Google Ads Campaign Structure: Ad Groups

After doing your keyword research and finding the keywords you wish to target with your campaign, it is time to structure your campaign.

The next thing you need to do is to group your keywords in ad groups.

What is an ad group in Google Ads?

So what are Google Ads Ad Groups? An ad group is an entity that contains keywords and ads. When an ad shows, it is because a Google user searched for a keyword that is contained in the same ad group as the ad that was shown.

How many ad groups per campaign?

A campaign can have any number of ad groups. The number of ad groups per campaign really depends on what you are selling. If you sell computers, then you for sure will need to have an ad group for each notebook model that you sell. If you are a lawyer, you will probably include keywords about the different types of services that lawyers provide and a keyword that includes the word lawyer and the names of the cities where you provide your services.

Let’s say you run an antiques shop and found these relevant keywords when you did your keyword research:

How do I structure an ad group in Google Ads?

As you can see above, you have keywords and the monthly search volume for each one of them.

Now we need to group them in relevant ad groups. Every ad group must have a name that is relevant to all the keywords contained in it.

Take the list of keywords above and try grouping it in ad groups.

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Now I’ll do it.

The keywords antique furniture shops, antique furniture shopping, antique furniture shops near me and furniture antique shops are similar enough to be in the same ad group: Antique Furniture Shop. The idea of having similar keywords in the same ad group is that we will create ads that contain the ad group’s root keyword. This way, Google users will see ads that contain the keyword that they searched for, or at least part of it.

There is one more important attribute to be given to each one of the keywords above: the match type. And I don’t need to write about it, because the fellas at SEMRush already have. Here is a link to it.

What should the next ad groups look like? Comment and I will let you know if you got it right.

Soon I’ll write a post about ad creation.