The Architectureof Ad Groups            #adgrouparchitecture
Architect Matt Hessler,Director of Account Management    Architect Anna Sawyer,     Marketing Manager
Ad groups are for organizing           ads.
Ad group structure is important because:                        Good ad group                        practices = better   ...
If you don’t follow best        practices:                           You’ll lose ad                           position, pa...
Essential practices for ad group structure                          Keep ad groups very                          small - 1...
How should you organize   your ad groups?                          product       theme                          concept   ...
How should you organize   your ad groups?                            product       themeSnike Air Pegasus Mens     Running...
How should you organize   your ad groups?                           product       theme   Snike red running         shoes ...
How should you organize   your ad groups?                           product       theme   Shoes for running               ...
How should you organize   your ad groups?                          product       theme    Running shoes    Jogging shoes  ...
How should you organize   your ad groups?       Short    Running shoes         product       theme     Snike shoes        ...
How should you organize   your ad groups?                          product       theme    Awareness   Shoes for running   ...
How should you organize   your ad groups?    Comparison                            product       themeSnike running shoes ...
How should you organize   your ad groups?                          product       theme       Direct  Snike Air Pegasus    ...
Be creative!   Ad group:       Barefoot is for Cavemen                   Modern humans have the                   Snike Ai...
Match typesand how to mix them
Match types              broad match               keywords          “phrase                                  match       ...
Ads could show forBroad match:   any of the following:   shoes                     shoes to buy               tips for rep...
Ads could show for  Phrase match:   any of the following:“running shoes”                    buy running shoes             ...
Ads will show for the   Exact match:        following:[running shoes]                      running shoes
Mixing match types:                      Don’t mix all three                      match types in one ad                   ...
Think of it like this.                         Broad match is great                         for testing the waters.       ...
Get negative:use negative keywords at the ad group level
Negative keywords                    Include negative                    keywords to your                    campaign to e...
Ad group:      Negative keywords:Running shoes                - used                - reviews                - repair
Negative keywordsmake an ad group more       focused.                        Use the search queries                       ...
Work backwards!
Plan your work, work      your plan.                       Quality Score depends                       heavily on relevanc...
Work backwards.Use copy from landingpages to inform adgroup themesBuild your keyword                        Check everythi...
Search marketing has message    testing - built right in.
Why you should test messages at the ad    group level:Testing will increaseyour click-throughrateBetter click-through    B...
Oh, and also:Search marketinggives immediatefeedbackso you can find out   Then you can usewhich messages are   what you lea...
Write four ads for                        each ad group. Vary theHere’s how                subject lines in two, to do it....
Here’s the summary!             Ad groups are the             foundation of a successful             search marketing camp...
Here’s the summary!             Keep ad groups small and             relevant.
Here’s the summary!               Don’t be a slacker!
Here’s where we take twominutes to tell you that Tradacan handle all the tricky work  of ad group architecture...... and i...
Trada has a crowd of over 2,000 certifiedsearch marketing experts who do PPC for you.
Multiple experts workon your campaign at   the same time.       You get: Diversity of thinkingConstant optimizationMultipl...
and they already know how to buildad groups optimized for Quality Score          and conversions!
It’s pay-for-performance.         There are NO fees:no startup fees, no management fees.   You can get started right away.
Time for questions!For more information or to schedule a demo, email                anna@trada.com
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The Architecture of Ad Groups

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These slides go in-depth on how to structure your ad groups for search marketing success!

Check out Trada Reviews here: http://www.trada.com/trada-reviews/

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  • The Architecture of Ad Groups

    1. 1. The Architectureof Ad Groups #adgrouparchitecture
    2. 2. Architect Matt Hessler,Director of Account Management Architect Anna Sawyer, Marketing Manager
    3. 3. Ad groups are for organizing ads.
    4. 4. Ad group structure is important because: Good ad group practices = better quality score Better quality score = lower click prices, better results
    5. 5. If you don’t follow best practices: You’ll lose ad position, pay more, and get fewer clicks Your competitors will beat you
    6. 6. Essential practices for ad group structure Keep ad groups very small - 10 keywords is standard. Write multiple ads for each ad group (we suggest 4)
    7. 7. How should you organize your ad groups? product theme concept terminology point in tail size buying cycle
    8. 8. How should you organize your ad groups? product themeSnike Air Pegasus Mens Running Shoe concept terminologySnike Sloop 2 Mens Trail Running Shoe point in tail size buying cycle
    9. 9. How should you organize your ad groups? product theme Snike red running shoes concept terminology Snike red trail runners point in tail size buying cycle
    10. 10. How should you organize your ad groups? product theme Shoes for running concept terminology Shoes for trail running point in tail size buying cycle
    11. 11. How should you organize your ad groups? product theme Running shoes Jogging shoes Shoes for sprinters Footwear concept terminology Trainers Kicks Treads point in tail size buying cycle
    12. 12. How should you organize your ad groups? Short Running shoes product theme Snike shoes Long concept terminology Where can I buy running shoes online point inDiscount Snike running tail size buying cycle shoes on the web
    13. 13. How should you organize your ad groups? product theme Awareness Shoes for running concept terminology Running shoes point in tail size buying cycle
    14. 14. How should you organize your ad groups? Comparison product themeSnike running shoes price Snike running shoes concept terminology cheapBest Snike running shoes point in tail size buying cycle Best shoes for running 10K
    15. 15. How should you organize your ad groups? product theme Direct Snike Air Pegasus concept terminology Mens Running Shoe size 10 point in tail size buying cycle
    16. 16. Be creative! Ad group: Barefoot is for Cavemen Modern humans have the Snike Air Pegasus.Barefoot Running Free Shipping and Returns! tradashoes.com/Snike
    17. 17. Match typesand how to mix them
    18. 18. Match types broad match keywords “phrase match keywords” [exact match keywords]
    19. 19. Ads could show forBroad match: any of the following: shoes shoes to buy tips for repairing shoes shoes for horses bowling shoes
    20. 20. Ads could show for Phrase match: any of the following:“running shoes” buy running shoes running shoes for kids recycle running shoes
    21. 21. Ads will show for the Exact match: following:[running shoes] running shoes
    22. 22. Mixing match types: Don’t mix all three match types in one ad group.
    23. 23. Think of it like this. Broad match is great for testing the waters. Move what’s working into a “phrase match” ad group. Use [exact match] for keywords that convert - and bid high.
    24. 24. Get negative:use negative keywords at the ad group level
    25. 25. Negative keywords Include negative keywords to your campaign to ensure that your ad won’t appear when a searcher types in a certain term.
    26. 26. Ad group: Negative keywords:Running shoes - used - reviews - repair
    27. 27. Negative keywordsmake an ad group more focused. Use the search queries report to brainstorm more negative keywords.
    28. 28. Work backwards!
    29. 29. Plan your work, work your plan. Quality Score depends heavily on relevance. How do you keep all your keywords, ads and landing pages relevant?
    30. 30. Work backwards.Use copy from landingpages to inform adgroup themesBuild your keyword Check everything forlists from your ad relevancegroups
    31. 31. Search marketing has message testing - built right in.
    32. 32. Why you should test messages at the ad group level:Testing will increaseyour click-throughrateBetter click-through Better Quality Scorerate means better means more clicksQuality Score
    33. 33. Oh, and also:Search marketinggives immediatefeedbackso you can find out Then you can usewhich messages are what you learn acrossgetting results channels
    34. 34. Write four ads for each ad group. Vary theHere’s how subject lines in two, to do it. and the CTA in two. After two weeks, ditch the two ads that didn’t perform as well, and (repeat) write two more.
    35. 35. Here’s the summary! Ad groups are the foundation of a successful search marketing campaign.
    36. 36. Here’s the summary! Keep ad groups small and relevant.
    37. 37. Here’s the summary! Don’t be a slacker!
    38. 38. Here’s where we take twominutes to tell you that Tradacan handle all the tricky work of ad group architecture...... and it doesn’t cost any more than if you were to solve them yourself.
    39. 39. Trada has a crowd of over 2,000 certifiedsearch marketing experts who do PPC for you.
    40. 40. Multiple experts workon your campaign at the same time. You get: Diversity of thinkingConstant optimizationMultiple ad networks
    41. 41. and they already know how to buildad groups optimized for Quality Score and conversions!
    42. 42. It’s pay-for-performance. There are NO fees:no startup fees, no management fees. You can get started right away.
    43. 43. Time for questions!For more information or to schedule a demo, email anna@trada.com
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