Increasing AdWords Impressions - Step 2 (of 7)
Posted 03-30-2009 at 06:42 PM by jamesviago
Step Two: Shatter Your Groups
Compare these two AdGroups:
===== Poor relevance AdGroup =====
Footwear
Get your footwear here
at best prices in town
www.getyourfootwearhere.com
Keywords
footwear
shoes
boots
sandals
Landing Page
Get Your Footwear Here!
Blah blah blah footwear blah blah shoes
blah blah sandals blah blah blah blah
boots blah blah footwear blah blah sandals
blah blah shoes blah blah footwear blah
blah boots blah blah shoes blah blah footwear
===== Ok relevance AdGroup =====
Shoes
Get your shoes here
at best prices in town
www.getyourfootwearhere.com/shoes
Keywords
shoes
Landing Page
Get Your Shoes Here!
Blah blah blah shoes blah shoes
blah blah blah shoes blah blah
blah blah shoes blah blah shoes
blah blah shoes blah blah blah shoes
blah blah shoes blah blah shoes blah
blah blah blah shoes blah blah shoes
The problem with “Footwear” is it is just too vague. AdWords strongly favours tight relevancy - even the second AdGroup in the above example is not as tight as it could be.
Shatter your Ads into tightly relevant AdGroups.
Shatter your groups… a group (with keywords and AdVariants and a landing page) all about walking shoes… another group all about indoor men’s shoes… another about sports shoes… and so on.
Just this one step, for most campaigns, is enough to get you all the impressions you need!
The following gives a simplistic comparison – to illustrate the point:
===== Ok relevance AdGroup =====
Shoes
Get your shoes here
at best prices in town
www.getyourfootwearhere.com/shoes
Keywords
shoes
Landing Page
Get Your Shoes Here!
Blah blah blah shoes blah shoes
blah blah blah shoes blah blah
blah blah shoes blah blah shoes
blah blah shoes blah blah blah shoes
blah blah shoes blah blah shoes blah
blah blah blah shoes blah blah shoes
===== Better relevance AdGroup =====
Walking Shoes
Get your walking shoes here
at best prices in town
www.getyourfootwearhere.com/walkingshoes
Keywords
[walking shoes]
Landing Page
Get Your Walking Shoes Here!
Blah blah blah walking shoes blah walking
shoes blah blah walking shoes blah blah blah
blah walking shoes blah blah walking shoes
blah blah walking shoes blah blah blah walking
shoes blah blah walking shoes blah blah walking
shoes blah blah blah blah walking shoes blah
blah walking shoes
That might sound like a lot of work – building all those landing pages – well, it needn’t be… Typically, using “Save As…” and a bit of imagination, two people can create at least 10 to 15 shattered landing pages (and their corresponding AdGroups and AdVariants) in less than a day – and once we did 34 in an afternoon (two people for about 5 hours each) and increased impressions by 50x instantly – with tighter relvance!
Now, how do you decide what the shattered groups should be?
Use the Google tools and/or tools like Micro Niche Finder (which, by the way, at $67 is by far the best-value tool that we have purchased to help us get our AdWords Campaigns to Self-fund) and get a list of keywords that Google thinks might be relevant for the group you’re about to shatter.
Note: you may have already put all these keywords into your AdGroup during Step 1 (previous blog entry), in any case you should use the Google Keyword Tool and or Micro niche Finder again in this step to ensure all possible keywords are considered.
Imagine an AdWords Campaign driving traffic to your “How to Deal with Problem Teenagers” landing page. For the root keyword phrase teen problems, Google returns the following list (using Micro Niche Finder):
a problem for teens
a problem with teens
about teens problems
adolescent problems
back problems in teens
behavior problem teens
behavior problems in teens
behavior problems with teens
behavioral problems in teens
behavioral problems teens
camp for problem teens
complaints young
cute problems
dealing with problem teens
diagnosing girls
diagnosing young
difficulties teens
difficulties young
disorders girls
drug problems in teens
emotional problems in teens
emotional problems teens
for parents with problem teens
for problem teens
for problem teens in
for teens with alcohol problems
for teens with behavior problems
for teens with behavior problems in
for teens with behavioral problems
for teens with drug problems
for teens with emotional problems
for teens with problems
girls complaints
girls difficulty
girls keeps
girls problems
girls troubleshooting
girls wont
health problems for teens
health problems in teens
health problems teens
health problems with teens
heart problems in teens
help for problem teens
help teens with problems
help with problem teens
hip problems in teens
homes for problem teens
keeps teenagers
keeps teens
kidney problems in teens
learning problems caused from improper nutrition in pregnant teens
lesbians problems
memory problems in teens
mental problems in teens
obesity problems in teens
obesity problems in teens
of problem teens
or learning problems caused from improper nutrition in pregnant teens
parents with problem teens
problem among teens
problem facing teens
problem girls
problem in teens
problem solving teens
problem solving with teens
problem teenager
problem teenagers
problem teens
problem teens and
problem teens face
problem with teens
problem with teens and
problems affecting teens
problems among teens
problems between teens
problems caused from improper nutrition in pregnant teens
problems do teens
problems faced by teens
problems facing teens
problems facing teens in
problems facing teens today
problems for pregnant teens
problems for teens
problems for teens in
problems in teens
problems of teens
problems on teens
problems teens are
problems teens deal
problems teens deal with
problems teens face
problems teens face in
problems teens face today
problems teens face with
problems teens go
problems teens go through
problems teens have
problems that affect teens
problems that teens
problems that teens face
problems that teens have
problems with pregnant teens
problems with teens
problems with teens and
problems with teens having
problems with teens in
problems with teens today
programs for problem teens
programs for problem teens in
psychological problems in teens
relationship problems for teens
school for problem teens
schoolgirl problem
schools for problem teens
schools for problem teens in
skin problems in teens
stomach problems in teens
teen problems
teenage difficulties
teenage problem
teenage problems
teenager difficulty
teenager keeps
teenager problems
teenagers
teenagers difficulties
teenagers problems
teenagers wont
teens
teens and family problems
teens and problems
teens and their problems
teens behavior problems
teens have problems with
teens having problems
teens having problems in
teens having problems in school
teens issues
teens problems
teens school problems
teens who have problems
teens with alcohol problems
teens with anger problems
teens with behavior problems in
teens with behavioral problems
teens with behavioral problems in
teens with drinking problems
teens with drug problems
teens with drug problems in
teens with emotional problems
teens with family problems
teens with heart problems
teens with mental health problems
teens with mental problems
teens with substance abuse problems
teens with their problems
teens with weight problems
the problem with teens
thyroid problems in teens
weight problems in teens
weight problems teens
with problem teens in
young keeps
young problem
young problems
youth problems
Now, can you see some logical groupings in there?
Here are 19 groups that I can see:
·Teen behavior problems
·Teen emotional problems
·Teen mental problems
·Teen learning problems
·Teen drug problems
·Teen substance abuse problems
·Teen alcohol problems
·Teen drinking problems
·Teen health problems
·Teen obesity problems
·Teen weight problems
·Teen nutrition problems
·Teen heart problems
·Teen family problems
·Teen school problems
·Problems teens face
·Diagnosing teen problems
·Families with problem teens
·Parents with problem teens
And I’m sure there are a few more in there; see if you can spot some.
Each of those keyword groups becomes a new AdGroup with its own focused landing page and AdVariants. Feed the subject phrase (such as “teen behaviour problems”) back in the Google Keyword Tool to get even more related keywords.
Some of the landing pages may be almost identical – for example I suspect the weight page and the obesity page will be quite similar, although you might talk about over-weight and under-weight concerns on the weight page, and obviously you’d handle the specific issues relating to obesity on the obesity page.
Is “weight problem” really that different to “obesity problem”? Yes! Do they need separate pages? Yes! Google knows they are closely related (by word association) but even so, you will get fewer impressions if you mix the two phrases on the same page and/or mix the keywords in the same AdGroup.
This is because Google assumes that repeated use of one phrase is more tightly relevant than interchangeable use of two or three apparently related phrases.
Newbie summary:
Create at least 15 and up to 30, 40 or even 50 AdGroups with 10-20 very similar keywords and 2-3 tightly relevant AdVariants in each group.
Make versions of your landing page – each version specifically targeting one of the AdGroups.
Compare these two AdGroups:
===== Poor relevance AdGroup =====
Footwear
Get your footwear here
at best prices in town
www.getyourfootwearhere.com
Keywords
footwear
shoes
boots
sandals
Landing Page
Get Your Footwear Here!
Blah blah blah footwear blah blah shoes
blah blah sandals blah blah blah blah
boots blah blah footwear blah blah sandals
blah blah shoes blah blah footwear blah
blah boots blah blah shoes blah blah footwear
===== Ok relevance AdGroup =====
Shoes
Get your shoes here
at best prices in town
www.getyourfootwearhere.com/shoes
Keywords
shoes
Landing Page
Get Your Shoes Here!
Blah blah blah shoes blah shoes
blah blah blah shoes blah blah
blah blah shoes blah blah shoes
blah blah shoes blah blah blah shoes
blah blah shoes blah blah shoes blah
blah blah blah shoes blah blah shoes
The problem with “Footwear” is it is just too vague. AdWords strongly favours tight relevancy - even the second AdGroup in the above example is not as tight as it could be.
Shatter your Ads into tightly relevant AdGroups.
Shatter your groups… a group (with keywords and AdVariants and a landing page) all about walking shoes… another group all about indoor men’s shoes… another about sports shoes… and so on.
Just this one step, for most campaigns, is enough to get you all the impressions you need!
The following gives a simplistic comparison – to illustrate the point:
===== Ok relevance AdGroup =====
Shoes
Get your shoes here
at best prices in town
www.getyourfootwearhere.com/shoes
Keywords
shoes
Landing Page
Get Your Shoes Here!
Blah blah blah shoes blah shoes
blah blah blah shoes blah blah
blah blah shoes blah blah shoes
blah blah shoes blah blah blah shoes
blah blah shoes blah blah shoes blah
blah blah blah shoes blah blah shoes
===== Better relevance AdGroup =====
Walking Shoes
Get your walking shoes here
at best prices in town
www.getyourfootwearhere.com/walkingshoes
Keywords
[walking shoes]
Landing Page
Get Your Walking Shoes Here!
Blah blah blah walking shoes blah walking
shoes blah blah walking shoes blah blah blah
blah walking shoes blah blah walking shoes
blah blah walking shoes blah blah blah walking
shoes blah blah walking shoes blah blah walking
shoes blah blah blah blah walking shoes blah
blah walking shoes
That might sound like a lot of work – building all those landing pages – well, it needn’t be… Typically, using “Save As…” and a bit of imagination, two people can create at least 10 to 15 shattered landing pages (and their corresponding AdGroups and AdVariants) in less than a day – and once we did 34 in an afternoon (two people for about 5 hours each) and increased impressions by 50x instantly – with tighter relvance!
Now, how do you decide what the shattered groups should be?
Use the Google tools and/or tools like Micro Niche Finder (which, by the way, at $67 is by far the best-value tool that we have purchased to help us get our AdWords Campaigns to Self-fund) and get a list of keywords that Google thinks might be relevant for the group you’re about to shatter.
Note: you may have already put all these keywords into your AdGroup during Step 1 (previous blog entry), in any case you should use the Google Keyword Tool and or Micro niche Finder again in this step to ensure all possible keywords are considered.
Imagine an AdWords Campaign driving traffic to your “How to Deal with Problem Teenagers” landing page. For the root keyword phrase teen problems, Google returns the following list (using Micro Niche Finder):
a problem for teens
a problem with teens
about teens problems
adolescent problems
back problems in teens
behavior problem teens
behavior problems in teens
behavior problems with teens
behavioral problems in teens
behavioral problems teens
camp for problem teens
complaints young
cute problems
dealing with problem teens
diagnosing girls
diagnosing young
difficulties teens
difficulties young
disorders girls
drug problems in teens
emotional problems in teens
emotional problems teens
for parents with problem teens
for problem teens
for problem teens in
for teens with alcohol problems
for teens with behavior problems
for teens with behavior problems in
for teens with behavioral problems
for teens with drug problems
for teens with emotional problems
for teens with problems
girls complaints
girls difficulty
girls keeps
girls problems
girls troubleshooting
girls wont
health problems for teens
health problems in teens
health problems teens
health problems with teens
heart problems in teens
help for problem teens
help teens with problems
help with problem teens
hip problems in teens
homes for problem teens
keeps teenagers
keeps teens
kidney problems in teens
learning problems caused from improper nutrition in pregnant teens
lesbians problems
memory problems in teens
mental problems in teens
obesity problems in teens
obesity problems in teens
of problem teens
or learning problems caused from improper nutrition in pregnant teens
parents with problem teens
problem among teens
problem facing teens
problem girls
problem in teens
problem solving teens
problem solving with teens
problem teenager
problem teenagers
problem teens
problem teens and
problem teens face
problem with teens
problem with teens and
problems affecting teens
problems among teens
problems between teens
problems caused from improper nutrition in pregnant teens
problems do teens
problems faced by teens
problems facing teens
problems facing teens in
problems facing teens today
problems for pregnant teens
problems for teens
problems for teens in
problems in teens
problems of teens
problems on teens
problems teens are
problems teens deal
problems teens deal with
problems teens face
problems teens face in
problems teens face today
problems teens face with
problems teens go
problems teens go through
problems teens have
problems that affect teens
problems that teens
problems that teens face
problems that teens have
problems with pregnant teens
problems with teens
problems with teens and
problems with teens having
problems with teens in
problems with teens today
programs for problem teens
programs for problem teens in
psychological problems in teens
relationship problems for teens
school for problem teens
schoolgirl problem
schools for problem teens
schools for problem teens in
skin problems in teens
stomach problems in teens
teen problems
teenage difficulties
teenage problem
teenage problems
teenager difficulty
teenager keeps
teenager problems
teenagers
teenagers difficulties
teenagers problems
teenagers wont
teens
teens and family problems
teens and problems
teens and their problems
teens behavior problems
teens have problems with
teens having problems
teens having problems in
teens having problems in school
teens issues
teens problems
teens school problems
teens who have problems
teens with alcohol problems
teens with anger problems
teens with behavior problems in
teens with behavioral problems
teens with behavioral problems in
teens with drinking problems
teens with drug problems
teens with drug problems in
teens with emotional problems
teens with family problems
teens with heart problems
teens with mental health problems
teens with mental problems
teens with substance abuse problems
teens with their problems
teens with weight problems
the problem with teens
thyroid problems in teens
weight problems in teens
weight problems teens
with problem teens in
young keeps
young problem
young problems
youth problems
Now, can you see some logical groupings in there?
Here are 19 groups that I can see:
·Teen behavior problems
·Teen emotional problems
·Teen mental problems
·Teen learning problems
·Teen drug problems
·Teen substance abuse problems
·Teen alcohol problems
·Teen drinking problems
·Teen health problems
·Teen obesity problems
·Teen weight problems
·Teen nutrition problems
·Teen heart problems
·Teen family problems
·Teen school problems
·Problems teens face
·Diagnosing teen problems
·Families with problem teens
·Parents with problem teens
And I’m sure there are a few more in there; see if you can spot some.
Each of those keyword groups becomes a new AdGroup with its own focused landing page and AdVariants. Feed the subject phrase (such as “teen behaviour problems”) back in the Google Keyword Tool to get even more related keywords.
Some of the landing pages may be almost identical – for example I suspect the weight page and the obesity page will be quite similar, although you might talk about over-weight and under-weight concerns on the weight page, and obviously you’d handle the specific issues relating to obesity on the obesity page.
Is “weight problem” really that different to “obesity problem”? Yes! Do they need separate pages? Yes! Google knows they are closely related (by word association) but even so, you will get fewer impressions if you mix the two phrases on the same page and/or mix the keywords in the same AdGroup.
This is because Google assumes that repeated use of one phrase is more tightly relevant than interchangeable use of two or three apparently related phrases.
Newbie summary:
Create at least 15 and up to 30, 40 or even 50 AdGroups with 10-20 very similar keywords and 2-3 tightly relevant AdVariants in each group.
Make versions of your landing page – each version specifically targeting one of the AdGroups.
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