An ad group contains one or more ads that target a shared set of keywords, product groups, and other sets of criteria that help you target your ads to potential customers. You set a bid, or price, to be used when an ad group's keywords trigger an ad to appear. This is called a cost-per-click (CPC) bid. You can also set prices for individual keywords within the ad group. Use ad groups to organize your ads by a common theme, such as the types of products or services you want to advertise.
Group ad groups by similar themes
Many advertisers find it helpful to base their ad groups on the sections or categories that appear on their website.
For example, let's say you sell desserts, beverages, and snacks on your website.
In the table below, each ad group contains a keyword list focusing on a product you'd sell.
The keyword list in each ad group tells our system to show ads for these products only on websites related to them.
| Ad group: desserts | Ad group: beverages | Ad group: snacks |
| cupcakes | soda | potato chips |
| pumpkin pies | coffee | pita chips |
| apple pie | iced coffee | beef jerky |
| chocolate cake | iced tea | salted peanuts |
| ice cream | sparkling water | mixed nuts |
| cookies | orange juice | rice crackers |