Google recently rolled out Adwords Account Labels, which in essence allows advertisers to organize keywords, ads, ad groups and campaigns into custom groupings for fast and easy filtering. It’s a great new “bell and whistle” that can be applied to pretty much anything, however, Google’s visual example is not a good representation of a proper Adgroup structure that is utilized by most PPC Marketers. I am sure this was for visual purposes to explain how it works, but c’mon!!!
In this screenshot, Google provides the example of the following:
- Campaign: New York – Adgroup: Shoes – Generic
- Campaign: Massachusetts – Adgroup: Shoes – Generic)
Here’s my Issue without a Tissue:
Even though these keywords are relevant to each other because they are all shoes, it would be more optimal to create individual adgroups for each, which would eliminate the need for labels.
- Rain Boots
- Running shoes
- Snow boots
- Tennis shoes
What I do like about Labels:
Labeling Text Ads: I like the ability at a “high level” view of which Messaging, CTA’s and Offers works the best, without having to sift through all of the ads.
Adwords Account labels are pretty cool and a great addition to the platform. However, it does promote “laziness” in creating relevant adgroups that can bypass the use of these labels. Google does a great job is telling everyone about the Quality Score methodology, they just don’t follow those best practices when promoting new features. My 2 Cents