Keyword grouping is one of the most overlooked areas in the Google Ads workflow. Everybody does not know that creating well-organized and tighter Google ad groups in your advertising account will have an amazing effect on your account performance. The reason is better organized and placed keyword groups can improve your Google account’s relevance that improves your Ad Quality Score & reduces your CPC i.e. Cost Per Click. If you effectively organize and group your keywords, it can improve your Pay per Click strategies by allowing you to produce:
- Highly relevant text ads
- Effective landing web pages that results in more conversions
- Quality friendly Google ad groups
If you properly segment the keywords, Pay-Per-Click ad campaigns are cost-effective and successful from every ends. The keyword grouping benefits are quite clear, but in practice it could be a bit tricky. In today’s guide, we will take you through top mistakes to avoid when grouping keywords for Google Search Ads. Let us start:
- Mistake to Avoid: Not Using Right Matches of Keyword
First mistake that many people make isn’t using the right phrase match, broad match, and exact match keywords. Let us learn how it works: Google AdWords lets you add keywords to your campaign in 3 ways. So, you will be able add this as the phrase match, broad match, and exact match.
Broad match – This type of keyword grouping means your ads can show when keywords are rightly used in a search, irrespective of an order. For example, when you add “Puma sports shoes”, your ad can show up for the people who will type “Puma running shoes,” “Puma free sports shoes,” and “where to buy best Puma sports shoes.”
Phrase match – This type of keyword means your keyword phrase will show up in a search as the complete phrase in proper order you enter this. Using same example, if you enter “Puma sports shoes” as your phrase match, your ad can show up for various terms like “Puma sports shoes” and “where to buy Puma sports shoes.” Here it will not show any searches like “Puma free sports shoes.”
Mistakes to Avoid: Not Using Enough of Negative Keywords
When it comes to Google Ads, it becomes important to keep growing your list of negative keywords as per the search term reports over the weekly basis. You can start with the standard list of some negative keywords you will find on the internet using Keyword Planner, and other sources like Google suggestions and other paid tools.
These keywords can save you money on the Google Ads, since they can allow you attract more and more qualified leads or discredit searches, which aren’t poised to convert.
Mistakes to Avoid: Don’t forget to list down the PPC keywords
After your initial keyword list gets uploaded, visit Search Terms in their Keywords tab & discover more similar search terms or phrases that people use for finding your Google ads. You’re possible to find the keywords that have got no relevance for your campaign, or add in the negative keyword list. Besides driving up the costs up having the negative keyword list will be important for many factors. You can goal 50 to 100 negative keywords on start & keep on refining your list based on the real search term data.
Mistakes to Avoid: Poor Keyword Research
The common mistake to avoid in Google Ads isn’t performing the perfect keyword research completely. You cannot choose keywords based over what you think people are looking for, and based over what you will search. It’s very important to use the tools like Google’s Keyword Planner if you want to find the most relevant and right keywords for the account.
Besides keyword research, you must choose the perfect match type for the keywords, and in 90% of cases, broad match is something that you have to avoid. They’re often the waste of time as they can bring in plenty of irrelevant traffic increasing your CPA and costs and reducing your account rank.
It is important to know you keyword match forms that are important for the success of Google Ads campaign. What we suggest is finding 10 to 15 basic key phrases or keywords and uses this in all three variants: broad match, phrase match and exact match. In this way, you have it in three similar variations related to the term meaning.
Make sure you create the specific ad keyword groups that will target the specific landing pages or have their keywords. Don’t just use all the keywords for a particular group; instead spread it across your ad groups you find it fit.
Mistakes to Avoid: Duplicate Keywords
Checking out the keyword search query report will be the regular part of the ongoing search maintenance. You will find gems there that you can add with time and are the search terms that appear quite relevant on how it is matched.
But, if you are liberal with the matching, you can find the similar keyword matching over multiple groups. And if it is performed rightly when you found, you can add it – and later add it somewhere else when it matched over other Google Ad groups.
An easiest way you can find is using AdWords Editor Features over “Find Duplicate Keywords” in its “Tools” section. Getting performance data will help you to select where you can keep this running and where you can pause and make a case for keeping this in any location.
Mistakes to Avoid: Not Enough Keyword Sculpting
Keyword sculpting is one term that Pay-Per-Click managers use for describing how you deliberately funnel the search query to any specific keyword that is bid on. With the broad match keyword forms, this leaves on Google to choose the right keyword a term is matched over, and will not always do it consistently. You will wind up having a search term that will match to the multiple ad groups, generally with different performance levels.
An easiest way of seeing where it is taking place is to export the search terms or create the fast pivot table, which looks at the search terms and number of Google Ad Groups that they appear in. We want this to match to the best-performing one.
Mistakes to Avoid: Keyword search volume must not be low
Suppose the keyword you are targeting drives very little or no search traffic over the monthly basis, ads you tied to the keyword can be ineligible to come. When Google notices you are targeting a low-volume keyword, it can make this temporarily inactive within the account. Suppose search volume picks the reasonable level, automatically Google will reactive your keyword.
But, tactically, just waiting over for the volume to improve is not the good idea. Making use of the Google’s Keyword Planner (that comes with Google Ads account) and Free Keyword Tool, one must try their best to find the similar keyword with the good volume.
Mistakes to Avoid: Your ad group is not well focused
All the ad groups within the Google Ads account include two components: ads and keywords. There is the reason Google houses it under a same roof: ads and keywords living within a same ad group will be tied together. When your keywords get triggered by the user’s search query & you are entered in an ad auction, Google exactly knows to choose the ads that you have tied to that particular keyword. So, your performance in an ad auction generally depends over how much relevant the ad is to your user’s query; more relevant the ad, higher you can rank in your paid search results. It brings me to an important question: How can you ensure that your ad is highly relevant to its query?
Answer is by building the ad groups comprised of the closely related keywords. Suppose the keywords in your group are very closely related to each other, it is assured that your ad can be relevant to user’s query—doesn’t matter which keyword gets triggered and which ad gets selected.
So, avoiding these top mistakes with the Google AdWords can help you to optimize the campaigns as well as avoid any common pitfalls that many people are stuck in with the Google AdWords.