Small details in pay per click campaigns can make a big difference. When I check out campaigns for people, a common problem I see is combining singular and plural keywords into the same Adgroups. Even though the human sees singulars and plurals as the same words, search engine can see these as totally different keywords.
Sometimes the PPC service can deal with a plural when it just adds an “s” to the ending of the word. But there are many nouns where changing to plurals involve adding “ies”, “es” or “ves”. And some irregular plurals follow their own rules. Aren’t you glad you paid attention in English class back in grade school?
For example say you were targeting party supplies. You wouldn’t want the keywords “birthday party” and “birthday parties” in the same adgroup. Furthermore, you wouldn’t want your keyword “birthday parties” going to an ad with the title “Having a Birthday Party?” By splitting the keywords by singular and plural you can keep your ads relevant to the keywords exactly. Singular keywords going to singular ads, plural keywords to plural ads.
To be safe, I always make totally separate singular and plural campaigns. This seems to lead to better quality score, lower bid prices, and higher conversions. These little details in PPC make all the difference.
Chad is it true that if you have “birthday gift” and “birthday gifts” (both broad) and the user click on your when searching for “birthday gift”, you are going get changed for both keywords, meaning you getting charged twice. I noticed with new campaign I launched recently. Basically, if you duplicate keywords in your campaign, you’re charged for all duplicate keywords searched for the same click?
You only get charged for the keyword once.
In the immortal words of Bania….
THAT’S GOLD, JERRY!
Interesting approach!
I remember you did setup two campaigns per domain according to your “anatomy of a winning ppc campaign”. Did you apply this singular/plural strategy already back then?
I had them in different adgroups back then. Now I just make totally different campaigns.
Great advice! Thanks for the tip!
When it comes to advertising keywords selection, things can get really funny. Sometimes, a short term keyword can get high level search volume too.
Even could not imagine that such things can save considerably on advertising.