Clear search
Close search
Google apps
Main menu

AdWords Fundamentals: Exam study guide

2.5 Creating ad groups

Now that you've organised your campaign and decided on your campaign settings, let's focus on setting up your ad groups. As a general best practice, you'll want to create a separate ad group for each theme or product that you offer.

Each ad group contains a set of keywords, ads and bids that you manage. For your Display Network campaigns, your ad groups can include other targeting methods, like demographics or remarketing lists.

Now, let's take a closer look at some of the main components of ad groups for campaigns that you'll run on the Search or Display Network.


Building a good keyword list can help you show your ads to the customers you want. Below are some tips for creating your keyword list.

Choosing and organising your keywords
  • Think like a customer: Think about the main categories of your business and the terms or phrases that would fit into each of those categories. Include terms or phrases that your customers would use to describe your product or service.
  • Align your keywords with your goals: If you want to get the most bang for your buck, you might want to select specific keywords that directly relate to your ad's theme. Or, if you'd prefer to reach as many people as possible, choose more general keywords. No matter how general or specific your keywords are, they should always be as relevant to your ads and website as possible. Also, keywords of two or three words (a phrase) tend to work most effectively.
  • Group similar keywords into themes: Follow the structure of your ad groups, and bundle similar keywords together in one ad group based on your products, services or other categories. For your Display Network campaigns, you'll also want to make sure that your keywords are related to the websites your customers visit.
Researching new keywords
  • Use the Keyword Planner or Display Planner: For your Search Network campaigns, you can use the Keyword Planner to get keyword ideas and related data, like the average number of times people searched for certain terms. For your Display Network campaigns, you can use the Display Planner to get keyword ideas and related data, like how many times ads could show for those ideas based on a week-long or month-long period.
  • Review your Search terms report: You can use the Search terms report to see what people were searching for when they saw your ad and clicked it. This information can help you identify new keywords and poorly performing ones that you'll want to remove from your keyword list.
Optimising your keywords
  • Use keyword match types: Keyword match types are settings for each of your keywords that give you greater control over who sees your ad. For example, you might use the phrase match type to show your ad for searches that include the exact phrase with additional words before or after. Or, you might use the exact match type to show your ad for searches that include the exact phrase without any additional words. Both the phrase match and exact match types expand to show your ad for close variations – including misspellings, singular and plural forms and acronyms – of your keywords.
  • Include negative keywords: You can also use negative keywords, which prevent your ad from showing for terms that aren't relevant to your product or service. Adding negative keywords can help you reduce costs and make your ad appear only for the search terms you want. You can identify negative keywords with the Keyword Planner or Search terms report, using both to find terms that aren't relevant to what you offer.


Antoine's started creating ad groups for Fiona's Search campaign, first building a keyword list based on what he knows about her business, target audience and the children's furniture industry. Here are the ad groups and keywords Antoine sets up for Fiona:

Antoine chooses keywords based on terms that people might use to search for children's furniture. To start, Antoine uses keywords that are more specific and relate to the ads that he plans to create for the campaign. Antoine also uses broad match keywords – the default keyword matching option – and plans to use other keyword matching options once he gets more campaign performance data.


The text ads that appear alongside Google search results are just one of several ad formats you can create. Other ad formats that you can use to promote your products or services include video ads, image ads, app or digital content ads and more.

Depending on the type of campaign you create, different types of ad formats and ad extensions will be available for you to use.

Keep in mind that all ads go through an approval process – we want ads to be useful, varied, relevant and safe for users when serving them across the Google Network. We review your active and paused ads, keywords and website according to our advertising policies.

Types of ad formats



Main benefits


Words only *


Boston's Best Bonsais - Spring Sale Going On Now
Florist And Indoor Plant Nursery.
Two Locations. Spruce Up Your Desk Today!


Maintain ads quickly and easily. Reach customers when they search on Google. Use Ad extensions to provide additional details and contact information that can make your text ads more relevant to customers.
Responsive Responsive ads automatically adjust their size, appearance and format to fit available ad spaces. They can transform into text or image ads. In a matter of minutes, create ads that fit just about any ad space available. Plus, responsive ads can show as native ads, which boost your impact by blending into publisher’s websites.
image Static or interactive graphics. Animated ads in .gif and Flash format can be used.

Image ad

Showcase your product or service visually. Reach customers on websites that partner with Google.
App promotion ads Drive app downloads and engagement with app promotion ads. Send your customers to download your app from an app store, or include a deep link directly into your app. Note: Ads will appear only on devices compatible with your content.
In-stream video Video ads that show online. Run standalone video ads or insert them in streaming video content.

Video ad

Deliver a rich and engaging experience to customers. Reach customers on websites that partner with Google.
Product Shopping ads Shopping ads show users a photo of your product, a title, price, store name, and more details about your product.  Show an ad featuring your product to people shopping online for that product or related products. 
Showcase Shopping ads An image and description that expands when clicked to show several related products and information about the store. Show a Shopping ad to people who are researching where to buy rather than looking to buy a specific product. Showcase Shopping ads are available in Australia, Canada, Germany, France, Ireland, India, New Zealand, Singapore, South Africa, the UK and the US. You can create Showcase Shopping ads using the new AdWords experience and the AdWords API. If you want to advertise individual products, take a look at Product Shopping ads
Call-only ads
Call: (01555) 555555
Description line 1
Description line 2
Drive phone calls to your business with ads that include your phone number. People can click these ads and then call your business directly. These ads will only appear on devices that can make phone calls, and any field in these ads can be hidden to fit on smaller screens.

* Text ads might look different on the Display Network.

Types of ad extensions

Some ad extensions can be added manually and others are automated. Here's an overview of the different types of ad extensions that you can use:

Manual extensions

App extensions

Show a link below your text ad that sends people to the app store or begins downloading your app. Get started here.

This is an example of an app extension

Call extensions

Let people click a button to give you a phone call. Give your ad a call button.

An example of an ad with a call extension

Location Extensions

Help people nearby to find your nearest shop front or give you a call. Add a map pin, navigation assistance and a call option to your ad.

Brighton Ice Cream Parlour
(01273) 123456
Our speciality is pistachio.
Students buy one get one free.
100 King's Rd, Brighton

Review extensions

Showcase positive, third-party reviews from reputable sources. Start adding reviews.

Mushroom Foraging Tours
Find chanterelle, porcini and oyster mushrooms with a fungi guide!
"So impressed. Brought home a kilo of ceps." –

Sitelinks extensions

Add links to help people to find what they’re looking for. Choose your sitelinks.

Walter's Bakery for Dogs
Artisan biscuits and cakes. Doesn't your dog deserve them?

Callout extensions

Add descriptive text to your ad to help people find out more about what you have to offer. See how callout extensions work.

Acme Electronics
Shop at ACME Electronics for laptops, smartphones, video games and more!
Free delivery • 24-7 customer service • Price matching

Automated extensions

Consumer ratings

Show off what customers appreciate with high-quality survey data. Find out more about consumer ratings.

Example Brokers
Explore The Advantages of Our Stockbroking Account
Ratings: Selection 9.5/10 – Sign Up 10/10 – Fees 9/10

Previous visits

Show people if they've clicked through to your website from Google Search results before. See how previous visits work.

Aunt Lynne's Jewellery
Dangly earrings, bangles and rings. All handmade!
You've visited 7 times. Last visit: today

Seller ratings

Show your online business ratings with your ad. Find out more about seller ratings.

Sarah's Designer Shoe Shop
4.0 ★★★★ rating for
Free Delivery, Free Returns on a Large Selection of Discount Shoes

Creating effective ads

As you can see, your ads are the face of your products and services. Ads that are more relevant and engaging to your customers are likely to get more clicks.

Best practices for creating effective ads

Connect your ads and keywords

Include at least one of your keywords in your ad text to show potential customers that it's relevant to what they're looking for. You want to make sure that your ad text is readable, however, so don't include too many keywords in your ad.

Highlight what makes you unique

Include the products, services or offers that make you competitive, like discounts, promotions or exclusives. For example, if you offer free delivery, tell your customers that. You'll also want to consider including your brand or company name so your customers see a name they recognise.

Include a call-to-action

Whether you're selling something or offering a service, tell people how they can buy your products or contact you. Call to actions like purchase, call today, order, or get a quote make clear what the next steps are.

Match your ad to your landing page

Look at the page that you're linking to from your ad (the landing page), and make sure that the promotions or products in your ad are included in there. You can also look for call-to-action phrases on your landing page.

Tailor your ads for mobile

People looking at mobile ads are more likely to want to know where you're located, or to call you. Create mobile-preferred ads with mobile call-to-actions like "Find nearby stores" and send people to mobile-optimised landing pages.

Use ad extensions

Show extra information about your business with ad extensions, like sitelinks, location and call extensions. Ad extensions, which "extend" from your text ads, tend to improve your ad's visibility and can help improve the click-through rate (CTR) of your ads. Keep in mind that the expected CTR from ad extensions is one factor that AdWords uses to calculate your Ad Rank.


Create three to four ads for each ad group, and use different messages for each to see which does the best. AdWords rotates ads automatically to show the best-performing ads more often.

Additional study materials

Was this article helpful?
How can we improve it?