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What are ad groups?
Native campaigns contain ad groups, which contain creatives. This hierarchy gives you the flexibility to organize your campaigns however you like, so you can seamlessly test, measure, and optimize for best results.
At the campaign level, you can customize settings such as budgets, schedules, and frequency caps. Ad groups allow you to further restrict those settings, target specific audiences within a campaign, allocate budgets, and customize bids.
For example, if you’re running an offer in two countries and you want to allocate different budgets and unique bids for each, you can set up one overall campaign for the offer with two different ad groups instead of creating two separate campaigns.
NOTE: Campaigns are limited to a maximum of 50 ad groups per campaign.
TIP: You may copy an existing ad group within the same campaign. The copied ad group will have all the same settings and creatives as the original, allowing you to quickly and easily make changes to the copied ad group without starting from scratch.
What can I customize within my ad groups?
The following settings can be customized per ad group:
- Geographic Targets
- Platform & Device Targets
- Default Bid
- Daily and Total Budgets*
- Delivery Speed*
- Frequency Caps*
* These settings can also be set at the campaign level and further restricted per ad group.
Each ad group also contains its own unique creatives, and you can customize bids on specific channels, sites, and apps within each ad group. You can also pause and enable creatives, channels, categories, publishers, sites, and apps uniquely per ad group.
How should I organize ad groups within my campaign?
There isn't one correct way to organize ad groups within campaigns. It all depends on your goals and optimization strategy. In general, your ad groups should share a common theme.
Here are some ways you can organize ad groups to maximize success:
Align creatives with specific audiences
Your creative type, content, and landing page should be as relevant as possible to the person viewing your ad. You might find, for example, that users on mobile devices convert at a higher rate when the ad shows a person on the same type of phone as the user's. If you create 2 separate ad groups for iPhone and Galaxy users, you can add the appropriate creatives to each ad group to serve more relevant ads to the right people.
Apply shared budgets
If you have a set amount you'd like to spend running your offer, but would like to allocate a portion of it to a specific subset, you can set your overall budget at the campaign level, then create additional ad groups with their own budgets. For example, if you want to spend more per day the weekdays, you can create two ad groups with all the same settings, but customize one to run only on weekdays, and the other only on weekends, then apply unique daily budgets to both.
Test different settings or creatives to find what works best
For example, if you want to quickly find out which Frequency Cap setting results in the highest ROI, you could make multiple ad groups with all of the same settings, but apply a different Frequency Cap to each. You can apply the same logic to testing different creatives. For example, if you want to see whether creatives perform better or worse when they contain emojis, you could create one ad group with creatives that contain emojis and another with the same creatives, but without emojis.
Optimize bids for different configurations
If you find conversion rates vary on different days or times, you may want to optimize your bids differently for specific times or days. To do this, you'd create separate ad groups with custom scheduling for specific hours/days, then adjust bids accordingly for each ad group. Or, you can create separate ad groups for various geographic locations to optimize bids uniquely for each location or group of locations.
Pair together the settings that work best
If, for example, you find a specific site has a high conversion rate when users are from a specific country, you can create an additional ad group targeting only that country and raise the site's bid to get more high-converting traffic.
Follow these steps to create a new ad group, and check out these tips for optimizing creatives within your ad groups.