Note: Read Best practices: Google Ads Campaigns for when to use each.
Run experiments with Keyword Groups and single keywords to find your winning formula on Google Search.
Main difference
The main difference between Keyword Groups and single keywords is how campaigns get structured natively in Google Ads.
Keyword Groups add all selected keywords to one ad group natively in Google Ads.
Single keywords create separate campaigns and ad groups for each selected keyword (1:1:1 / SKAG approach) natively in Google Ads.
Pros and cons of each
Keyword Groups
Pros:
- Less costly way of testing multiple keywords since you're sharing daily budget across multiple keywords instead of giving each keyword it's own dedicated budget,
- Cleaner when looking at campaigns natively in Google Ads because this approach does not require a campaign to be created for each target keyword,
- Reduced learning curve because the structure matches what most B2B marketers are familiar with today.
Cons:
- Unable to track performance and optimize at the keyword level which means you may be spending on keywords in your ad group that aren't driving worthwhile performance.
Single Keywords
Pros:
-
More efficient in the long-term because tracking and optimization is done at the keyword level which allows you allocate more budget to high performing keywords and stop spending on low performing keywords.
Cons:
- Results in a lot of campaigns natively in Google Ads which can create clutter making navigation in the native platform more challenging,
- Greater learning curve because it's an approach not as commonly used as multi-keyword ad groups.
When to use each
Read Best practices: Google Ads Campaigns for when to use each.
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