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New to AdWords. Need help with keywords / ad groups

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# 1
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We are an association of neurological surgeons. Considering using AdWords to boost attendance at our Annual Meeting. I have read through a number of items, but could use an assist with keywords / ad groups. When searching, a surgeon might enter (conference, meeting, or congress) AND (either neurosurgery or neurosurgeon or possibly "neurological surgeon"). Do you have any recommendations as to best approach and traffic estimates?

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Marked as Best Answer.
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Accepted by MosheTLV (Top Contributor)
September 2015

Re: New to AdWords. Need help with keywords / ad groups

Top Contributor
# 2
Top Contributor

Hi GlennL,

 

Welcome to the Community.

 

First, the Google Keyword Tool may provide you with some more keyword ideas and some traffic estimates.

 

The overall idea here is to group your keywords into ad groups (themes) so that your ads will always make sense to the end user.  You may or may not have enough keywords to warrant many ad groups but it's still a good idea to grasp this concept as longer term it will help you.

 

Now - on to how to input your keywords.  As you suggested, you may know some of the search queries that your fellow surgeons may be using but chances are you will not know them all.  That's okay actually, within AdWords, you can specify a specific match type for your keywords.  This match type controls how your keywords are matched to user search queries.

 

For instance:

 

You could have 3 ad groups with the following keywords:

 

Ad group #1 "conference"

+neurosurgery +conference

+neurosurgeon +conference

+neurological +surgeon +conference

 

Ad group #2 "meeting"

+neurosurgery +meeting

+neurosurgeon +meeting

+neurological +surgeon +meeting

 

Ad group #1 "congress"

+neurosurgery +congress

+neurosurgeon +congress

+neurological +surgeon +congress

 

The + signs are to designate modified broad match.  This basically requires that these words be present in the user search query but will also allow additional terms to be present as well.  It's a wider approach that will capture some traffic for terms you have not yet included as keywords within your campaigns.  Also, by breaking out separate ad groups, you can set your ad copy to reflect the theme of your ad groups more specifically.

 

Now, what I have suggested is just a quick run down and possible solution for you.  With some good keyword research, you should certainly be able to expand upon your possible keywords.

 

If you have any followup or further questions, please don't hesitate to ask.

 

Hope this helps!

 

-Tom

 

 

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer.’

View solution in original post

Marked as Best Answer.
Solution
Accepted by MosheTLV (Top Contributor)
September 2015

Re: New to AdWords. Need help with keywords / ad groups

Top Contributor
# 2
Top Contributor

Hi GlennL,

 

Welcome to the Community.

 

First, the Google Keyword Tool may provide you with some more keyword ideas and some traffic estimates.

 

The overall idea here is to group your keywords into ad groups (themes) so that your ads will always make sense to the end user.  You may or may not have enough keywords to warrant many ad groups but it's still a good idea to grasp this concept as longer term it will help you.

 

Now - on to how to input your keywords.  As you suggested, you may know some of the search queries that your fellow surgeons may be using but chances are you will not know them all.  That's okay actually, within AdWords, you can specify a specific match type for your keywords.  This match type controls how your keywords are matched to user search queries.

 

For instance:

 

You could have 3 ad groups with the following keywords:

 

Ad group #1 "conference"

+neurosurgery +conference

+neurosurgeon +conference

+neurological +surgeon +conference

 

Ad group #2 "meeting"

+neurosurgery +meeting

+neurosurgeon +meeting

+neurological +surgeon +meeting

 

Ad group #1 "congress"

+neurosurgery +congress

+neurosurgeon +congress

+neurological +surgeon +congress

 

The + signs are to designate modified broad match.  This basically requires that these words be present in the user search query but will also allow additional terms to be present as well.  It's a wider approach that will capture some traffic for terms you have not yet included as keywords within your campaigns.  Also, by breaking out separate ad groups, you can set your ad copy to reflect the theme of your ad groups more specifically.

 

Now, what I have suggested is just a quick run down and possible solution for you.  With some good keyword research, you should certainly be able to expand upon your possible keywords.

 

If you have any followup or further questions, please don't hesitate to ask.

 

Hope this helps!

 

-Tom

 

 

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer.’