Paid Search Analysis and Optimization - Yahoo! Web Analytics - page 286

Figure 11.2 Filtered custom search listings report

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Figure 11.3 Grouped and filtered custom search listings report

Figure 11.3 shows a group of “nailers” converting at 0.48 percent rather than
just one single keyword converting at almost 22 percent. We can only hope that your
internal search marketing team has already done this by grouping keywords in logical
ad groups. But even if they have, you could wind up wanting to do analysis on key-
words across ad groups.

Organizing Ad Groups

this brings us to our next area of optimization: ad groups. you should ask the paid
search team to group intelligently in ad groups for the long tail, make single bids from
the groups, and have single landing pages for each group. you can still use multiple cre-
atives as long as this is done as an ad group activity.
in chapter 4, where we talked about tracking and collecting information on
paid search, we focused on the search listing itself and not the ad group. you are forced
to do the hard work yourself in grouping these search listings into the proper categories;