Third Party Reports Blueclaw World Cup PPC Research Paper | Page 22

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6. Create Yightly Focused Adgroups
T
he more closely your ads are targeted to specific
clusters of keywords, the greater the opportunity
to create customer journeys that match entirely
to what the player was searching for
This tight focus requires that landing pages fulfil the
promise of the original ad copy in terms of offers and
subject matter.
Getting granular with keywords has two benefits. Firstly,
you’ll have greater oversight of the keyword clusters
that are the most profitable, and be able to allocate
budget accordingly.
Secondly, the relevance of each Group should result
in a lower click cost than competitors, as Google will
perceive the ads to be closely correlated to