To create a winning account structure, once you have all of your keywords, break them out into “silos.” Silos are specific categories that are highly targeted to a specific page on your site or category of your site. Once you have broken up your keywords into silos, break the keywords up even further according to the buying cycle. That is, group your keywords into ad groups that focus on three areas:
It’s important to group like keywords according to the buying cycle so you can write specific ad text to trigger a response from a user who is in that phase of the buying cycle.
Once you have your account structure built according to the buying cycle, you’ll need to follow the buying cycle bidding strategy.
With your account structured according to this buying cycle, you’ll pay more for your long-tail keywords that target users when they’re ready to purchase. And you’ll pay less for keywords that target users who are just in their research phase and not ready to buy. In the end, following this account structure can save you hundreds of dollars because you pay for quality not quantity.
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