Key idea: Create specific ad groups with unique sets of keywords and at least 3 ads each
Ad groups are where you specify which ads should be shown to people searching for specific search terms. A Search campaign should have very specific ad groups with at least 3 ads in each. Organize your ad groups around what you think people will be searching for when your ad is triggered.
Here’s an example of campaign and ad group organization: if you run a bicycle shop that sells both online and in your storefront location, you might create two campaigns: one for online sales and one for storefront sales. For each campaign, you might have the following ad groups: children’s bikes, helmets, skateboards, racing bikes, mountain bikes, road bikes, bike locks, women’s cycling apparel, men’s cycling apparel, cycling shoes. Each of those ad groups would have different keywords that your potential customers might be using when searching for what you sell.
For successful account organization, be sure to create very specific ad groups: an ad group should have keywords that are closely related to one another, and that are each relevant to an idea that’s different from the ideas you’re targeting in other ad groups. A person looking for a helmet is more likely to click an ad about helmets than a generic ad about cycling supplies. Specificity and detail helps your ads be more relevant. Relevance tends to lead to higher quality ads that perform better in the ad auction (and generate more clicks and conversions, like newsletter sign ups, calls, or sales.
Again, every ad group should have at least 3 quality ads. That way, the system can optimize your performance, and you can check your performance data to learn what message resonates best with your audience.