Google AdWords Ad Groups

Ad Group Limits
Currently, you can have up to 20,000 ad groups per AdWords campaign and 300 display ads per ad group. An ad group is a set of keywords, ads and bids that is a major component of the way your account is organized. Each ad campaign is made up of one or more ad groups. Ad groups allow you to correctly segment your keywords so that the most relevant ad fires for the right keyword.

Creating an Ad Group

    1. Select the campaign for which you want to create an ad group.
    2. Click the Ad groups tab.

Ad Group Creation

    1. Click the +New ad group button.

New Ad Group

    1. On the next screen, follow the instructions to create your new ad group (you will then need to create your first ad and add keywords).

Ad Group Setup

  1. Select your maximum cost per click (Max. CPC) – this is the most you are willing to pay for a single click on your ad (enter $1.00 for now).
  2. Click Save ad group.

Ad Group Bid Settings

  1. Max. CPC: This is the most you are willing to pay for a single click on your ad.
  2. Display Network Max. CPC: The most you are willing to pay for a single click on your Display Network ads. (enter $0.01 for now)
  3. Max. CPM: The most you are willing to pay for 1,000 impressions (multiplied by the number of times your ad is shown). CPM stands for cost-per-thousand impressions. (skip for now)
  4. Max. CPA Bid: The maximum amount you are willing to pay for each conversion. (skip for now)

Ad Group Structure
PPC experts organize ad groups by the main keywords and phrases contained in each group. To make navigating your account easier, take a strategic approach to naming your ad groups. For example, if you will be targeting competitors or specific brands, make sure the first word in your ad group name is “competitor” or “brand,” respectively, and then name the specific competitor or brand name (e.g. “competitor | travelocity”). You will also want to split test different ads if you find that two similar keywords are both performing well.

Google will bold keywords in your ad that match the keywords the user types into the search box.

For example, if you’re managing an AdWords account for a travel company, you might want to have two separate ad groups for “resort” and “hotel” keywords. This is because you want each keyword to become bolded when someone sees your ad. Here is an example of a company that did this correctly, and one that combined both keywords into one ad group:

Creating Ads & Ad Groups
Creating Ad Groups & Ads

Note that “resort” is bolded in the ad on the left. The ad on the right fired for a “fort lauderdale resort” search, and only used the keyword once in the headline. This also proves that TripAdvisor focuses more on their PPC account management than Sea Club Resort.

Creating great ads can be a considerable challenge when you’re working with very limited character limitations. By employing our best practices, such as including relevant keywords and calls to action (CTAs), you can create winning ads that are guaranteed to generate the coveted clicks and conversions you need while eliminating irrelevant traffic and saving valuable ad dollars.

AdWords Account Structure
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