Google user
Original Poster
Apr 14, 2023
Using ad groups for low budgeted campaigns (Local) ?
Everywhere i look, be it on reddit or youtube, everyone says if you have a small budget you must stick to 1-2 ad groups or you're going to run into big trouble by not getting enough data, and as such wont be able to optimise!
Now, in my head im convinced that tightly themed ad groups are always best. The more specific they are, the more specific you can make the ad, the headlines, the descriptions and the landing pages. Whether the clicks come from keywords that are sorted into 20 ad groups or 2, the same keywords are still getting the clicks so the data will accrue regardless of how they're organised. I will still be able to make bidding adjustments, add negative keywords, manage audiences etc..
So if someone can tell me why i keep hearing people say it's bad to 'spread the budget too thinly' across multiple ad groups it would be hugely appreciated as i cant get my mind around it!
Thanks everyone
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I think you're making it too difficult and complex for what this needs to be. For 3 reasons:
1. Responsive Search Ads - You can now provide a large range of headlines and descriptions, and Google will choose the one most suitable for that individual. Group keywords by theme and create ad copy which is relevant to all of those keywords by topic, not the actual exact keyword.
2. Whilst making sure your ads are relevant to your keywords is important, you don't need to have a specific ad for each keyword you're using. People will be able to associate the relevance of a generic headline (Plumber in Nottingham/Your Local Plumber/Plumber Near You) and their search term.
For example, if I'm searching 'Plumber in my Area', I'm going to understand the relevance of headline saying 'Plumber in Nottingham', I don't need it to say 'Plumber in Your Area'.
Original Poster Google user marked this as an answer
The common theme plays a role in ad quality
so do not use SKAG
Original Poster Google user marked this as an answer
You just don’t need to separate campaigns that thoroughly.
Campaign: plastering services
Ad group 1: emergency
Keywords: emergency plasterer, emergency plastering near me, local emergency plasterer…
Ad group 2: ceiling
Keywords: ceiling plasterer, ceiling plastering near me, local ceiling plasterer…
Last edited Apr 14, 2023
Diamond Product Expert MosheTLV recommended this
All Replies (2)
However, I do agree that there is the potential to spread the budget too thinly, unless you use something like a Shared Budget to make sure they can all dip into the pot.
My question would be is there a reason why you would need lots of campaigns and ad groups to cover the product/service you are offering? Are they all going to be for the same thing (for example a dental practice), or covering different things (all the different services a dental practice could offer?)
Google user
Original Poster
Apr 14, 2023
Apr 14, 2023
The common theme plays a role in ad quality
so do not use SKAG
Original Poster Google user marked this as an answer
Apr 14, 2023
Am I free to use ad sets as sparingly as needed or does that also carry consequences?
When reading other people’s conversations online it seems a lot of people are of the opinion that even with ad sets if you use too many when you have a low budget it prohibits adequate data collection, and optimisation - is there any truth to this ?
That's not a problem if you have huge search volumes coming through but with a smaller budget you don't have that luxury.
I'd really just recommend keeping your structure tight and focused. Based on budget and service size this really doesn't need to be a complex account. Sometimes simplicity works just as well.
Can you clarify what it means for the budget to be spread too thinly by using too many ad groups and the negative associations with that?
We plan on using a single campaign for a local plastering business. Whilst it makes sense to us to include all the keywords that have a plastering reference in the same ad group, a huge amount of our keywords have a generic location reference ex. In my area, near me, local to me etc..
Ex.
-Emergency Plasterer near me
-Emergency Plasterer in my city
-Emergency Plasterer in my area
As a result of this we feel forced to separate the keywords out into theme based ad groups where we can address the theme directly in the headlines to make them as relevant as possible without worrying about the location references.
It feels like the option is to either carry on using the large variety of Ad groups or simply cut our keyword selection in half by ridding ourselves of all the keywords that make a location reference - enabling us to then us DKI to assert ad relevancy.
Any advice / clarification on this would be hugely appreciated!
Thanks again