If you spend some time and effort optimising your Adwords Campaign structure you can avoid wasting money on irrelevant clicks, reduce your average cost per click (CPC) and significantly boost your campaign ROIs.
Multiple Ad Groups
If you’re stuffing all your keywords into the one ad group it means that the exact same ad is triggered for a variety of different search queries. The problem here is that many of your ads will NOT be specific to what a person typed into Google and that means both your Click Through Rates and Adwords Quality Score will be lower – which affects your ad showing up and CPC.
Ideally, if someone types in ‘Hip Surgery’ then you want ‘Hip Surgery’ in your ad headline, or at very least in your ad description. As you would expect, people are more likely to select ads that are exactly what they searched for on Google.
Aligning lots of different keywords to one ad is a common mistake. For example, an orthopaedic surgeon might bid on keywords such as hip surgery, wrist surgery, surgeon, surgery, doctor, physiotherapy, etc. Or even keywords relating to their brand.
Those keywords may still seem relevant to their single ad but think about what happens if their competitor takes the time to create a specific hip surgery ad JUST for people who search ‘hip surgery’ or a specific orthopaedic surgeon ad for JUST people who type in ‘orthopaedic surgeon’. That competitor is far more likely to have success in drawing people back to their site.
I recommend that businesses have a separate ad group for every different keyword that they want to bid on. It’s more work but that way you will always be more targeted than your competitors.
Landing Page Relevance
The next step is to make sure your landing page (the page the Ad is linked to on your own site) is also highly relevant. If someone clicks on a Hip Surgery ad then you want to make sure that they land on a specific page with Hip Surgery in the title, otherwise you risk losing your new lead straight away.
People don’t want to click on an ad that takes them to a page on your site that’s unrelated to the ad text they just clicked on OR use their brainpower to navigate around your site to find exactly what they searched for in the first place. People are busy and know they can click back to the search results to see other options. You must respect their click.
Google Favours Targeted Ads
Remember that Google’s aim is to provide their users with the most relevant ads for their search query. Think of it like this – if you put in some extra time setting up your campaign structure and landing pages, then you will be rewarded with a better deal from Google and a boost in conversions.