With your keywords researched and match types chosen, it's time to build your first ad group. This chapter walks you through how to structure your ad group around tightly themed keyword clusters, write aligned ad copy, and avoid common setup mistakes.

Key Points:

• An ad group groups related keywords and ads under one theme — think of it like a focused folder;
• Good ad groups use tightly related keyword clusters and ads aligned to intent;
• Avoid keyword dumping — don't mix unrelated keywords in the same ad group;
• Use a clean naming convention and stick to one theme per ad group (e.g., Running Shoes vs Dress Shoes);
• Create 2–3 responsive search ads per group with keyword-rich headlines and clear calls to action;
• Use campaign-level negatives when appropriate, and extensions to boost visibility;
• A well-structured ad group improves Quality Score, click-through rate, and conversion rate.

A strong keyword strategy isn't just about traffic — it's about precision, relevance, and results. With the right research, match types, and ad group structure, you now have the tools to attract the right audience and set your campaigns up for success from the very first click.