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Why group keywords and not just DKI in ads?

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# 1
Visitor ✭ ✭ ✭
I'm trying to understand the benefits of grouping keywords in to targeted themes if my ads use DKI.

Is grouping still worth while doing if only one landing page and product is targeted?
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Marked as Best Answer.
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Accepted by topic author MochaMedia
September 2015

Re: Why group keywords and not just DKI in ads?

Top Contributor
# 2
Top Contributor

Hi  

 

#1, DKI isn't guaranteed to appear for all Ad impressions so you'll sometimes be showing the default text, which is obviously then going to cause relevancy issues.

 

#2, you probably only want to use DKI in one line of your Ad which means all the other lines (and the Display URL) are going to have to be the same for all Keywords, which usually isn't ideal.

 

#3 , you can only apply negatives and flexible bidding options at the Campaign or Ad Group level so having all your Keywords in one Group restricts your ability to optimise.

 

#4, it's simply good practice to have your Account well-structured.  It's easier to manage, easier to optimise and easier to understand.

 

Of all these, #1 above is probably the most important.  DKI is not a guaranteed function.

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author MochaMedia
September 2015

Re: Why group keywords and not just DKI in ads?

Top Contributor
# 2
Top Contributor

Hi  

 

#1, DKI isn't guaranteed to appear for all Ad impressions so you'll sometimes be showing the default text, which is obviously then going to cause relevancy issues.

 

#2, you probably only want to use DKI in one line of your Ad which means all the other lines (and the Display URL) are going to have to be the same for all Keywords, which usually isn't ideal.

 

#3 , you can only apply negatives and flexible bidding options at the Campaign or Ad Group level so having all your Keywords in one Group restricts your ability to optimise.

 

#4, it's simply good practice to have your Account well-structured.  It's easier to manage, easier to optimise and easier to understand.

 

Of all these, #1 above is probably the most important.  DKI is not a guaranteed function.

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits