Check out these stats from Optmyzr’s analysis on one of my accounts. Only 10% of keywords are leading to conversions, and only 14% of keywords have clicks.
One bad habit I’m trying to get away from is over-building AdWords accounts upfront. Overbuilding makes things more complicated than they need to be and can clutter up an account.
But whenever I don’t throw in tons and tons of keywords at the start, I worry about missing good keywords.
But I’ve come up with a solution for that… broad match modified keywords.
Broad match modified (and modified in various combinations) are a great way to keep the keyword quality decent, while still opening things up to find great keyword ideas. So lately I’ve been adding in a lot of broad match modified keywords that do get clicks, and then from there I’m getting keyword ideas in the search terms report and adding in additional keywords I find.
For me, the key to this has been to focus very heavily during the build on ad group structure and less on adding all possible keywords at the start.
The reason I’ve changed my focus to ad group structure is because it makes managing the account and adding in tons of new keywords as you go along easier and more effective. And as the great Chris Schaeffer says, build your AdWords accounts how you like to manage them.
If you get the ad group structure right, and correctly identify which groups and types of keywords can use the same set of ads, then it makes adding the new search terms you find from your broad match modified work very easy because there’s a small number of ad groups to choose from, and you just plug in those new keywords and soon you’re going to have a ton of high quality keywords without having overbuilt.
