In Google Ads, assets like sitelinks, callouts, and structured snippets are typically applied at the campaign level. However, for campaigns with multiple ad groups targeting distinct services – such as plumbing, electrical, and HVAC services – using campaign-level assets may not provide the necessary relevance. Applying assets at the ad group level can significantly improve ad relevance and performance.
Understanding Campaign and Ad Group Structures
A Google Ads account is organized into three levels:
- Account Level: The overarching account containing all campaigns.
- Campaign Level: Individual campaigns within the account, each with its own settings and budget.
- Ad Group Level: Groups within campaigns that contain ads and keywords targeting specific themes or products.
Each level has its own set of assets, and understanding where to apply them is crucial for optimal performance.
Benefits of Ad Group-Level Assets
Applying assets at the ad group level offers several advantages:
- Enhanced Relevance: Tailoring assets to specific ad groups ensures they align closely with the targeted keywords and user intent, leading to higher click-through rates (CTR).
- Improved Quality Score: Relevant assets contribute to a better Quality Score, which can lower cost-per-click (CPC) and improve ad positioning.
- Increased Conversion Rates: Ads that closely match user queries and needs are more likely to convert.
How to Add Ad Group-Level Assets
To add assets at the ad group level in Google Ads:
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Navigate to the Assets Section:
- In your Google Ads account, click on the Campaigns icon.
- Click on the Assets dropdown in the section menu.
- Then, click on Assets.
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Create New Assets:
- Click the plus (+) button to select the asset type you want to create.
- Choose the asset type (e.g., callout, sitelink) and enter the relevant information.
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Assign Assets to Ad Groups:
- In the asset creation window, locate the Add to dropdown menu.
- Switch this from Campaign to Ad Group.
- Select the specific ad group(s) you want the asset to apply to.
- Complete the asset details and click Save.
By assigning assets at the ad group level, you ensure that each ad group has assets tailored to its specific focus, enhancing ad relevance and performance.
Best Practices for Using Ad Group-Level Assets
- Maintain Relevance: Ensure that the assets you create are directly related to the keywords and themes of the ad group.
- Regularly Update Assets: Periodically review and update your assets to keep them aligned with current promotions and offerings.
- Monitor Performance: Use Google Ads reporting tools to track the performance of your assets and make data-driven adjustments.
Implementing ad group-level assets is a strategic approach to enhance the effectiveness of your Google Ads campaigns. By aligning assets with specific ad groups, you can improve ad relevance, Quality Score, and ultimately, conversion rates.