Effective Steps to Create & Structure Your Ad Groups in Google Ads

Effective Steps to Create & Structure Your Ad Groups in Google Ads

Curating and optimising your ads is a crucial element to ensure that paid search is a success. When you are setting up ad groups, there are certain things you should consider to get the most out of paid campaigns. For instance, while setting up ad groups make sure that you create distinctive ad groups for separate landing pages. This would distribute the traffic to the website. In other words, your ad groups should have a primary focus on landing pages. If you have more ad groups it is better for your landing pages and thus, the campaign.

What is a group in Ad?

Ad groups are the essential components of PPC marketing. Ad Groups aid digital marketers to drive traffic to the landing pages and increase the rate of conversions. In Google AdWords, ad groups contain all the keywords which are used in PPC campaigns.

Group Ad

A Group in an ad is the breakdown of the services that business offer. They also contain identifiable keywords right within the ad group. Having different ad groups in a PPC campaign allows one of the keywords or ad groups to come out as a winner.

Google Ads’ single account comprises over 10,000 campaigns per account, which includes the paused and active ones. That might be overwhelming for a beginner advertiser to manage. This brings us to the next step of streaming ad groups in Google Ads.

 How many ad groups should be in a campaign?

You might be expecting a number to determine ad groups in a PPC campaign. It doesn’t matter how many ad groups you should have to make a campaign successful. Several variables come into play, hence deciding on a single number isn’t justified. The best practice by many notable advertisers suggests that having a minimum of 10 and maximum of 15 ad groups per campaign is appropriate. However, other advertisers suggest having 6 to 9 ad groups are best for campaigns.

Are you still wondering, “How many ad groups can be created in single campaign?

The answer you’re looking for is the number of ad groups that must be in a campaign entirely depends on what you want to achieve from the campaign. Different businesses require different niches, some times these niches are small, and other times, they are vast. For small niche, you can only build 3-4 ad groups whereas for you need to build 10-20 ad groups for the big niche. The small niche cannot acquire more keywords and vice versa.

If you’re starting your career as an online advertiser, it is advisable to begin a PPC campaign with ad groups ranging from 5-15. Somewhere between these numbers will get you going, and as you hone your skills, you’ll understand ad groups numbers in a PPC campaign better. So, How many ad groups is too many? The answer is simple. It depends on your goals from the PPC campaign, availability of keywords, niches to attract an audience. “Practice, Learn, and Execute” the best practices to help businesses grow!

How do I organize my ad groups?

There are numerous things that you can consider while compartmentalizing keywords in different ad groups. However, there are certain golden rules that you shouldn’t miss out during PPC campaigns:

Avoid Duplicate Keywords:

Incorporating the same keywords in multiple ad groups won’t reap any benefits during an ad campaign. Some platforms don’t allow marketers to duplicate keywords. When you put multiple keywords in ad groups you tend to lose the control of deciding the set of ads your users should see. This might even lead to a problematic scenario where optimization and reporting will generate falsified information regarding the keywords’ performances.

We have come across many aspiring advertisers who ask, How many keywords should I have per ad group?

Each ad group should have a maximum of 20 keywords. The idea is to keep the ad group compact. So, if you have a handful of keywords, it’s better for the campaign. The problem with stuffing keywords in ad groups to make any ad clickable is, if you have too many ads, it leads to lower click-through-rate and poor ad quality.

Think prior to the grouping:

New advertisers often tend to create fewer groups or several groups. It takes a considerable amount of time to curate the perfect grouping strategy for PPC campaigns. Curating a PPC strategy and executing it will not require much hassle. In AdWords, you can shake things up as long as the campaign is still running.

Language Preference:

When your products and services are designated for a single location, and you wish to target a regional language, then you have to run ads in those languages. Further, you have to run new campaigns.


Some keywords require a budget of their own. If this is the case with you then you can split those keywords among different campaigns.

Bidding Options:

Different bidding options allow you to bid in distinctive ways like automated and manual bidding. You can also place your bid as per CPA or Cost Per Acquisition while putting your needed cost-per-action. Over time, the system will optimise your Google AdWords account to meet the strategized goal.


Whenever you want to experiment with new words to see how they are performing, it is strongly advised to put these words in their respective campaigns as well as ad groups. This would help you to understand if the keyword is helping your campaign or hurting it. Then it’s up to you to use the keyword or discard it.

What is single keyword ad groups?

Do they exist in Google AdWords?
Single Keywords Ad Group

SKAG or Single Keyword Ad Groups are an integral part of Google Ads. Having just one keyword in the said ad group makes it special. Single keyword aid in gaining a streamlined account structure alongside more control. They also aid in improvising CTR, Quality Score and reduce ad spend without having to compromise with the results.

What are the three main factors that determine ad quality?

Advertisers strive in producing top-notch content with PPC, or blog posts, and social media posts. Google takes ad quality very seriously as the search giant uses ad quality to determine the places where your ads will appear. There are three factors which determine the ad quality:

Ad Relevance:

Potential customers won’t click on ads on Google or other search engines if the ads aren’t relevant to their needs. Ad relevance is difficult to master, but it isn’t impossible. Making ads relevant require keywords that intrigue users to click and respond on the landing page. You have to keep adapting to the statistics to make ads relevant to the potential customers.

Expected Click-through rate:

Google ponders on the performance of past ads to measure the ‘expected click-through rate or CTR. If Google thinks that your previous ads were a success, then the latest campaign will also be successful. Improving your CTR is about enhancing the ads’ performance over time.

Ad Experience on Landing Page:

When a prospect clicks on ads, they expect a fluidic experience. Services and products you offer must be present on the landing page to make them click a success. Google takes stalk of your page views, bounce rate and numerous other metrics for determining the effectiveness of the landing page.

Note that when you put Ad Words in a definite structure, the resulting elements are not static. If you want to get the best out of ad groups, you must adapt to learn and thrive.

Take A Look At The Below PPC Advertising’s Other Chapters

Chapter 1: Paid Search Marketing: What is it and How it Works

Chapter 2: All About Developing Your PPC Strategy

Chapter 3: Quality Score & Its Impact on Google Ads

Chapter 4: All About Click-Through Rate & Its Importance

Chapter 5: Why Keywords Matter & How They Work in PPC

Chapter 7: Things You Should Know About PPC Budgets & Bidding

Chapter 8: A Comprehensive Look at PPC Ad Targeting Options

Chapter 9: Top 10 PPC Copywriting Tips to Create Winning Ads

Chapter 10: The Complete Guide to Ad Extensions

Chapter 11: All Things to Know About PPC Ad Formats

Chapter 12: Top 10 PPC KPIs You Should Keep a Track Of

An Introduction to PPC Advertising Basics

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