Organise your account with ad groups

Organising your account allows you to serve the right ads to the right customers more effectively, and it allows you to track the effectiveness of your advertising efforts better.When people are searching online and they type in a word or phrase, they're looking for information that's closely tied to those words. For example, if Eric types digital cameras and he sees an ad for film reels, then he probably won't click the ad.

To show ads that are relevant to the searches of people that you're trying to reach, bundle related ads together with related keywords into an ad group. That way, all of your related ads can be shown to customers searching for similar things.

Although there isn’t one correct way to organise your account, this article goes over some best practices that you can follow.

Best practices

• Organise your campaigns and ad groups as you create them. Reorganising your account after you've created several campaigns and ad groups wipes out all the valuable data that you've accumulated, possibly affecting how your ads will perform.
• When you need to use a different set of campaigns settings (ex: budget or location targeting), create a separate campaign. For instance, if you sell clothing, you may want to set a budget for shirts and a different budget for trousers. In this case, you should create a campaign for shirts, and another campaign for trousers. 
• If you want all your ads to share a budget and you want to target the same set of locations, then you can just use one campaign. 
• For each ad group, pick a narrow theme and create ad groups around that theme. For each ad group, use keywords related to that theme. Consider also having your ads mention at least one of your keywords in its headline. This is because when someone searches for a term that matches your keyword, and they see one ad that mentions the keyword and another ad that doesn't mention the keyword, they are more likely to think that the first ad is more relevant to what they're searching for.
• You never know what message might resonate best with potential customers. Because of this, we recommend having at least 3 ads in each ad group and using optimised ad rotation. The optimise setting will optimise your ads for clicks in each individual auction using signals like keyword, search term, device, location and more. Learn about Ad rotation settings.