What's the first thing you do, when building a campaign? Choose your keywords. Those keywords are then split into adgroups. But, how do you choose your adgroups?



In another articletitled: ?Adgroups: Keywords that play well together, stick together? " I mentioned there are two ways you can split your Adgroups. The first one was "what" grouping. The second one will be discussed in this article, namely: "Who are you targeting with your grouping?". In order to group your keywords correctly you should consider just "who" are the people that want to reach your web page and what are they searching for.

Let's say you have a website that teaches ChineseThink about who are the type of people that want to learn Chinese. In this case it can be businessmen or maybe it might be students who want to learn another language. These two groups of people will search different keywords in Google. Hence take the keywords you've already chosen for your campaign and think which of the keywords is most relevant for each of your adgroups.

"Business Chinese" is no doubt more relevant to businessman, while, say ?Learn Chinese In Ten Easy Lessons? is more likely to be searched by a student. After you've finished grouping keywords, the second step is writing text ads focusing on the benefit or a term to catch the eye of the relevant searcher. For example: Businessman would react better to "Learn professional Chinese to boost your sales".

A step further would be having customized landing pages for each of the groups- say a landing page emphasizing how Chinese will help business for the businessman, while switching to how much fun it is to learn Chinese is for the language students.

Again, if a costumer sees an ad that talks about what he is looking for, and the website is also talking about that exact same subject, he is thinking about there there's a much better chance he'll buy the product on the web page.

Splitting your keywords to the right adgroups in order to give them the most relevant ads and then sending those people to different landing pages according to what they searched for can increase your CTR and your conversion rates dramatically.

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