This post is part of a four-part series called AdWords Examples. We'll show you an example of an account with a structure of campaigns, ad groups, keywords and ads that can be used by an online retailer. We hope you’ll find this helpful in creating your first campaign, and if you need help with the individual steps you can always find them in our AdWords Help Center.

In this second part of our series of AdWords Examples, we’ll go a little deeper and examine how to use ad groups effectively. If you didn’t catch the first post of the series, you can find it here: AdWords Examples: Structuring your campaigns.

When building an account for the Google Store, Lisa created different ad groups for each and every product in the store, as you can see below.





Using this structure in the AdWords account, Lisa is able to create relevant sets of keywords for each product on the webshop, create relevant ads for each product, and link these ads to the relevant landing pages.

In this case, each ad group will contain ads and keywords that are only related to one product, to increase the relevance of the ads. So when someone is searching for a Google lava lamp, an ad for Google lava lamps will be shown, and a click on that ad will take the user directly to the page for lava lamps. 

Without this structure, the ads would not be able to accurately match the keywords. Matching the users’ search queries with targeted ads greatly increases the number of relevant clicks and purchases, as the customer is sent straight to the page for lava lamps.

You can find step-by-step instructions for how to create new ad groups here. In the next part of this series, we’ll look into some examples of ads. Stay tuned!

Written by Jens Larsson, The Help Center Team