If just the thought of reorganizing your adgroups strikes terror into your heart, you know you’re overdue for a massive overhaul of your current PPC organization.The reorganization process takes some time and thought, but it’s well worth it. If your adgroups are poorly grouped or not grouped at all, they’re costing you your keyword and account quality scores, your clickthrough rate, and ultimately the profitability of your campaign. Let’s change that.
Get started by thinking about the main products or services your business offers. Next, think about what questions your potential customers are asking or what they’re looking for. Let’s say you sell cookies and cakes for dogs. You could have one adgroup for dog birthday cakes, another for dog cookies, another for custom dog treats, another for low fat dog biscuits, and so on. Divvy up your existing keyword list into your new categories, creating more if necessary. (Get rid of the keywords that haven’t generated any impressions in the last few months or aren’t worth their salt while you’re at it.)
Now here’s where the fun begins. Free tools! Here are some useful tools to generate good new keywords and round out your adgroups:
- Google Search Keyword tool. Provides keyword ideas relevant to your site based on actual search queries.
- Google Wonder Wheel.Generates search topics related to the one you enter. Useful for coming up with new adgroups as well as new categories of negative keywords.
- Wordtracker Keyword Questions. See what questions have been asked around the term you enter. Great for getting a glimpse into the psyches of your potential customers and for adding longer tail keywords.
After you finish going through these, you should have several well-rounded new adgroups and plenty of negatives to screen out irrelevant terms. Don’t forget that your new adgroups are still only as good as their ad copy and landing pages. If you’ve gone from very few adgroups to several, you’ll need to write more specific ad copy and link ads to more relevant pages.
ClickSweeper can’t create awesome adgroups for you, but it will ensure that your new adgroups run at their top potential. Want to check out our PPC management software for free? Sign up for a free trial today!