Google Adverts AI-driven optimization works finest with plentiful knowledge. A single entity with 10,000 impressions is best than 10 with 1,000 every — whether or not a marketing campaign, advert group, key phrase, or advert copy.
Thus I all the time suggest that purchasers condense their campaigns (or advert teams, key phrases, advert copy). However which to condense, and the way, is just not sometimes apparent. Widespread questions embrace:
• What campaigns ought to I condense?
• How do I do know when a marketing campaign has sufficient knowledge, or too little?
• Which key phrases want their very own advert teams, no matter efficiency?
AI Optimization
There is no such thing as a set threshold for condensing campaigns. As an illustration, ought to 10 advert teams condense to 5 or two or one? The reply is subjective primarily based on expertise and instinct.
It might rely upon the key phrase theme. For years, aligning key phrases with advert copy drove efficiency. An advertiser created separate advert teams for, say, fitness center luggage, mountain climbing luggage, and working luggage.
Looking Google for “fitness center luggage” produced gym-bag-specific advert copy and, presumably, linked to a web page devoted to fitness center luggage. Earlier than sensible bidding and AI, this breakout was widespread. Every advert group obtained comparatively much less visitors and conversions on account of guide bidding.
Quick ahead to 2025, and a guide setup gained’t acquire sufficient knowledge for significant AI optimizations. A greater possibility is to condense the three advert teams into one for “athletic luggage.” The advert copy may be much less aligned to every key phrase, however Google’s Responsive Search Adverts and keyword-level URLs will present the advert mixture more than likely to transform. Grouping key phrases by theme slightly than product sort yields extra knowledge.
Condensing Campaigns
Contemplate the hypothetical laptop-computer marketing campaign beneath with eight advert teams and 90 days of efficiency knowledge.
| Advert Group | Clicks | Price | Conversions | Income | Price/Conversion | ROAS |
|---|---|---|---|---|---|---|
| Laptop computer Luggage | 55 | $455 | 10 | $1,245 | $45.50 | 174% |
| Laptop computer Covers | 35 | $333 | 8 | $600 | $41.63 | 80% |
| Laptop computer Equipment | 30 | $300 | 9 | $400 | $33.33 | 33% |
| Laptop computer Stands | 5 | $65 | 1 | $20 | $65.00 | -69% |
| Laptop computer Instances | 15 | $44 | 2 | $50 | $22.00 | 14% |
| Laptop computer Sleeves | 20 | $55 | 1 | $20 | $55.00 | -64% |
| Laptop computer Docking Stations | 3 | $40 | 0 | $0 | $0.00 | -100% |
| Laptop computer Mounts | 8 | $50 | 0 | $0 | $0.00 | -100% |
The one advert group with a minimum of 50 clicks and 10 conversions is “Laptop computer Luggage.” Three of the advert teams haven’t generated greater than 10 clicks, and half the teams have seen only one conversion or none. I might condense the marketing campaign into three advert teams, utilizing the best-performing teams because the anchors.
To begin, the “Laptop computer Luggage” advert group has essentially the most conversions and the best ROAS. I gained’t change this group, as that might disrupt efficiency. I’ll pause the “Covers,” “Instances,” and “Sleeves” teams and transfer their key phrases into the “Laptop computer Luggage” anchor advert group. Every of these, to me, has a widespread theme of “laptop computer safety.”
Equally, I’ll use “Laptop computer Stands” as an anchor group mixed with key phrases from “Docking Stations” and “Mounts.”
Lastly, I’ll go away “Laptop computer Equipment” as is within the remaining group.
Every of these choices is subjective; different practitioners might have mixed in another way.
Monitor Efficiency
I all the time monitor condensed campaigns intently. The efficiency sometimes improves, or a minimum of stays constant, though it would decline briefly. If the decline persists, I’ll revert to the legacy construction for additional evaluation.
