Learning about ads and ad groups was very enlightening this week. I ran ads for the last company I worked for but I didn't understand how keywords and ads really worked. I didn't know that ad groups run one at a time and work like an automatic AB test. Google then runs the ad that is performing the best or that has the highest quality score.
Based on what I read, it seems like it would be best to find keywords first, then find a product to match, then write an article or landing page to promote it.
I also didn't know that it is best practice to create a single ad or ad group for each product to efficiently target customers that are ready to buy that product or service.
There was a story or post this week of someone that was helping to promote a product and found a broader keyword that had more traffic and it boosted the sales.
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