Adwords Campaign Scaling Question

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Hey guys,

Working on my first campaign. I made about 20 adgroups. Now I see that some of the ads are under performing, keyword QS is suffering.

do you think it would be a good idea to pause everything and start with a single adgroup until I refine what works? And only increase once that adgroup is performing.

thanks
#search engine optimization #adwords #campaign #question #scaling
  • Hi birclore,

    No need to pause everything, just pause your underperforming ads.

    If you QS is trending lower you need to get your CTR up by writing more compelling ads.

    Here are a few tips for improving CTR:
    • Ideally you should be split testing 2, or more, ads per ad group.
    • Ad groups should contain nearly identical keywords.
    • Ads should be written for specific keywords within the ad group.
    • Include the exact keyword within the ad text.
    • Include Unique value propositions in your ad text
    • Use specific quantifiable benefits in your ad text
    • Include a call-to-action that lets the user know what they can do.
    • [1] reply
    • When you say include the exact keyword in the ad text.. I am kind of confused (although I have heard that reference before). My adgroups have several keywords, for example:

      vancouver mortgage broker
      vancouver mortgage advisor
      vancouver mortgage associate

      So which keyword do I focus on? Or do you just mean I should include at least one of the keywords?

      Also - right now, all of my ads are underperforming. I think it is because I basically copied one ad group and replicated it over 20 other groups, changing the keywords and modifying the ad copy template. So I guess my mistake in that method was making sure the original template actually works before replicating over 20 groups.

      thanks

      thanks
      • [1] reply
  • dburk's advice is spot on. I'd also suggest that you avoid Broad Match keyword types since they generate irrelevant searches and stick with phrase match and exact match. Generate long keywords lists using the keyword tool, keeping each ad group very tightly themed as he explained.
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