It’s not unusual for a pay-per-click advertising campaign to include thousands of keywords. But, the trick to making those keywords work best in your campaign is to divide them up into many small ad groups and write ad copy that it is specific to each ad group.
This chart, from a new Marketing Sherpa study, shows that creating highly targeted ad groups is one of the most effective tactics you can use to improve your pay-per-click campaign’s performance.
It not only helps increase your campaign’s click through rate, but will also help increase your quality scores which will lead to higher ad placement on the search results pages, and likely at a lower cost.
The Marketing Sherpa study is specific to B2B campaigns, but this tactic holds true for B2C campaigns as well.
The study goes on to say that the amount of effort required to create highly targeted ad groups is higher than other tactics, so it’s not as commonly used.
If your potential customers search for a particular keyword and your ad copy includes that keyword as well as a benefit of doing business with you, your campaign will be more successful. And, if you don’t have the time or expertise to do this yourself, it will be worth the investment to hire a professional to do it for you.