What is an ad group in Google AdWords?

An ad group in Google AdWords is a group of one or more ads which target a set of keywords. Ad groups are used to separate different products, brands, and services that you offer.

Whether you’re selling a single product or multiple products, you’ll probably want to separate your Google ads into different ad groups. Ad groups allow you to isolate certain keywords for specific groups of ads. They also allow you to individually target groups of ads to specific demographics if applicable to your product or service.

To make it simple, let’s say you’ve created a single ad campaign for two products: a book about Google AdWords and a book about Google AdSense. You can break down your Google AdWords campaign into two ad groups, which you can call “AdWords Book” and “AdSense Book”. In each ad group, you can include keywords that are specific to each book. Naturally, you wouldn’t want the keywords “AdWords book” to trigger an ad for your AdSense book, and vice versa. That is why you separate your products into ad groups and assign distinct keywords for each.

See: What makes people instantly click Google Ads now?