If you’re a business owner or a digital marketer, you’ve undoubtedly heard of Google Ads, but so many people, unfortunately, stay away from them or don’t utilise them to their full potential. Google Ads, Ad Groups, and keywords setup don’t have to be overwhelming or scary. 

That’s why we’re discussing what your Google ads account structure should look like, and ad groups best practices. The more you know about how these things work, the more you can start to put them into practice. 

How Do Ad Groups Work? 

Google Ad groups are used as pieces of a campaign, linking different targeted ads together in structured groups. How you structure those groups is up to you, but in order to be effective, you should have some type of organisational procedure in place. 

For example, you may want to sort your ad groups into specific products or services you offer, or whatever categories you see fit. 

When you put items into an ad group, you’re telling Google to show websites that feature those particular keywords. If your site happens to have several of them featured, you’re going to end up getting more hits. 

Adjusting Your Google Ads Account Structure

If you’re confused about how to structure your ads, especially in a group, consider the fact that they should all be leading you toward a common goal. Ad groups should be at the core of each individual campaign. 

To create an effective ad group, you need to first consider the keywords. They should have a theme and be in specific categories. Once you have your categories in place, you can create ad copy that works as a reflection of those keywords. 

Setting Your Ad Group Bid

When you create an ad group, you can control the default bid on your own, or let Google set the default bid for you. The default bid adds a bit of convenience, allowing you to control the bids for all of the keywords in that specific group. You can also choose to override the default group bid and set some words at a higher bid than others. 

You can do that by adjusting the CPC, but in order to do that, you have to go to the keywords page. 

Setting Up Your Keywords

Speaking of keywords, it’s just as important to know how to set them up correctly, especially if you plan on putting them into an ad group. The Google ads keywords best practices are pretty simple. Think about what people might be searching for as it relates to your business, product, or service. 

Choosing keywords that are relevant will help to increase your exposure and cause your website to rank higher in the SERPs (Search Engine Results Pages). In essence, you need to put yourself in the minds of consumers, thinking about what they might be searching for. 

For example, if you sell teacups, think about how people use them. Some of your keywords and phrases might include: 

  • Best porcelain teacups
  • Vintage teacups
  • Best teacups for traditional English tea
  • What’s included in a standard tea set?

When someone searches for your term, you can set an amount you’re willing to pay for your ad to show up first, or near the top of the page. For instance, if someone searches for “vintage teacups” and that’s what your business specialises in, you might be willing to spend more on that relevant word in order for your ad to be seen. 

The great thing about keywords and phrases is that you can continuously add, edit, or remove them. If certain words are costing you money and not boosting your ROI, you may need to make adjustments. On the other hand, if you come up with more specific, relevant terms, you can add them at any time and concentrate your account and spending on those words. 

Setting Up Google Ads for Your Business

Again, setting up ad groups and keywords doesn’t have to be overwhelming. As always, I hope you find this informative and educational. 

If you would like to learn more, feel free to watch the included video, and don’t be afraid to do your own research on exactly how Google ads, groups, and keywords will better your business. Check out some of the source material below, directly from Google, to find out more information about these particular topics:

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About Uzair Kharawala
Uzair Kharawala is the Co-Founder at SF Digital. He is a Certified Google Partner, is a Cricket fanatic and loves Photography.
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