When you set up a pay per click ad, set up each ad around a specific keyword. You can make the most out of each pay per click campaign by creating several ad groups within each campaign and focusing each ad on one particular keyword phrase and its variations.
For example, let’s say you set up a pay per click campaign called “Pay Per Click.” Under the “Pay Per Click” campaign you have several ad groups, each one narrowing the scope a little on the broad definition of “Pay Per Click.” Some potential ad groups might be:
- Google AdWords
- Microsoft AdCenter
- Yahoo! Search Marketing
- Keyword Research
- Bidding Strategies
Narrowing Keywords Within Ad Groups
Within each ad group you’ll have individual ads. Each ad should focus on a specific keyword phrase and its variations. You don’t want to water this down.
The reason keyword matches are so important is because you want your ad to be optimized according to the specific landing page that you are sending traffic to. If you have a free e-book download, for instance, on how to use Google AdWords then you don’t want to use keywords related to Yahoo! Search Marketing because those keywords won’t be targeted enough.
Therefore, you want to keep each of your ads optimized as tightly as possible. Let’s say you are working within the Keyword Research ad group. You might have several ads in that group, such as:
- Overture
- WordTracker
- Good Keywords
Keywords And The Right Ads
Again, these are just examples of individual ads. You write your ad and optimize that ad around specific keyword phrases and variations of it related to the specific focus of the ad. For instance, let’s use WordTracker. Possible keyword variations might be
- WordTracker
- Keyword Research
- WordTracker Keyword Research
- Research Keywords with WordTracker
- WordTracker Researches Keywords
See what I’m doing? Try to think of as many keyword phrase variations as you can using your important keywords. Don’t water down WordTracker with keyword phrases related to Overture. Stick with the specifically targeted topic of that one ad. You’ll use the Overture ad to optimize for keyword phrases related to that concept.
