When setting up an Adwords campaign, you want to group your keywords into clusters. If you’re setting up a campaign for setting widgets, you’ll want to have a cluster for keywords relating to red widgets, black widgets, small widgets, etc. For example, your red widgets cluster might contain:
- red widget
- red widgets
- bright red widgets
- ruby red widgets
- widgets in red
- widget in red
You get the point? They are all related to each other. Why would you do this? The primary reason is so you can create text ads that are very targeted to your specific keywords. For example, if you had all the phrases relating to red widgets, black widgets and blue widgets in one adgroup, the text ad you might write for it might read something like this:
Best Widgets In The World
XYZ Widgets, Inc make the worlds
best widgets for affordable prices.
xyzwidgets.com
However, if you clustered the keywords relating to red widgets into it’s own adgroup, you could write a text ad that was more targeted… like this:
Red Widgets In Many Shades
Available in ruby red, bright red &
blood red – Free shipping & great prices.
xyzwidgets.com/red
Now the natural question you might ask is: Why stop at clustering? Why not have an adgroup for each keyword?
The answer is you can and should do that when the traffic to that phrase is large enough. Text ads need to build up some history in Adwords before Google will trust you enough to really give you the benefit of the doubt. Think about it this way. If you were Google and you needed to decide which ad you should show, would you pick an ad that you knew was going to get a 1.5% click through rate because over the last 10,000 impressions, it has proven to get a CTR of 1.5% … OR would you show an ad that has been shown only 50 times and got clicked on once (CTR: 2%). Which ad would you show? Which ad is more reliable? The answer is obviously the ad with a history that spans 10,000 impressions and 150 clicks (first ad.)
