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General keyword help.

by tom804
7 replies
  • PPC/SEM
    • |
How many keywords do you usually add to an AdGroup? Also how my match types do you define for each keyword in said group?
#general #keyword
  • Profile picture of the author AK86
    How many keywords: I would say the prevailing answer to this is "It Depends".
    How many match types: I typically only use Exact Match & Broad Match Modified.
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    • Profile picture of the author tom804
      Thanks for the reply AK86. Yeah that's what I've been using as well. I just noticed that using exact tends to have less traffic but more targeted. I was thinking maybe testing to see if it would be beneficial to include more keywords to help with traffic volume.
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  • Profile picture of the author adammichael
    Tom,

    I'm no expert but I'll tell you what works for me.

    I always have as FEW keywords per group as I have time for.

    And I rarely if never have more than 10 keywords per group.

    Broad modified is good for getting more [exact match] keyword ideas... After you let your ads run w/ +broad +modified for a bit, check what search queries are leading to clicks for that, and then take the queries that are most relevant to your product/service and add them as [exact match] (which will generally keep them from getting clicks for the +broad +modified version of the same keyword, saving you money).
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  • Profile picture of the author tom804
    Well I've since added more keywords keeping the same flow of things. However this time I've set them to broad only no modifer. Got alot more clicks but no leads.
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    • Profile picture of the author dburk
      Originally Posted by tom804 View Post

      Well I've since added more keywords keeping the same flow of things. However this time I've set them to broad only no modifer. Got alot more clicks but no leads.
      Hi tom804,

      Stop sabotaging your campaign performance!

      Using broad match keywords is a sure way to get lots of irrelevant traffic and burn through your ad spend budget with very little value being generated. I suggest you use broad match keywords only as a limited method to discover search terms that may be relevant, and incorporate those into your ad groups using exact match keywords.

      Broad match keywords may prevent your "profit generating" exact match keywords from triggering ad impressions, so you might want to create a separate "testing" campaign for those broad match keywords. That way you can manage the ad spend budget separate from your profit generating campaigns. Otherwise, irrelevant search terms could use up the bulk of your daily budget, preventing your profitable exact match keywords from being displayed at every opportunity.

      Regarding your question about the number of keywords per ad group, there should not be a specific number that you want to include in a single ad group, as long it is at least one keyword that is fine.

      The guiding principle is that every keyword, within the same ad group, should have the exact same meaning to searchers, and include nearly the exact same terms. This allows you to craft ad text that matches the searchers' intent in a very precise manner. The goal being to have the most compelling ad text for the search term. You can include every keyword that meets that criteria, it is typically a very small number per ad group.

      This does not, in any way, limit the number of keywords that you can include in a campaign. Just create whatever number of ad groups, and ads, needed to accommodate your keyword list.

      HTH,
      Signature

      * Get Results - Outsource Your PPC Management |
      *       Don Burk Advertising & Marketing - www.donburk.com

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      • Profile picture of the author tom804
        Originally Posted by dburk View Post

        Hi tom804,

        Stop sabotaging your campaign performance!

        Using broad match keywords is a sure way to get lots of irrelevant traffic and burn through your ad spend budget with very little value being generated. I suggest you use broad match keywords only as a limited method to discover search terms that may be relevant, and incorporate those into your ad groups using exact match keywords.

        Broad match keywords may prevent your "profit generating" exact match keywords from triggering ad impressions, so you might want to create a separate "testing" campaign for those broad match keywords. That way you can manage the ad spend budget separate from your profit generating campaigns. Otherwise, irrelevant search terms could use up the bulk of your daily budget, preventing your profitable exact match keywords from being displayed at every opportunity.

        Regarding your question about the number of keywords per ad group, there should not be a specific number that you want to include in a single ad group, as long it is at least one keyword that is fine.

        The guiding principle is that every keyword, within the same ad group, should have the exact same meaning to searchers, and include nearly the exact same terms. This allows you to craft ad text that matches the searchers' intent in a very precise manner. The goal being to have the most compelling ad text for the search term. You can include every keyword that meets that criteria, it is typically a very small number per ad group.

        This does not, in any way, limit the number of keywords that you can include in a campaign. Just create whatever number of ad groups, and ads, needed to accommodate your keyword list.

        HTH,

        Thanks for the info you are so right. I'm currently going over my reports and boy oh boy more than half of the clicks I received have nothing to do with my keyword or the angel of my landing page. Once I get home i'm going to dive in a bit deeper and get this figured out. Thus far i've blown like 60 bucks on complete trash clicks lol. Oh well gotta burn, to learn before you can earn. I'll keep you guys posted.
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