Senin, 26 Juli 2010

Home » , » My company sells DVDs. How do I best structure my PPC account for the long tail (ie individual DVD titles)? Grouping all titles in the same ad group sounds like a bad thing to do given that each keyword sends the user to a separate title. But creating an ad group for each title sounds like overkill (or is it not?).

My company sells DVDs. How do I best structure my PPC account for the long tail (ie individual DVD titles)? Grouping all titles in the same ad group sounds like a bad thing to do given that each keyword sends the user to a separate title. But creating an ad group for each title sounds like overkill (or is it not?).

WebMasters Experience Directory

The goal of grouping appropriately is to put similar keywords into groups and to give them relevant ad copies. Given the example of individual DVD titles, I completely agree that you would not want to combine everything together. There are three routes I see here and they are ranked by most effective/time consuming:

1. Breakout each title into its own group. Having one title per group is the best option. Assuming you expand on the keywords for each title, each group will be very tight and highly relevant. This can also be done for genres, actors and any other categories.

2. Breakout by top titles and then by genre. The hybrid option can be a great balance of your time. For instance you can build out a highly relevant group for "Avatar": avatar, avatar the movie, avatar dvd, buy avatar movie, buy avatar dvd, etc. Then you can group the lower volume/obscure titles as tightly as possible by genre, actor, or a combination of various factors.

3. Breakout by genre. The final option can be the quickest, but also the least effective depending on how large/small you make your categories. It's easiest to dump everything into large genres like action, drama, and comedy. Or you can build very specific genres like "70s Asian Martial Arts Films".
Even after choosing a grouping method, there is more work to be done like adding negatives, testing ad copy, pausing/moving poor quality score keywords, and the list goes on and on.

- David

WebMasters Experience Directory
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