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I just signed up for an account as an advertiser. I've set everything up except keywords for my ad groups. I have obtained a number of relevant keywords along with their respective CTR% and Max CPC. Here is where I'm having some difficulty.
On the data I obtained using the keyword tool, I find that similar keywords have different CTR% and Max CPC. To group these keywords into ad groups, I used the product of CTR% and max CPC, that is, multiplying CTR% by max CPC and using the product to group the keywords. Is this right? If not, how do you use CTR% and max CPC to determine the best set of keywords for each ad group?
Any suggestions would be appreciated.
Hi c.njk66,
I personally recommend grouping keywords in ad groups based on their intent. I wouldn't be as concerned about the numbers you're crunching right now - group together the keywords that are the most similar to each other. This way, the ads will reflect the most accurate offering for the searcher.
This is the practice I used when managing eBay, Expedia, Sears and more.
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Twitter: @michaelmostert
Hi Michael,
The maintenance that was done this past Saturday, did that change the ranking system? The reason I ask is my top keywords that were consistently holding very high positions (1, 2 and 3) plummeted to around 7,8, 9 and below. Later I pulled up the Account Performance report for Saturday and you can see how position dropped while they were doing maintenance and it never came back up. We couldn't log in during that time either let alone make changes ourselves so I am wondering what caused the drop in position.
Thanks.
Ditto. It's best to select your keyword set based on intent. Otherwise, you may only be optimizing for a high CTR (that leads to a very high abandonment rate after the click-through).
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