Effective SEM - Optimize the Organization of Ad Groups, Ads, and Keywords

Continuing on the theme of seven steps of effective SEM that I outlined in one of my previous posts, in this post I will discuss the fourth step (Optimize the organization of Ad Groups, Ads, and Keywords) in details. Note: All the examples used in this post are related to Google Adwords.

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.