How do you structure your ad groups?

The best way to structure your ad groups is to create individual campaigns for each city and each service offered within that city. This approach allows you to get very detailed and specific, ensuring that potential customers searching for a service in their city see relevant ads tailored to their exact needs.

Full Explanation

Structuring your ad groups by city and service means you’re dialing into the finer points of targeting. Instead of grouping all locations under one campaign, you create separate campaigns for every city you serve. Within each city’s campaign, you also separate your services. For example, if you offer locksmith services, you wouldn’t lump all search terms together. You’d have a dedicated campaign for “Addison locksmith” and within that, ad groups targeting specific services like “emergency locksmith.” This precision makes your ads more relevant and helps attract the right audience.

Step-by-Step Breakdown

Create a campaign for each city. Every city in your target area should have its own unique campaign.
Within each city campaign, create ad groups for each service. This breakdown ensures your ads are highly targeted by service type.
Write ad copy tailored to both the city and the service. For example, an ad for “emergency locksmith in Addison” will resonate more with searchers in Addison looking for urgent help.
Direct users to a landing page that matches the ad’s focus. If someone clicks an emergency locksmith ad for Addison, the landing page should highlight emergency locksmith services specifically in Addison.

Real Examples

Consider someone searching for an emergency locksmith in the city of Addison. With structured campaigns and ad groups, they see an ad that says “Emergency Locksmith in Addison — Fast and Reliable.” When they click, they arrive on a landing page focused just on emergency locksmith services available in Addison. This approach assures the searcher that the service is local and tailored to their immediate needs, improving the likelihood of engagement and conversion.

Common Mistakes

Combining multiple cities into a single campaign. This can dilute targeting and reduce ad relevance.
Grouping all services into one ad group. Without service-specific targeting, ads may not meet the specific needs of searchers.
Generic landing pages. Sending visitors to a general homepage rather than a specific landing page for the service and city can decrease conversion rates.

FAQs

Q: Why should each city have its own campaign?
A: Separating by city allows you to tailor ads and bids to local conditions, improving relevance and performance.

Q: How does separating services within each city campaign help?
A: It allows for more precise targeting and messaging, making ads more appealing to people searching for a specific service.

Q: What should the landing page focus on?
A: It should highlight the exact service and city to maintain relevance and improve user experience.

Key Takeaways

Use a separate campaign for each city you serve.
Create ad groups inside each campaign for each specific service you offer in that city.
Customize your ad text to match both the city and the service to increase relevance.
Link ads to highly specific landing pages that reflect the advertised service and location.
This detailed structure improves ad relevance, user experience, and campaign performance.