When it comes to optimizing your pay-per-click advertising campaigns there are many different tricks and tips that you can use in order to increase your relevancy to search terms and also improve your chances of profiting. However, these strategies can be quite daunting for a beginner to understand, so in this article, we’re going to touch on one of the basics of effective PPC advertising; ad groups. We’ll be explaining what ad groups are, their importance and also how you can make your ad groups more effective to improve your return on advertising investment. Show
An ad group contains one or more ads which target a shared set of
keywords. You set a bid, or price, to be used when an ad group’s keywords trigger an ad to appear. This is called a cost-per-click (CPC) bid. You can also set prices for individual keywords within the ad group. Use ad groups to organise your ads by a common theme, such as the types of products or services that you want to advertise. To learn more about keywords, you can read our blog post
Google Ads Keywords Guide
Table of ContentsExplaining What Ad Groups AreLet’s first start by explaining what ad groups are. Ad groups are essentially groups of keywords that are used in your marketing campaigns. This is something that is set up by the advertising service that you use for your PPC marketing. When you first set up and account and register your details, you’ll typically be asked to create an ad group which stores things like keywords, text ads, landing pages and so on. It’s essentially a way for you to create a systematic structure for your PPC advertising so that it’s much more organized for when you need to make specific changes or monitor its effectiveness. For instance, you may set up a separate ad group for the many different services that your business offers. If you’re a contractor, then you may set up an ad group for services that you offer residential customers and another ad group for services you offer to business and commercial clients. In short, it’s a tool you can use offered by PPC advertising services that can help you structure your promotional materials.
The Importance of Ad GroupsOK, so we now know that Ad Groups are basically a structural component within your PPC account. So why should you bother with them? What makes them important? Ad Groups contain a lot of important stuff! Most search engines look to your Ad Group organization to determine:
You’re deciding:
How Are Ad Groups Structured?We discussed briefly in the previous section that ad groups are used to help you structure your PPC advertising materials so that you can keep them organized, but we didn’t exactly explain how it worked. A simple way to put it would be to consider the following;
As an example, your overall advertising campaign could be for contractor services that you offer in addition to the spares and parts you sell. In this case, your advertising campaign is for the contractor side of your business. Next, we set up different ad groups which typically deal with each service you offer. So you may have a service that’s designed to repair furniture and another that is for repairing a roof. These different services you offer will then become the ad groups. Inside those two ad groups, you’ll list keywords that are relevant to the service you’re offering and you’ll also store the different advertising materials and lists of keywords related to those exact services. With this in mind
Group ad groups by similar themesMany advertisers find it helpful to base their ad groups on the sections or categories that appear on their website. For example, let’s say you sell desserts, drinks and snacks on your website. In the table below, each ad group contains a keyword list focusing on a product that you’d sell. The keyword list in each ad group tells our system to show ads for these products only on websites related to them. Why Use Ad Groups and Why Are They Important?Now that we understand what ad groups are and how they’re structured, we can start talking about why you should be using ad groups and why they’re so important to any business’s PPC campaign.
SummaryAd groups are essentially used to help you organise and structure your campaign so that it’s cohesive, can easily be modified at will and ultimately more efficient. It seems like a very simple change on the surface to help you make quick modifications, but you’ll realize that the power of ad groups lies within its ability to help you monitor and manage several different complex advertising campaigns with minimal effort. It will allow to create a consistent branding image and it will make it easy for you to outperform your competition in terms of PPC advertising. What are the core components of an ad group?Now you have 6 ad groups, each of them has two key components, ads, and keywords.
What are the core components of an ad group in Google ads?An ad group contains one or more ads that share similar targets. You set a bid, or price, to be used when an ad group's keywords trigger an ad to appear. This is called a cost-per-click (CPC) bid. You can also set prices for individual keywords within the ad group.
Which are required components of an ad group running on the Search Network?Which are the required components of an ad group running on the Search Network?. Default bid, position preference, placements.. Placements, keywords, network targeting.. Text ad, keywords, default bid.. Frequency capping, daily budget, ad scheduling.. How are ad groups structured?Ad Group Best Practices. Start by clustering your desired keywords by themes. These should be as narrow as reasonably possible to avoid overlap in targeted searches. As each group supports different ads, one way to guide ad group structure is based on the copy you expect to run in each case.
|