Creating themed ad groups

An ad group should contain closely related keywords that all speak to a similar theme. Keeping all keywords within a single, tightly themed ad group will allow you to create more targeted ads that will generate a better response, bring more qualified visitors, and improve returns.

Getting ready

To help you get ready, following are some examples of ad groups that follow best practices as well as ad groups that do not.

Recommended ad group structure

The following three ad groups each have small, closely themed keyword lists, which will allow us to write specific ad text for each group of keywords:

Poor ad group structure

If an ad group has several keywords, all with different themes, your ads are less likely to be effectively targeted. The following is an example of a poorly themed ad group with only keywords within that ad group loosely related:

Tip

A good test to double check if your themes are tight enough is to ask yourself if each keyword within your ad group has been...