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Ad Groups Page

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Run the Right Ads to Your Best Customers

GamePlan shows how to precisely target your best customers. Every ad you run shows a customer the same words they just put into Google search plus your custom sales pitch for that specific type of customer.

Put Only One Set of Keywords into Each Ad Group

  • Keywords Which 2 or 3 words does your customer put into the Google search box?

  • Bid How much money do you make on each sale?

  • Ad What sales pitch do they like to hear before they buy?


Precise Ad Groups Lower Ad Costs Dramatically

  • Google lowers your cost per click and you get more clicks, because you show people what they're looking for.

  • You don't pay for clicks from the wrong people.

  • Tune Bids and Test Ads with scientific precision.


Click Buttons Below to Stay in Membership Area

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Welcome Member -- These Ad Groups Topics show how to run the right ads to your best customers. See step-by-step instructions and strategies. SettingsGamePlanTune Bids & Test Ads also have Member Topics at the bottom of their pages.

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Build Your First PRECISE Ad Group

... Learn 7 Ways to Target Your Customers

30 minutes


Ad Groups are the basic building blocks in AdWords. To run an Ad, you build an Ad Group. When someone puts the Keywords inside an Ad Group into Google search, Google runs an Ad from the same Ad Group, if your Bid is high enough. GamePlan shows how to build PRECISE Ad Groups, which dramatically lower costs and keeps you in control.

Build Your Campaign with PRECISE Ad Groups

You create each PRECISE Ad Group the same way. 

  • Keywords: One combination of 2 or 3 words that people put into Google search.

  • One Ad that contains those same words, plus a sales pitch for those specific words.

  • Manual Max CPC(Cost Per Click) Bid -- the maximum you'll pay for each click to your website.

  • Ad Group Name: Use the Ad Group Keywords to name your PRECISE Ad Group.

With GamePlan, we only put one Keyword combination of 2 or 3 words into each PRECISE Ad Group, so Google will always run our custom ad for those specific words.

Click Campaigns > Your Campaign > Ad Groups > +Ad Group

  • Click Campaigns on main AdWords menu at side of page.

  • Click Your Campaign in Campaign column lower on the page.

  • Click Ad Group Status on upper left side of Ad Groups page. Select "All Enabled"

  • Click BLUE + on upper left side of Ad Groups page.

Enter Ad Group Name:   Word1 Word2 PRECISE

EXAMPLE:  Ad Group Name:  AdWords Tutorial PRECISE

Which 2 or 3 words does your best customer put into Google search?

  • Click inside the Ad Group Name box to edit name.

  • Write Word1 Word2 PRECISE inside the box.

    • Include PRECISE, which is not a keyword, so you know this is a PRECISE Ad Group.

    • Include additional Word3 only when the first two words alone are too general and would attract confused non-buyers.

    • Don't include more words than you need -- your ad will not run unless someone puts ALL your words into their Google search box.

    • Later, when you Tune Bids and Test Ads, you'll see this PRECISE Ad Group name. You'll know those people put both Word1 and Word2 into search and saw your ad which contains both words plus your custom Sales Pitch for those specific words.

Enter Default Bid for This Ad Group

EXAMPLE:  Default Bid: $0.90

  • Write your Max CPC Cost Per Click into the Default Bid Box. You'll never pay more than this amount for each click on your ad, if you don't allow AdWords to "optimize bids".

  • You don't know what your competitors bid, until you run your ads. Enter what you want to pay, then follow directions in Tune Bids after your ads run.

Enter One Keyword Per Line for Three Match Types


+adwords +tutorial

"adwords tutorial"

[adwords tutorial]

Each PRECISE Ad Group has only one combination of 2 or 3 words. However, you enter three keywords for three ways that people may put those same words into Google search. These are called Keyword Match Types.

  • Click "Enter or paste your keywords, one word or phrase per line"

    • Enter three Match Types called Broad Match Modifier, Phrase Match, and Exact Match. Google run ads only when people put all of those specific 2 or 3 words into search.

    • Don't enter a Broad Match Type Keyword. Google runs ads for many loosely related words, often 4 times more often than your PRECISE words. These random words waste money and also totally distort our reports.

  • Click "Save and Continue"

Keyword Match Type Definitions:

+word1 +word2   This is a Broad Match Modifier Keyword. Include one space between +words. This tells Google to run your ad in this Ad Group ONLY when someone puts both words into their Google search box. They can put these words in any order, and can have other words before, between or after these words.

"word1 word2"   This is a Phrase Match Keyword. Include one space between words. This tells Google to run the ad in this Ad Group ONLY when someone puts these words in this word order into Google search. They can put other words before or after these words.

[word1 word2]    This is an Exact Match Keyword. Include one space between words. This tells Google to run the ad in this Ad Group ONLY when someone puts these two words into Google search, in this word order without any other words.

Don't Put a Broad Match Keyword into this PRECISE Ad Group

A Broad Match Type Keyword has no punctuation -- word1 word2 -- We only want Google to run the ad in this Ad Group when people put both Word1 and Word2 into search. Broad Match Keywords run ads when people put words that Google thinks are similar. For example, we want to run ads to people who put eagle into search -- Google runs an ad when someone puts in turkey, because they're both birds. We don't want to run ads to the wrong people and distort our Ad Group report that we need to Tune Bids and Test Ads scientifically.

Enter an Ad:     Word1 Word2 + Custom Sales Pitch


Final URL       www.RichBruns.com

Headline 1      AdWords Step-by-Step Tutorial

Headline 2      Run Successful Ads in 2 Hours

Display Path   www.richbruns.com / AdWords / Tutorial

Description     Lower ad costs dramatically. Demo explains how to set up AdWords, tune bids and ad testing.

AdWords changed to this Expanded Text Ad format in 2016. If you have old ads, it's worth converting them to this new format, because it gives you almost twice the space to explain your product.

  • Click BLUE + NEW AD

  • Select Text ad

  • Final URL Go to your Website landing page where you want ad clicks to go. Copy and Paste the URL shown in your browser.

  • Headline 1 and 2 Write Word1 and Word2 (the Keywords for this Ad Group, which are in the Ad Group Name) somewhere in Headline 1 and 2, if there is enough room or in the Description. Also, write in a custom Sales Pitch benefit that appeals specifically to people who put these words into their Google search box. Your ad will catch their eye, because they see their own words (people like their own words) and a custom Sales Pitch crafted by a human, not a computer.

  • Path Write Word1 and Word2 into these two boxes. These are not actual web page URLs, but describe what the search can expect to find on your Landing Page. Use hyphen - between words instead of spaces. Enter as many words that fit inside the boxes.

  • Description Write a Call-to-Action. Give searcher a good reason to click to see what's on your Website, where you have plenty of room to explain your product. Curiosity? White Paper? Demo?

  • Skip ad URL options.

Click Done

  • Don't put a second Ad in this Ad Group. You only want to run your best ad at the time, unless you want to test a new Ad in this Ad Group. See Test Ads

  • Skip Extensions -- except for Callout Extensions -- These only run when you run expensive ad positions at the top of search results. These phrases may not show below your ad, so don't expect people to see it, but consider it a possible free bonus.

Click SAVE AND CONTINUE to Confirm that Your New Ad Group is OK

  • At the top of AdWords page, you see All Campaigns > YourCampaign > New Ad Group Name, which shows you are looking inside your new Ad Group.

  • On the Ad Groups page, look for your new Ad Group and Click on it.

  • Click Keywords on left column to confirm that your Keywords are OK.

Don't Bid on Individual Keywords -- Only Bid on Ad Groups

Adjusting Bids inside the Ad Groups report greatly simplifies scientific bidding. Also, ignore "Below first page bid estimates" See Tune Bids.

  • Click Ads on left column to confirm that your Ad is properly formed.

  • A GREEN DOT at left says your Keyword or Ad is Enabled (Active). The Campaign and the Ad Group must also be Enabled for your Ad to run.

  • Click on the GREEN DOT to Pause items.

  • Click in BOX next top DOT, then EDIT in BLUE AREA above to REMOVE items.

Ad Disappoved?

  • If you see ad Disapproved, the AdWords computer found a format violation like spelling, capitalization. Change the ad to fix. Not to worry -- you can't break the AdWords computer, and every day is a new day with new searchers.

  • If you see Under Review, the AdWords computer couldn't find a problem. It takes less than a day to get Approved by a human.

  • If you don't get approved and it's an important ad, click ? in upper right corner of AdWords page to call phone support. They know Google policies, can see your AdWords account and are happy to help out.

Don't let AdWords people change your Settings or Optimize anything

GamePlan works as simple system to PRECISE target your customers. Settings and Optimizations designed for big-budget corporations distort the reports we need to Tune Bids and Test Ads scientifically.

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Build More PRECISE Ad Groups the Same Way

... For Search Words You Already Know

10 minutes each


Follow the same instructions you used to build your first PRECISE Ad Group. 

  • Now you know how to build a new Ad Group in minutes anytime you want try out new Keywords.

  • Experiment! PRECISE Ad Groups greatly limit your risk.

  • Just ask yourself, "Do I want to pay for clicks from people in my geography who put those very specific words into Google search?"

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Find More Search Keywords

... See Suggestions Inside Ad Groups and Old Campaigns

10 minutes each


Find Keyword Suggestions Inside Ad Groups

When you’re inside an Ad Group and you click to enter new keywords, Google shows you a list of words that people actually put into Google search that the Google computer thinks are related to your website and your ad inside that Ad Group.

Write down the words you want to use to build new PRECISE Ad Groups.

Do NOT add these keyword suggestions to this Ad Group!

Find More Keywords from Old Campaigns

Old Campaigns > Not Accurate But Good to Brainstorm

Your old campaigns are not scientifically accurate, because they weren't built with PRECISE Ad Groups. However, you can discover some valuable Keywords.

  • Click Campaigns on main AdWords menu at side of page.

  • Click BOX on left side above list of Campaigns to select ALL Campaigns.

  • On left mid-page, Click Campaign Status to Select All Campaigns.

  • Set Date Range to All Time on top right of page.

  • Click Keywords on left side column.

  • Then, Select All Keywords on top Keywords page.

  • Click Impr. at top of Impressions column to sort.

  • You'll see which Keywords ran most often.

  • Build new PRECISE Ad Groups for Keywords that are important to your business.

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High Quality Scores Can Double or Triple Your Bid Value

... When You Show People Precisely What They're Looking For


When someone puts words into the Google search box, Google wants to show them what they're looking for. They have two good reasons to run high quality ads.

  1. Google makes $50+ billion per year from search advertising. They must maintain high quality ads to make sure people continue using Google search.

  2. Google only makes money when someone clicks on your ad.

AdWords Uses Quality Score to Reward Effective Ads

Quality Score is a number between 1 and 10 which measures ad quality.  Quality Score times your Max CPC Cost Per Click bid determines what position your ad runs on the search results page.

Most ads get a Quality Score = 3, because the ad generally relates to the search words, but does NOT contain the actual search words. AdWords rarely gives quality scores of 1 or 2.

  • Big-budget campaigns put thousands of keywords into each Ad Group, so the ad inside that Ad Group rarely contains the search words.

  • Your small business competitors don't know how to build PRECISE Ad Groups.

  • Your landing page must generally relate to the search words, or your ad will be disapproved.

  • You do NOT get a higher Quality Score because of content on your landing page.

PRECISE Ad Groups Usually Get Quality Scores Between 6 and 8

The AdWords program gives you high Quality Scores, because you show searchers what they're looking for.

  • Your ads show the same words people just put into search.

  • You wrote a custom ad specifically designed to attract those people. So you get a higher Click Thru Rate, which also increases Quality Score. With scientific ad testing, it's possible to get a rare Quality Score of 10.

  • Sometimes the AdWords program gives no advertiser a high Quality Score.

  • If you build PRECISE Ad Groups with reasonably high CTR, there's nothing more you can do to increase Quality Score.

PRECISE Ad Groups Usually Double or Triple Your Bid Value

EXAMPLE:  You have a Quality Score = 6, and your competitor has a Quality Score of 3.

  • Your $5 bid is worth $10, while your competitor's $5 bid is still worth $5.

  • If your Quality Score is 9, your $5 bid is worth $15.

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How Keyword Match Types Make You Money

... Precisely Control Who Sees Your Ads and the Ad They See



The 4 Match Types are different ways people put the same words into the Google search box.

  • The 4 Match Types of the same words is are 4 different Keywords.

  • AdWords looks at the Google search box for EVERY Google search.

  • Each Match Type might be the best "match" for a specific search. You have all three PRECISE Keyword Match Types.

  • The best Match Type gets a higher Quality Score, which costs you less.

  • Most competitors will only use the default Broad Match Type.

Assume the words are adwords tutorial.  The 4 Match Types are the following:

  • Exact Match [adwords tutorial]

    • Designated by Square Brackets.

    • Search box contains the two words in the same word order.

    • No other words.

    • Occurs rarely, maybe 5%-10% of searches.

  • Phrase Match "adwords tutorial"

    • Designated by Double Quotes

    • Search box contains the two words in the same word order.

    • Can be other words before and/or after.

    • Occurs rarely, maybe 10%-15% of searches.

  • Broad Match Modified +adwords +tutorial

    • Designated with + preceding each word. Keep one space between +words.

    • Search box contains both words in any order.

    • Can be other words before, between and/or after.

    • Occurs 20% +. Very precise, but runs fairly often.

  • Broad Match adwords tutorial

    • Designated with no punctuation.

    • Search box contains words that are RELATED to either word.

    • In many cases, does NOT contain either word.

    • Runs 60% of Impressions, when you have all 4 Match Types.

    • Very imprecise. Runs for many words only loosely related.

    • EXAMPLE: Your Broad Match Keyword = eagle. AdWords may run ads to people who put turkey into their Google search box, because they are both birds.

How PRECISE Ad Groups Save You Money

You only put Exact, Phrase and Broad Match Modified Keywords into each PRECISE Ad Group

  • No matter how people put those specific words into search, you have the best "match", which gives you the highest Quality Score and the lowest cost.

  • Most advertisers pay more, because they don't include all three "PRECISE" Match Type keywords in their Ad Group..

Do NOT put Broad Match Keywords into your PRECISE Ad Groups.

  • You only run ads when people put those very specific words into search.

  • You don't pay for clicks from non-buyers, who aren't looking for your product.

  • Your PRECISE Ad Group report make it easy to Tune Bids.

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Set Negative Keywords

... Handle with Care! Single Words, Only

10 minutes


You're telling Google to NEVER run ads, when people put these Negative Keywords into search. 

  • Click Campaigns > Your Campaign > Keywords

  • Click Negative Keywords at top of page.

  • Click BLUE + on top left.

  • Select Add negative keywords

  • Select Add to Campaign You want to apply to entire Campaign, not just some Ad Groups.

  • Add Single Words, Only It's too easy to make mistakes. And you'll never know that your ads aren't running.

  • Use the Broad Match Modifier Keyword Match Type: +word

  • Click Enter or paste your negative keywords, one per line




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Build PRECISE City Ad Groups

... How to Cover More Cities with Less Work

5 minutes each


You intentionally built your Words-Only PRECISE Ad Groups first.

  • Now you can now see which PRECISE Ad Groups run most often.

  • AdWords is a numbers game. 20% of your Ad Groups probably run 80% of your ads.

  • You want to save time and keep your campaign simple with fewer Ad Groups.

You may NOT want to build PRECISE City Ad Groups for ALL Words and ALL Cities.

  • For example 20 Keywords x 20 Cities = 400 City Ad Groups = Way Too Much Work!

  • To simplify, run your Top 4 Keywords x Top 4 Cities = 16 City Ad Groups

  • Decide which Keywords and Cities are worth your time and campaign complexity.

  • Make a Table with Rows=Keywords x Columns=Cities

    • This helps to prioritize your work and keep track of your progress so you don't make duplicate City Ad Groups.

    • For example, you may want to run all Keywords for one City, only.

    • Check the box for the Keyword Row and the City Column, as you complete each new City Ad Group, so you don't make duplicate Ad Groups.

Follow these Rules

  • Only Build PRECISE Ad Groups for Cities -- you don't want to run New York ads to people who put London in their search!

  • Name City Ad Groups like this Word1 Word2 City PRECISE This helps proper bidding. When you sort the Ad Groups column, you see the three Word1 Word2 Ad Groups in rows next to each other:

Word1 Word2 City PRECISE    $$$$   Bid City Ad Groups Highest

Word1 Word2 PRECISE            $$$     Bid Words-Only Ad Group Lower Than City

Bid City Ad Groups Highest

You want Google to run ads which contain the City Name, when someone puts a City Name into search. Google will run the Words-Only ad, if you bid the Words-Only Ad Group higher.

  • These bidding rules are explained in Tune Bids.