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Create a campaign that reaches new customers

Create effective ads

Creating your ad groups

Now that you've made decisions about your campaign-level settings, it's time to start thinking about creating your ads and getting them in front of the right customers. To start creating your ads, you'll first need to create ad groups.

Your ad groups are where you'll write text for your ads and choose keywords that can trigger those ads when someone's search contains your keywords. Every campaign needs at least 1 ad group, and every ad group needs at least 1 ad.

For best results, we strongly recommend creating at least 2 ad groups with at least 3 to 5 ads in each.

With multiple ad groups organized by theme, you can get more specific with your ad text. Then you can try different messaging in your ads and AdWords will automatically run the version that performs better.

Organize your account

Before you dive in, take some time to think about how you want to organize the campaigns and ad groups in your AdWords account. This can help you more easily target your ads to people looking for just the product or service you offer — and that can help boost your return on investment.

How should I organize my AdWords account?

Let's figure out the best way to organize your AdWords account.

Do you organize your website or store by product category or theme?

If so, you're already off to a good start! Chances are, you set your website up this way to help customers better find what they're looking for. It's the same with the campaigns and ad groups in your AdWords account. Keeping your account organized can help make sure your ads show up right when someone is looking for what you offer.

For example, if you're an online electronics retailer, your website might be organized by product category, such as:

  • Televisions
  • Cameras

When you click "Televisions," you'll probably see even more specific categories, such as:

  • 3DTVs
  • HDTVs

If you translate those categories to your AdWords account, it could look like this:

Account
www.electrostore.com
Campaign 1 Campaign 2
Televisions Cameras
Ad Group 1 Ad Group 2 Ad Group 1 Ad Group 2
3DTVs HDTVs Compact Cameras SLR Cameras
Keywords Keywords Keywords Keywords
2-3 Ads 2-3 Ads 2-3 Ads 2-3 Ads
 

Now, if someone searches using one of the keywords in your "Compact cameras" ad group, one of the related ads in that same ad group would be eligible to show.

Now that you know how to structure your account, let's get started creating a new ad group.

Do it now: Create a new ad group

Whenever you create a new campaign, you'll go through the steps to create an ad group right after you save your campaign settings. Then, you can create additional ad groups for that campaign as needed. We strongly recommend creating at least 2 ad groups per campaign so you can write ads that are specific to each ad group's theme.

Here's how to create an ad group:

How to create new ad groups
  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Under All campaigns, click the name of the campaign that you'd like to add an ad group to.
  4. Click the Ad groups tab.
  5. Click the + Ad group button.
  6. On the "Create ad group" page that appears, follow the instructions to complete your new ad group (you'll be given the chance to create an initial ad and its keywords).
  7. Click Save ad group.
New ad group

Do this now in your account

 

Once you've created your ad group, you'll need to fill it out with ads and keywords that match the ad group's theme. We'll show you how to do that next.


Write an effective ad

Most new advertisers use text ads, which appear near search results on the Google Search Network and on sites with related content on the Google Display Network. These ads act as the voice of your products and services. To attract clicks, you'll want to write ads that are engaging and relevant to what your potential customers are looking for.

5 tips for writing text ads

We recommend creating 2-3 different variations of your ad within each ad group so you can see which ads perform better. AdWords will automatically start showing the higher performing ads to get you even better results.

Here are some ad variations you could create for an ad group focusing on kids basketball shoes:

Ad variation 1

Kids Basketball Shoes - Save 20% On Top Brands
Ad www.example.com
Get The Best Shoes At The Best Price. Free Shipping. Buy Now!

Ad variation 2

Basketball Shoes For Kids - Huge Selection Of Styles
Ad www.example.com
Get Great Deals On Shoes Your Kids Will Love! Free Shipping. Shop Now.

Ad variation 3

Youth Basketball Shoes - Save Big On The Latest Styles
Ad www.example.com
Get 20% Off This Season’s Top Styles! Free Shipping On All Orders. Shop Now.
 

Here are the standard elements of a text ad and how to use them:

1. Grab attention with your headline

  • This is the part of your ad people will likely see first, so it's a great opportunity to catch their attention.
  • Try to include one of your keywords so people know right away that you're offering something related to what they're looking for.
  • Create multiple text ads with different headlines to see what works best.

Let's say you're a caterer interested in promoting your wedding catering services. You created an ad group for wedding catering with the following keywords:

  • wedding catering
  • cater weddings
  • wedding banquet
  • wedding reception

To achieve your goal, which ad headline do you think is the better option?

 

Ad 1

 

Catering Services - Great Food Served With Love
Ad www.example.com
We Specialize In Weddings And Private Events. Contact Us For A Free Quote.
 

Ad 2

Wedding Catering - Great Food Served With Love
Ad www.example.com
We Specialize In Weddings And Private Events. Contact Us For A Free Quote.


Ad 1 has the better headline for this ad group

Not quite. This ad's headline doesn't mention wedding catering, which is your ad group's theme. When someone searches for terms related to wedding catering, they're more likely to click Ad 2 because its headline is more relevant to what they searched for.

Ad 2 has the better headline for this ad group

Right on! The headline for this ad is preferable because it specifically mentions wedding catering. When someone searches for terms related to wedding catering, they're more likely to click this ad because its headline is more relevant to what they searched for.

 

2. Choose a landing page that matches your ad

  • Make sure the web page where people go when they click your ad (called the landing page) is directly related to what you're advertising in the ad. For example, if you're advertising your sale on sneakers, link your ad to a page on your website featuring sneakers on sale, with a link to purchase.
  • Link to a clean, simply designed landing page. The easier you make it for customers to find what they're looking for, the more likely they are to make a purchase.

Let's say you want customers who click your ad for "Eco-Friendly Alaska tours" to book a spot on one of your upcoming Alaska trips. Which would make the most appropriate landing page for your ad?


Your "Contact us" page

Nope. Try again. If someone clicks on your ad about Alaska tours, you want to take them to a page with content they expect. A customer might want to contact you to learn more, but it's not the main action you want someone to take when they click your ad.

Page listing your upcoming Alaska trips and a link to book

Great job! This landing page is the best match for your ad because it features information specifically related to your ad text. Plus, it offers customers clear direction about what to do next — book a trip!

Website home page highlighting your trips around the world

Nope. Try again. If someone clicks on your ad about Alaska tours, you want to take them to a page with content they expect. Customers might be interested in the other trips you offer, but this isn't the main action you want someone to take when they click your ad.

Page about your company's eco-friendly mission

Sorry, try again. If someone clicks on your ad about Alaska tours, you want to take them to a page with content they expect. Customers may also want to know about your company's commitment to eco-friendly travel, but it's not the main action you want to take place when someone clicks on your ad.

 

3. Make the most of your description text

There's plenty you can communicate to potential customers in your ad's description lines. Here are some essential tips:

  • Highlight what makes you unique - What distinguishes you from other companies? Exclusive products? Group discounts? Next day delivery? Highlight what makes your business stand out from the competition. The more you can set yourself apart from competitors, the more likely you'll appeal to potential customers.
  • Include specific prices or promotions - Entice potential customers with information about any special deals you offer, such as low prices, discounts, exclusive offers, or free shipping.
  • Use a clear call-to-action - Don't be shy. Communicate the actions you want customers to take on your site with a clear call-to-action. Use strong verbs like Buy, Call today, Order, Sign up, or Get a quote to tell your customers what they can do on your site.
  • Include keywords - When you include your ad group's keywords in your ad text, your ad is more likely to catch the attention of the people who searched for those same or similar terms.
  • Capitalize the first letter of each word - This can help your ad stand out.

Do it now: Create a new text ad for your campaign

Guided tour: Create a text ad

Click the "Guide me" button below to go to your account and be guided through each step to create a new text ad.

Guide me
  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. In the left menu, choose the campaign you'd like to add your new text ad to.
  4. Click the Ads tab.
  5. Click + Ad then select "Text ad."
  6. Click Choose... to select the ad group you’d like to add your new text ad to.
  7. Click Switch back to standard text ads.
  8. Enter a headline, short description, display URL, and landing page URL. As you type, your ad will appear instantly in the "Ad preview."
  9. If you're adding an additional ad to an ad group, you'll have the option to create a mobile-optimized ad. To do so, check the "Mobile" box next to the "Device preference" setting.
  10. When you're satisfied with your new text ad, click Save ad.

Before your saved ad starts showing to customers, we review its content and formatting to make sure they meet our advertising policies.


Give customers more reasons to click your ad

To help your ad stand out, try using one or more of the ad extensions available in AdWords. Ad extensions let you include extra information about your business in your ads, such as a phone number or links to specific pages on your website.

There's no cost to add extensions to your campaign or ad group, but you're charged as usual for clicks on your ad. You can use as many types of extensions as you'd like, and AdWords will select which ones to show for each search query.

Examples of AdWords ad extensions

Which extensions should you use with your campaign or ad group? As with most decisions in AdWords, it all depends on what you want to accomplish.

Choose the options that match the goals of your campaign or ad group.


I want people to call my business

Recommended for you

Encourage phone calls to your business by adding call extensions to your ads. With call extensions, you can show a phone number with your ad and display a clickable call button when your ad shows on high-end mobile devices.

Ready to go? Add a phone number to your ads with call extensions now.

If getting phone calls is your only advertising goal, consider creating a call-only campaign. Ads created in call-only campaigns are fine-tuned to show only on mobile devices that are capable of making calls. Clicks on these ads will only generate calls — they won't link to a website.

Ready to go? Create a call-only campaign now.

Learn more about adding phone numbers to your ads.

I want people to visit specific pages on my website

Recommended for you

Help customers get to specific pages on your website with sitelinks ad extensions. You can add up to 20 links, and AdWords will show between 2 and 6 of these links beneath the text of your ad (in addition to your ad's main landing page).

 
Walter's Bakery for Dogs - Fresh Treats Daily
Ad www.example.com
Artisanal Biscuits and Cakes. Doesn't Your Dog Deserve It?
 

Sitelinks are available only with the "Search Network with Display Select" and "Search Network only" campaign types.

Ready to go? Add sitelinks now.

Learn more about sitelink ad extensions.

I want people to visit my store location

Recommended for you

Encourage people to visit or contact your nearest store location by adding location extensions to your ads. Location extensions can show your local business information, such as your business address, phone number, and a map marker, in various formats on the Google Search Network, Google Search Network Partner Sites, Google Maps, and on mobile devices.

 
Amherst Ice Cream Parlour - Artisan Soft Serve
Ad www.example.com
Pistachio and Brown Butter Raisin On Tap. Fresh Baked Cookies.
 
100 Dardanelles Rd, Amherst MA
 

The cost for clicks on location extensions is the same standard cost-per-click and you can target your ads around your business addresses.

To use location extensions, you'll first need to create a Google My Business account. This is a free service that stores your business locations to help customers find you online. Once you link your Google My Business account to your AdWords account, all of your business addresses will be available for use in AdWords with any campaign or ad group on the Search or Display networks.

Ready to go? Add a location extension now. (Remember, you first need to create your Google My Business account.)

Learn more about using location extensions with AdWords and Google My Business.

I want people to see more about what my business offers in my ad

Recommended for you

If you want to add additional descriptive text beneath your search ads to help people learn more about what you offer, then try using callout extensions. Callout extensions let you provide detailed information about your business, products, and services, such as "free shipping" or "24/7 customer support."

Callouts are a great option for advertisers who want to give customers more information, but don't necessarily have additional web pages to link to. There's no cost to add callout extensions to your campaign, but you'll be charged as usual for clicks on your ad. Make sure your callouts don't duplicate content that's already in your ad text, or those callouts won't show.

 
ACME Electronics - Competitive Pricing
Ad www.example.com
Shop ACME Electronics For Laptops, Smartphones, Video Games, And More.
Free Shipping · 24-7 Customer Service · Price Matching
 

You'll need to create at least 2 callouts per account, campaign, or ad group for your ad to be eligible to show with callouts. However, we recommend that you create the maximum number available of 4 per level to ensure as many callouts as possible are available to show with your ad. The order of your callouts, their length, and how they perform factor into how many callouts appear, and whether a callout will show for your ad.

Ready to go? Add callout extensions now.

Learn more about using callout extensions.


Do it now: Add a phone number to your ads with call extensions

Guided tour: Add call extensions

Click the "Guide me" button below to go to your account and be guided through adding call extensions to your account.

Guide me
How to add phone numbers to your ads

Find the call extensions window

  1. Sign in to your AdWords account.
  2. Select the campaign or ad group for which you'd like to add call extensions.
  3. Go to the Ad extensions tab. If you can't see this tab, find out how to enable the tab.
  4. In the upper corner, choose Call extensions from the View menu. Call extensions drop down

Enter your phone number

  1. Click + Extension.
  2. You'll see a list of phone numbers you’ve already set up. You can choose one of these or create a new one by clicking the gray + New phone number button. The following steps walk you through how to add this new number.
  3. Choose the country where your business phone number’s based and enter your number in the box next to the country menu.
  4. If you're in an eligible country, you can choose to show your ad with a Google forwarding phone number in order to access advanced call reporting. If you don’t want to use a Google forwarding phone number, choose “My own phone number.”

Choose optional settings and save

  1. If you’re using a Google forwarding phone number and want to track your mobile phone calls as conversions, check the box next to “Report phone call conversions.” Specify how long a call should be for it to be reported as a conversion.
  2. You can choose to have this call extension preferred over other call extensions when people see your ad on mobile devices. To do this, check the box for "Mobile" next to "Device preference."
  3. If you'd like to limit when the phone number will be eligible to appear in your ad (like during your opening hours), click Start/end dates, scheduling and choose your hours.
  4. Click Save.

You can repeat the steps above to add up to 20 call extensions to each campaign or ad group.

Do it now: Create a new call-only campaign

To create your new campaign:

  1. Sign in to your AdWords account.
  2. On the "Campaigns" tab, click the + Campaign drop-down menu, and select Search Network only.
  3. Add a name for your campaign. To help you find your campaign later, you might want to indicate in the name that this is a call-only.
  4. Choose the campaign type Call-only - Ads that encourage people to call your business.
  5. Choose your Networks, Devices and Location targeting. Under Devices, note that your ads will only appear on devices that can make calls.
  6. Under “Bid Strategy,” keep in mind that all clicks on your ads should match the value of a call to your business.
  7. Select any other settings you'd like for your campaign.
  8. Click Save and continue.

Do this now in your account

Do it now: Add sitelinks to your campaign or ad group

Guided tour: Add sitelinks

Click the "Guide me" button below to go to your account and be guided through how to create sitelinks.

Guide me
How to show sitelinks below your ad text

To create campaign-level sitelinks:

Descriptions are optional, but can make your ad more relevant to potential customers.

Your details may be eligible to show below the sitelink.

  1. Choose the campaign you'd like to add the extension to.
  2. Click the Ad extensions tab.
  3. Choose Sitelink Extensions from the View drop-down menu.
  4. Next to the Sitelink settings link, click Edit
  5. You'll see all the sitelinks that are in this account.
    • To use an existing sitelink, click the sitelink.
    • To create a new sitelink, click the New button.
  6. Fill out the sitelink text and URL.
  7. (Optional) You can either leave both Description fields blank, or enter text in both sections.
  8. Click Save to save your sitelink setting for your campaign.
  9. At the bottom of the campaign’s sitelink extension window next to “Show this extension on,” select the devices where you’d like the sitelinks in the campaign to appear. You can choose to show the sitelinks across All devices (this is the default setting), or specify Mobile devices only or Desktop and tablet devices only.
  10. Click Save.

Tips

  • Keep link text short. This increases the amount of links that can show and gives AdWords more sitelinks to choose from.
  • Look at your website's navigation bars for easy sitelink ideas.
  • The order of your sitelinks and how they perform factor into how frequently a sitelink is chosen to show in an ad.

Ad group-level sitelinks

Before you create ad group-level sitelinks, keep the following in mind:

  • By default, an ad group uses the sitelinks of the campaign it's part of.
  • If you create one kind of sitelink for an ad group, it will override the same type of campaign-level sitelink.
  • You can also disable a sitelink for an ad group. This removes any sitelink you created in the ad group and stops any campaign-level sitelink from showing with those ads. In other words, no sitelink of the selected type will show for the ad group.

To create an ad group-level sitelink:

  1. Choose the ad group you'd like to add the sitelink to.
    1. Click the Ad extensions tab.
  2. Choose View: Sitelink Extensions from the drop-down menu.
  3. Next to the Sitelink extension settings link, click Edit.
  4. Choose Use ad group sitelink to create sitelinks specifically for the ad group.
  5. You'll see all the sitelinks that are in this account.
    1. To use an existing sitelink,click the arrow next to the sitelink you'd like to add to the ad group.
    2. To create a new sitelink within the ad group, click the New button.
  6. Fill out the sitelink text and URL.
  7. (Optional) You can either leave both Description fields blank, or enter text in both sections.
  8. Click Save and return to the ad group sitelink extension window.
  9. At the bottom of the ad group sitelink extension window next to “Show this extension on,” select the devices where you’d like the sitelinks in the ad group to appear. You can choose to show the sitelinks across All devices (this is the default setting), or specify Mobile devices only or Desktop and tablet devices only.
  10. Click Save.

Tips

  • Choose Use campaign setting to use the campaign sitelinks. Keep in mind that campaign-level sitelinks will be used for ad groups by default, so this option is only useful if you'd like to remove a previous setting.
  • Choose Disable sitelink extensions to remove the ad group sitelinks and hide the campaign sitelinks for this ad group. This means that the ad group won't show your sitelinks.
Do it now: Set up location extensions

To set up location extensions in AdWords using your Google My Business account, you'll need to:

  • Link your Google My Business account to your AdWords account
  • Assign addresses to particular campaigns or ad groups using filters

Here's how:

Step 1: Link your Google My Business account to your AdWords account

  1. Sign in to your AdWords account.
  2. Click the Ad Extensions tab.
  3. Select View: Location extensions from the drop-down menu above the extensions table.
  4. Click + Extension. You’ll be prompted to link to and use your Google My Business account.

Guided steps

Click the "Guide me" button below to go to your account and be guided through linking your Google My Business account to create location extensions.


Guide me

Learn more about linking Google My Business to AdWords.

Step 2: Use filters to assign addresses to particular campaigns or ad groups

After you've linked a Google My Business account, your addresses are eligible to show with any text ad in your account. If you want to assign addresses to particular campaigns or ad groups, you can set up filters.

1. Choose the campaign or ad group you’re specifying addresses for.

2. Click the Campaigns tab and choose one of your campaigns.

3. Click the Ad Extensions tab.

4. Select View: Location extensions from the drop-down menu in the upper corner.

5. Click “Campaign extension” or “Ad group extension” depending on whether you want to filter addresses to a campaign or ad group.

6. Click + Extension.

7. Under “New campaign location extension” or “New ad group location extension,” choose the campaign you want to filter addresses to. If you’re adding a location extension on the ad group level, choose your desired ad group as well.

Add a filter

Example

Let's say you own two restaurants: Bob's Barbecue and Bob's Sushi. You'd like to run a campaign solely for your barbecue restaurant. To do this, you create a filter and include only the restaurant where the business name equals "Bob's Barbecue."

1. Under the name of your Google My Business account, click + Filter.

2. Choose “Business name,” “Business category,” and/or "Label" from the drop-down menu, depending on which grouping you want to filter to your chosen campaign or ad group.

3. Fill in your business name, category, and/or label. Filters will only work if you've entered information that exactly matches the category you've chosen. For example, if you enter a restriction for the business name "Bob's Barbecue," you won't filter out businesses with the name "Bob's Texas Barbecue."

4. (Optional) Filter addresses further: If you want to set additional filters, click + AND or + OR. Using + OR will expand your list of addresses, while choosing + AND narrows your list.

5. Click Done.

Do it now: Create callout extensions for your ads
Using AdWords callout extensions

Create campaign-level callouts:

  1. Choose the campaign you'd like to add the extension to.
  2. Click the Ad extensions tab.
  3. Choose Callout Extensions from the View drop-down menu.
  4. Next to the Callout settings link, click Edit.
  5. You'll see all the callouts that are in this account.

    • To use an existing callout, find the callout in the list and click >> to select it.
    • To create a new callout, click the New button below the list of existing callouts. Enter the new callout text in the window that appears.
  6. Click Save.
  7. Select devices: At the bottom of the ad group callout extension window next to "Show this extension on," select the devices where you’d like the callouts in the ad group to appear. You can choose to show the callouts across All devices (this is the default setting), or specify Mobile devices only or Desktop and tablet devices only.
  8. Click Save.

Create ad group-level callouts

Before you create ad group-level callouts, keep the following in mind:

  • By default, an ad group uses callouts you've created at the account level.
  • If you create callouts at the campaign or ad group levels, those will override any callouts at the account or campaign levels, respectively.
  • You can also disable a callout for an ad group. This removes any callout you created in the ad group and stops any campaign-level callout from showing with those ads. In other words, no callout will show for the ad group.

To create an ad group-level callout:

  1. Choose the ad group you'd like to add the callout to, then click the Ad extensions tab.
  2. Choose View: Callout Extensions from the drop-down menu.
  3. Next to the Callout extension settings link, click Edit.
  4. Choose Use ad group callout to create callouts specifically for the ad group.
  5. You'll see all the callouts that are in this account.

    • To use an existing callout, click the arrow next to the callout you'd like to add to the ad group.
    • To create a new callout, click the New button below the list of existing callouts. Enter the new callout text in the window that appears.
  6. Click Save.
  7. Select devices: At the bottom of the ad group callout extension window next to "Show this extension on," select the devices where you’d like the callouts in the ad group to appear. You can choose to show the callouts across All devices (this is the default setting), or specify Mobile devices only or Desktop and tablet devices only.
  8. Click Save.

Tips:

  • Choose Use campaign setting to use existing campaign-level callouts. Keep in mind that campaign-level callouts will be used for ad groups by default, so this option is only useful if you'd like to remove a previous setting.
  • Choose Disable callouts to remove ad group-level callouts and hide the campaign callouts for this ad group. This means that the ad group won't show your callouts.

Do this now in your account

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