These slides go in-depth on how to structure your ad groups for search marketing success! Check out Trada Reviews here: http://www.trada.com/trada-reviews/

1. The Architecture
of Ad Groups
#adgrouparchitecture

2. Architect Matt Hessler,
Director of Account Management
Architect Anna Sawyer,
Marketing Manager

3. Ad groups are for organizing
ads.

4. Ad group structure is
important because:
Good ad group
practices = better
quality score
Better quality score =
lower click prices,
better results

5. If you don’t follow best
practices:
You’ll lose ad
position, pay more,
and get fewer clicks
Your competitors will
beat you

6. Essential practices for
ad group structure
Keep ad groups very
small - 10 keywords is
standard.
Write multiple ads for
each ad group (we
suggest 4)

7. How should you organize
your ad groups?
product theme
concept terminology
point in
tail size
buying cycle

8. How should you organize
your ad groups?
product theme
Snike Air Pegasus Men's
Running Shoe
concept terminology
Snike Sloop 2 Men's Trail
Running Shoe point in
tail size
buying cycle

9. How should you organize
your ad groups?
product theme
Snike red running
shoes
concept terminology
Snike red trail runners
point in
tail size
buying cycle

10. How should you organize
your ad groups?
product theme
Shoes for running
concept terminology
Shoes for trail running
point in
tail size
buying cycle

11. How should you organize
your ad groups?
product theme
Running shoes
Jogging shoes
Shoes for sprinters
Footwear concept terminology
Trainers
Kicks
Treads point in
tail size
buying cycle

12. How should you organize
your ad groups?
Short
Running shoes product theme
Snike shoes
Long concept terminology
Where can I buy
running shoes online
point in
Discount Snike running tail size
buying cycle
shoes on the web

13. How should you organize
your ad groups?
product theme
Awareness
Shoes for running concept terminology
Running shoes
point in
tail size
buying cycle

14. How should you organize
your ad groups?
Comparison
product theme
Snike running shoes price
Snike running shoes concept terminology
cheap
Best Snike running shoes point in
tail size
buying cycle
Best shoes for running
10K

15. How should you organize
your ad groups?
product theme
Direct
Snike Air Pegasus concept terminology
Men's Running Shoe
size 10
point in
tail size
buying cycle

16. Be creative!
Ad group: Barefoot is for Cavemen
Modern humans have the
Snike Air Pegasus.
Barefoot Running Free Shipping and Returns!
tradashoes.com/Snike

17. Match types
and how to
mix them

18. Match types
broad match
keywords “phrase
match
keywords”
[exact match
keywords]

19. Ads could show for
Broad match: any of the following:
shoes
shoes to buy
tips for repairing shoes
shoes for horses
bowling shoes

20. Ads could show for
Phrase match: any of the following:
“running shoes”
buy running shoes
running shoes for kids
recycle running shoes

21. Ads will show for the
Exact match: following:
[running shoes]
running shoes

22. Mixing match types:
Don’t mix all three
match types in one ad
group.

23. Think of it like this.
Broad match is great
for testing the waters.
Move what’s working
into a “phrase match”
ad group.
Use [exact match] for
keywords that convert
- and bid high.

24. Get negative:
use negative keywords
at the ad group level

25. Negative keywords
Include negative
keywords to your
campaign to ensure
that your ad won’t
appear when a
searcher types in a
certain term.

26. Ad group: Negative keywords:
Running shoes
- used
- reviews
- repair

27. Negative keywords
make an ad group more
focused.
Use the search queries
report to brainstorm
more negative
keywords.

28. Work backwards!

29. Plan your work, work
your plan.
Quality Score depends
heavily on relevance.
How do you keep all
your keywords, ads and
landing pages relevant?

30. Work backwards.
Use copy from landing
pages to inform ad
group themes
Build your keyword
Check everything for
lists from your ad
relevance
groups

31. Search marketing has message
testing - built right in.

32. Why you should test
messages at the ad
group level:
Testing will increase
your click-through
rate
Better click-through Better Quality Score
rate means better means more clicks
Quality Score

33. Oh, and also:
Search marketing
gives immediate
feedback
so you can find out Then you can use
which messages are what you learn across
getting results channels

34. Write four ads for
each ad group. Vary the
Here’s how subject lines in two,
to do it. and the CTA in two.
After two weeks, ditch
the two ads that didn’t
perform as well, and
(repeat) write two more.

35. Here’s the summary!
Ad groups are the
foundation of a successful
search marketing campaign.

36. Here’s the summary!
Keep ad groups small and
relevant.

37. Here’s the summary!
Don’t be a slacker!

38. Here’s where we take two
minutes to tell you that Trada
can handle all the tricky work
of ad group architecture...
... and it doesn’t cost any more
than if you were to solve
them yourself.

39. Trada has a crowd of over 2,000 certified
search marketing experts who do PPC for you.

40. Multiple experts work
on your campaign at
the same time.
You get:
Diversity of thinking
Constant optimization
Multiple ad networks

41. and they already know how to build
ad groups optimized for Quality Score
and conversions!

42. It’s pay-for-performance.
There are NO fees:
no startup fees, no management fees.
You can get started right away.

43. Time for questions!
For more information or to schedule a demo, email
anna@trada.com