Same keyword, different products

A reader writes:

"Many of my campaigns are sharing the same keywords.  Is there a way for me to get around google’s rule of only one ad per keyword per advertiser?  The products advertised in each campaign are different with different urls and i need to advertise both of them equally.  Any info you can provide would be greatly appreciated!"

My response:

Google will show exactly one ad per account per keyword – no more. So if you bid on the same keyword in more than one campaign or ad group in the same network and at the same time and geographic location, Google chooses which one to display. And guess what – Google displays the ad that makes Google the most money.

The solution – and you didn’t hear it from me – is to set up multiple accounts (now that $25 gift card from AdWords For Dummies comes in handy, huh?). Each product gets its own account, as if they were competing against one another (which, in fact, they are).

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  1. #1 • Matt Hanson said on February 26 2008:

    I found your site on technorati and read a few of your other posts. Keep up the good work. I just added your RSS feed to my Google News Reader. Looking forward to reading more from you.

    Matt Hanson

  2. #2 • Stephen said on February 26 2008:

    Thanks for the great book, I have been working on adwords for 6 months now, and your book has information that I have not been able to find anywhere else.
    I especially needed the MPG, what a find!!
    There is one question I have for the MPG though: How can I use MSV numbers from other keyword tools such as wordtracker for this field? Wordtracker gives daily estimates by search engine, i ma not usre how this translates to the freeword tool.
    Is there a formula that I could use to enter in traffic estimates into the MSV field?


  3. #3 • Michael Thilgen said on February 26 2008:

    Hi Howie,

    Nice book. Two weeks ago I knew nothing about AdWords. Now I’ve read the book (well, skimmed a lot of it, and studied some parts carefully), and I’m ready to get started.

    I own a landscape business. We have three departments, landscape architecture, landscape construction, and landscape maintenance. These are related, but serve very different markets.

    So, should I lump them into one campaign (Landscape company),and define the departments with different ad groups within the one campaign, or make a separate campaign for each department?



  4. #4 • Howie Jacobson said on February 26 2008:

    Stephen: do a comparative search using WordTracker for a couple of keywords, and create a formula for translating my keyword tool into Wordtracker data.

    In other words, if Freewords give you an MPG of 450 for a particular market, and Wordtracker comes out at 4500, and you get similar results for a couple of other markets, you can safely cut the Wordtracker result by 10 for comparative purposes.

    The problem is, every market is different. I chose the data stream I did based on the coefficient of regression compared to actual AdWords account data for a dozen different markets. (If that’s incomprehensive to you, good – it shows I didn’t completely waste the six years it took me to get my PhD.)

  5. #5 • Howie Jacobson said on February 26 2008:

    Michael: Campaigns are for where, when, and to whom you show your ads. Ad Groups are for dividing the content.

    In this case, you probably need one campaign for local search, and maybe another for local content network. Each one will have several ad groups. You’ll probably get better results with 15-20 ad groups, rather than just the three main ones.

    For example, you may bundle a group of keywords around the following terms:

    landscape gardening
    lawn care
    really hideous lawn ornaments

    Hope this helps…