Fine-Tuning Ad Groups

Nancy Lambert

leaky faucetIf you haven’t fine-tuned your PPC ad groups, it’s likely that your ad campaign is doing its best impersonation of a leaky faucet even as you’re reading this. Drip… drip… drip… That is your ad budget slipping away.

There is good news though! Implementing these key PPC strategies can stop the leak and give you an edge on your competition.

Step 1: Themed Ad Groups
The first step is to create tightly themed ad groups with closely-related keyphrases. This will enable you to target your customers with precision, leading to a higher response rate.

Step 2: Ads Should Match Keyphrases
Once you’ve created your tightly-themed ad groups, you are ready to re-write your ads so that they closely match your keyphrases. You should be able to make them more specific by making sure they contain the keyphrases in the ad group as much as possible. It doesn’t hurt to create two or three ads and let the strongest one survive.

Step 3: Targeted Landing Pages
Now that you have implemented steps one and two, it’s time to look at your landing pages. Because your ad groups, keyphrases and ads are all more specific to the audience of searchers looking for your products or services, you likely have the opportunity to adjust your landing pages so that they are more highly targeted.

You should be on your way to higher click-through rates (CTR), which eventually will earn you a lower average cost-per-click (CPC). You will likely see improvements in your quality score as well. Most importantly, you should see more conversions at a lower cost than what you are getting now.

Nancy Lambert

Written by Nancy Lambert

As a co-founder at Xcellimark, an award-winning Digital Marketing Agency based in Orlando FL, Nancy Lambert has been helping companies increase sales opportunities and leads through digital inbound marketing for over 17 years. She has over 30 years’ experience in the marketing field and has helped enterprise companies and small businesses alike increase marketing leads and convert them into sales. Nancy holds various marketing certifications in HubSpot for Inbound Marketing and Training as well as Advanced Landing Page Optimization certification from Marketing Experiments. She recognizes the importance of understanding the psychology behind marketing messaging, landing page messaging and sales messaging. She combines her experience and continued education into digital marketing and sales to help clients and HubSpot User Group members improve their marketing and increase their sales.

Topics: PPC

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