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.