This is a great tactic for comparing the effectiveness of your different ad messages. Ad Groups contain one or more ads which target a set of keywords. Often with PPC, you will have several ad groups to allow you to separate semantically related collections of phrases. As an example, for the last PPC campaign we ran here at Unbounce, we created ad groups targeted at the following concepts:
- landing pages
- landing page templates
- lead gen
- conversion rate
- a/b testing
If you drive all of your ad groups to the same destination page your chance of a tightly matched message will be greatly reduced and your quality score, cost per click and conversion rate will all suffer as a result.Using a separate landing page for each group allows you to tailor the experience and messaging for each ad group without compromising the others.
Hopefully you have now begun sending each ad group to a separate landing page. The next step is to optimize the message match between the ad and landing page to achieve a higher quality score.
[From Wikipedia] Quality Score is a variable used by Google, Yahoo! (called Quality Index), and MSN that can influence both the rank and cost per click (CPC) of ads.
The simplest way to improve your quality score is to ensure the primary content and headline of your landing page is very closely related to the phrases you are using in your ads.
An exercise in message match and quality score
To illustrate how much impact the content has on your quality score, set up 2 identical ad groups and point them to identical (but unique) landing pages. Then work hard to make the message match strong on one page and really bad on the other. Compare the quality score in your AdWords account to see the difference!