can therefore amend or optimise your sets of keywords. Setting up your remarketing on search (RLSA) as well as display will additionally help to bring back the visitor.

Misspelling adgroups

Create a misspelling adgroup capturing all the searches which are too far away to be captured with close-match variants. Experiment with different ad copies. I saw some decent results using dynamic keyword insertion which then actually shows the misspelling of the product in your ad. Despite the fact that mistakes in PPC ads are off-putting, this very user is still in believe to have written the name of the product correctly and therefore sees exactly what he/she is looking for in bold letters.

Substitute names and searches

Make sure that you also capture queries of people who do not exactly know the name of the product or your brand. This might take time and requires you to analyse the search query reports. Think of how you would describe your product, its functions, its unique selling points, its purpose and so on. As multilingual PPC agency, we work with international clients whose target audience speaks various languages. Think of name of products in different languages and check the search volume.

Bidding on competitor terms

This non-ethical PPC strategy is very cheeky and in some countries even forbidden. Before you even think of bidding on your competitor brand names, see whether you get the results with the above adgroups. Otherwise, make sure that you understand the advertising regulations in that particular country, set up your keywords in a clever way or get a good laywer.

The right PPC structure

The above are only some guidelines and by all means, the list is non-exhaustive and your thoughts and comments are welcome. The process of creating relevant adgroups with tightly themed sets of keywords requires sufficient traffic. The real expansion and deep dive into adgroups happens best when there is already sufficient data available.

Top 3 tips how to increase your click-through-rate CTR

Creating the best ad copy is a never ending mission and even we won’t be able to have the secret recipe. However, below you can get the best practise and a few clever tips how to increase your click-through-rate (CTR).


1. Get more real estate for your ad

Adding a full stop after your first description line will result in taking it onto the same height like the headline. Normally, your ad would look like the one below.


Adding the full stop after the first description line will take your description line onto the same height like your headline – displayed in high visible blue colour. See the example below. This unfortuantely only works when you have top three position, above the organice search results.



Other common best practises for more real estate are of course all various sitelinks. If your business has a physical location, location extension can show your address. Google Plus has increasingly become important for SEO rankings and Adwords displays your followers and +1 automatically once you verified your business page with G+. Once you have over 100 followers, Google will potentially display this in your ad. Furthermore, seller ratings, call extensions and ad extensions can additionally increase your CTRs which we will cover in a different post about sitelinks only.

 2. Using keywords in your headline

By using the keyword or the most relevant search term in the headline, if your keywords are triggered, the search terms typed into Google by a user will appear bold. This works throughout the ad, not only the headline, but using it there, will drastically improve your CTR.

 3. Ad rotation

Make sure you always have two ads running at the same time having the campaign settings changed to “Rotate evenly: Show ads more evenly at least 90 days, then optimise”. This will give you an even distribution of your ads and the lower-performing ad will become visible and can be paused and replaced with an optimised one.

Check out our guide PPC in 5 minutes per day which gives you valuable tips how to use filters and how to structure adgroups correctly.