You place a keyword into a dedicated ad group to craft a tailored ad for it. But it turns out that, in plenty of cases, Google and Bing show an ad from a different ad group for this keyword.
This lesson explains the following:
- Why such things happen
- How to make a system show an intended ad for an intended set of search queries
- How to make a system apply an intended bid to an intended keyword (learn more about this in the next module)