Key Points for Restructuring Settings
Single Match Type Ad Groups
Definition: Each ad group contains keywords of only one match type (e.g., exact match, broad match).
Prevention of Duplication: Negative keywords of the missing match types are added to each ad group to prevent duplication.
Example: A broad match ad group will have negative phrase and exact match keywords to avoid conflicts.
Quality Score Improvement: This structure type has historically shown improvements in quality scores for accounts with duplication issues.
Testing Recommendation: Use this structure type as a test if you suspect quality score problems due to keyword duplication. If it works, continue using it; if not, revert to the previous structure.
Single Keyword Ad Groups
Definition: Each ad group contains only one keyword in its different match types.
High Relevancy: This structure maximizes ad relevancy for the keyword.
Complexity Consideration: This structure can add unnecessary complexity, especially in larger accounts. It’s best suited for small accounts with fewer keywords.
Example: An account with only 15-20 keywords can use this structure effectively.
Intent-Based Structuring: For most accounts, grouping 2-3 keywords with the same search intent in one ad group is more efficient and avoids overcomplication.
Practical Steps for Using Restructuring Settings
Evaluate Your Ad Groups
Identify Issues: Determine if your ad groups suffer from quality score problems or keyword duplication.
Choose Structure Type: Decide whether to test single match type ad groups or single keyword ad groups based on your specific needs.
Implement the Structure
Set Up Ad Groups: Create ad groups with the chosen structure type.
Add Negative Keywords: Ensure that negative keywords are added to prevent duplication within single match type ad groups.
Monitor and Adjust
Test and Measure: Monitor the performance of the new structure over a few days.
Adjust Accordingly: If the new structure improves performance, continue using it. If not, revert to the previous structure.
Optimize for Relevancy
Ad Copy: Tailor your ad copy to match the keywords within each ad group.
Focus on Intent: Ensure that keywords within each ad group share the same search intent for optimal performance.
For further assistance, you can contact Chris at [email protected] or use the chat feature within Tenscores.