Transparent Growth Measurement

7 Keyword Grouping Strategies

In the successful management of Google Ads campaigns, the use of keyword grouping strategy is crucial but occasionally underrated. Creating a systematic system for organizing your keywords into groups and categories can significantly increase your account’s relevance, which will raise your quality score. Notably, this tactical move helps to reduce the cost-per-click while significantly increasing the total success of your pay-per-click (PPC) campaign.

Our guide provides the resources to create a successful keyword grouping strategy. This manual equips you to create a successful tactical blueprint by helping you refine your keyword selection and create well-defined groupings centered around various goods, and other relevant factors.

Addressing crucial queries such as how many keywords are in one ad group and exploring the efficacy of employing single-keyword ad groups, the guide delves into the optimal number of keywords per ad group. Various keyword grouping strategies are elucidated, revealing how to group keywords effectively within the AdWords framework.


Guiding you towards achieving the ideal number of keywords per ad group, our resource-rich guide also presents a free keyword grouping tool that simplifies this intricate process. Additionally, it delves into how many ads should be implemented per ad group to maximize impact and audience engagement.


Our guide’s detailed instructions on how to group keywords make it possible to master the technique. By carefully weighing and implementing these techniques, you may improve your Google Ads campaigns’ relevancy, quality score, and cost-effectiveness.

What You Will Find in this FREE Keyword Grouping Downloadable

Our Roster Of Thriving, Happy Clients

Google Search Account Hierarchy

Before you start creating ads and campaign strategies, you need to get the basics right, which begins with learning the structure/hierarchy of the Google search ads account. Google Ads has a three-layer design: the account, the campaign, and the ad words within the campaign.

Understanding the relationship between each layer/section of your search ads account will hep your organize your ads, keywords, and ad groups in an effective manner to that your campaign target the right audience at the right time and place.


The elements of Google Ads can be broken down into:


*Please note that for video ads, the ad group will contain videos with common targeting criteria and bids.

Splitting Out Ad Groups

Splitting your ad groups is an important part of ensuring success and uncovering what is working in your campaign. But before we get to that, we need to understand what an Ad Group is.


An ad group contains one or more ads that share similar targets/audience. Every campaign you run will be composed of one or more Ad Groups, and these Ad Groups can be organised or clubbed together based on a theme (For example, based on the products or services you offer. Many Ad Words users find it helpful to base their ad groups around the sections or categories that appear on their website.)


Your ads are eligible to appear when one of your keywords matches a user’s search term on Google or on search partner sites. And, you set a bid, or price, to be used when an ad group’s keywords prompt an ad to appear. This is known as the cost-per-click (CPC) bid.


So, splitting your ad groups into relevant categories/themes helps you set your CPC bid to be used when an ad group’s keywords trigger an ad to pop up. Prices can also be set for individual keywords within the ad group you have created.


You can also add high-performing search terms to your ad group as keywords. You can also adjust bids, later on, once you get to know which search terms appearing in the search terms report are already receiving traffic.

Types of Keyword Groupings in Google Ads

The what and why of ad groups has been explained. Now comes the “how.” How do you group keywords to ensure you get the most out of your campaign?


A majority of Ad Words users find it easy to create their ad groups around the sections or categories that appear on their website. This can be considered a top-level, broad categorisation. For example, if you run a cafe, an easy categorisation would be to group your ads based on your menu offerings, like snacks, beverages and desserts. These are your broad sections.


Once your broad sections are in place, you need to segment your keywords into more targeted subgroups, which usually contain some kind of modifier, or a word that signifies the specifics of the offering. So if you have dessert as your main keyword group, cupcake and chocolate cake could be your targeted keyword within that group. (In multi-brand e-commerce stores, for example, this second-level could include types of clothes or a specific brand.)


The third level of keywords would be more actionable/transactional/investigative. These kinds of terms usually reveal more about the intent of the searcher/user, and where they might be in the buying cycle. Examples include words like buy, sale, review, how-to, etc.


You should also optimize your keyword groups for plurals, derivatives, misspelled words/typos, synonyms and duplications.


How to do keyword grouping?

Optimizing your Google Ads campaigns requires creating an efficient keyword grouping approach. Here is a step-by-step tutorial on how to organize keywords to improve the effectiveness of your campaign:


  • Selection and Analysis of Keywords
  • Segmentation based on Relevance
  • Specificity of Theme
  • SKAGs (Single Keyword Ad Groups)
  • Creative Ad Copy
  • Placement Pages
  • Keep an eye on
  • Improve A/B testing


Google Ads campaigns rely heavily on keyword grouping methods. You may improve the relevance of your ads, your Quality Scores, and the effectiveness of your entire campaign by grouping relevant keywords into groups, customizing your ad copy, and continuously optimizing. Particular campaign objectives and industry dynamics will determine the right amount of keywords per ad group and whether single-keyword ad groups are appropriate.

What is the significance of keyword grouping in Google Ads campaigns?

The importance of keyword grouping in the performance of Google Ads campaigns is highlighted by a number of important criteria, including:


  • Click-Through Rates (CTR)
  • Increased Relevance and Ad Quality
  • Effective Budget Management
  • Easy Management of Ads
  • Campaign Organization
  • Quality Score Improvement
  • Ad Testing and Iteration
  • SKAGs (Single Keyword Ad Groups)
  • Adjustment for the Searcher’s Intent
  • Free Tools for Grouping Keywords


Successful Google Ads campaigns are predicated on a strategy of keyword grouping. It guarantees relevance, raises ad quality, maximizes budget allotment, and makes effective ad management possible. You may harness the power of keyword grouping to improve the performance of your campaign and meet your marketing goals by following best practices, such as figuring out the optimal number of keywords per ad group and investigating tactics like single keyword ad groups.

How can I effectively group keywords for my Google Ads campaigns?

One of the most important parts of optimizing your Google Ads campaigns is strategically grouping keywords. Here is a step-by-step process to assist you in developing an effective keyword grouping strategy:


  • Keyword Research
  • Theme-Based Segmentation
  • Prioritize Relevance
  • Think about User Intent
  • Employ Match Types
  • SKAGs (Single Keyword Ad Groups)
  • Copy Alignment for Ads
  • Relevance of the Landing Page
  • optimal quantity of keywords
  • Tools for Grouping Keywords
  • Track Performance
  • Continuous Improvement


You may develop a keyword grouping strategy for your Google Ads campaigns that improves ad relevance, quality scores, and overall campaign success by following these steps and taking into account variables like the appropriate number of keywords per ad group and the acceptability of single-term ad groups.

Why is thinking from the customer's perspective important for successful campaigns?

The effectiveness of your campaigns depends on considering the customer’s needs while developing your keyword grouping methods, deciding on the size of your ad groups, and using single-keyword ad groups. This customer-centric strategy is crucial for the following reasons:


  • Continuity and User Intent
  • Strategy for Keyword Grouping
  • Ad Group Size Considerations for
  • Effective Ad Copy
  • Ad groups with a single keyword (SKAGs)
  • Ad Relevance
  • Quality Score for Keywords Per Ad Group
  • An increase in conversion rates
  • Tools for Keyword Grouping
  • Ongoing development
  • A favorable brand perception


Successful campaigns are built on embracing the customer’s point of view. It controls single keyword ad groups, sets ad group sizes, and affects keyword grouping techniques.

What impact does keyword grouping have on ad relevance and click-through rates (CTR)?

The efficacy of Internet advertising campaigns is significantly influenced by keyword grouping, notably in ad relevance and click-through rates (CTR). The following are the effects of keyword grouping schemes:


  • Ad Relevance
  • CTRs (Click-Through Rates)
  • Relevance
  • Quality Rating
  • Advertisement Extensions
  • The number of keywords in one ad group
  • SKAGs (Single Keyword Ad Groups)
  • Terms for Each Ad Group
  • Per-Ad Group Keyword Density That
  • Works Best
  • Tools for Grouping Keywords
  • Organizing keywords


By matching ad content with user intent, effective keyword grouping increases ad relevance and click-through rate (CTR). When putting keywords into ad groups, it’s crucial to concentrate on relevancy, quality scores, and user engagement.

Should I create separate ad groups for each keyword group?

Different ad groups are frequently created for each keyword group in online advertising campaigns to improve targeting, ad personalisation, and performance tracking. However, it is best to create distinct ad groups for each keyword category based on aspects like campaign objectives, budget, and available resources. Examine the following factors:



  • Strategic Use of Keyword Groups
  • How many keywords should be in one ad group
  • Individual Keyword Ad Groups (SKAGs)
  • Each ad group’s keywords
  • Strategic Use of Keyword Groups
  • The best number of keywords for each
  • AdWords ad group
  • Complimentary keyword grouping tool
  • How many ads per ad group should be used
  • Grouping Keywords
How often should I review and adjust my keyword grouping strategy in Google Ads?

It is a continuous process that depends on various variables, such as campaign performance, modifications to your company’s product or service offerings, and changes in user behavior to review and modify your keyword grouping strategy in Google Ads. An extensive view of how frequently you should think about reviewing and tweaking your keyword grouping approach is provided below:


  • Strategy for Grouping Keywords
  • What number of keywords are in one ad group
  • SKAGs (Single Keyword Ad Groups)
  • Ad Group Keywords Keyword Grouping Techniques
  • The ideal number of keywords for each ad group in AdWords
  • Tool for Free Keyword Grouping
  • How many advertisements should be used for each ad group
  • Organizing Keywords


Review and modify your keyword grouping approach frequently to guarantee that your campaign is effective and in line with changing circumstances. Major updates might happen every three months, but more minor adjustments, like testing different ad variations, can happen more regularly.

Contact Us