To put it another way, you can split up your keyword list into separate lists that are much more closely connected. Having several ad groups gives you the ability to create ads that tightly couples with a very specific set of keywords. Tighter coupling between keywords and ads Now, let’s see how this example works when creating ad groups. Let’s pick the example where you have a camera store that sells different types and brands of digital cameras. It is also helpful to pick an example to go through so as to better understand the benefits. In order to understand the benefits, we should look at the properties that are shared between ad groups and also the properties that can be set differently for these groups. What are the potential benefits of having multiple ad groups? And how is it different from having multiple campaigns? So, the question is why the second level of abstraction (ad groups) and why would you need to have multiple ad groups with in the same campaign. You can stuff all your keywords into the same ad group. Even if you are marketing for multiple keywords, you can have just one campaign and one ad group. You can technically have a perfectly running campaign with just one campaign, one ad group, one keyword and one ad. Inside each ad group, you should at least have one keyword and one ad. Inside each campaign, you can have several ad groups but you should have at least one ad group inside a campaign. Inside the account you have the Campaigns….and you can have several campaigns in your account but you should have at least one campaign. Google Adwords follow pretty much a hierarchical structure.
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