Convenient Google AdWords campaign management involves grouping keywords. There are many ways to group keywords. We'll present a few commonly used organizing methods.
Geographic key
In practice, this involves targeting specific areas for campaigns with specific characteristics. For example, it's possible to select voivodeships or cities for the most intensive campaign, or areas excluded from the campaign. In the case of an online tire store, this means, for example, starting promotions for winter tires or snow chains earlier in mountainous regions, where snowfall or icy conditions are expected earlier. The possibilities for shaping the campaign's reach based on geographic key are truly extensive: you can select voivodeships, cities, cities and surrounding areas, and individual towns (even small ones)—all according to your needs and expectations for the campaign. You can create ad groups specifically targeted at Greater Poland or Krakow.
Brand Key
Brand-based ad grouping is often used by multi-brand online stores. This criterion works well for products where the brand is a key identifying factor (e.g., cosmetics, clothing and footwear, electronics). With this type of grouping, ad content can be created based on specific associations with a given brand (luxury, youth, urban lifestyle, etc.).
Target group key
Who are individual ads aimed at , and whose preferences were they created for? By answering this question, we can identify the target groups for our activities and group our ads accordingly. In the case of a car dealership, these would be ads for family cars, sports cars, cars aimed at women, etc. Depending on the needs, we can intensify activities aimed at one group or reduce the number of ads addressed to another.
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Campaign Budget Key
Which ads should be budgeted for in the campaign, and which can be disabled first if necessary, is one way to group ads. This grouping facilitates decisions about increasing or decreasing the budget, or disabling certain ads. The importance of a given product or service to the company and its profitability determines which groups to group.
Key of opportunity
It divides products and services into year-round and seasonal, occasion-specific ones. Adopting the occasion criterion allows for easy activation and deactivation of periodic offers, as well as archiving and returning to previous campaigns after a year. This saves time and allows for the use of proven solutions or the analysis of existing data.
Summary
The above article covers the following topics:
- geographic targeting of Google Ads campaigns, enabling ads to be tailored to the location and needs of users,
- the importance of the brand as an element that distinguishes the offer in advertising campaigns,
- tailoring advertising campaigns to specific target groups and their preferences,
- allocation of advertising funds depending on the effectiveness and profitability of products,
- offer management depending on sales periods and occasions.
