Ad Groups – Best Practices and Effectively Creating Your Campaign

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Ad Groups – Best Practices and Effectively Creating Your Campaign

An effective online marketing strategy is using ad groups. They enable you to target themes more efficiently in a Pay Per Click (PPC) campaign. Ad groups use a cluster of at least three ads per group and share common keywords. As a result, they should reach a wider audience more successfully, increasing traffic and potential profit.

Elements of an Ads Group Campaign

Your financial investment is usually relatively low when using an ad group’s marketing strategy. It allows you to concentrate on formulating a coherent message between the different groups and campaigns. Your narrative should be based on what you expect your visitors’ intentions to be.

Your PPC ad groups need to include up to twenty-five or thirty keywords. They should be chosen carefully to ensure uniformity across your range of ad groups. Landing pages, too, should be constructed for maximum impact and encouraging prompt clicks through a decisive call to action.

Successfully matching your chosen keywords with visitors’ searches should help search engines find your landing pages more easily. The resulting conversions and the economical cost of using ad groups could potentially bring greater profits during your PPC campaign.

Extensive Campaigns and Code Names

Bestowing code names or titles on your ad groups isn’t vital, but it does help with instant recognition. Titles become increasingly relevant during sophisticated, extended campaigns. Ad group accounts can be amazingly large, with up to 20,000 individual campaigns. Each ad group can include at least fifty text ads.

The overall breadth of such extended campaigns is remarkable but difficult regarding instant recognition. However, simple, descriptive names that reflect the character of an ad group campaign could help with organization and procedures such as editing.

Identifying Your Ad Groups Targets

Multiple factors contribute to organizing an effective ad group campaign. For example, coordinating your online PPC campaign with an offline presence relies on tailoring your message to a local geographic audience. Omni-channel platforms should also be considered to accommodate wider keyword searches.

One of the most important factors is mobilization. It’s an essential element in your ad group strategy as two-thirds of online searches are now on mobile devices. You can also employ several techniques while your PPC campaign is in progress.

Using a Mirrored Technique

Match-type mirroring is often used to enhance the success of your PPC campaign. It usually involves setting up clones of your most successful ad groups. These are further divided into positive and negative matches. Positive or exact match types should improve search efficiency by using one set of duplicated keywords. This increases your chances of identifying an exact match for your keyword phrases while essentially reducing your costs.

Negative types include broad and phrase matches for your keywords. These are used to match with the widest possible online searches by highlighting similar or related phrases. However, the downside is that these less precise, negative forms often perform less effectively than positive matches.

Editing Your Ad Groups

Creating ad groups in the first place is to target audiences with specific interests effectively. Maintaining your ad groups long-term is an economical method of gaining the most from your PPC investment. In addition, it saves you the time and effort involved in creating brand-new ad groups.

It’s a relatively simple procedure that involves regularly editing your online content. It allows you to include the latest facts and statistics to ensure your advertising copy remains relatively evergreen. It also revitalizes your landing pages, providing memory refreshment and retrieval for the web crawlers of the search engines.

Effective Landing Pages

Your targeted clusters of ad groups generally share an effective landing page. However, this is usually dependent on your choice of economic keywords. Extensive campaigns can often benefit from multiple landing pages if only to accommodate an equally expansive selection of diverse keywords or phrases.

If you doubt your keyword choices, it can often be helpful to experiment with more than one landing page. For example, in the early stages of an ad group campaign, you can gradually streamline your selections until you arrive at those that produce positive results. Cloning your ad groups then becomes a viable option.


Online marketing is now more sophisticated than ever. An extensive ad group campaign is often considered an advanced marketing ploy. It certainly requires careful management. It’s also advantageous to use techniques such as editing that help keep your content up to date. However, once a successful keyword selection has been identified, cloning or mirror matching your ad groups can often contribute to greater success.

Author Bio: Paul Towler is the Technical Operations Director at SmartOffice, an office automation provider who has helped many businesses install e-commerce website solutions.

Ad Groups – Best Practices and Effectively Creating Your Campaign