Google Adword is a pay-per-click advertisement that helps us to generate traffic to our website. Adwords are very useful in driving targeted traffic to our website. It follows a hierarchical structure, and we can create multiple ad groups in it.
You have an account, campaign, and ad group in Google Adwords. Technically, it runs perfectly with one campaign, ad group, keyword, and ad. However, if you are marketing for multiple keywords, you can stuff all keywords in the same ad group.
So why is there a requirement to create multiple ad groups? Does it really help in getting more sales or conversion? What are the potential advantages of creating multiple ad groups in Google AdWords?
A digital marketing agency suggests that creating multiple ad groups in your Google Adword campaign is always good. It will help you to get more targeted traffic and a better quality score. Let's find out.
Advantages of Creating Multiple Ad Groups
Tighter Coupling Between Keywords and Ads
If you stuff multiple keywords in one ad group, Google will show your ads for all those keywords. Your ads don't need to be relevant to all those keywords. However, creating a separate ad group for each keyword can make more targeted ads. As a result, your Google ads will be more relevant to keywords, and it will help you to get a better quality score.
For example, if you are selling "men's shoes," "women's shoes," and "children's shoes," create three different ad groups and write ads specifically for each keyword group. It will help you to get better quality scores and relevant traffic.
Better Use of Long-tailed Keywords
Long-tailed keywords are those which are very specific and have low search volume. When you target such keywords in your ad campaign, you will get less traffic, but the conversion rate will be higher.
You need to write a compelling ad that gets clicked by the user and an optimized landing page to get a conversion. So by creating separate ad groups, you can write targeted ads and create an optimized landing page for each keyword group. Thus, you will get more conversions.
For instance, if you are providing SEO services, target long-tailed keywords like "local SEO services," "SEO services for small businesses," "SEO Services in Houston," etc. Targeting such keywords will help you to get more targeted traffic and conversion.
Optimized Landing Pages
Extending the previous point, we now have a great idea about the keywords we need to target and what the user is searching for. We have an optimized ad that attracts users for a click. We need to send this targeted traffic to an optimized landing page that co-relates with our ad.
For example, if you are selling "men's shoes," the target keyword can be "buy men's shoes online." So your ad and landing page both should talk about "men's shoes." Your landing page should have a product image, relevant product description, CTA button, etc.
Ideal for Performance Monitoring
Is it so that you set up the campaign once and let it run for months? No, it is not a good idea and also not the best use of the budget. Google Adwords takes a long time to see results, and you need to monitor the performance constantly.
You should constantly monitor your campaign performance and make necessary changes to get better results.
You can create a new one for your new keywords without hindering the existing ones with multiple ad groups. You can easily track the new keyword and its performance. Also, if you want to get rid of some poor performers, you can do so without affecting your other ads.
It allows you to optimize campaigns more granularly without worrying about the other ad groups. Digital marketing companies help you to create such ad groups structure for your Google AdWords campaign.
Separate Default Bids for Ad Groups
Keywords convert at different rates. So you need to set separate default bids for ad groups. It will help you get more ROI from your campaign.
For example, if you are selling "men's shoes" and "women's shoes," target keywords can be "buy men's shoes online" and "buy women's shoes online." So you need to set default bids according to the conversion rate. If "men's shoes" keywords are converting at a higher rate, you need to set a higher default bid for that keyword group.
Easier Budget Control
It is easier to control the budget when you have multiple ad groups. You can set a daily budget for each ad group and monitor the performance. You can preset a budget for each ad group and monitor the results to see which one gives better ROI.
A quick surge in queries can quickly eat through your daily budget, so it is always good to have a buffer. By having multiple ad groups with different budgets, you can ensure that your ad campaigns can still run even if one of the ad groups goes over its budget. It is beneficial, especially for those who are running ad campaigns with a limited budget.
In Conclusion
These are some of the advantages of creating multiple ad groups in Google AdWords. Of course, creating a perfect ad campaign inclusive of various ad groups doesn't mean you are wrong or non-optimized; it just means that you are giving a chance to your ad to perform better. So, you are more likely to succeed in your PPC goals with multiple ad campaigns.
The digital marketing agency can help you to create such ad groups for different keywords and offer your business a chance to succeed.
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