You will be able to build a Search campaign where each ad group has tight keywords, matching ads and a matching page.
Priya's first Google campaign had one ad group with forty keywords in it: P5 maths, PSLE maths, Sec 1 maths, maths tuition near me, and a dozen place names. It had one ad, which said maths tuition for all levels, and it sent every click to her homepage. A parent searching for Sec 1 maths tuition Simei saw an ad that did not mention Sec 1 or Simei and landed on a page about everything. The ad was relevant to nobody in particular, and Google priced it accordingly.
The fix is structural. A Search campaign works best when each group of searches gets its own ad and its own page, so the person who types a search sees their words in the ad and again on the page. This lesson shows how to build that.
Take the keyword list you sorted by intent in lesson 7.1, Find the keywords buyers actually type. Within the ready-to-buy and comparing groups, look for themes: clusters of searches that mean nearly the same thing and would be answered by the same ad and the same page.
For Priya, the themes were clear once she looked. P5 maths tuition, with its variations and place names, was one. PSLE maths was another, because those parents want exam preparation, which is a different offer. Secondary maths was a third. Each theme becomes an ad group.
Keep each group tight. If you find yourself writing an ad that has to hedge to cover all the keywords in a group, the group holds two themes. Split it. A handful of closely related keywords per ad group is usually plenty, especially when match types allow Google to find close variants for you, as lesson 7.2, Match types and negative keywords control where you show, explained.
Each ad group gets its own responsive search ad, written for that theme alone. Use lesson 5.2, Search ad text that matches what people typed. Put the theme's words in several headlines, add specific reasons to choose you, and make sure every headline stands on its own.
Then set the final URL to the most specific page for that theme, following lesson 5.4, The landing page finishes the ad's job. Priya's P5 ad group goes to her P5 maths page, her PSLE ad group to the PSLE revision page. If a theme has no matching page yet, either build one or hold that ad group back until it exists.
Add assets at the campaign or ad group level, such as sitelinks to the timetable and fees pages, callouts like small classes, and a location asset linked to her Google Business Profile so the ad can show her address. They make the ad larger and, as lesson 5.2 noted, can help Ad Rank.
Several campaign settings matter more than they look.
Location comes first. Set it to the areas you actually serve. For Priya, that means the eastern towns her students come from, or a radius around the centre. Then find the location option that decides whether ads reach people who are in your area, or also people elsewhere who show interest in it. For a local service, choose the option that targets people in, or regularly in, your locations. The broader option is how Priya's earlier ads reached people searching about Tampines from overseas. Google renames these options from time to time, so check the current wording in the location settings.
Next, networks. A Search campaign can include Google's search partners and, as an option, the Display Network. Showing on display sites from a Search campaign mixes two very different kinds of traffic in one report. Many small advertisers turn the Display option off, so the campaign stays on searches.
Then language, which should match the language of your ads, and the schedule, if your business only takes enquiries at certain hours.
Last comes bidding. Google offers strategies that aim to get you the most conversions, or conversions at a target cost, using its predictions for each auction. They are powerful, but only as good as the conversion data behind them.
So start with a conversion-focused bid strategy only once your tracking is confirmed, with a tested conversion like the one from lesson 3.4, Install and test your tracking. If it is not yet working, fix it before launch rather than choosing a strategy that bids on guesses. Lesson 8.2, Bid strategies: manual, automated and targets, explains the options and when to set targets.
Priya's rebuilt campaign had two ad groups to start, P5 maths and PSLE maths, each with a handful of keywords, its own ad and its own page, a negative keyword list, location set to people in the east, no Display Network and a maximise conversions strategy on her tested booking event.
Now build yours. In the activity below you will set up one Search campaign to draft stage with two ad groups, matched ads and landing pages.
Build one Search campaign to draft stage with two ad groups, matched ads and landing pages.
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