1.4.1 Example of creating adgroups

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Continuing with the Zalando example, let's imagine that you sell two different types of children's sweatshirts, sweatshirts with and without a hood.

It would therefore be interesting to have two different ad groups, one for each type of sweatshirt, and also to personalize our ads to fit each case.


Keywords for the hoodie group - Choosing keywords for Google Ads campaigns

Choosing keywords for a group of hoodies - Choosing keywords for Google Ads campaigns
If you notice, in our case we have used modified broad match and exact match for our terms.

On the other hand, it is no coincidence that we have chosen to give a higher bid to exact keywords compared to broad modified keywords , since the traffic is more qualified and we are interested in getting involved whenever possible.

On the other hand, a bad practice in this sense would have been to combine the keywords "buy sweatshirt" and "buy hooded sweatshirt" in the same ad group, since each search is for a different type of product and it is advisable to maintain this differentiation.

In case we don't have separate landing pages for hoodies and sweatshirts, but both are together, and as long as we can't create such landing pages or establish such a division through filters, it would still be good practice to keep separate groups.

In this case, it is due to account organization and to avoid having a hodgepodge of keywords that are not very related to each other within the same group.

1.4.2 Get inspired when choosing your keywords
Need some keyword ideas and inspiration?

There are interesting tools that allow you to do this.

Google Keyword Planner is an option, but I advise you to go for a tool like SEMrush, since its power and intelligence make it an almost essential option.


Get keyword ideas for your Google Ads campaigns with SEMrush
We just need to enter the search term, in our example "sweatshirts" and we can, for example, see the number of monthly searches it has, the average CPC, as well as ideas for related keyword phrases .

Thanks to this, we can see that there is a very interesting volume of searches for "adidas sweatshirts", email list india "nike sweatshirts" or even those classified by gender, such as "adidas women's sweatshirts".

Additionally, we observed that there are lower CPCs for some of them, such as "adidas sweatshirts" (€0.17).

With the above information on the table, we may decide to create a generic campaign for sweatshirts and have each adgroup be a brand + gender.

We also get some interesting insights on the right, under related keywords .

There we are suggested keywords such as "men's sweatshirts", "boy's sweatshirts", etc...

This is undoubtedly very useful information when creating our campaigns and ad groups.