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Adwords Campaign Scaling Question

by birclore
6 replies
  • SEO
    • |
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
#adwords #campaign #question #scaling
  • Profile picture of the author dburk
    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.
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    • Profile picture of the author birclore
      Originally Posted by dburk View Post

      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.
      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
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      • Profile picture of the author dburk
        Hi birclore,

        You need to split those keywords into separate ad groups so that you can include the exact keyword in the ad text. The searchers intent could be different for each of those keywords, so you need to write ads for each ad group that matches the exact intent of the searcher, and if necessary create additional landing pages that also match that intent.

        You could use dynamic keyword insertion, but in this case I believe you really need to separate those keywords into separate ad groups.
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        * Get Results - Outsource Your PPC Management |
        *         Don Burk Advertising & Marketing - www.donburk.com

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

          Hi birclore,

          You need to split those keywords into separate ad groups so that you can include the exact keyword in the ad text. The searchers intent could be different for each of those keywords, so you need to write ads for each ad group that matches the exact intent of the searcher, and if necessary create additional landing pages that also match that intent.

          You could use dynamic keyword insertion, but in this case I believe you really need to separate those keywords into separate ad groups.
          Ok, so could you give me an example of a few keywords that would go in the same ad group? Not necessarily for my campaign, but for any campaign.

          I am just having a hard time figuring out how to have more than one keyword per ad group.
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          • Profile picture of the author dburk
            Hi

            For example you could place the following words in the same ad group:

            vancouver mortgage broker
            vancouver mortgage brokers
            mortgage broker vancouver
            mortgage brokers in vancouver
            mortgage broker in vancouver

            Since they are all nearly identical they will all work with the same extremely targeted ad text.
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            * Get Results - Outsource Your PPC Management |
            *             Don Burk Advertising & Marketing - www.donburk.com

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  • Profile picture of the author FrankRumbauskas
    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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