You've done extensive keyword research and you know which keywords are useful for your business or client, right? (If you're not quite there yet, consider checking out WordStream's recent article, How to Identify Your Most Valuable Keywords.) But once you've identified the right keywords for your AdWords campaigns, how do you get the most out of them? Whether you're a PPC management agency or a local business, you'll want to increase your quality score, create value through your offers, and get people clicking!
Use the keyword in your ad
Yes, it may seem obvious, but the truth is that many people don't include the keyword in every ad. It can be easy to be lazy with advertising content and not create ads that will appeal to people using specific search queries. But if a user searches for “best 4 person tent”, then the ad should say “best 4 person tent(s)” in the title. Why? Because the user is much more likely to click on the ad, and Google will see the ad as more relevant. This means your click-through rates will increase, your Quality Score will increase, and as a result, you're more likely to significantly reduce your cost per conversion.
How to implement this?
Do an ad content audit. With larger accounts this may take some time, but check the keywords in each of your ad groups, look at the number of keywords in each group. If the keywords differ from the ad text, it might be a good idea to create a new ad group for cell phone number list some of the keywords. Check the quality levels. If some of the keywords are in the 7-8 range and others are dropping, that's a good indicator that a new ad group might be useful.
You may say, "Why not use dynamic keyword insertion and save a lot of time?" It's not a bad idea and many would say it's the perfect solution for scenarios like this. In my experience, taking the time to separate ad groups is more effective in reducing CPC (cost per click) and improving your conversion rates. It is also much easier to analyze which keywords are outperforming others.
How many keywords should you have per ad group?
The more segmented you are, the better off you will be. One keyword per ad group (also known as SKAG) may not always be feasible, but it is ideal. With high volume keywords that also have high value to your business, it's a good idea to tailor your message as much as possible to your keywords, which sometimes means that a keyword is your best bet.