You can earn more traffic at lower prices on Google Ads. One way is to discover keywords, and another is to grow quality score. Keyword ad groups increase quality score by improving ad relevance.

To start enter your Google Ads campaign, and click Ad Groups in the left column. Most start with 1 ad group— click into it and then click Keywords on the left. Click the column header to sort by Clicks, and click the Download icon in the toolbar to the right. Open the file, copy keywords, and paste in a new tab. Highlight all and use find and replace to replace + or ” with nothing, removing them. Sort the column, and divide keywords into columns headed with their ad group name. This also works with ≥ 2 ad groups— download keywords from the campaign view, leave the ad group name, and put keywords into running ad groups before making new ones.

Google’s algorithms look at text instead of concepts, so group similar words to affect Ad Relevance. A design firm uses terms like “graphic design firm,” “graphic design company,” “graphic design agency,” or “graphic design services”. Put these in an ad group named “Graphic Design” unless you exceed Google’s recommended max (25). There, divide more—group “Graphic Design Firm” terms, etc. Focus on relevance; some may vaguely match (“graphic design services agency”), and you may want 1 “misc.” ad group. These efforts boost CTR and thus quality score, to decrease CPC.

Now, in Google Ads, enter the campaign view. Duplicate an existing ad group— select it, click Edit, click Copy, and then Paste. Now hover your mouse over the ad group’s name and click the edit pencil. Add a new name (spreadsheet headers) and save, click inside the ad group, and pause duplicated keywords. Add its keywords from the spreadsheet, after applying match type with this tool. After this, enter each ad group and click Ads & extensions in the left column. Include keywords in each ad by editing them (edit pencil) to place your core keyword (the ad group’s name) or dynamic keyword insertion in the headline, and don’t forget persuasive writing. Pause your original ad group when done.

The initial move from 1 ad group to many yields the biggest boost. Others happen incrementally— maintenance tasks match ads and keywords better over time. Review once a quarter to maximize quality score.