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Focusing Your Advertising Message On Users That Are Ready To Convert By Justin Freid In order to maximize conversions it is important to present your potential customers with the information or answer they are searching for. A person heads to a search engine to ask a question, our job as SEMs is to answer their question in a small ad and direct them to our or our customer's website which will ultimately lead to a conversion. This best practice starts when creating your ad groups, I personally prefer to create individual ad groups for each match type i.e. one for exact, one for phrase and one for broad. By doing this you can create ads that match up well with the search queries entered by the searcher. With the Exact match ad group, you have the ability to get very targeted with your ad text and can utilize the keywords or key phrases within the ad text copy. This will provide the most consistency and match to the searchers query. The phrase match ad group while still quite targeted, you may have to be less granular with your ad text. Continue Reading

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