An ad group contains one or more ads that share similar targets. You set a bid, or price, to be used when an ad group's keywords trigger an ad to appear. This is called a cost-per-click (CPC) bid. You can also set prices for individual keywords within the ad group. Use ad groups to organise your ads by a common theme, such as the types of products or services that you want to advertise.
Group ad groups by similar themes
Many advertisers find it helpful to base their ad groups on the sections or categories that appear on their website. For example, let's say that you sell desserts, drinks and snacks on your website.
For example, in the table below, each ad group contains a keyword list focusing on a product that you'd sell. The keyword list in each ad group tells our system to show ads for these products only on websites related to them.
| Ad group: desserts | Ad group: drinks | Ad group: snacks |
| cupcakes | soft drink | crisps |
| pumpkin pies | coffee | pita crisps |
| apple pie | iced coffee | beef jerky |
| chocolate cake | iced tea | salted peanuts |
| ice cream | sparkling water | mixed nuts |
| cookies | orange juice | rice crackers |
