“This is the third out of a five part series trying to teach SME business owners on Google’s Adwords Advertising, understanding terms, processes and tips on how to efficiently do ad campaigns without blowing your entire budget. Find the other parts in the links at the end of the article.”
Advertising on Google is an easy skill to learn but has a hard curve to master. There’s a lot of insight and data-crunching that is involved in making sure that your ads are optimised whilst keeping on budget. Now, we will talk about ad groups – what it is, what it accomplishes for you and how do you take advantage of it.
What is an Ad Group?
The idea of an ad group is that it categorises your ads that share a specific set of keywords. The point of each one of them is for you to be able to define and subdivide your campaign into bite-sized portions that are easy to consume.
For example, if you’re launching a campaign for your massage service, you may want a different group for each one of your services, as each type of service may provide another breakdown of offers or some may share keywords within their own ads.
You can also combine keywords that carry a similar theme or take care of a similar product within your business, like the one on the table below:
Every ad group contains keywords, text ads and are nested in their own groups to allow for organised campaigns. Maximising these are tough, but there are a few fast rules of thumb that you can follow.
What is the Best Size for Your Ad Groups?
Whilst Google says you can have up to 20,000 ad groups per campaign and 10,000 campaigns per account, that doesn’t mean you should keep all of your advertising content within a single campaign of 100 ad groups.
For small to medium businesses, it’s always smart to divide a campaign into around 8 to 10 ad groups to manage all your thematically similar keywords in their correct bunch. Each ad group should have approximately 20 keywords each, give or take, for it to be effective as well. Why 20 you ask?
The thing is that having a lot more than 20 may hamper the relevance of the words with the theme you are trying to reach. There will be situations where 20 – 25 works, but that will be scarce. A theme can only have too many relevant keywords.
Around two to three ads per ad group is optimal for A/B testing, especially if you have different copies that you think would work.
How Important is an Ad Group?
When it comes to how important an ad grouping is, there’s a few points that will always be important no matter how you look at it.
- Search engines look at your ad groups to pick a keyword where your ad copy will show up.
- It determines what shows up if your set of keywords pop up.
- It tells SERPs which landing pages the potential visitor needs to go.
In every ad group that you create, you tell search engines who you want to see the ads, what you want to say to encourage them to click and how you will position yourself for your goal. These are different in every ad group.
You may have one that is just aiming for visibility, another aiming for conversions or another trying to sell within the same campaign. Each intention is different and it is up to you to determine what’s the point of your ad group and what parts of your site do you need to bring them to.
Optimising Your Advertisements
Now for the million-dollar question: how to make ad groups effective? This varies per type of business that is available, but there are a good number of factors that you would want considered. Whilst these are not the end-all be-all factors, you would want to keep these in mind when setting your ad groups.
Treat Each Group as Its Own System
You would want to treat each ad group as an ecology contained within itself. This means that you need to have keywords that are thematically relevant, ad text that tries to make sure it is relevant to what the audience is looking for and landing pages that speak to the audience.
Ad and Landing Page Consistency
When using ad groups, you need to remember that your text on the advertisement and the landing pages work in unison to do a singular goal. You cannot have a sales ad copy and then have a landing text that is only trying to convert. It needs to talk to your audience and tell them properly “this is what you need”.
Quality Copy = Cheaper CPC
We will discuss on another topic the idea of Quality Score, but the gist of it is that Google gives you a lower CPC the better your Quality Score is. This means that, when your ad group has keyword elements and copy elements that work together in the eyes of Google, they cost you less money for every click – and every discount you get helps.
Ad group is worth its extra work and is an important part of any workflow. Once you take advantage of how it works, you will never go back to showing people just one ad to all of your keywords, leading to more conversions.