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The Ultimate Keyword Grouping Guide

Master the art of keyword grouping with the Ultimate Keyword Grouping Guide. This comprehensive guide offers expert insights to optimize your keyword strategy, ensuring maximum impact and visibility.

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.

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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 help you organize your ads, keywords, and ad groups in an effective manner so that your campaign targets the right audience at the right time and place.


The elements of Google Ads can be broken down into:

*Please note that the ad group for video ads 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/audiences. Every campaign you run will be composed of one or more Ad Groups, and these Ad Groups can be organized 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. 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. Later, once you know which search terms appearing in the search terms report are already receiving traffic, you can adjust bids.

Types of Keyword Groupings in Google Ads

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


Most 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 categorization. For example, if you run a cafe, an easy categorization 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. These subgroups usually contain some modifier or a word that signifies the specifics of the offering. So if dessert is 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.

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How do you do keyword grouping?

Keyword grouping involves organizing your keywords into small, manageable groups that are closely related to each other. This can be done based on the similarity of the keywords, the topics they cover, or the specific pages on your website that you plan to target. Tools like Google Ads Keyword Planner can help you find relevant keywords, which you can then categorize based on your campaign goals, audience interests, or product/service categories.

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

Keyword grouping plays a crucial role in Google Ads campaigns by enhancing the relevance of your ads to user searches. By organizing your keywords into tightly themed groups, you can create more targeted ad texts and landing pages, improving the Quality Score of your ads. A higher Quality Score can lead to lower costs per click, better ad positions, and ultimately, more effective and cost-efficient campaigns.

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

To effectively group keywords for your Google Ads campaigns, start by analyzing your keywords for common themes or intents. Group them into small, focused sets that reflect specific aspects of your products or services. Use these groups to structure your ad groups within your campaigns, ensuring that each group is matched with tailored ad copy and landing pages. Regularly review and refine your keyword groups based on performance data to keep them as relevant and effective as possible.

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

Thinking from the customer’s perspective is vital for successful Google Ads campaigns because it ensures your ads address the actual needs and search intents of your target audience. By understanding what your potential customers are looking for, you can select keywords and craft ad messages that resonate with them, increasing the likelihood of engagement and conversions. Ensure the landing pages align with the expectations set by your ads to optimize the user journey from the ad click to conversion.

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

Keyword grouping significantly impacts ad relevance and click-through rates (CTR) in Google Ads campaigns. By organizing your keywords into tightly themed groups, you can tailor your ad copy more precisely to match these keywords, thus increasing the relevance of your ads to user searches. 

Higher ad relevance leads to better user engagement, as ads are more likely to resonate with what users are searching for, resulting in higher CTRs. Additionally, ads closely aligned with the user’s intent tend to perform better in Google’s quality evaluation, potentially improving your ad positioning and lowering cost per click (CPC).

Should I create separate ad groups for each keyword group?

Yes, it’s generally best practice to create separate ad groups for each keyword group. This structure allows you to tailor the ad copy and landing pages specifically for the set of closely related keywords within each group, enhancing the relevance of your ads to potential customers’ search queries. Creating separate ad groups for each keyword group also provides clearer data on which keywords and themes are performing best, enabling more targeted optimizations and adjustments to your campaigns.

How often should I review and adjust my keyword grouping strategy in Google Ads?

Reviewing and adjusting your keyword grouping strategy should be an ongoing process, but a good rule of thumb is to conduct a thorough review at least once a quarter. However, if your campaigns are highly active or if you’re in a rapidly changing industry, you might benefit from more frequent reviews, such as monthly or even bi-weekly. 

Regularly analyzing the performance data of your keywords and ad groups will help you identify opportunities for refinement, such as splitting overly broad groups into more targeted ones, adding new keywords based on emerging trends, or pausing underperforming keywords. Adjusting your keyword grouping strategy over time ensures that your Google Ads campaigns remain aligned with user search behavior and your business objectives. 

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