Ad groups are the fundamental units of your Google Ads campaign. They organize ads and keywords to help you manage your budget efficiently and target customers effectively.

Create ad groups for each of your products or services. For example, a shoe store might have separate ad groups for sneakers, shoes and boots. This allows you to track performance and apply better bidding strategies.

What is an Ad Group?

Ad groups are collections of keywords and ads that work together to show your ads on Google Search and the Google Display Network. Each ad group has its own budget, bidding strategy, and target audience. By ensuring that ads and keywords are tightly aligned, you can improve click-through rates (CTR) and conversions, lower costs, and enhance campaign performance.

By focusing on one or more products, services, and/or keyword themes, ad groups allow you to better match your ads to users’ search intent, thereby improving relevance and boosting Quality Score. This, in turn, can lead to lower costs and improved ad placement on SERPs.

Each ad group should contain a concise set of related keywords that closely align with your product or service. Avoid overloading ad groups with too many keywords, as this dilutes ad relevance and reduces performance. Using relevant ad copy that matches your user’s search intent is also essential to achieving high CTRs. Regularly monitoring ad group performance and pausing underperforming keywords can help you manage spend and optimize performance.

The best ad groups are rooted in extensive research about your target audience, the keywords they use, and their intent. For example, if you sell dress shoes, an ad group that focuses on those keywords should include ads that are tailored to people looking for leather dress shoes or women’s dress shoes.

How to Create an Ad Group

Ad groups are the building blocks of a Google Ads campaign. They are used to group together keywords of similar theme or intent so that ads can be displayed to searchers whose queries match the ad groups’ intended purpose. This allows for a high level of relevance and enhances performance.

Creating ad groups helps to manage your campaigns more efficiently. The ideal number of ad groups depends on the scope of your products or services, but starting with 5 to 10 ad groups per campaign is a good rule of thumb. This provides a balance between targeted segmentation and manageability since too few ad groups could limit your ability to target specific audience segments, while too many can make management more complicated without necessarily improving performance.

To create an ad group, select the campaign to which you wish to add a new group. Then, click the “Ad groups” tab to open the ad group management interface.

Once in the ad group management interface, click the “+ Ad group” button to initiate the creation process. Enter a name for the ad group and choose a bid strategy and budget for your new ad group. You can then add keywords to the ad group that are relevant to its theme or focus. Be sure to include a mix of broad, phrase, and exact match keywords to ensure that your ads are served to the most relevant searchers.

How to Create a Campaign Structure in Google Ads

A strong Google Ads campaign structure is crucial to managing your account effectively. It helps to improve Ad Relevance and Quality Score, reduce costs, and provide a better overall user experience. A well-organized account can also make it easier to optimize your ad groups, track performance, and scale your campaigns.

A campaign contains a grouped set of keywords and ads that share a common theme. The keywords are what triggers your ads to display on Search Engine Results Pages (SERP) or webpages across the Internet (for Display Network campaigns). Each ad group should have its own landing page that aligns with the ad text and keyword theme, to ensure a seamless user journey from search to conversion.

Bids, budgets, targeting, and other settings are set at the campaign level. But you can apply multiple bid strategies to individual ad groups, including Smart Bidding and Target Return on Ad Spend (ROAS).

To avoid confusion when creating and naming your campaigns, ad groups, and keywords, use descriptive and consistent naming conventions for each element. This makes it easy to find things in your account and share information with others on your team. Also, be sure to set up campaign and ad group goals, policies, and monitoring schedules at the account level. This will help you stay on top of important changes and keep your accounts running smoothly.

What is the Campaign Structure in Google Ads?

Having the right account and campaign structure is essential for effective PPC management. It makes it easier to find and fix problems, as well as make changes that can improve performance. In the case of Google Ads, there are a number of different ways to structure your campaigns and ad groups. Each has its pros and cons, but no one method is right or wrong.

The simplest way to organize your account is by creating a campaign for each type of product or service you offer. Then you create relevant ad groups within each campaign. This approach provides you with the most control over your budget, targeting, ad types and placements, and more. It also helps to align your search intent, ad text, and landing pages to boost relevance and Quality Score.

Another option is to organize your campaign ad groups by keyword. This allows you to easily find and target specific keywords, and it’s especially useful if you use one of Google’s smart bidding strategies.

Finally, you can also organize your campaign ad groups by theme. This approach can help you find and target new customers, as well as reduce your cost per click (CPC). Just be sure to test any new structure before deploying it across your entire account. A poorly structured account can hinder accurate performance reporting, make it difficult to optimise campaigns, and slow down your ability to respond to market changes.