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Ad group structure - how many is too many?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi,

 

I've just set up a campaign targeting professional services. Including Architects, accountants and solicitors. I've set up ad groups containing keywords related to architects and accountants. However, when searching for a solicitor people may search for 'solicitor' or 'lawyer'. Am I best to set up two ad groups to cover these synonyms, so one for keywords relating to lawyer and one for solicitor, so that I can write specific ads for each or lump them together in on ad group?

2 Expert replyverified_user

Re: Ad group structure - how many is too many?

Top Contributor
# 2
Top Contributor

Hi @James W I'm not sure there's any such thing as too many Ad Groups Smiley Happy  It's really important that your Groups are very tightly themed and that'll usually mean on a handful of Keywords, all of which are variations of the same word or phrase.  Since AdWords doesn't match Keywords to Ads, it's only when you have such a tight group of Keywords that you can create truly relevant Ads that match the search term.  In truth, many professionals (myself included) advocate just one Keyword per Ad Group.

 

Where you might see too many Groups is where there's an advantage to splitting them out into separate Campaigns, but this decision is usually based upon spend, geography, demographics, etc. rather than the Keywords themselves.  For example, if you had a Group for "lawyers" and a Group for "solicitors", and you found the "lawyer" Group was hogging all the budget and not really giving results, you might want to put them in separate Campaigns to control their spend.

 

Jon

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

Re: Ad group structure - how many is too many?

Top Contributor
# 3
Top Contributor
Hi James,

To follow with Jon above, I would recommend going with the quality of the keywords, not by the quantity. If you think that solicitor/lawyer related terms are more meaningful based on the search count and your landing page, you could set up different ad groups or rather different campaigns for the best possible experience.

My 2 cents!
Pankaj