As digital marketers and advertisers, understanding the intricacies of ad group types is crucial to optimize our Pay-Per-Click (PPC) campaigns effectively. Whether you are new to Google Ads or a seasoned pro, this guide will equip you with valuable insights on navigating search campaigns, utilizing Google Analytics, and harnessing the power of various match types, including broad match and keyword-level targeting. We will walk you through the step-by-step process of changing ad group types using the drop-down options and delve into how it can impact ad ranks, ad group status, and your overall AdWords strategy.
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What are the Different Ad Group Types Available in Google Ads?
As of my last update in September 2021, Google Ads offers several ad group types to help advertisers organize their campaigns and target specific audiences. Please note that there might be updates or changes after my last update, so it’s always a good idea to verify the information on the official Google Ads platform. Here are the main ad group types available in Google Ads:
- Search Network Ad Groups: These ad groups target text ads that appear in Google’s search results when users enter relevant keywords. The ads are displayed above or below the organic search results.
- Display Network Ad Groups: These ad groups target image and text ads that appear on various websites within Google’s Display Network, which includes a vast network of partner sites.
- Video Campaign Ad Groups: These ad groups are part of video campaigns on YouTube and other video partner sites. Advertisers can create in-stream, video discovery, and bumper ads within this type.
- Shopping Ad Groups: These ad groups are specifically designed for Google Shopping campaigns, where advertisers can promote their products using product feeds.
- App Campaign Ad Groups: These ad groups are tailored for promoting mobile apps across various Google properties, such as Google Search, Google Play, YouTube, and partner sites.
- App Campaign for Engagement Ad Group: This ad group type focuses on re-engaging existing app users, encouraging them to take specific actions within the app.
- Local Campaign Ad Groups: These ad groups are designed for businesses with physical locations and aim to drive visits to their brick-and-mortar stores.
Why Might You Need to Change Your Ad Group Type?
Changing your ad group type in Google Ads can be beneficial for several reasons, and it allows you to adapt your advertising strategy based on your campaign goals and performance. Here are some potential reasons why you might consider changing your ad group type:
- Expanding Reach: If you initially started with Search Network ad groups but want to reach a broader audience, you might consider creating Display Network ad groups. Display ads can help you target users who might not be actively searching for your products or services but could be interested in them when browsing relevant websites.
- Improving Ad Relevance: Ad relevance is crucial for campaign success. If you notice that your ads are not getting enough clicks or conversions in the current ad group type, switching to a more relevant ad group type might help. For example, if you’re running image-based ads, moving to a Display Network ad group could be more suitable.
- Leveraging Visual Content: If you have engaging video content or visually appealing creatives, you might want to explore Video Campaign ad groups. Video ads can be a powerful way to capture users’ attention and convey your message effectively.
- Promoting Mobile Apps: If you have a mobile app and your primary objective is to increase app installations and usage, switching to an App Campaign ad group type can be more effective. It allows you to leverage various Google properties to reach potential users.
- Localized Targeting: If you have a physical store or service area business, switching to Local Campaign ad groups can help drive more foot traffic and promote store visits through location-based targeting.
How do you navigate to the ad group settings in Google Ads?
Here’s how you can navigate to the ad group settings in Google Ads:
- Sign in to your Google Ads account at ads.google.com.
- Once you’re logged in, you’ll be taken to the Google Ads dashboard.
- On the left-hand side of the dashboard, you should see a menu with various options. Click on “Campaigns” in the menu. This will take you to the Campaigns overview page, where you can see a list of your existing campaigns.
- Click on the campaign that contains the ad group you want to access. This will take you to the ad group level.
- Once you’re on the ad group level, you should see a list of ad groups within that campaign.
- Locate the ad group you want to access the settings for and click on it. This will open the ad group details page.
- On the ad group details page, you’ll find the settings for that specific ad group. Here, you can make changes to the ad group name, default bid, ad rotation, targeting options, and more.
What are the Steps to Switch from A Standard Ad Group to A Dynamic Ad Group?
transitioning from a standard ad group to a dynamic ad group in Google Ads involves creating a new dynamic ad group and migrating your existing standard ad group’s settings. Dynamic ad groups use dynamic search ads (DSA), which automatically generate ad headlines and landing pages based on the content of your website. Here’s a step-by-step guide to switching from a standard ad group to a dynamic ad group:
- Sign in to your Google Ads account at ads.google.com.
- In the Google Ads dashboard, click on “Campaigns” in the left-hand menu.
- Choose the campaign that contains the standard ad group you want to convert to a dynamic ad group.
- Click on the standard ad group that you want to switch to a dynamic ad group.
- In the ad group settings, take note of the keywords and any other settings you want to use for your dynamic ad group. Dynamic ad groups will generate ads dynamically based on your website’s content and the user’s search query, so you won’t need to provide individual keywords.
- Create a new dynamic ad group. To do this, follow these steps: a. Click on the “+ AD GROUP” button within the campaign you’re working on. b. Select “Dynamic ad target” as the ad group type.
- Set the bid and other targeting options for your dynamic ad group. Instead of adding individual keywords, you’ll specify a dynamic ad target, which is typically your website URL.
- Choose the appropriate targeting options for your dynamic ad group, such as location targeting and audience targeting, if applicable.
- Customize your ad settings. You can specify ad headlines, descriptions, and other elements that will be dynamically generated along with the ad.
- Save your new dynamic ad group.
Benefits of Dynamic Ad Groups and Dynamic Search Ads (DSA):
- Dynamic Search Ads (DSA) automatically generate ad headlines and landing pages based on the content of your website. This means you don’t need to create multiple ads manually for various keywords, saving time and effort.
- DSA allows you to reach a broader audience by dynamically matching search queries to relevant content on your website. It can capture relevant traffic you might miss with traditional keyword targeting.
- Dynamic ad groups can be particularly useful for websites with frequently changing inventory or a vast range of products/services, as they keep the ad content up-to-date without constant manual updates.
- DSA complements your existing keyword-based campaigns, enabling you to identify new keyword opportunities based on user search queries and website content.
- By leveraging DSA, you can increase your ad coverage and visibility, leading to potentially higher click-through rates and conversions.
Can You Change An Ad Group Type Once It Has Active Ads?
Here are some considerations and potential issues if you try to change an ad group type with active ads:
- Loss of Data and Performance: Switching ad group types may result in the loss of historical data and performance metrics for the original ad group. The new ad group will be treated as a separate entity, and any accumulated data from the previous ad group will not carry over.
- Ad Disapprovals: The ad creatives and formats that were approved for the original ad group might not be compatible with the new ad group type. This could lead to disapprovals of ads, which will temporarily disrupt your advertising until the issues are resolved.
- Different Targeting and Settings: Each ad group type in Google Ads has specific targeting options and settings. When you change the ad group type, the original targeting settings may not be applicable or appropriate for the new type, requiring adjustments to reach the desired audience effectively.
- Ad Copy and Creatives: Different ad group types support different ad formats and requirements. Changing the ad group type might necessitate rewriting ad copy and creating new ad creatives that adhere to the specifications of the new type.
- Keywords and Ad Relevance: Switching ad group types can change the way Google matches your ads to search queries. Keywords that were previously driving traffic and conversions may not be relevant or effective for the new ad group type, affecting ad performance.
To avoid disruptions and potential issues, it’s generally recommended to plan and create new ad groups with the desired ad group type when adjusting your advertising strategy.
What Considerations Should You Keep in Mind When Altering Ad Group Types?
When altering ad group types in Google Ads, several crucial considerations should be kept in mind to ensure a smooth transition and achieve your advertising goals effectively. Here are some important factors to consider:
- Targeting Adjustments:
- Each ad group type has specific targeting options. When changing the ad group type, review and adjust your targeting settings to align with the new type. For example, if you switch from a standard ad group to a display ad group, you’ll need to define targeting based on demographics, interests, placements, or remarketing lists.
- Keyword Consideration:
- If your original ad group was keyword-based (e.g., Search Network ad group), transitioning to a dynamic ad group or display ad group might not require specific keywords. However, you might still want to maintain keyword-based campaigns alongside the new ad group type to cover all bases.
- Landing Page Alignment:
- When changing ad group types, consider whether your landing pages are optimized for the new ad format or targeting criteria. Landing page relevance and user experience play a vital role in ad performance, so ensure your landing pages match the intent of the ads.
- Budget Allocation:
- Different ad group types might require different budget allocations based on their performance and potential for achieving your campaign objectives. Adjust your budget distribution to reflect the importance of each ad group type in your overall strategy.
- A/B Testing:
- If possible, consider running A/B tests between different ad group types to evaluate their effectiveness in achieving your goals. This can help you identify the best-performing ad group type for your specific advertising objectives.
How Does Changing Ad Group Types Impact Ongoing Campaigns?
Changing ad group types in existing campaigns can have various implications on the performance and reach of your ongoing campaigns. Here are some key implications to consider:
- Ad Performance Changes:
- When you change ad group types, the way your ads are served and targeted may be affected. Different ad group types have distinct ad formats, targeting options, and bidding strategies. As a result, the performance of your ads may change significantly.
- Ad performance metrics like click-through rate (CTR), conversion rate, and cost-per-click (CPC) may experience fluctuations due to the new targeting and ad formats.
- Audience Reach:
- Different ad group types reach different audiences. For instance, keyword-based ad groups (Search Network) target users searching for specific keywords, while display ad groups reach users based on demographics, interests, or placements.
- Budget Allocation:
- The performance and cost-per-click (CPC) of different ad group types can vary significantly. As a result, changing ad group types might require adjustments to your budget allocation between different types to maximize ROI and achieve campaign objectives effectively.
- Keyword Targeting Impact:
- If your original ad group relies on keyword targeting (e.g., Search Network), changing to a different ad group type like display or dynamic ad group may not require specific keywords. This shift could affect your keyword strategy and potentially impact organic search rankings.
- Landing Page Relevance:
- The landing pages associated with your ad group type must align with the new ad format or targeting criteria. Ensure that your landing pages match the intent of the ads to maintain a positive user experience and improve conversion rates.
- Learning Period and Optimization:
- When you change ad group types, there may be a learning period for Google’s algorithms to understand and optimize for the new ad group type. During this period, ad performance may fluctuate until the system adapts to the changes.
Are There Any Limitations or Restrictions When Changing Ad Group Types?
As of my last update in September 2021, there are several limitations, restrictions, and prerequisites that users should be aware of when attempting to change ad group types in Google Ads. These considerations are crucial to ensure a smooth transition and avoid potential issues. Here are the main limitations and restrictions:
- No Direct Conversion: Google Ads does not allow you to directly change the ad group type. You cannot convert an existing ad group from one type to another with a simple setting change. Each ad group type has its own settings and configurations, and switching between types requires creating a new ad group with the desired type.
- New Ad Group Setup: When changing ad group types, you’ll need to set up a new ad group with the desired type. This means recreating your ad settings, ad creatives, targeting options, and bidding strategies.
- Ad Copy and Creatives: Different ad group types may have different ad format requirements and restrictions. Changing the ad group type may require adjustments to your ad copy and creatives to comply with the specifications of the new ad group type.
- Keyword Targeting: If your original ad group relies on keyword targeting (e.g., Search Network ad group), changing to a different ad group type like display or dynamic ad group may not require specific keywords. You may need to rely on other targeting options, such as demographics or interests.
- Landing Page Alignment: Consider whether your landing pages are optimized for the new ad group type or targeting criteria. Landing page relevance and user experience play a crucial role in ad performance.
How Can You Monitor the Performance After changing the ad group type?
Monitoring the performance after changing the ad group type is crucial to understand how the changes are impacting your campaign’s effectiveness and to identify opportunities for further optimization. Here are some tips on monitoring and evaluating ad performance post the change:
- Track Key Metrics:
- Monitor key performance indicators (KPIs) such as click-through rate (CTR), conversion rate, cost-per-click (CPC), and return on ad spend (ROAS). These metrics will give you insights into how well your ads are performing and whether the new ad group type is delivering the desired results.
- Compare Before and After Data:
- Compare the performance data of the new ad group type with the historical data of the previous ad group type (if available). This comparison will help you understand the impact of the changes and identify any significant differences in ad performance.
- Review Audience Reach and Engagement:
- Analyze the reach of your new ad group type and its ability to engage the target audience. Look at impressions, clicks, and engagement metrics to see if your ads are resonating with users.
- Landing Page Performance:
- Evaluate the performance of the landing pages associated with the new ad group type. Check bounce rates, time on page, and conversion rates to ensure that the landing pages are aligned with the ad messaging and user intent.
- Consider the Learning Period:
- Allow for a learning period after implementing the changes. When you create a new ad group, especially with different settings, Google’s algorithms may take some time to optimize for the new ad group type.
- A/B Testing:
- If feasible, conduct A/B tests to compare the performance of different ad group types or ad variations. Testing can help you identify which ad group type or creative approach works best for achieving your campaign objectives.
What Best Practices Should Be Followed When Reorganizing Ad Groups?
Reorganizing ad groups is an essential part of optimizing your Google Ads campaigns. By following these best practices, you can effectively restructure your ad groups, maintain ad relevance, and ensure optimal ad performance:
- Clear Campaign Objectives: Clearly define your campaign objectives before reorganizing ad groups. Understand your goals, whether it’s increasing brand awareness, driving website traffic, or maximizing conversions. This clarity will guide your restructuring decisions.
- Relevant Ad Copy: Craft ad copy that aligns with the keywords and themes of each ad group. The more relevant your ads are to users’ search queries, the higher the chances of attracting clicks and conversions.
- Use Ad Extensions: Leverage ad extensions to enhance your ad visibility and provide additional information to users. Extensions like site links, call extensions, and location extensions can improve ad performance.
- Test Different Ad Formats: Experiment with various ad formats, such as text ads, image ads, and video ads, based on the ad group type. Test different creatives to see what resonates best with your audience.
- Adjust Bids and Budgets: Tailor your bids and budgets based on the performance of each ad group. Allocate more budget to high-performing groups and adjust bids to improve ad positions and visibility.
- Regularly Monitor and Analyze: Continuously monitor the performance of your ad groups and analyze key metrics. Identify underperforming groups and make data-driven optimizations to improve results.
- Run A/B Tests: Conduct A/B tests to compare different ad group structures, ad copy variations, and targeting options. Testing helps you identify the most effective strategies for achieving your campaign objectives.
- Keep Historical Data: If you need to make significant changes to your ad groups, consider pausing or duplicating the original ad groups rather than deleting them. Keeping historical data can provide valuable insights for future optimizations.