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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


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

  • Click Campaigns on main AdWords menu at top or side of page.
  • Click Campaigns folder below All Campaigns
  • Click Your Campaign in Campaign column lower on the page.
  • Click the Ad Groups folder at top or side of page.
  • Select All but removed Ad Groups on top half of Ad Groups page.
  • Click  +Ad Group button on left side mid-page.

Ad Group Name    Word1 Word2 PRECISE

Example:  Residential Electrician 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 additional Word3 only when the first two words alone are too general and would attract confused non-buyers. Do NOT 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.

Create an Ad     Word1 Word2 Custom Sales Pitch

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.

  • 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. Put as many words as 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?

Keywords:  Enter One Keyword Per Line   +Modified    "Phrase"    [Exact]

+word1 +word2

This is a Broad Match Modified 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.

Do NOT Put a Broad Match Keyword Into This PRECISE Ad Group

A Broad Match 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.

Default Bid for This Ad Group

  • Write your Max CPC Cost Per Click into the Bid Box. You'll never pay more than this amount per click on your ad.
  • You don't know what your competitors bid, until you run your ads. Put what you want to pay, then follow directions in 3-Tune Bids after your ads run a week.

Save Ad Group

  • Click Save Ad Group  You see All Campaigns > Your Campaign > Your Ad Group in the upper left side of page.
  • Click Keywords folder on top of left side of Ad Group page. Confirm that each Keyword has a green dot next to it to confirm that it's running (enabled). Do NOT change bids for individual Keywords and ignore "Below first page bid estimate messages -- you'll see why in Tune Bids.
  • Click Ads folder at top or left of Ad Group page.
    • If you see ad Disapproved, the AdWords computer found format violation like spelling, capitalization. Change the ad to fix.
    • 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 Gear or ? ICON 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. Do NOT let them change your Settings or Optimize anything -- any changes defeat the careful PRECISE targeting and 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.

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3 Ways to Find More Search Keywords

... Build More Ad Groups

10 minutes each


Find More Keywords # 1

1 - Build a BROAD Match Ad Group and Bid It Low

  • Identify which Ad Group runs most often.
    • Select the Ad Group folder
    • Set the Date Range in upper right hand corner of page to at least a week.
    • Click on Impr. at top of Impressions column to sort.
    • You see Ad Group Named Word8 Word9 PRECISE has the most impressions.
  • Click +Ad Group to build new Ad Group
    • Name the Ad Group Word8 Word9 BROAD
    • Use the same ad you used in Ad Group Word8 Word9 PRECISE
    • In the Keyword box, only put one Broad Match Keyword word8 word9 without any punctuation.

Bid This BROAD Ad Group LOWER Than All PRECISE Ad Groups

Otherwise, Google will run this Ad Group instead of your PRECISE Ad Group ads -- This is explained in Step 3-Tune Bids.

After this BROAD Ad Group runs for a while, you can see the actual words people put into search, before Google ran this ad. These will be different words that aren't already in your PRECISE Ad Groups.

  • Click on Keywords folder.
  • Set the Date Range in upper right of page to start when you created this Ad Group.
  • Click on Search Terms mid-page.
  • Click on Ad Groups at top of Ad Groups column to sort. Now you see all Word8 Word9 BROADAd Group rows together.
  • In the Search Term column, see the actual words people put into search.
  • Only build new PRECISE Ad Groups for Keywords that are important to your business and worth your time. You are already getting these clicks at low cost with your BROAD Ad Group and you want to keep your Ad Group report simple.

Find More Keywords # 2

2 - 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 > Campaigns  Then, Select All Campaigns on left side.
  • Set Date Range to All Time on top right of page.
  • Click Keywords folder. Then, Select All Keywords on top half of 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.

Find More Keywords # 3

3 - See Related Keywords From Recent Google Searches

When you build a new Ad Group, you see "sample" Keywords at the right side of Keywords box.

  • AdWords looked at your Web Landing Page and your ad in this Ad Group to look up words that people put into their Google search recently, that MIGHT relate to your business.
  • Write down words that are important to your business to build new PRECISE Ad Groups.

Do NOT Add These Words to Your Current PRECISE Ad Group as Suggested!

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

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.
    • Occurs 80%.  Very imprecise. Runs for many words.
    • 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 improve profits.

Most advertisers only put multiple Broad Match Keywords into their Ad Groups and pay more.

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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 > Campaigns > Your Campaign > Keywords
  • Click Negative Keywords box.
  • Click red + Keywords box on the right side under Campaign Level. You want to apply these Negative Keywords to your whole campaign.
  • Add Single Words, Only  It's too easy for your (and AdWords) to get confused. And you'll never know that your ads aren't running.
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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 Ad Group Lower Than City

Word1 Word2 BROAD               $         Bid BROAD Lower Than All PRECISE

  • These bidding rules are explained in Tune Bids.