Single Search Term Ad Groups

For far too long other PPC agencies have push the idea of a single keyword ad group which includes three match types and bid stacking to maximize performance. This ad group setup in search campaigns is perfect for growth, of which Climb recommends, but to maximize performance we need single search term ad groups.

What is a single search term ad group?

A single search term ad group takes a top performing search term and turns it into an exact match keyword. For example, if when a user searches for “red running shoes” your campaign converts that users at 8% rate we create an exact keyword, [red running shoes], in an ad group only for that one keyword.

How does the new exact keyword match type behavior affect performance?

Based on Climb’s internal research, ad groups with a search term density of 30 had the highest click through rates and conversion rates combined with the lowest cost per click. Meaning all of the additional machine-learning enabled variations of searches that can launch your exact match keywords still perform just as well within the ad group.

When should a search term get its own single search term ad group?

If you are paying for a user to click on your keywords Climb believes you should be optimizing for that search. If you’re not optimizing for a search that you’re paying for, then why are you paying for it? There’s no need to be and should be removed. However, if performance is beneficial to your company and is an intended outcome of your campaigns then optimizing that search in an single search term ad group is recommended.

How to get started with single search term ad groups?

To get started with single search term ad groups in an existing account Climb recommends pulling 90 days of historical data to pick the search terms that generate business results. If you’re launching a brand new account Climb recommends building single search term ad groups out of the keywords that have the highest search volume based on historical data.

You’re off to a good start with single search term ad groups.

Once you commit the time and effort to maximizing your campaign results with single search term ad groups you see the best results. This is how Climb goes about its business every single day.