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Separate Ad Group or Separate Campaign?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi,

 

I have to run an ad campaign for 2 spa/hotel casino's maybe 20 minutes apart from one another.  One of them is actually named spa casino resort.  The campaign is getting set up to target that general area, while all keywords relate to spa/casino hotel resort language.  Is it better to set up 2 separate campaigns or 2 separate ad groups for this campaign?  Will keywords be competing against each other?  Thanks

Re: Separate Ad Group or Separate Campaign?

Explorer ✭ ✭ ☆
# 2
Explorer ✭ ✭ ☆

Hi djlee,

 

I would suggest you to make 2 separate campaigns for each of your clients instead of making two adgroups in the same campaign. This way you will be able to have a hold on the both campaigns completely with respect to budget, location targeting etc. (I hope your 2 spa/casino belongs to two different owners with two different sites.)

 

Regarding your query “will keywords be competing against each other” yes they will according to me because the set of keywords will be similar for both the spas and if location targeting is nearby (if this is the case). I am still not exactly clear to your query if you can explain it in more details I would love to explain it even further.

 

Apart from this I have a question, are you targeting the local audience within certain miles or complete city/state.

 

I hope my views/suggestion helps!

 

Thanks,

Azeem Shaikh

Azeem Shaikh
SEM Freelancer & Consultant.
Adwords & Bing Ads Certified Individual.

Re: Separate Ad Group or Separate Campaign?

Follower ✭ ✭ ☆
# 3
Follower ✭ ✭ ☆

If the spas/casinos have different owners that's a tough one. I would proceed as Azeem suggested. Since they're natually competing with each other any way, bid competition would be inevitable no matter what.

 

If they're owned by the same company, that's something I have some experience dealing with. The best solution I've found is to create one campaign. You can have multiple groups within that campaign, and as usual with Adwords, probably should so that your ads are getting the best possible relevance against the keywords in each ad group.

 

The main thing is to make sure that each spa/casino is getting a fair balance versus the other so that their ads are being served equally. So, if I search for spa/casino in your area either one's ads has a 50% chance of being shown. You should have two versions of every ad in each ad group, each version pointing at a different spa/casino than the other- each ad version should do its best to hit the keywords in that group so they're equally relevant.

 

You figure out billing based off of how much those ads spent individually.

 

It's not an ideal situation but it's as close to fair as it'll get. Otherwise, seperate campaigns would drive each other's bids up. You'll need to keep an eye on the ads and occasionally tweak to make sure they're being served equally, but if set up correctly you shouldn't run into too many issues.

 

Hope that helps! 

Re: Separate Ad Group or Separate Campaign?

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭
Hi,

Thanks for your feedback. The properties are owned by the same company. However, the keywords will be mostly the same for both properties while location targeting will be setup for the general area. One of the properties is actually in that area while the other is just outside of it and might not even be able to target. Any idea on how to proceed with this?

Re: Separate Ad Group or Separate Campaign?

Follower ✭ ✭ ☆
# 5
Follower ✭ ✭ ☆

Using the same keywords for both properties is fine when you're running one campaign as described above. Just be sure to break up themed keywords into different ad groups. "Spa" related keywords in one ad group, "casino" related in another, etc. Write ads for each property that work with the theme of each ad group. 

 

If I'm understanding your location description correctly, you're saying that you're targeting customers in one general area for both properties? The location of the actual businesses doesn't matter. 

 

You can get very specific with geographic targeting so perhaps dive into the map and do some focused radius targeting on various local towns/cities. With one campaign it won't always be perfect since it's possible that someone will see an ad for one of the properties when technically it would have been better to see the ad for the other property, but it sounds like they're close enough geographically where that's not a big deal. 

Re: Separate Ad Group or Separate Campaign?

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭
Thanks again. Question - these properties have different URL's, so do I have to create a new adgroup for each property?

Re: Separate Ad Group or Separate Campaign?

Follower ✭ ✭ ☆
# 7
Follower ✭ ✭ ☆

No, again it's all about the different ads in your ad groups. So let's say that your "casino" ad group has a bunch of casino related keywords, but it only two ads in it, each describing one of the two different properties. Those ads can point to different URLs. If I'm a customer in your targeted area and I search for "casino" I have 50/50 chance of seeing one of those two ads, either one taking me to a different website.