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What Warrants a Different Ad Group?
I am working on an AC Company’s ads. What I have found through my keyword research is that people refer to air conditioning in tons of different ways. Aircon, AC, HVAC, Cooling system, air conditioning. I was leaning toward setting up an ad group for all these different ways to cater the RSA’s to these different ways of saying it. Is this overkill? I know in the Adwords days, this was the rule, now I am not so sure.
Curious how people in this group would handle it
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1 Reply
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It is not overkill. The exact scenario you laid out is why diligent marketers break out more ad groups, more campaigns, more ad copy.
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Generally speaking, any time you’d want to use a different ad, LP, and/or AG-level targeting option. Also can be good if you want better visibility into the performance of a certain segment.
For an AC company you probably want to have different ad groups for repairs, replacements, and tune-ups as you will want to message differently to those. Also good to separate heating vs AC vs HVAC, and you also might consider separating long-tail vs general keywords since those will perform very differently in terms of CPC and conv rate.
Some skills/tips to make it easy to manage a lot of ad groups:
– Use Google Ads Editor to build in bulk
– Learn to use Text to Columns and Pivot Tables in Excel. More advanced is to learn VLOOOKUP, and create reusable reports that only require you to copy/paste a raw report to update.
– Use a consistent naming convention to facilitate easy filtering & Text to Column usage
– Use labels at the ad group level to combine data across similar ad groups, and create reports based on these labels which can be used to get digestible high-level insights. -
With RSAs, themes don’t need to be as specific as they used to be with ETAs. But it’s still a good idea to break up keyword themes so (a) you’re working with a smaller number of keywords per ad group and (b) you can focus on those keywords in your ads.
This can help a lot with reporting and understanding which themes are more effective.
You would also want to break them up whenever you’re running different offers or landing pages in a single campaign.
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