Ad Groups, Structure, and Data-Driven Keywords
Google Ads can often feel like navigating through treacle. Slow-moving, opaque, and frustrating. You bid on keywords, set up ads, and hope something sticks. But here’s the truth: without the proper structure, targeting, and data-driven approach. You’re leaving clicks (and cash) on the table.
Getting your Google Ads setup right isn’t rocket science, but it does require strategy. It’s about understanding campaign objectives, crafting tightly organised ad groups, and using high-intent keywords. The secret to uncovering those keywords? Data scraping. Yes, the go to tool for precise targeting.
Let’s dig in and build a campaign that doesn’t just deliver clicks, it delivers results.
1. Start with a clear Google Ads campaign objective
First things first, what do you want to achieve? More leads? Higher sales? Brand awareness? Nail down your objective before you even think about keywords or bids. A clear goal helps you make smarter decisions about budgets and strategies.
Pro Tip:
Start with a modest budget and scale once you see results. Google will happily recommend spending big, but remember, its priority is profit. Yours should be ROI. If you’re after website traffic, opt for CPC (Cost-per-Click). For conversions, go with CPA (Cost-per-Acquisition).
2. Build a solid foundation with Google Ad groups
Ad groups are the backbone of any Google Ads campaign. Think of them as compartments where you group similar keywords and ads. This structure improves your Quality Score, which in turn lowers your CPC.
Here’s how to structure ad groups effectively:
Example: Summer Collection Campaign
- Ad Group 1: Running Shoes
- Ad Group 2: Casual Shoes
- Ad Group 3: Sandals
Each ad group focuses on a specific product category, ensuring your ads are relevant to users’ searches. Create two variations of each ad group (e.g., Ad Group 1A and 1B) for better A/B testing.
3. Why data scraping is your secret weapon for keyword research
Let’s talk about the heart of any Ads campaign—keywords. But not just any keywords. You want high intent, data backed keywords that are going to actually convert. And that’s where data scraping comes in.
So, what is data scraping? It’s basically the process of gathering publicly available information from websites and organising it into a format that’s useful. Think of it as your backstage pass to what people are actually searching for. By scraping competitor websites, forums, and even social media, you get real-time insights into keywords and trends, straight from the source.
With data scraping, you’re not just brainstorming; you’re pinpointing the exact words and phrases (long tail keywords) that matter to your audience. If you’re running Google Ads, not only can it help you refine your keyword list, but it also gives you the power to target keywords with proven demand, which translates to better ROI on your ad spend.
4. How to use data Scraping to refine your Google Ad groups and targeting
Data scraping doesn’t just help with keyword research, it’s also your best friend for refining your ad groups and targeting strategy. Here’s how:
- Analyse competitor keywords: With data scraping, you can see exactly which keywords are working for your competitors. Imagine scraping a competitor’s site and uncovering the terms they’re targeting. This isn’t just competitive analysis, it’s a blueprint for success. You’re not reinventing the wheel; you’re borrowing insights from competitors who’ve already done the heavy lifting.
- Spot trending topics in your niche: Forums and social media platforms are goldmines for long-tail keywords and trending topics. By scraping these sources, you get a list of the questions people are actively asking and the products they’re interested in. This means you can set up ad groups that target emerging topics before they’re even on your competitors’ radar.
- Create high-intent keyword Lists: Scraping lets you move beyond broad, generic keywords. Instead, you get niche, high-intent keywords that your audience is already searching for. This makes it easier to set up targeted ad groups that actually convert, not just attract clicks.
5. Structuring your Google Ads for maximum relevance
Now that you’ve got your keywords sorted, it’s time to structure your ads. Google gives you up to 15 headlines and 4 descriptions for each responsive search ad. This setup lets you play around with different messages and helps Google match your ad to what users are looking for.
Here’s how to make your ad structure work:
Positions, positions, positions. Often overlooked positions are the key to your A/B testing.
Headlines:
Headlines must be a maximum of 30 characters ( mix and match your lengths).
- Position 1: Use your top-performing keywords to grab attention right away:
- Best running shoes
- Running shoes for men
- Running shoes for women
- Ladies running shoes
- Sports shoes
- Waterproof running shoes
- Cheap running shoes (double edged)
- Quality running shoes
*Running store near me (if you have location based business)
*Running shop (if you have location based business)
- Position 2: Focus on high-conversion language:
- 50% off
- Free shipping
- Nike, Asics, Hoka, Cloudrunner ( or whatever your top sellers are)
- White, Black, All colours
- Latest trainers in stock
- Position 3: Highlight unique selling points that make you stand out.
- Family owned business
- Eco friendly material
Descriptions:
Descriptions must be a maximum of 90 characters. Don’t pepper keywords, focus on conversion language. You will need eighth. 4 for ad group A and 4 four as group B.
- Position 1:
1A. Find your perfect fit with styles built for stability, flexibility, and all-day comfort.
2A. Elevate your run and achieve your personal best with [company name].
- Position 2:
3A. Free fitting service – we’ve helped thousands of runners find their next running shoes.
4A. All brands, all styles – largest stockist in [location]. Call [number] to check.
- Position 1:
1B. Designed for every stride, our shoes bring the perfect balance of comfort and performance
2B. Step into comfort and style with shoes crafted for endurance and flexibility.
- Position 2:
3B. Hit your next PB with shoes designed to maximise comfort, stability, and performance.
4B. Top running shoes that support your goals, whether for trails, roads, or track.
The beauty of responsive search ads is that Google will automatically test different combinations to find the best fit, so you don’t have to. Just make sure two versions of each ad group and Google will do the rest.
6. Testing, monitoring, and adjusting
No campaign is perfect from the start. That’s why monitoring your performance and adjusting as you go is key. Start by tracking metrics like CTR (click-through rate), CPC (cost-per-click), and conversion rate. If an ad group isn’t pulling its weight, dive in and make tweaks to the keywords, ad copy, or targeting.
Don’t forget about A/B testing. Google does some testing, However you’ve already A/B split your ad groups. Test the variations to find the best performers. The more you test and learn, the better your ads will get.
7. Don’t forget negative keywords
Negative keywords are your secret weapon for filtering out irrelevant clicks. Let’s say you’re running ads for “high-end running shoes,” but you’re getting clicks from searches like “cheap running shoes.” Adding “cheap” as a negative keyword will stop your ads from showing up in those searches, saving you money and increasing your relevance.
It’s a simple trick, but it makes a big difference in making sure your budget goes where it matters.
Final Thoughts:
Setting up a Google Ads campaign takes strategy. With a structured approach to campaigns, smartly organised ad groups, and data-backed keywords (thanks to data scraping), you’re setting yourself up for a campaign that doesn’t just get clicks but actually drives results.
Data scraping is the secret sauce that takes your keyword research beyond the basics, giving you the insights you need to target effectively and make every dollar count. So next time you’re setting up an Ads campaign, skip the guesswork and go straight for the data. Structured ads, high-intent keywords, and a bit of smart scraping – that’s how you win.
Ready to discuss? Contact us now.