AdGroup by Match Type or by Keyword?

[aua]

Hi,

Will someone please tell me which AdGroup structure makes the most sense?

Grouping Keywords by Match Type? i.e. [pizza store], [pizza restaurant], [pizzeria], etc.

or by Keywords? i.e. pizza store, "pizza store", [pizza store]

We're basically trying to figure out which structure makes the most sense and which will allow us to earn the best quality score.

I've heard of people using both strategies. Personally, I think it should be grouped, more often than not, by keyword. This enables one to tailor the ad and landing page to the specific keyword. I am curious to hear some reasons for grouping them the other way.

Thanks for your thoughts.

[Alick300]

Hi,

Generally the advertisers tend to follow different strategies and stick with the one, which gives them higher Conversions, high Return on Investment (ROI) so some advertiser grouping keyword by match type and some uses all match types in a single ad group.

When working with broader matches changes in Ad copy can be very important so it may be that you'll want to split these different match types into their own Groups to allow Ads better suited to those terms and then add embedded negative match type keywords to streamline the traffic. Now, once you accrue data, you can pause the match types which are not proving worth for you and optimize the rest of the keywords.

I wouldn't suggest going with too much of the Broad match type keywords because that would tend to bring in lot of irrelevant traffic and your much of the time and efforts would go in adding the negatives, analysing the Search Terms frequently and checking which terms are relevant and which not.

BMM & Exact are definitely good option to go for.

Hope it helps.

Thanks

[dodgejd]

I believe if you are just building out the campaign structure that keeping them in the same (grouped) by keyword theme is a stronger approach for the same exact reasons that you have pointed out.

Once you start to generate some significant data in there, you can always pull those exact match keywords out and place them in their own adgroup for further testing if you will. Intent could potentially be different but without some level of data to review, it would be hard to make the case.

I would go the route as you have outlined and go from there.