A PPC ad group is a group of ads targeted for specific keywords.
A PPC ad group is a part of the structure of your PPC account and an important element of its hierarchy.
Where does a PPC ad group fit into your PPC campaign skeleton? Here’s a simple explanation.
A PPC account includes multiple campaigns. Each campaign typically contains multiple ad groups. Each ad group includes your selected keywords, plus your ad copy and the landing pages that go with these keywords — in other words, where you want to take your users once they click on your ad.
Related keywords within each ad group are arranged by themes, each ad group reflecting the goal of your PPC campaign. The ad copy you create is closely linked to the keywords to reflect the search intent of your audience.
Still sound confusing? Here’s an example.
Let’s say you are selling shoes. It is spring and you want to promote both your high-heel models for special occasions and your golf shoes for golf lovers.
Since the people looking for these two types of shoes are likely to be different, you create different ad groups, ads and landing pages for each of these two campaigns.
This allows your users to find the exact information they are looking for.
You can have:
Single keyword ad groups (SKAG) consisting of ads with one single keyword to target
Multiple keyword ad groups consisting of a list of similar keywords
So where might you run your PPC campaign? Google Ads is one option.
One of the most popular pay-per-click advertising platforms, Google Ads was launched in October 2000 and currently boasts 4.3 billion users across the globe, servicing both small companies and Fortune 500 businesses. Imagine the potential reach you may have with your PPC campaign.
How Do PPC Ad Groups Work?
The ads in your ad group share similar targets, but are organized using a common theme.
When a person is looking for information online and they type a phrase or word into a search bar, they want to find results that are closely connected to these words.
Take, for example, Sarah, who is looking for high-heeled shoes for her wedding. If she sees an ad about sports shoes, she’s not likely to click on it.
To answer Sarah’s search intent, you need to create an ad group containing keywords and ad copy linked to high-heeled shoe models, plus a landing page to present your product(s).
Setting ad groups with selected keywords, ad copy and landing pages allows you to present the right ads to the right customers.
Now that you know how ad groups work and you’re ready to reap the benefits, keep the following best practices in mind for your campaign:
Organize your PPC campaigns and the corresponding ad groups as you create them.
Arrange ad groups by theme. For example, if you are selling desserts, your ad group might contain keywords such as “ice cream,” “cookies,” “brownies,” “carrot cake” or “cheesecake.”
Make the keywords within each group as narrow as possible to ensure there is no overlapping in targeted searches.
Create at least three ads in each ad group and use optimized ad rotation. This will help you optimize your ads for clicks every time there is an auction, using triggers such as keyword, location, search term, or device.
Use one landing page per ad group.
Enable or pause a single ad group by clicking the status icon.
Change multiple campaigns, ad groups and ads in bulk by downloading a spreadsheet, updating it offline and uploading it again. This will allow the changes to take effect simultaneously.
To change the messaging for one audience, do not create a new ad group but use an ad customizer, a tool that allows you to adjust the content directly in your ads. This will help you customize your ad without the need for more groups and without the need to trigger an ad Quality score review. (What is quality score? Check out our blog for more on this topic!)
Top 5 Digital Marketing Agencies For Your PPC Campaign
Working with a digital marketing agency on your PPC campaign can help you benefit from their extensive expertise and tools.
Their experts can research and create the right ad groups for your campaigns, create engaging ad copy and design landing pages that boost interest and conversion.
Here are five digital marketing agencies with a proven track record.
Headquartered in Dallas, Texas, Red Spot Design has been distinguished as a 2019 Top Web Design Agencies UpCity Certified Partner.
Red Spot Design offers:
Some of the Red Spot Design’s clients include Trinity Valley Electric Co-op, Cornwell Jackson CPAs and Pollo Regio Restaurant.
Wrapping Up On PPC Ad Groups
PPC ad groups are part of your PPC account. They help you separate different keywords, ad copy and landing pages for your PPC campaigns, to target different audience segments.
PPC ad groups provide:
If you’re not sure you can go it alone, reach out to one of the top agencies we listed above. Working with a digital marketing agency gives you access to top experts who can prepare and launch your PPC campaign and measure its performance.
We’ll find qualified PPC agencies for your project, for free.