In Google Ads and similar platforms, a campaign holds ad groups, and each ad group holds tightly related keywords and the ads written for them. Tight grouping keeps ads relevant to the searches that trigger them.
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Grouping well
Group keywords by one intent and send them to one matching page. If you need different ad text for two keywords, they probably belong in separate groups.
Keep them manageable
Smaller, focused groups are easier to read and optimise than one mixed group with dozens of unrelated terms.
Common mistakes
One ad group for the whole account
Mixed intents make ads generic and results hard to read.
Frequently Asked Questions
Enough to test, such as a few variants. Responsive search ads let you supply many headlines in one ad.
Keep reading
- Google Ads: Google Ads is Google’s advertising platform for search, YouTube, display, Gmail, Discover and Maps ads, sold mainly through real-time auctions.
- Responsive Search Ads: Responsive search ads let you supply up to 15 headlines and 4 descriptions, which Google and Microsoft combine automatically to suit each search.
- Keyword Match Types: Keyword match types control how closely a search must relate to your keyword for your ad to show: broad, phrase or exact match in Google and Microsoft Ads.
- Quality Score: Quality Score is Google Ads’ 1 to 10 keyword diagnostic, based on expected click-through rate, ad relevance and landing page experience against competitors.
- Ad Assets: Ad assets, formerly called ad extensions, add extra links, text, images or contact options to search ads, making them larger and more useful.
- Ad extensions: Ad extensions, now called assets in Google Ads, add extra information to a search ad such as links, calls and callouts.
- Ad scheduling: Ad scheduling controls the days and hours your ads run, or adjusts bids for certain times.
- Affiliate Marketing: Affiliate marketing pays outside publishers or partners a commission for customers they refer through tracked links, often as a recurring share in SaaS.
