Key Points for Keyword Grouping and Campaign Restructuring
Three Structure Types
Recommended Structure: Best for general use and most users.
Single Match Type Ad Groups (SMTAGs): Ad groups contain only one match type (exact, broad, or phrase), reducing duplication by adding negatives for other match types.
Single Keyword Ad Groups (SKAGs): Each ad group contains only one keyword, ensuring high ad relevancy but potentially increasing complexity.
Grouping by Intent
Family of Intent: Group keywords that are very similar or identical, ensuring they target users with the same search intent.
Improved Structure: This method creates well-structured ad groups, crucial for competitive markets where simply restructuring can yield significant results.
Handling Competitive Markets
Ad Copy Focus: In highly competitive markets, restructuring alone may not suffice. Focus heavily on optimizing ad copy for better performance.
Step-by-Step Improvement: Start with restructuring, monitor results for a few days, then refine ad copy if needed.
Default and Custom Settings
Match Type Management: Default settings add exact match equivalents if not present. Phrase match can be removed if not commonly used.
Prefix Identification: New ad groups receive a prefix (e.g., TS) for easy identification, which can be customized or removed.
Minimum Affinity Setting
Adjusting Strictness: This setting controls how strictly keywords are grouped based on intent.
Lower Affinity: More keywords per ad group, less strict.
Higher Affinity: Fewer keywords per ad group, more strict. This can lead to SKAG-like structures.
Editing and Moving Keywords
Keyword Adjustment: Keywords can be moved between ad groups or into new ad groups if necessary.
Manual Adjustments: Generally not recommended to frequently move keywords, but available for advanced users.
Automatic Ad Assignment
Top Performing Ads: The tool assigns the highest-performing ads to new ad groups.
Dynamic Keyword Insertion: Creates a second ad with dynamic keyword insertion for testing.
Testing and Publishing
Two Ads Per Group: Recommended for faster and more accurate testing. Three ads are also acceptable if traffic is high.
Editing Ads: Ideally, use default ads initially, then refine for relevancy later.
Publishing: Confirm changes within Tenscores or export as CSV for further adjustments in Google Ads Editor.
Expected Results and Monitoring
Quality Score Reset
Initial Score: New ad groups will reset to a default quality score (seen as 6/10 in Tenscores).
Three Outcomes: Quality score may increase, stay the same, or decrease based on new ad performance.
Focus on CTR
CTR Impact: Quality score changes are driven by CTR changes. Improved structure aids in setting up for better CTR.
Continuous Improvement: Good structure sets the foundation, but continuous ad copy optimization is crucial.
For further assistance, you can contact us at [email protected].