Should we create different ad groups for synonymous/same meaning keywords?

Yesterday, I received a query about “How to structure same meaning keywords into ad groups?”

Well, marketers have different opinion about this. Some will say to have them in single ad group while others would prefer to create different ad groups for synonymous.

Let’s say I am selling Audio Systems and my relevant keywords are “Audio System”, “Sound System”, “Buy Audio System”, “Buy Sound System” etc. so should I create different ad group for same meaning keywords- “Sound” & “Audio”?

Here is my viewpoint-

-    We can create two different Ad Groups here- one for ‘audio’ related keywords and other for ’sound’ related keywords, provided you have highly specific and relevant keywords to that ad group. If you choose to create separate ad groups then I would suggest avoiding using keywords in broad match as this can possibly trigger ads on relevant term/Synonymous. For ex: if a user searches on “audio system” and if you have keywords like audio system and sound system in broad match then the system will prefer to use the one with a higher ad rank. So, it can happen
that your ad from “sound” ad group can show ad if the ad rank is high.

By creating different ad groups, you can create specific ad copies targeting these synonymous and if someone will search online for “Audio System” and find their search query (Audio System) in the ad, the chances of them clicking on the ad are more.

-    On the other hand, you can add similar meaning keywords in the same ad group & can still keep your ad relevant by using Keywords Insertion feature. This way you can dynamically update your ad text with your chosen keywords. You insert a special modification tag into your ad text to enable this feature for your ads. Depending on a user’s searched keyword, AdWords automatically places your triggered ad group keyword into the ad text.

-    If you are planning to add the keywords with Broad match then I would suggest you to keep the synonymous in the same ad group.

Hope this would help!

Let me know your viewpoint also.

Tags: Ad group structuring, AdWords optimization, adwords tips, keywords match type