5 replies to this topic

[Drew-z]

I am fairly fluent with Overture and how one competes for certain keywords using different pricing and so on. I find Overture very intuitive and, for the most part, user friendly.

AdWords is fairly basic as well, however, the I haven't quite figured out the best strategy for "groupings" (lumping keywords together with one max CPC and a max daily budget).

What is the strategy one should be thinking with AdWords groupings?

What keywords are best suited for a particular grouping?

Let's assume all your keywords have the same title and description. (I know that probably isn't the case, but that part of the discussion is pretty obvious for groupings.)

What i am gathering is that groupings should be based pretty much on your max CPC. How about search frequency (searched twice a day versus 100)- does that relate to grouping stategy?

All i can conslude from this is make groupings with keywords that you have a similar max CPC. But if it's that simple why don't they just tell you that?

So anybody who can share a good strategy or philosophy for adwords groupings thanks in advance.

[Haystack]

Grouping by relevancy (determined by CTR) is key. You can bid differently on individual terms within the ad group.

[Drew-z]

Grouping by relevancy (determined by CTR) is key.

Then would it be fair to say it is wise to group more focused terms together (higher CTR) and seperate from the lessor focused ones (lower CTR)?

Assuming that is correct, what management benefits does having seperate groupings based on the focus or relevency of the terms provide?

And lastly does having too many words in a group cause problems? Is there a suggested range of the # of words in a grouping?

thanks for the help.

Edited by Drew-z, 21 April 2005 - 09:38 PM.

[Haystack]

The higher the CTR, the lower your cost and/or the higher your ad will rank. Having a focused group of terms relevant to the ad makes this happen.

It takes a lot of terms to have too many, assuming the terms receive a suitable CTR. Managing an Ad Group becomes trickier once you go over 500 terms, but I think the physical limit is actually 2000 terms.

[Mel66]

Don't forget that in Google, you can bid on plurals and misspellings (unlike the Overture Match Driver). I find it works well to include misspellings in a single Ad Group. For example, if your ad is for blue widgets, you could include the following keywords:

blue widgets
blue widget
blue wiget
blue wigets
bluewidgets
bluewigets
bluewidget
bluewiget
bloo widget

you get the idea. Since searchers who can't spell (or are too lazy to use spaces) are all looking for your blue widgets, you'll want them all to see the same ad(s), and your CPC will probably be the same for all of these variations, at least at first while you're gathering CTR and ROI data.

I like to start simple and get more complicated after I get some data. However, you could certainly set up ad groups based on CTR, conversion, or other metrics of your choosing if you are tracking that way.

Melissa

[ElizabethReynolds]

I have it a bit easier, all my words are grouped by product line and landing page, and therefore the ad that is specific to that landing page. However within an adgroup you can tailor your max CPC and URL, so that for expensive words you can bid as high as you want, while not raising lesser keywords costs and showing the same ad(s).

I started in Google and then moved to Overture, so OV Categories came straight from my AdGroups. Basically, do it in whatever way will help you remember and organize your reporting system.

Sorry if that doesn't help. Its all i could think of