Definite Guide to Google Display Ads – Ad group Creation

google display ad-groups creation

How to create ad group

What is ad groups? Ad Groups are the sub-campaign units. Ad Groups control how targeting works and other closer things. You can have multiple ad groups within the campaign. Let’s see how to create new ad groups in display campaigns.

How to create an ad-group in google display campaign?

To create an ad group, you need to be inside of the campaign. On the ad groups tab, you will find a big plus shaped AD GROUP button. On the click of the button, you will be directed to ad group creation wizard.

Step :1 Ad-group Name

adgroup name

Unlike in the campaign skeleton setup, name of the ad-group comes as a first step. There’s no defined best practices for the campaign or ad-group name. But, when you have 1000’s of campaigns and right naming will help filter our campaigns and ad groups at ease.

I’d name ad-group based on targeting, objective.

Ex :  

  1. Book lovers | Conversions
  2. Writers Resource | Re-targeting

Step 2: CPC Bid.

how to create ad group:bidding

Assuming that, you following previous chapter’s recommendation,

You can choose the CPC bid based on two things :

Use CPC bid from other similar campaigns:

If your new ad-group is related to previous created ad groups, you can use the average CPC of those ad-group. There’s no single time fix when you are doing it for first time and with manual bidding. You need to watch average cost per click value and constantly assess how it influences other kpi’s.

So start with average CPC of previous campaigns and increase/decrease bid based on performance.

Use google display planner

This is the most underutilized tool in the display creation process. If you enter your targeting in display planner, you will get the audience size, suggested cost per click.

If you don’t have any ad groups/campaigns created, then you can use this data for cpc bidding cost.

Step 3:  Targeting

how to create ad group:targeting

In the section, choose how to target your ads,

how to create ad group-targeting group

click on the content targeting,

how to create ad group-targeting topics

You will be presented with three targeting options,

  • Keywords
  • Interests
  • Use a different targeting method

You can find detailed information on display network targeting chapter ( interlink).

Step 4: Targeting Optimization  (AKA ) Automated Targeting

how to create ad group:automated targeting

In this section, basically google is asking your permission if it can go extra mile to get you good results. This means getting more customers from google display campaigns. Sounds like a great options right?

But sadly those extra mile results might not be a high intent ones or no intent at all.

When you creating an ad-group for first time, you just have to choose no automated targeting. And next section is save and continue, means you completed the skeleton setup of ad groups.

Ad Creative

Next logical step, is to create ad copies and upload to your ad group. If you are looking for best practices to create ad copy you can refer this article ( interlink).

You can upload the ad creatives by clicking on big red plus button. You have four types to create:

  • Responsive Ad
  • Image Ad
  • Ad gallery
  • App / Digital content ad

Responsive Ad:

Responsive ad is ad that adopts to all ad inventory. You have to upload ad image, ad text which contains headline, description.

Image Ad

Image ad is the banner ad you create which is completed image. You will be having various dimensions. You can upload the ad copies.

Ad Gallery

This comprises of ad copies for the gmail ads. You can choose a template and create ad copies.

App / Digital content ad

This comprises of ad copies for the app installation ads. You can choose a template and create ad.


You can add ad-extensions on the ad copies. Display network offers two extensions : call and  location extensions.

Call extensions :

In mobile devices, you can show your contact numbers along with display ads. Users can call from their mobile devices and contact your business without visiting your website.

This can be achieved by using call extensions.

Locations extensions

If your business offering is location dependent you can show location extensions along with ads. This can be achieved using location extensions.


how to create ad group-exclusions

Campaigns exclusions will help you to exclude audience whom might be relevant to your business.

You can exclude audiences based on campaigns goals / business requirements. But here the common exclusions best practices for any type of campaigns:

Site category options:

Exclude :

  • Parked domains
  • Sexually suggestive
  • Sensational and shocking
  • In-game ( if you don’t want game playing kids)  

By yathav

I'm very passionate about technology, marketing & analytics. Using WordPress and working on blogging & search engine optimization for almost 8+ years, I'd like to share my thoughts, hacks and best practices about what i do professionally & what I experience.

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