Maximising Site Relevancy

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August 26th, 2010 by Alan

The game of reducing your Google content network costs, whilst maximising relevancy can be one of highs and lows. There are definite trade-offs. There are times when lack of relevancy is worth it for the wider exposure it provides. Google is doing a great deal to ensure relevancy but in the meantime, as a PPC advertiser there are many things you can put into place to minimise any unpleasant surprises.

Use ad groups like keywords when targeting contextually

Google often recommends using many small, tightly-themed ad groups to increase the level of relevancy when site matching. This best practice has other benefits, and currently there is no means to get data for the content network at the level of keyword.

Use multiple ad groups

If you set up multiple ad groups using well-related keywords, they will function within pay per click accounts in the same way a keyword would. This will allow you to pause the ad groups and amend the bid on a more detailed level than when using large ad groups. This is handy when you are working to reduce expenditure on ad groups or keywords that match poorly on a contextual level, or with those that have an undesirable CPL. In a larger ad group you will struggle to isolate the keywords that are matching the ads to irrelevant sites and this can make managing budgets very difficult.

At Click Consult we are experts in PPC campaigning and can help you to develop profitable accounts to get the most out of your budgets.

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