What Do You Add on the Ad Group Level?

Short Answer: At the ad group level, you add different services, ensuring your ads are targeted specifically rather than general. For instance, in an emergency-related campaign, you would separate services into specific ad groups like residential or automotive, rather than mixing them under a broad emergency category.

Full Explanation

When structuring your advertising campaign, the ad group level is where you organize your services by their specific type. This approach improves the relevance of your ads to potential customers. Instead of lumping all services under one general ad group—such as a broad “emergency” category—you segment your campaign by individual services. For example, if your business operates in the emergency sector, it’s important not to display residential emergency ads within automotive emergency groups. Dedicated ad groups allow you to craft messages tailored to each service, which generally leads to higher conversions.

Step-by-Step Breakdown

Identify your main service categories: Determine the distinct types of services you offer in the broader category.
Create separate ad groups: For each specific service, create an individual ad group.
Customize content and keywords: Tailor the ads and associated keywords to match the specific service in each ad group.
Avoid overlap: Make sure each ad group remains focused, without mixing unrelated services like residential and automotive emergency ads in the same group.
Monitor performance by service: Track which ad groups convert best to refine your campaign further.

Real Examples

Consider an advertising campaign focused on emergency services. Instead of advertising all emergency-related services under one broad ad group, you divide them into specific groups such as residential emergency repair and automotive emergency assistance. This segmentation ensures that when a user searches for a residential emergency solution, they see ads and offers that directly address their needs, making the campaign more effective.

Common Mistakes

Mixing unrelated services in one ad group: Combining different service types can dilute your message and reduce conversion rates.
Creating overly broad ad groups: General ad groups might attract traffic but tend to convert poorly compared to focused, service-specific groups.
Ignoring service-specific keywords: Without customizing keywords per ad group, your ads may not appear for relevant searches.

FAQs

Q: Why should I add different services at the ad group level?
A: To ensure ads are targeted and relevant, which increases the chances of conversion.
Q: What happens if I mix services in one ad group?
A: You risk lowering ad relevance and performance since the message won’t be matched closely to the user’s specific needs.

Key Takeaways

Organizing your campaign by service at the ad group level enhances targeting precision.
Dedicated ad groups for each service type out-perform broad, generic groups.
Clear separation helps improve ad relevance and increase conversion rates.