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.
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.
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.