| "body"> | | | | List 1. Keywords related to 'teen problems' |
| Step Two: Shatter Your Groups | | | | - a problem for teens |
| Low AdWords impressions? Quality Score Falling? | | | | - a problem with teens |
| Often advertisers create AdGroup - Keyword - | | | | - about teens problems |
| Landing Page combinations with very poor relevance. | | | | - adolescent problems |
| Learn how to "shatter your groups" to increase | | | | - back problems in teens |
| relevance. | | | | - behavior problem teens |
| Compare these two AdGroups: | | | | - behavior problems in teens |
| Example 1. This AdGroup has poor relevance | | | | - behavior problems with teens |
| - AdVariant | | | | - behavioral problems in teens |
| - Footwear | | | | - behavioral problems teens |
| - Get your footwear here | | | | - camp for problem teens |
| - at best prices in town | | | | - complaints young |
| - www get-your-footwear-here com (not a real link) | | | | - cute problems |
| Keywords: footwear, shoes, boots, sandals | | | | - dealing with problem teens |
| Landing Page Copy | | | | - diagnosing girls |
| - Get Your Footwear Here! | | | | - diagnosing young |
| - Copy talking about footwear and shoes | | | | - difficulties teens |
| - with a mention of sandals and a bit about | | | | - difficulties young |
| - boots. Plus more about footwear, sandals | | | | - disorders girls |
| - other types of shoes footwear etc you get | | | | - drug problems in teens |
| - the idea. | | | | - emotional problems in teens |
| Example 2. This AdGroup has better relevance | | | | - emotional problems teens |
| - AdVariant | | | | - for parents with problem teens |
| - Shoes | | | | - ... plus about 100 more list items, removed to comply |
| - Get your shoes here | | | | wtih Ezine keyword density rules ... |
| - at best prices in town | | | | - the problem with teens |
| - www get-your-footwear-here com/shoes | | | | - thyroid problems in teens |
| Keywords: shoes | | | | - weight problems in teens |
| Landing Page Copy | | | | - weight problems teens |
| - Get Your Shoes Here! | | | | - with problem teens in |
| - Copy talking about shoes and more shoes | | | | - young keeps |
| - with even more mention of shoes and types | | | | - young problem |
| - of shoes. Plus more about shoes, shoes | | | | - young problems |
| - other types of shoes etc you get the idea. | | | | - youth problems |
| See the difference? | | | | Now, can you see some logical groupings in there? |
| The problem with "Footwear" is, it is just too vague. | | | | Here are 19 groups that I can see: |
| AdWords strongly favours tight relevancy - even the | | | | List 2. Logical grouping from List 1 above, related to |
| second AdGroup in the above example is not as tight | | | | 'teen problems' |
| as it could be. | | | | - Teen behavior problems |
| Shatter your Ads into tightly relevant AdGroups. | | | | - Teen emotional problems |
| Shatter your groups: a group (with keywords and | | | | - Teen mental problems |
| AdVariants and a landing page) all about walking | | | | - Teen learning problems |
| shoes; another group all about indoor men's shoes; | | | | - Teen drug problems |
| another about sports shoes, and so on. Just this one | | | | - Teen substance abuse problems |
| step, for most campaigns, is enough to get you all the | | | | - Teen alcohol problems |
| impressions you need! The following gives a simplistic | | | | - Teen drinking problems |
| example to illustrate the point: | | | | - Teen health problems |
| Example 3. This AdGroup has even better relevance | | | | - Teen obesity problems |
| - AdVariant | | | | - Teen weight problems |
| - Walking Shoes | | | | - Teen nutrition problems |
| - Get your walking shoes here | | | | - Teen heart problems |
| - at best prices in town | | | | - Teen family problems |
| - www get-your-footwear-here com/walking-shoes | | | | - Teen school problems |
| Keywords: [walking shoes] (note phrase match not | | | | - Problems teens face |
| broad match) | | | | - Diagnosing teen problems |
| Landing Page Copy | | | | - Families with problem teens |
| - Get Your Walking Shoes Here! | | | | - Parents with problem teens |
| - Copy talking about walking shoes and more | | | | And I'm sure there are a few more in there; see if you |
| - more mention of walking shoes and types | | | | can spot some. |
| - of walking shoes. Plus more about walking | | | | Each of those keyword groups becomes a new |
| - shoes etc you get the idea. | | | | AdGroup with its own focused landing page and |
| Again: See the difference? | | | | AdVariants. Feed the subject phrase (such as "teen |
| That might sound like a lot of work - building all those | | | | behaviour problems") back in the Google Keyword |
| landing pages for each shattered group - well, it | | | | Tool to get even more related keywords. |
| needn't be... Typically, using Save As and a bit of | | | | Some of the landing pages may be almost identical - |
| imagination, two people can create at least 10 to 15 | | | | for example I suspect the weight page and the obesity |
| shattered landing pages (and their corresponding | | | | page will be quite similar, although you might talk about |
| AdGroups and AdVariants) in less than a day - and | | | | over-weight and under-weight concerns on the weight |
| once we did 34 in an afternoon (two people for about | | | | page, and obviously you'd handle the specific issues |
| 5 hours each) and increased impressions by 50x | | | | relating to obesity on the obesity page. |
| instantly - with tighter relevance! | | | | Is "weight problem" really that different to "obesity |
| Now, how do you decide what the shattered groups | | | | problem"? Yes! Do they need separate pages? Yes! |
| should be? | | | | Google knows they are closely related (by word |
| Use the Google tools and/or tools like Micro Niche | | | | association) but even so, you will get fewer |
| Finder (which, by the way, at $67 is by far the | | | | impressions if you mix the two phrases on the same |
| best-value tool that we have purchased to help us get | | | | page and/or mix the keywords in the same AdGroup. |
| our AdWords Campaigns to Self-fund) and get a list | | | | This is because Google assumes that repeated use of |
| of keywords that Google thinks might be relevant for | | | | one phrase is more tightly relevant than |
| the group you're about to shatter. | | | | interchangeable use of two or three apparently related |
| Note: you may have already put all these keywords | | | | phrases. |
| into your AdGroup during Step 1 (previous article), in | | | | Newbie summary: |
| any case you should use the Google Keyword Tool | | | | Create at least 15 and up to 30, 40 or even 50 |
| and or Micro niche Finder again in this step to ensure all | | | | AdGroups with 10-20 very similar keywords and 2-3 |
| possible keywords are considered. | | | | tightly relevant AdVariants in each group. |
| Imagine an AdWords Campaign driving traffic to your | | | | Make versions of your landing page - each version |
| How to Deal with Problem Teenagers landing page. | | | | specifically targeting one of the AdGroups. |
| For the root keyword phrase teen problems, Google | | | | Good luck with PPC! |
| returns the following list (using Micro Niche Finder): | | | | |