With your products selected, OTTO PPC has automatically generated ad groups based on the Single Theme Ad Group (STAG) framework. This stage is critical for refining your campaign and should receive significant attention. Each product's traffic funnel will now have multiple STAGs.
⚙️ Optimization Focus
⚙️ Optimization Focus
Your primary task here is to select the most promising ad groups. Evaluate them based on the following key metrics:
CPC (Cost Per Click): Analyze the estimated cost for each click. Aim for a balance between affordability and expected performance.
Search Volume: Understand how often users search for terms related to these ad groups. Higher volume generally indicates greater potential reach.
Competition: Assess the level of competition for each keyword in each ad group. High competition might mean higher CPCs.
Relevancy Score: This is crucial. A higher relevancy score (driven by tight alignment between keywords, ad copy, and landing page) leads to better Quality Scores, which in turn can lower your CPCs and improve ad positioning.
🚀 Selection Strategy
🚀 Selection Strategy
Experimentation is Key: We recommend starting with 2-4 ad groups per product. This allows you to test different approaches and gather data on what performs best for your specific offerings and target audience.
Zero Search Volume? No Problem: You may encounter ad groups with a reported search volume of "0." It's perfectly fine to proceed with these. Our direct connection to Google Search Console and query networks means we sometimes detect valuable, niche search queries that Google's standard Keyword Planner might not show. These often perform exceptionally well despite the apparent lack of volume.
🔎 Match Type Guidance
🔎 Match Type Guidance
Branded Campaigns: For ad groups targeting your own brand terms, we advise keeping the match type Broad. This helps capture all variations of branded searches, including misspellings and related queries, ensuring maximum brand visibility.
Non-Branded Campaigns (Initial): For all other ad groups, start with an Exact match type. This provides precise control, ensuring your ads show only for highly relevant searches, which is essential for efficient spending in the early stages.
Scaling with Phrase Match: Once a non-branded ad group is performing well under a CPA (Cost Per Acquisition) or ROAS (Return On Ad Spend) bidding strategy and consistently delivering good results, you can consider changing its match type to Phrase. While this will likely increase your cost per click slightly, the expanded reach can lead to a significant increase in conversions and overall good results due to the algorithm's learned efficiencies.
🧠 Advanced Tactic: Leveraging Competitor Brand Terms (Use with Caution!)
🧠 Advanced Tactic: Leveraging Competitor Brand Terms (Use with Caution!)
This is a specific strategy that can yield results, but it comes with important caveats:
The "Trick": If you identify a strong competitor who is NOT actively running ads on their own brand keywords, you can create an ad group specifically targeting their brand keywords (e.g., "Competitor X", "Competitor X product").
Ad Copy Rule: NEVER mention the competitor's brand name in your ad copy. Your ad copy should focus solely on your own unique value proposition, products, and services.
Goal: This tactic aims to capture traffic from users searching for a competitor who aren't seeing an official ad from that competitor. You are essentially offering an alternative solution to their search intent.
Validity: Yes, this is a valid and often-used tactic in Google Ads. Google's policy generally allows advertisers to bid on competitor brand names as keywords. However, it strictly prohibits the use of competitor trademarks in ad copy unless you are an authorized reseller or have permission.
Why it Works: If a competitor isn't bidding on their own brand, the CPC for their brand terms can be very low, and your ad can appear prominently.
✅ Closing Note
This stage ensures your OTTO PPC campaigns are both strategic and efficient, maximizing your visibility and ROI through targeted, data-driven ad groups.
🗺️ Navigation
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