Why you need more than one Google Adwords ad group

There is a reason why people need pay per click management. It is simply too easy to set up a Google Adwords (or other PPC) campaign incorrectly or inefficiently.

I recently took over a campaign for a client who had put around 200 keywords into two different ad groups with a total of two ads between them. It is a lot faster to set up a campaign by entering all of your keywords into one ad group like this, but it can really hurt your campaign.

Understanding user behavior will help with this explanation. Because people are searching a a specific set of keywords, they are far more likely to click on a PPC ad that has their keyword(s) in it. Having different ad groups that cater to each keyword or to several very related keywords increases the click through rates for your ads. A higher CTR means that Google and Yahoo are likely to show your ads more often because they have determined that people find your ads useful.

In fact, you can be charged more for each click if you have a lower click through rate than a competitor. This means that you could be paying more for your 4th position ad than the person in position #3 if they have a more relevant ad combined with a higher click through rate. Your ads may even be shut off by the search engine for having a poor Quality Score.

By putting too many keywords into a single ad group, with ads that do not pertain to the majority of those keywords, you may find that your ads are not showing at all. This is because the bidding requirements can be drastically different for certain keywords.

Hiring a PPC management company that is experienced in keyword research, ad creation, and PPC campaign managment will enable a company with a poorly performing campaign to see up to 90% reduction in the cost per impression even after considering the fees of the management company. This puts the ads in front of more people which increases relevance while reducing the Cost per Click (CPC).