Stop worrying about ad relevance! A Keyword Machine guide to creating highly relevant PPC ads in 4 easy steps
If you have used Google AdWords for any length of time, you will almost certainly have encountered the stressful ‘Below average’ ad relevance status when optimising your PPC campaigns.
Ad relevancy is one of the factors that Google AdWords uses to formulate your overall quality score. If you can improve your ad relevance, it should result in better quality scores. Higher quality scores can lead to lower CPCs, higher CTRs and more clicks to your website. Believe it or not, a good quality score can save you up to 50% on your cost per clicks.
Below average ad relevancy is due to the keywords and content of your ads not being closely related. If your ad group’s keywords are too broadly grouped, your ads are not going to appear relevant to a user’s search.
Five tactics to increase the relevancy of your ads:
- Build small, tightly themed ad groups – only include closely related keywords in each ad group.
- Ads should be highly relevant to all the keywords in your ad group.
- Write your text ads to include the actual keywords from the ad group.
- Use the main keyword from your ad group in your display URL.
- Use specific, targeted landing pages that include your keywords for each ad group.
Often the root of the problem is just time, as it’s tedious and difficult to write highly relevant and compelling adverts whilst keeping your keywords tightly themed in hundreds or thousands of ad groups. This is where Keyword Machine can help save you time, effort and most probably, your sanity.
Keyword Machine is a remarkable new PPC tool that accelerates campaign builds and streamlines ad copy writing. By using the power of tokens (column headings), Keyword Machine can help you build beautifully structured PPC accounts in just a few clicks.
In this post, I will guide you through building your first PPC campaign with Keyword Machine and illustrate how you can generate thousands of ads in minutes, while maximising your chances of getting ‘Above average’ ad relevancy by grouping them in tightly themed ad groups.
We start by preparing a CSV file, including the data we want to use in the text ads and campaign grouping.
Step 1 : Preparing your data
Good preparation and planning is key to building a well structured and successful PPC campaign. Keyword Machine uses your existing keywords and their associated characteristics to make organising your campaigns and ad groups quick and effortless.
In the following example CSV file, we are using suburb names as our master keywords and including the following attributes in our CSV file: Campaign name, State Name, Abbreviated State, Starting Price and URL. We will use these attributes later to name and structure our campaigns and ad groups, and also to dynamically insert text into our ads.
When preparing your main keywords, use the header row in your CSV to briefly describe the data in each column. Keyword Machine will later use the header row to define custom token names so it’s useful to name the header something meaningful.
Tokens are an integral part of Keyword Machine. Tokens can be used to dynamically insert your keywords, associated data and stem keywords into your campaign names, ad group names and text ads. Tokens are also a crucial component to how your campaign and ad groups are structured in your account.
Tokens come in two flavours, Standard and Custom. Custom tokens are derived from your imported keywords and are named by the corresponding header row. Standard tokens are Keyword Machines defaults and will be available with every imported keyword batch. The most commonly used standard tokens are [CombinedKeyword] and [MatchType]. Learn more about tokens.
Once your CSV is ready, it’s a straightforward process to import the data into Keyword Machine. After logging in, choose the ‘New Keyword Batch’ option on the Dashboard. Name your batch, add the website name or URL, then click Next Step: Keywords.
Click Import Keywords & Data and locate your main keywords list CSV file on your computer.
Choose the column you want to be your Master keyword list. By default, the first column is automatically selected. In this guide we will be using the ‘Suburb’ column for our keywords, the remaining columns will become attributes.
Next we need to enter our stem keywords. These stem keywords will be merged with our master keywords to create the combined keyword phrases for our ad groups. We will be using these combined keywords and stem keywords in our text ads, so we need to choose our stem keywords carefully.
Using the actual keywords in our ad texts is one of the most important factors to increasing ad relevancy. If our stem keywords are not closely related to each other it becomes difficult to write ad texts that will apply to all the keywords in our ad group.
Keyword Machine combines your master keyword list with a list of stem keywords. Stem keywords are prefixes or suffixes that will be added to your master keywords to create new phrases called combined keywords. By merging the master and stem keywords together, we are creating targeted long tail keywords for your PPC campaign. Learn more about stem keywords.
For this example, I have chosen the following stem keywords which are all closely related to the topic: Property Rental. Just like the master keywords, we have the option of uploading a CSV file here or manually entering the stem keywords list. In the screenshot below, I have entered my stem keywords manually. Once you’re finished, just hit the import button.
Step 2 – Structure your campaigns and ad groups
Here is where we start to see the power of tokens in Keyword Machine. We included the campaign name as an attribute in our uploaded keyword list so Keyword Machine has automatically added the campaign token to the campaign name template field. You can however choose any token, standard or custom, to define your campaign names or ad group names. To select a token simply type [ and a drop down list will appear for you to select from.
To create tightly themed ad groups, choose the [Keyword] token as the ad group name template. This will create a new ad group for each of your master keywords.
Using this method will build tightly themed ad groups that include only closely related keywords, which is just what we need to help us achieve a good ad relevancy score.
The diagram below shows how our completed account will be structured:
Step 3: Create ads
Keyword Machines ad templates offer an easy way to create unique, highly relevant text ads for all your ad groups. By using tokens within our ad templates, we can insert combined keywords, keywords and stem keywords into ad headlines, description, display URLs and destination URLs. By including the actual keywords and their corresponding attributes, we can create detailed text ads that are highly relevant to their ad groups.
In the examples below, you can see how one tokenized template can generate a large number of highly relevant ads per ad group automatically and quickly. There is no limit on the number of ad templates you can create so Keyword Machine is also perfect for A/B testing ad creatives. Use the arrows in the ad preview sections to see how the ads will appear using the different keywords in your ad groups. To keep Keyword Machine preview running fast, only the first 5 lines of your CSV are used in the preview.
Display and Destination URLs
Using display URLs and destination URLs that include the keywords from our ad groups will help increase our ad relevancy. We can do this by either specifying our unique URLs as an attribute in our imported keyword list or by building them dynamically using Keyword Machine tokens.
For example, if we wanted to direct each ad group to a unique landing page like this:
We would breakdown the URL structure and rebuild the URL dynamically by using tokens from your CSV, like this:
The ability to create URLs with tokens can be especially useful when directing visitors to dynamic landing pages, like search result pages, where you just need to pass through a variable or a query string. When directing to a search page, the URL template might look something like this:
Because we are dynamically inserting text of differing lengths into our ads texts, we can easily exceed Google’s character limits for each ad text field. To manage this, Keyword Machine offers the following 3 backup ad options:
- If a field exceeds Google’s character limit, replace the field with the same field from the backup ad below.
- If any field exceeds Google’s character limit, replace the entire ad with the entire backup ad below.
- Let my text ads exceed Google’s character limit. I don’t want to use a backup ad.
Backup ads cannot contain tokens of any kind – this is to ensure that they are always available and can never exceed Google’s character limits. You can setup separate backup ads for each ad template.
Step 4 – Generate CSV & import into Adwords Editor
We are now ready to upload our CSV file into AdWords Editor. Simply choose a name for our CSV File and pick what elements you want exported: Keywords Only, Ads Only or Both Keywords and Ads. If we were using Keyword Machine to just update ad creatives within an existing AdWords account, we would choose to export text ads only. We will be covering how to use Keyword Machine for rapid A/B testing of ad creatives in a future post.
Open up Adwords Editor and go to: File > Import CSV > From File to upload your new campaigns.
Before posting changes to AdWords, check through any errors and correct where necessary. This is when you should also specify your keyword CPC bids.
If you have followed along with this post, you should now have a beautifully structured campaign with tightly themed ad groups and highly relevant ads that have a great chance of achieving above average ad relevancy.
Keyword Machine makes what can be a laborious time consuming task, quick and easy. What would have taken hours, wading through complicated formulas in spreadsheets, can now be accomplished in just minutes. There are huge benefits to be had by improving the keyword and ad relevancy of your campaigns; better quality scores, higher ad positions, lower CPCs and increased profits. So what are you waiting for? Accelerate your PPC campaign building with Keyword Machine today!
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