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

page 17 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