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Google Ads Mastery

bookBuilding Your First Ad Group the Smart Way

With your keywords researched and match types chosen, it's time to build your first ad group. This chapter walks you through how to structure your ad group around tightly themed keyword clusters, write aligned ad copy, and avoid common setup mistakes.

Note
Definition

An ad group is a "folder" inside a campaign that holds:

  • a tight set of related keywords;
  • ads written specifically for those keywords.

Why it matters: tight ad groups = higher relevance → better Quality Score, CTR, and conversions (and usually lower cost per click).

Step-By-Step Building a Clean Ad Group

  1. Create the ad group: name it clearly, e.g. Running_Shoes_Men_USA;
  2. Add 5–10 tightly related keywords start with Exact and Phrase for control;
  3. Write 2–3 Responsive Search Ads (RSAs)
    • Put the main keyword in Headline 1 (or pin it to position 1).
    • Cover benefit + proof in other headlines (e.g. "Free 30-Day Returns", "Size Guide Included", "Ships in 24h").
    • Descriptions: promise + proof + CTA (e.g. "Run lighter with pro-grade cushioning. Free shipping today. Shop now")
  4. Set the landing page: send traffic to the most relevant page (e.g., /running-shoes/men), not the homepage;
  5. Add assets (extensions)
    • Sitelinks: New Arrivals, Size Guide, Returns;
    • Callouts: Free Shipping, 30-Day Returns;
    • Structured snippets: Brands (Nike, Adidas, Hoka…).
  6. Add negatives at campaign level (if broad): block low-intent terms: free, cheap, jobs, DIY, how to clean shoes, etc.
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What is the main role of an ad group in Google Ads?

Select the correct answer

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Thanks for your feedback!

Section 3. Chapter 3

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bookBuilding Your First Ad Group the Smart Way

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With your keywords researched and match types chosen, it's time to build your first ad group. This chapter walks you through how to structure your ad group around tightly themed keyword clusters, write aligned ad copy, and avoid common setup mistakes.

Note
Definition

An ad group is a "folder" inside a campaign that holds:

  • a tight set of related keywords;
  • ads written specifically for those keywords.

Why it matters: tight ad groups = higher relevance → better Quality Score, CTR, and conversions (and usually lower cost per click).

Step-By-Step Building a Clean Ad Group

  1. Create the ad group: name it clearly, e.g. Running_Shoes_Men_USA;
  2. Add 5–10 tightly related keywords start with Exact and Phrase for control;
  3. Write 2–3 Responsive Search Ads (RSAs)
    • Put the main keyword in Headline 1 (or pin it to position 1).
    • Cover benefit + proof in other headlines (e.g. "Free 30-Day Returns", "Size Guide Included", "Ships in 24h").
    • Descriptions: promise + proof + CTA (e.g. "Run lighter with pro-grade cushioning. Free shipping today. Shop now")
  4. Set the landing page: send traffic to the most relevant page (e.g., /running-shoes/men), not the homepage;
  5. Add assets (extensions)
    • Sitelinks: New Arrivals, Size Guide, Returns;
    • Callouts: Free Shipping, 30-Day Returns;
    • Structured snippets: Brands (Nike, Adidas, Hoka…).
  6. Add negatives at campaign level (if broad): block low-intent terms: free, cheap, jobs, DIY, how to clean shoes, etc.
question mark

What is the main role of an ad group in Google Ads?

Select the correct answer

Everything was clear?

How can we improve it?

Thanks for your feedback!

Section 3. Chapter 3
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