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Google Ads For Beginners: Three Ways To Structure Your Ad Group

Once we have done the campaign level settings, it's time to start thinking about ad groups. It's important to keep in mind your overall campaign structure ideas when you are structuring ad groups. A really good way to generate ad group ideas is to follow the navigational structure of the website.

There are three great ways to structure your ad group introduced by the course: theme, match type, and top performers.

Themes

The first thing you need to think about is the theme of your campaign and your brand. The theme could be product categories, subcategories, locations, brands, colors of your product, services, event, and etc. Each of these categories represents a theme because there are a bunch of different keywords that are similar under the top-level category.

You could do some competitor research by searching specific or certain keywords on Google and explore how your competitors are potentially breaking out their ad groups. 

 The most important thing to think about what thematically keywords should be inside an ad group. Then, you group relevant keywords into the different ad groups to match the specific theme.

Match Type

Another way to structure your ad group is to think about the match type of your keywords. Certain types of ways you match your keywords to a search term will usually get a better result.

 For example, the broad match type usually leads to the most search volume but the lowest CTR and lower conversion rate. The exact match type might lead to the least volume and the most expensive CTR but the highest conversion rate.

 Why do we need to potentially break out our ad groups by match type? Match type allows us to bid different at the ad group level. You could use the CPA bidding strategy for exact match campaigns. You could also use manual CPC bidding for phase broad match and broad match modified campaigns for more control.

Top Performers

The third way of thinking an ad group structure is top performers. You can start creating ad groups for your top-performing keywords. Then give these top perform ad groups a more aggressive bidding strategy.

 Structuring your ad groups based on top-performing keywords could bring more search volume, driving the CTR and quality score, and also saving your CPC. 

 Remember, you could always change your ad group structure as you optimize your campaigns. The most important thing at the beginning of a campaign is being able to collect good data because you want to understand how these keywords performing and how these ads performing. Make sure that the data is clean in each ad group. It will help you to figure out what good optimization strategies will you apply to your campaigns.


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