Google Ads Campaign: What Are Ad Groups

Google Ads Campaign

A campaign is a unit for managing a complete advertisement in which bids, targets, and other parameters can be defined. At Google Ads, an ad group manages individual ads and keywords at the campaign's lowest layer.

When you create promotions without knowing the importance of every unit disrupting your management efforts, you might end up with various types of ads in a single group

As a result, in this article, we will go over the differences between campaigns and ad groups, as well as how to divide them effectively for each unit. Classifications increase Google Ads performance by making it easier to compare performance across groups at a glance. Kindly refer to it.

1. What constitutes a Google Ads campaign?
2. Google Ads account components:
3. Separation of campaigns and ad groupings
4. How to Create a Google Ads Campaign
5. Things to consider while naming campaigns.

Make the most of Google Ads by learning how campaigns and ad groups function.

1. What constitutes a Google Ads campaign?

A campaign in Google Ads is a unit for managing advertisements. Set crucial campaign features like bids, budgets, targets, and delivery periods.

Google Ads allows you to develop and manage various campaigns based on categories such as products and services, budgets, and targets.

The way you categorize different campaigns influences how successfully you can test and analyze your ads after they've been displayed. As a result, understanding the Google advertising components, including campaigns, and how to divide each component is critical for running your advertising effectively.

2. Google Ads account components:

Google Ads has three elements: Account > Campaign > Ad Group. One account contains multiple campaigns, and each campaign contains multiple ad groups.

Here's a graphical representation of the relationship between campaigns and ad groups.

Campaigns and ad groups rely heavily on hanging accounts. Ad groupings and campaigns with various definitions serve quite varied functions. Make sure you know the difference. The next section continues with the roles and differences between ad groups and campaigns. 

3. Separation of campaigns and ad groupings

You can create multiple campaigns and ad groups. Understand each role and set them appropriately. We have summarized what can be set for each campaign and what can be set for each ad group.

Campaign Configurable Items

• Budget
• Bidding strategy
• Delivery method
• Delivery Schedule
• Targeting (target region, target language, etc.)

Ad group configurable items

• Search keyword
• Negative keywords
• Bid price
• Ad assets (title, ad text, etc.)

Here are some examples of how to classify multiple campaigns and ad groups. Depending on the purpose, you can divide it in various ways, so please try to find the one that suits your company as you rotate the advertisement.

 How to divide the campaign

Here are some ways to divide multiple campaigns into specific themes:

• Separate by campaign type
• Divide by budget
• Divide by delivery area
• Divide by delivery schedule

 Separate by campaign type

There are seven types of campaigns in Google Ads, and campaigns can be categorized by type.

Campaign types and features are as follows.

• Search Campaign

Appear in Google search results

• Display campaign

Displayed in inventory on websites affiliated with Google

• Video campaign

Displayed in YouTube search results and videos

• App campaign

Displayed on Google-related sites on mobile devices

• find campaign

Displayed in advertising spaces such as Google's Discover and Gmail

• Smart assist campaign

Delivery settings are automatically optimized

• P-MAX Campaign

A single campaign can advertise across all Google inventory

The seven types of campaigns differ greatly in terms of delivery destinations and ad display methods. Categorizing by type of campaign makes it easier to understand what kind of delivery method is suitable for your company's products and services.

If you want to know more about the features and mechanisms of each campaign, please see this article.

You can set different budgets for multiple campaigns. For example, if one budget is set high and the other budget is set low, it will be possible to accurately verify the difference in the effect of attracting customers and the effect of displaying advertisements on the cost. By adjusting the weighting of your budget based on the results, you can improve the return on investment of Google Ads.

 Divide by delivery area

Each campaign can also be categorized by delivery area. For example, the image is to specify Tokyo for the first campaign and Osaka for the second campaign.

For search campaigns (search-linked ads), when specifying regions such as "ramen recommended Shibuya" or "business trip shopping Osaka" as search keywords, it is easier to see the results if the campaign is classified by delivery area.

 Divide by delivery schedule

A method of classifying campaigns by delivery period. This method is useful if you have event-only items or limited-time sale items that are separate from your regular sale items.

By comparing the results of multiple campaigns with different delivery periods, it becomes a reference for creating advertisements when attracting customers for subsequent events. Ad delivery can be paused at any time, so you can use it with peace of mind even for campaigns with limited periods and quantities.

 How to divide ad groups

There are various methods to differentiate ad groups For example, we will have a look at how to divide advertising groups

• Separate by individual product
• Separate by user device

 Separate by individual product

If the transition destination page of the advertisement is different for each individual product, divide the ad group into multiple ad groups.

By categorizing the ad groups, you can make particular modifications like "display page A for a product a" and "display page B for product b". Also, you will be able to customize the ad title and text for each product.

 Separate by user device

If the target of the ad distribution uses multiple devices such as PCs, smartphones, and tablets, it is effective to classify the ad groups by device.

• Dividing ad groups by device enables the following arrangements.
• Categorize ad groups by computer display and smartphone display
• Set up the ad text "Easy authentication with the smartphone" only for smartphone users
• Display landing pages optimized for smartphones

 4. How to create a Google Ads campaign

Here are the steps to create a Google Ads campaign:

1. Access the Google Ads dashboard
2. Create new campaign
3. Choose a purpose and campaign type
4. Set campaign name and delivery network
5. Set targeting and audience
6. Enter your budget and bid

Recently, smart assist campaigns and P-MAX campaigns have appeared in Google Ads, making it possible to set up campaigns almost automatically. Therefore, even those who are not familiar with advertising operations will be able to proceed without hesitation.

To build campaigns, you'll need a Google Ads account. If you would like to know how to create an account or how to set up a more specific campaign, please refer to this article.

Things to keep in mind when naming campaigns

When you create a Google Ads campaign, make sure you have naming conventions. Especially when multiple people are involved in operation management, it is difficult to understand the content and details of each campaign unless the rules are set, which may lead to confusion if adjustments are necessary later.

It is a good idea to set a name that is easy for anyone to understand, such as "campaign type _product name_region name". As with campaigns, we recommend that you also decide on naming rules for ad groups.

 How to get the most out of Google Ads 

Google Ads allows advertisers to flexibly set unit prices, budgets, delivery destinations, etc. In recent years, Google Ads has increased the number of functions that support the setting of campaigns with AI, but by understanding the specifications of campaigns and ad groups, it is possible to make detailed adjustments according to the situation.

In particular, it is necessary to fully understand the basic structure of Google Ads and how to divide them appropriately when operating multiple campaigns and ad groups. As in the example introduced this time, classify each unit into groups such as budget and distribution period, and aim for optimization while repeating improvements.

The more you understand how campaigns and ad groups work, the more effective you can be with Google Ads.