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Organize your account with ad groups

Organizing your account allows you to better serve the right ads to the right customers, and it allows you to better track the effectiveness of your advertising efforts.

This article gives you some tips on how you can organize your account into ad groups.

Why you should use ad groups

When people are searching online and they type a word or phrase, they're looking for information that's closely tied to those words. For example, if Eric types digital cameras and he sees an ad for film reels, he probably won't click the ad.

To show ads that are relevant to the searches of people you're trying to reach, bundle related ads together with related keywords into an ad group. That way, all of your related ads can be shown to customers searching for similar things.

Tip

A common method for organizing an AdWords account is to organize it the way your website is structured, with each ad group representing a different page or category on your site.

A collection of ad groups forms a campaign. From your campaign, choose:

  • How much you're willing to spend on clicks or conversions from your ads
  • Networks and geographical locations where you want your ads to show
  • Other top-level settings that affect clusters of ad groups

Tips

  • Start organizing your campaigns and ad groups as you create them. Reorganizing your account after you've created several campaigns and ad groups wipes out all the valuable data you've accumulated, possibly affecting how your ads perform.
  • If you create a "Search Network only - Standard" campaign, you can add multiple ad groups on the "Create ad groups" page.
  • Many accounts are best organized by creating 1 campaign with several ad groups, and then 2 – 3 ads with 10 – 35 keywords within each ad group.

Example

Let's say you own an online electronics store and you create an AdWords account so you can begin to advertise the products that you sell. At the account level you can choose who else you'd like to have access to your AdWords account and your preferred payment method. The top-most layer of your account might look as follows:


Account

Online electronics store

You decided you want to advertise your inventory of televisions and cameras, so you create separate campaigns for each. Splitting your account into two campaigns ensures that you can devote at least half of your online advertising budget to each product area.


Campaign

Campaign

Televisions

Cameras

Focusing on your camera campaign, you might create various ad groups for different types of cameras, like digital cameras and compact cameras.

For your television campaign, you might create an ad group for each type of television you sell, such as flat screen or plasma TVs.


Ad Group

Ad Group

Ad Group

Ad Group

Flat Screen TVs

Plasma TVs

Digital Cameras

Compact Cameras

Within a particular ad group, you'll want to choose keywords that are closely linked to your ad text. For your digital cameras ad group, you might try keywords for different brands, models, and prices for the digital cameras you sell (make sure you follow our trademark guidelines).

Tying it all together, your overall account structure might look like this:


Account

  • Unique email and password
  • Billing information

Campaign

Campaign

  • Budget
  • Televisions
  • Budget
  • Cameras

Ad Group

Ad Group

Ad Group

Ad Group

Flat Screen TVs

Plasma TVs

Digital Cameras

Compact Cameras

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