When grouping keywords you run the risk of grouping too granular or too broadly. The more granular your keyword groupings get, the more management it will require. If your keyword groups are too broad, you risk being untargeted. It’s an constant trade-off.
One school of thought when creating keyword groups is to ignore the seed terms and to just focus on the modifiers of the seed terms. If you like to keep your keyword groups simple and clean, eliminating the seed terms from your group naming convention will probably work better for you.
Another school of thought is to include the name of the seed terms within the keyword group names. Something I like to do is group my keywords and then find that one keyword within the group that BEST represents the entire group of keywords. I then name my group that.
This is really useful because what I do then is make this my ad headline within my PPC ads. If you do it right, you can create ad templates that allow you to generate the group name multiple times within the ad (like the display URL for example).
There’s no right or wrong way to group keywords. It’s completely subjective and determined by your preference. The key take-away though is to choose a group name that best represents the entire group of keywords.
For example, click the link below to expand to see highly relevant keywords around the phrase “google adwords editor”:
If we wanted to, we could break this list down further into the following sub-groups:
The point here is to not get too crazy with it. Keep it simple.
Find the most meaningful keywords that are top-priority and focus on those. Don’t start out focusing on every single potential keyword grouping at a granular level because you will find that 1. you usually don’t have an offer that’s relevant to every keyword group and 2. you wasted a lot of time on grouping keywords that you probably can’t write ads or create content for.