An Adwords account can have up to 10,000 Campaigns and up to 20,000 ad groups per campaign with text ads in each ad group.
Basically you don’t have to worry about having too many ad groups.
What is an Ad group
An ad group is a group of keywords and ads grouped together in one place. You can set a default bid under each separate ad group and have multiple ads that are shown for all those keywords in an ad group.
If you want to provide the best user experience and get the highest quality score possible you will want to ensure you are matching your keywords not only to the correct ads but also to the correct landing page. Ad groups help you do just that.
We can group a set of keywords together and write an ad tailored to those specific keywords and send the visitor to a specific landing page for that ad group.
A landing page is the page users land on after clicking your ad.
If someone was searching for emergency dental I would want them to land on my emergency dental page and not my home page or an unrelated page such as teeth cleaning.
You are running ads to make money so make as much as possible by matching the users search with the page that best describes that particular service.
Let’s take a quick look at some of our sample data from our Keyword Research Video to see how this can be done.
| Ad Group | Keyword |
| Dentistry | |
| Dentistry | dentistry |
| Dentistry | dentistry for children |
| Dentistry | cosmetic dentistry |
| Dentistry | family dentistry |
| Dentistry | sedation dentistry |
| Dentistry | pediatric dentistry |
| Emergency Dental | |
| Emergency Dental | emergency dental care |
| Emergency Dental | dental emergency |
| Emergency Dental | emergency dental services |
| Emergency Dental | dental emergencies |
| Teeth Whitening | |
| Teeth Whitening | whitening teeth |
| Teeth Whitening | laser teeth whitening |
| Teeth Whitening | professional teeth whitening |
| Teeth Whitening | teeth whitening products |
| Teeth Whitening | teeth whitening dentist |
| Emergency Dentist | |
| Emergency Dentist | emergency dentists |
| Emergency Dentist | dentist emergency |
| Emergency Dentist | emergency dentist denver |
| Cosmetic Dentist | |
| Cosmetic Dentist | cosmetic dentist |
| Cosmetic Dentist | cosmetic dentists |
| Cosmetic Dentist | best cosmetic dentist |
| Cosmetic Dentist | cosmetic dentist denver |
| Cosmetic Dentist | dentist cosmetic |
| Cosmetic Dentist | denver cosmetic dentist |
| Cosmetic Dentist | top cosmetic dentists |
You will notice from the above sample that the ad group Dentistry has related keywords to other ad groups. An example is cosmetic dentistry. This keyword could just as easily go into the Ad group Cosmetic Dentist. You want to ensure you are sending people a landing page that best matches what the person is looking for.
In this case I would move the keyword cosmetic dentistry from the Ad group Dentistry into the Ad group called cosmetic Dentist. I do this because I can have all keywords with Cosmetic going to my cosmetic landing page.
Keyword Grouping Methods
- Single Keyword Ad groups: Each keyword will have it’s own ad group and possibly it’s own landing page
- Similar keyword Grouping: Similar keywords will be grouped together under 1 Ad group
Single Keyword Ad Group
In this method I just go over all my keywords and group them by the landing page that best matches them. I don’t have to worry about if XYZ keyword matches a certain theme for a group of other keywords because they all will be in there own ad group.
This method is more commonly used by pro’s. It can take a long time to do by hand which is why special paid tools are generally used like speed PPC.
The advantage of this method is you are able to write specific ad-copy for each and every keyword and create the best message possible.
This can help boost your quality score because you are writing ad copy that contains the keyword being searched. It can also help relate more to the person performing a search.
Quick Ad Example:
User searches for: dentistry for children
title: Dentistry For Children
Description: Our Dentistry Practice Caters to Children’s Needs and Comfort.
This ad-copy you would not be able to use if you grouped all the dentistry keywords together under 1 ad group because this is the only dentistry keyword that focuses on children.
Another advantage of having 1 keyword in it’s own ad group starting off is the ability to dump highly related keywords into that ad group as you start to get search data. We will cover more on this when we go over Search Terms from the Dimensions tab at a later date.
Here is what this method may look like in practice
| Ad Group | Keyword | LandingPage | Adcopy | |
| Dentistry | dentistry | site . Com/dentistry | keyword Specific | |
| dentistry for children | dentistry for children | site . Com/dentistry | keyword Specific | |
| cosmetic dentistry | cosmetic dentistry | site . Com/cosmetic-dentist | keyword Specific | |
| family dentistry | family dentistry | site . Com/dentistry | keyword Specific | |
| sedation dentistry | sedation dentistry | site . Com/dentistry | keyword Specific | |
| pediatric dentistry | pediatric dentistry | site . Com/dentistry | keyword Specific | |
| emergency dental care | emergency dental care | site . Com/emergency-dental | keyword Specific | |
| dental emergency | dental emergency | site . Com/emergency-dental | keyword Specific | |
| emergency dental services | emergency dental services | site . Com/emergency-dental | keyword Specific | |
| dental emergencies | dental emergencies | site . Com/emergency-dental | keyword Specific | |
| whitening teeth | whitening teeth | site . Com/teethwhitening | keyword Specific | |
| laser teeth whitening | laser teeth whitening | site . Com/teethwhitening | keyword Specific | |
| professional teeth whitening | professional teeth whitening | site . Com/teethwhitening | keyword Specific | |
| teeth whitening products | teeth whitening products | site . Com/teethwhitening | keyword Specific | |
| teeth whitening dentist | teeth whitening dentist | site . Com/teethwhitening | keyword Specific | |
| emergency dentists | emergency dentists | site . Com/emergency-dental | keyword Specific | |
| dentist emergency | dentist emergency | site . Com/emergency-dental | keyword Specific | |
| emergency dentist denver | emergency dentist denver | site . Com/emergency-dental | keyword Specific | |
| cosmetic dentist | cosmetic dentist | site . Com/cosmetic-dentist | keyword Specific | |
| cosmetic dentists | cosmetic dentists | site . Com/cosmetic-dentist | keyword Specific | |
| best cosmetic dentist | best cosmetic dentist | site . Com/cosmetic-dentist | keyword Specific | |
| cosmetic dentist denver | cosmetic dentist denver | site . Com/cosmetic-dentist | keyword Specific | |
| dentist cosmetic | dentist cosmetic | site . Com/cosmetic-dentist | keyword Specific | |
| denver cosmetic dentist | denver cosmetic dentist | site . Com/cosmetic-dentist | keyword Specific | |
| top cosmetic dentists | top cosmetic dentists | site . Com/cosmetic-dentist | keyword Specific | |
Each keyword would be inside it’s own ad group and each ad group would have a custom keyword specific ad written for it. I would also be able to ad in any custom URL just for that specific keyword I am bidding on.
Similar keyword grouping.
With this method I would just group keywords together under the same ad group. As shown in the table above. This method is much faster as I will only be writing a few different ads for each ad group. It saves time on building out ad copy and I can still assign different landing pages for each ad group
Here is what this would look like
| Ad Group | Keyword | LandingPage | Adcopy |
| Dentistry | site . Com/dentistry | ||
| Dentistry | dentistry | Same | |
| Dentistry | dentistry for children | ||
| Dentistry | cosmetic dentistry | ||
| Dentistry | family dentistry | ||
| Dentistry | sedation dentistry | ||
| Dentistry | pediatric dentistry | ||
| Emergency Dental | site . Com/emergency-dental | Same | |
| Emergency Dental | emergency dental care | ||
| Emergency Dental | dental emergency | ||
| Emergency Dental | emergency dental services | ||
| Emergency Dental | dental emergencies | ||
| Teeth Whitening | site . Com/teethwhitening | Same | |
| Teeth Whitening | whitening teeth | ||
| Teeth Whitening | laser teeth whitening | ||
| Teeth Whitening | professional teeth whitening | ||
| Teeth Whitening | teeth whitening products | ||
| Teeth Whitening | teeth whitening dentist | ||
| Emergency Dentist | site . Com/emergency-dental | Same | |
| Emergency Dentist | emergency dentists | ||
| Emergency Dentist | dentist emergency | ||
| Emergency Dentist | emergency dentist denver | ||
| Cosmetic Dentist | site . Com/cosmetic-dentist | Same | |
| Cosmetic Dentist | cosmetic dentist | ||
| Cosmetic Dentist | cosmetic dentists | ||
| Cosmetic Dentist | best cosmetic dentist | ||
| Cosmetic Dentist | cosmetic dentist denver | ||
| Cosmetic Dentist | dentist cosmetic | ||
| Cosmetic Dentist | denver cosmetic dentist | ||
| Cosmetic Dentist | top cosmetic dentists |
For many service based and local retail businesses you can get away with this method but it can be harder getting those super high quality scores.
Identifying what keywords will go to what landing page makes the next step of creating your ad groups very much easier because you already have a clear focus of what your advertising message will be.
In or case we will have all Cosmetic dentist keywords going to our /cosmetic-dentist page, emergency dentist going to our /emergency-dental page and so on.
If you have the time I recommend you split each keyword into it’s own ad group and write custom ad copy for that specific keyword. In this manner you will have the best ad-copy possible.
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