Ad Group is an essential component of payperclick marketing. A set of keywords, ads, and bids you manage together, in order to show ads to people likely to be interested in them. Each of your campaigns is made up of one or more ad groups.


Ad group is a concept that may seem a little unclear if we haven’t worked with them before. This difficulty is because it is not something as visible as a Keyword, an Ad or a Campaign.

Mainly, Ad Groups are all those ads gathered around a specific theme or keyword. In this way, we get a better organization and better management of our advertisements, especially when there is a large number of them.

When we carry out campaigns through Google, the groups are created in a mandatory way. Even if only one ad is made, it is grouped in a category so that they can be organized by subject and facilitate better control.

Organizing all ads by topic allows us to have faster access to any of them. This will make it easier for us to run tests, make corrections, verifications, and so on. In addition, since it is a very flexible system, groups can be altered to make even better organizations.


Ad Groups depend on a certain campaign and they must be used to organize the ads by a common theme.

Let’s imagine I have a company that sells Pendrives. A pendrive can be searched for by a client in different ways, so ideally there should be a tailor-made ad for each of the possible searches:

The customer who searches for the keyword “Pen drive” will find an ad that offers the benefits of a Pen drive; while the customer who uses the keyword “USB memory stick” will find an ad that talks about that specific product. The product is the same in both cases, and the landing page too, but the way to call it or even some small feature may change.

The easiest way to link each group of keywords of a specific topic, with specific ads for that same topic, is by creating Ad Groups.

In this instance, the “pendrive” campaign will have six Ad Groups. In each of these Ad Groups there will be tailor-made ads for each theme, so that every time you enter the specific keywords in a search, a certain ad will be triggered. For example:

Campaign: Pendrive

Group Ad: Pendrive

Ads: Pendrives on offer…. Pendrives with guarantee….

Keywords: [buy pendrive] [8GB pendrives] [16GB pendrives]…

Campaign: Pendrive

Group Ad: USB Key

Ads: USB Key on sale…. USB Key with guarantee……

Keywords: [buy USB Key] [8GB USB Key] [16GB USB Key]


Google gives you the ability to create a large number of ads per group. And although it is not necessary to reach the maximum allowed, it is important that you create more than one ad. These are the reasons:

To impact the audience in different ways:

Do you want to reach your audience with the same message every time?

Find out which texts or words work best:

If you only have one ad that you vary, it’s hard to tell what change will affect its performance.

However, if you have several ads with different texts that compete with each other, it will be easier to find out which one works best.

Constant improvement:

By having several ads running at the same time, you can create new versions of the best performing ads and check their results.

There is no ideal number of ads per ad group. You must consider your own capacity and time to manage the campaign. My advice is to have at least two ads per group, although if you prefer you can work with more.


Added information that is included in your text ads. These can include extra features about your business, such as your location, phone number, links to certain product or services pages, and call-outs.

Ad extensions are free and usually make the ads more effective, increasing the CTR, and the conversion. In addition, ad extensions influence the Quality Level of the keywords, so they will make each click on the ad a little cheaper, and they improve the visibility of your ads.

It is not a question of putting all possible extensions, but those that we think bring value to customers, either because it saves them a step in their navigation.


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