Camp Granular v.s. Camp Consolidate
One of the key decisions PPC specialists have to make is how to structure their search campaigns. This often becomes a hot debate between two approaches: camp granular and camp consolidate.
Camp granular says that we need to split as many ad groups as possible. This enables us to tailor specific ad creatives and landing pages for each search term. This will give the advertiser a higher quality score and a better UX for it’s users.
Camp Consolidate says that we need to consolidate as many ad groups as possible. This gives the Google algorithm more data to optimize, more “ad liquidity” and makes it easier to manage all the campaigns.
Both approaches have their merits, but there does not need to be a big trade-off between them. You can use Keyword Landing Page URLs and Keyword Level Ad customizers to get the best of both worlds.
Keyword Landing Page URLs
Keyword Landing Page URLs are landing pages on keyword level. The potential customer will be directed to the specified landing page on keyword level instead of the one specified on ad group level when that specific keyword was triggered. You can simply add them in a few simple steps:
– Go to the keyword tab;
– Add the “Final URL” Column;
– Scroll over the “Final URL” column of the keyword you’d like to specify a landing page;
– Click the pencil icon and add the landing page.
Keyword Level Ad Customizers
Keyword Level Ad customizers let you change the ad text based on the keyword that is triggered. It’s a lot like keyword insertion but a bit more advanced as you can use a different creative then the keyword itself which is helpful when inserting the keyword does not make sense.
– In your Google Ads account, click the Tools icon
– Click Business data.
– Click Ad customizer attributes.
– Click the plus button
There you have the option to create the ad customizers individually or in bulk via a spreadsheet or a scheduled bulk upload.
In essence, you can still consolidate the ad groups within your campaigns, but then within these ad groups you should add keyword level landing pages and keyword level ad customizers. It’s more labor-intensive but it’s possible to do this in bulk via spreadsheets or the API.
There are exceptions when it comes to bid and negative keyword management for instance, but in many cases this could help and settle the debate.
