Well-structured ad groups not only increase your Quality Score (QS), but save you money. When you run many ad groups but none or few get high CTRs, you run the risk of ruining your QS and end up paying more in future PPC campaigns (high QS accounts pay as little as 5 cents per click, versus up to $10 per click for accounts with poor QS!)
Restructuring your ad groups may result in more visibility for your campaign, which means a higher CTR and thus a higher overall QS for your account.
Keywords still play a large role in how your ad group is structured and its effectiveness. Let’s say your chair company’s latest campaign has one ad group with a lower than average CTR (under 1.5), and another ad group with a higher than average CTR (4 – 10). You can assume that the ad group with the low CTR needs refinement or reorganization.
If the high CTR ad group is for “Living Room Easy Chairs”, and the low CTR ad group is for “TV Room Recliners,” then you can also assume that “Living Room Easy Chairs” is the more relevant (more searched for) term.
So, what can we do to improve the CTR of the “TV Room Recliner” ad group? Using the methods discussed in my previous post, we can find higher scoring, alternative keywords on AdWords Keyword Planner. These alternative keyword phrases can be distinct from the successful “Living Room Easy Chairs” group, yet still relevant. For example, you could find other high CTR descriptors for “Recliners” your company sells, such as “Retro Recliners,” “Blue Recliners,” or “Affordable Recliners.”
The key is creating ad groups that are relevant to each other, yet still distinct. This does two things:
1) It expands the visibility of your campaign by adding more relevant keywords to describe your product/service features
2) If your newly structured ad group is effective, you increase your CTR and thus your QS, which means better ad positioning and lower click rates for future campaigns!
Have you ever had to restructure an ad group? Share in the comments below!