Google Grants Account Creation Guide - Manual (Page 8)

8
An ad group success story
In the exercise below, read about how a fictional Grantee created an ad group that
performed very well. You'll notice underlined portions that you'll be able to fill in with your
organization's specifics on the next page. By completing this exercise, you'll be able to
see how your own organization can also build very successful ad groups.
The Melrose Ballet created a highly successful ad group that resulted in qualified traffic to
their website. We asked them to share their story with us, and hereʼs what they had to
say: “We had a variety of offerings we wanted to advertise, so we decided to start by
focusing on one theme. To start, we decided to target people wanting to see the
performance of The Nutcracker in Melrose, Minnesota. Therefore, the theme we picked
for our ad group was Nutcracker tickets. Next we thought, ʻIf we wanted to see The
Nutcracker weʼd search on Google by typing in Nutcracker tickets.ʼ We also thought that
other Google users of this same mindset would search for Nutcracker tickets by typing in
The Nutcracker, ballet tickets, tickets to the Nutcracker, or Nutcracker ballet. As you can
see, all of these searches had one thing in common - they were all different ways of
searching for Nutcracker tickets. At this point we knew we had a number of good
keywords for our Nutcracker ad group.
It then occurred to us that there might be other users who were searching on Google for
an opportunity to perform in The Nutcracker and that these users might type in
Nutcracker auditions to find what they were looking for. We knew that our ad, geared
towards selling Nutcracker tickets wouldnʼt be what these users were looking for. We
decided to add auditions as a negative keyword* in our account so that our ad would only
show to people looking for exactly what we had to offer so that we could ensure that we
had a strong click through rate (CTR) and Quality Score. To finish building our account,