Organize your keywords and ad groups. Keen marketers identify Google AdWords is an indispensable part of a strong B2B marketing strategy. Since Google searchers are actively looking for either pertinent answers or solutions, marketers can speedily capture their attention and convert them to leads with search engine marketing (SEM) campaigns—as long as they take the right approach.
To organize your keywords and ad groups. One of the most critical elements of your SEM campaigns is the organization of your keywords and ad groups. Here are the best practices to create ad groups:
- Group keywords with similar themes: For example, put all “software” keywords in one ad group, separate from “solutions” or “platform” keywords
- Divide informational keywords and transactional keywords: For example, “what is customer relationship management” versus “buy crm software”, or “do i need crm” versus “customer relationship management solutions”
For keywords and ad groups, organizing your ad groups like this allows you to adapt both your ad copy and your landing page to best fit the keywords, and makes it easier to detect performance patterns and execute appropriate bid and status adjustments in order to organize your keywords and ad groups.
By grouping keywords by theme, if a prospect searches “crm platform” and is served two ads—one with the headline “Top CRM Software” and one with the headline “Top CRM Platform”—that prospect is more likely to click on the latter. Relevancy is key in every part of SEM campaigns.
The second recommendation for keywords and ad groups is primarily so you can match your landing page to the searcher’s level of intent. It would be unwise to use a direct-response ad (“Call Us Now”) and a Contact Us landing page with an individual who searched “what is crm.”
Similarly to organize your keywords and ad groups, you may not want to send someone who searched “buy crm software” to a landing page where they’re invited to download an eBook about general customer relationship management advice.
To organize your keywords and ad groups finally. It’s okay to have ad groups with only one keyword if there are no similar terms with which that keyword can be grouped. But do not create a “Miscellaneous” ad group to lump together all of the keywords that don’t seem to fit anywhere else. If the keywords in an ad group aren’t related, you won’t be able to create ads relevant to each of them, which will lead to poor click-through rates and low conversion rates. So please, just don’t do it.