PPC – Adwords Ad Groups

When creating a campaign it is important to create many ad groups and many campaigns. Your ads should match your landing page as much as possible. Once I have a very specific category picked out and creative written for the ad I set up my negative keywords at the campaign level. I then create an ad group that contains the basic root keyword phrases. This will be mostly 2 to 3 word phrases. I set them.all to broad match. I then create an exact negative keyword for each phase. This is my catchall group. My next group is set up the same accept I set them to phrase match. The third group is exact match. I set the same phrases from the first 2 groups in here and set them to exact matches. Try to repeat this process as many times as you can to make sure your ads reflect your landing pages and keywords. Don’t assume that you can catch all searches with your root keywords in broad match. It is very important to come up with good add-on keywords for your broad and phrase matches. Try to come up with as many as you can. Google does not show your ad every time your broad match terms are typed in.