Ad Campaigns are made up of ad groups. For instance, an ad campaign to promote tattoos could consist of separate ad groups focused on angel tattoos, dragon tattoos and fairy tattoos. Use different ad campaigns for separate product types, different projects or different websites.
Ad groups can be based on several different criteria, including design, style, misspellings, personality types, seasonal promotions, special promotions. Ad groups may contain just one ad or several ads.
Clean and Customize Keyword List
Look at your keyword list. Are there any words there that aren't relevant to the product? Example: We've chosen a Clickbank tattoo site to promote. Three of the top designs on the site are an angel tattoo, a fairy tattoo and a dragon tattoo.
Our keyword list contains angel tattoo, tattoo design, tribal tattoo, tattoo removal, Celtic tattoo and skull tattoo, fairy tattoo and dragon tattoo, tattoo piercing, and tattoo needles.
The keywords tribal, removal, Celtic and skull can be deleted since they don't directly apply to the designs we've chosen to promote. (This is a short example. Your first keyword list can be quite long before it's cleaned up.)
We'll now create one ad group on tattoos. There will be three ads in this group, one ad for each type of tattoo. Think of each ad as a sort of classified ad.
Google policy tells us how the ad must be written:
Line 1: headline, maximum of 25 characters
Line 2: maximum of 35 characters.
Line 3: maximum of 35 characters.
Line 4: URL
The word 'online' cannot be used on Line #1. Superlatives (best, most, etc.) are not allowed in any of the lines. Multiple exclamation points and other excessive punctuation is also prohibited.
Line 1: Ad Headline
This will be the first thing viewers notice.
It should get their attention, be focused enough to weed out the 'tire kickers' who are browsing, not buying,
and should consist of your #1 keyword search term.
Line 2: Emotional appeal to viewer.
State your product's best benefit here.
Line 3: Factual appeal to viewer.
State your products most inspiring feature here.
Display URL:
Include words here that emphasize the product benefit
Destination URL:
Actual URL that takes viewer to landing page.
Note: Ad readers like numbers.
Try including product price ($xx), percentages (20% off) or other numbers in your ad.