Explained: Keyword Grouping Methods

The keywords you employ in your campaigns are what bring your potential customers and your ad impressions to the same meeting place. Creating great ad copy to then 'catch' those users is a vitally important part of your campaign.

The use of tokens or dynamic keyword insertion in your ad copy is a fantastic way to customize your ads to specific user searches and very importantly, improve your relevancy in search engines. The relevancy of your ad and landing page can improve your quality score and lower your bid costs.

SpeedPPC gives you the ability to tailor your ads and add multiple variations of your ad copy, via a landing page generator and the use of tokens.

It's important to understand that when you create your ads, they are created at the ad group level, rather than the keyword level. Your ad group level is determined by your grouping method when you create a new campaign.

So, when you group by 'Seed' each seed keyword becomes an individual ad group. If you group by 'Expansion', then each expansion word becomes an ad group. Grouping by Final creates an ad group per Seed and Expansion combination. When you use Keyword Theme, each theme or common string becomes the ad group.

Using Assigned names, you'll create your own ad groups, with your own keyword selections.

The ad template set that you create will then be applied to each ad group, as per your grouping method.

Visually, it looks like this:

Ad group level tokens (eg. {adgroup},{adgrouptid} and {campaign}) can be used with any grouping method. However, keyword tokens are dependent on the grouping method, because each dynamic value needs to be singular within the entire ad group. Keep in mind, the search engine will rotate your ads within an ad group. So the ads you create must apply to everything within that ad group.

If you are creating an ad group with multiple seed keywords within it, then using {seed} in your ad text, which {seed} out of the several should be used for all your ads in that one ad group?

If one {seed} was picked and inserted, then when AdWords cycles your ads for all the keywords in that ad group, you'd have some ads that don‟t match other {seed} keywords. AdWords doesn't pick and choose, or do any matching – it simply rotates the ads within an ad group, for all the keywords within that ad group.

So the best way to control which ads are shown is through your ad group structure. The above diagram also tells you which tokens can be used with each grouping method.

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