How you organize your ad group, ad copy, and keywords have a great impact on how your ads perform. As I mentioned in my previous post, the other key ingradient to this is the relevant landing page. If you do not optimize the organization of your ad group and ad copy with the relevant keywords you end up with lower quality scores. The result: lower average position for your ad, paying more for your ad etc.
It pays to be thoughtful about how you organize your ad groups and ads within your campaign. You need to "cluster" your keywords in ad groups in such a way that the ads and the keywords are very relevant within the ad group.
Let's look at a specific example.
You are setting up your Adwords campaigns for a product suite. The product suite has three products. You sell the products individually or as a package of all three products together. You have decided to organize your products in four campaigns - three focused on the individual products and the fourth on the integrated suite. Each campaign has different settings related to bids and regions you want to target etc.
Once you are ready to set up ad groups for a campaign, think about the logical groupings of your keywords. Do your product have specific "modules" or set of capabilities that prospective buyers search on? You want to keep the keywords related to a specific module and the ad copies relevant to these keywords in one ad group. Thus, if there are 5 distinct modules for your product, you could have 5 ad groups each dedicated to a module.
Once you have set up your ad group, make sure you have highly relevant ad copies for each of the keyword groups you might have. In my last post I talked about best practices for creating highly relevant ad copies.
After you are done organizing your ad groups, ad copies, and keywords, make sure you measure the performance of your ad groups and make periodic tweaking. Google recommends that you collect at least 7 days of data to see the effectiveness of your changes.
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