How to create ad groups in Google Ads

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Creating ad groups in Google Ads is a crucial step in setting up a successful pay-per-click (PPC) campaign. Ad groups are a way to organize your ads and target specific keywords, audiences, or placements to reach your desired audience. In this expanded guide, we’ll walk you through the step-by-step process of creating ad groups in Google Ads, as well as provide tips and best practices to help you get the most out of your ad groups.

Prerequisites:

Before you start creating ad groups, make sure you have a Google Ads account and have created a new campaign. If you’re new to Google Ads, you can sign up for a free account and follow the setup wizard to create your first campaign.

Step 1: Access the Campaign Settings

To access the campaign settings, follow these steps:

  1. Log in to your Google Ads account and navigate to the campaign you want to create ad groups for.
  2. Click on the “Campaigns” tab and select the campaign you want to edit.
  3. Click on the “Settings” icon (represented by a gear icon) next to the campaign name.

Step 2: Access the Ad Groups Tab

Once you’re in the campaign settings, click on the “Ad groups” tab. This will take you to the Ad groups page, where you can create new ad groups or edit existing ones.

Step 3: Create a New Ad Group

To create a new ad group, follow these steps:

  1. Click on the “New ad group” button at the top of the page.
  2. Enter a name for your ad group in the “Ad group name” field. This name will help you identify the ad group in your campaign.
  3. Enter a description for your ad group in the “Ad group description” field. This is optional but can help you remember the purpose of the ad group.
  4. Select the ad group type. You can choose from:
    • Search: Target specific keywords and phrases.
    • Display: Target specific websites, apps, or placements.
    • Shopping: Target specific products or product categories.
  5. Set the ad group budget. You can set a daily or total budget for the ad group.
  6. Set the ad group bid strategy. You can choose from:
    • Cost-per-click (CPC): Set a maximum bid for each click.
    • Cost-per-thousand impressions (CPM): Set a maximum bid for every 1,000 impressions.

Step 4: Set the Ad Group Targeting

In the “Targeting” section, you can set the targeting options for your ad group. You can target specific:

  1. Keywords: Use keywords to target specific search queries.
  2. Audiences: Target specific demographics, interests, or behaviors.
  3. Placements: Target specific websites or apps.
  4. Topics: Target specific topics or categories.
  5. Languages: Target specific languages.
  6. Locations: Target specific countries, regions, or cities.

You can also set the ad group targeting to include or exclude specific targeting options. For example, you can target specific keywords and exclude specific placements.

Step 5: Add Ads to the Ad Group

To add ads to the ad group, follow these steps:

  1. Click on the “Ads” tab within the ad group.
  2. Click on the “New ad” button to create a new ad.
  3. Enter the ad copy, including the headline, description, and display URL.
  4. Set the ad targeting options, such as keywords, audiences, or placements.
  5. Set the bid for the ad.

You can add multiple ads to an ad group, and Google Ads will automatically rotate them to show the best-performing ad.

Step 6: Review and Save

Before you save your ad group, make sure to review the settings and targeting options to ensure everything is correct. You can also use the “Preview” feature to see how your ad will look on different devices and platforms.

Once you’re satisfied with the ad group settings, click “Save” to save your ad group.

Tips and Best Practices:

Here are some tips and best practices to help you get the most out of your ad groups:

  1. Keep your ad groups focused on a specific topic or theme to improve ad relevance and performance.
  2. Use relevant keywords and targeting options to ensure your ads are shown to the right audience.
  3. Set a clear bid strategy and budget for each ad group.
  4. Monitor and optimize your ad groups regularly to improve performance.
  5. Use ad group-level targeting options to target specific audiences or placements.
  6. Use ad rotation to test different ads and improve performance.
  7. Use ad scheduling to target specific times of day or days of the week.
  8. Use ad extensions to add additional information to your ads, such as site links or callouts.
  9. Use ad group-level negative keywords to exclude specific keywords or phrases.
  10. Use ad group-level negative placements to exclude specific websites or apps.

Common Ad Group Mistakes:

Here are some common ad group mistakes to avoid:

  1. Not setting a clear bid strategy and budget.
  2. Not targeting specific keywords or audiences.
  3. Not using ad group-level targeting options.
  4. Not monitoring and optimizing ad group performance.
  5. Not using ad rotation or ad scheduling.
  6. Not using ad extensions.
  7. Not setting negative keywords or placements.
  8. Not keeping ad groups focused on a specific topic or theme.

By following these tips and best practices, you can create effective ad groups in Google Ads that help you reach your target audience and achieve your campaign goals.

Conclusion:

Creating ad groups in Google Ads is a crucial step in setting up a successful PPC campaign. By following the step-by-step process outlined in this guide, you can create ad groups that target specific keywords, audiences, or placements to reach your desired audience. Remember to keep your ad groups focused on a specific topic or theme, use relevant targeting options, and monitor and optimize performance regularly. By avoiding common ad group mistakes, you can improve the performance of your ad groups and achieve your campaign goals.

Categories: Digital Marketing