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How Many Ads Per Ad Group in Google Ads… and Why | Adwords

How Many Ads Per Ad Group in Google Ads… and Why | Adwords

Today, we’re talking about how many ads you
should have in your ad groups inside your Google ads campaigns. Stay tuned. Hi, I’m Mike Mancini. Founder of PPCVideoTraining.com. I’m a Google ads agency owner, trainer and
consultant, and I’ve been working with Google ads for about 15 years. The question I get a lot is, how many ads
should I have inside each ad group in a Google ads campaign? One thing that we see a lot of when we’re
hired to go and look inside Google ads campaigns is the fact that everybody will have all of
their ad groups, all of their keywords and everything pointed towards just one or two
ads. And the reason that that doesn’t work is the
ads are not relevant to the keywords that people are typing in. So an example I like to use is if you have
somebody looking for red cars, you want them to go to an app that talks about red cars. It talks about red cars in the headline, talks
about red cars in the description, and takes them to a page specifically with red cars. So first thing you want to do is you want
to make sure your keywords are broken up into specific ad groups. All of the red car keywords are in a red car
ad group. Same thing with blue trucks, and so on. Then we can get to the ads. So the number of ads will also depend on your
budget, and I’m going to give you an idea how to figure that out. But also, one of the most important things
you need to understand is there is a setting inside your Google ads campaigns. And if that setting is not correct, testing
ads is not going to make a difference whatsoever. So stay tuned, I’ll show you where that setting
is. Now when I talk to people about building multiple
ads per ad group, usually their shoulders sink and their head drops, and they get very
disappointed because it’s more work for them. I completely understand that. With that said, I actually have a free tool
that we developed in our agency that I’ll give you opportunity to get for free. This is a tool that we actually, to be completely
honest, we use this every single day. This is the one tool that has saved me more
time than any free or paid tool that I’ve ever used when it comes to dealing with Google
ads campaigns. So let’s take a look and dive inside a campaign. I want to show you what the campaign, what
you should be testing, and that all important setting that you need to have set up correctly. Let’s go. So here we are inside a campaign. The keywords inside these ad groups all deal
with things like BLS. This is for a CPR training facility. So BLS is a type of a training that they do. So we have phrase match keywords. We have exact match keywords, CPR classes
in Minneapolis, those types of keywords. That’s the only types of keywords we have
in these groups. Let’s go into the BLS phrase group and I want
to show you what’s going on. Inside this BLS ad group, in this instance,
we’re only running two ads at a time. This is really based on the budget. If we had a bigger budget for this company,
we could split test more ads. However, based on the number of clicks that
we get in any given month, we only run two ads at a time. Let’s show you why. Here are the two ads. As you can see, let’s just say that both of
these ads were exactly the same. In the second ad, we decided we wanted to
change the headline, we wanted to change the description and we wanted to change this URL
here, the path. Now if we test these out, we are not going
to be able to determine what basically made the ad better or worse. So let’s say the second ad that we changed
all this stuff on takes off. We don’t know if it was the headline that
caught people’s eye. We don’t know if it was the description that
described what we were selling better. We have absolutely no idea. So regardless of what you’re doing, you want
to make sure that you are always only changing one thing at a time in an ad. That way you’re able to easily figure out
was it the headline? So if they both have the same headlines and
different descriptions, you will have one ad that will be a winner no matter what. So if we have two of the exact same ads, but
maybe they have different headlines, we’re able to determine over time which one of those
is going to come out the winner, which one people click more. Once we figure that out, we take the losing
ad out and we throw a new one in. Now sometimes we’ll get to a point where,
you know what? We’ve got a really good headline. We haven’t been able to beat that one. Let’s keep the same headlines, and let’s just
change up the descriptions. Now, there is a setting inside Google ads. You absolutely need to have this setting set
correctly, otherwise testing ads is not going to work for you. What you need to do is you need to go into
your settings. Once you’re in your settings, click additional
settings and you click on ad rotation. If you have not messed with this, chances
are it says optimize, prefer best performing ads. What we like to do is we do always, no matter
what, we do not optimize, rotate ads indefinitely. And here’s why. Google says that you know what? They’re going to optimize for conversions
for your particular ads. However, I don’t believe there’s an account
manager in the country that will agree that Google does the best job of rotating ads. A lot of the times we’ve gone in and seen
the ads were so skewed in the favor of one of them that they never even gave the other
one a chance. This does not always fix it. Look at this one. These are actually set to rotate indefinitely. But as you can see, 921 impressions, 118 impressions. So yes, this one has a much better click through
rate, but these are not rotating evenly. But if you have this setting set to optimize
preferred best performing ads, this might be 1,000 1,100 to one. It will not even give this other one a chance
even though this one has done rather well. However, it’s only put it out there about
10 to 15% of the time that this one has. So sometimes you’ll see it’s a little more
evenly split. Let’s check out another ad group. This one is a little bit more evenly split,
maybe 1/3, 2/3. This one has a better click through rate. This one has more conversions and much less
per conversion, but they’re showing it fewer times. So you at least need to make sure that you
have that setting correct inside the campaign itself. Now just real quick, do you have specific
questions about anything about Google ads? We would love to help, but we also want to
hear more from you guys about what kind of content you want to see. So whatever questions you have, let us know
in the comment section below. Now when it comes to budgets, you don’t want
to run more than two ads for a smaller campaign. The reason is is that if you’re trying to
test out ads, and maybe you’re only getting 10 clicks, 15 clicks a month to that particular
ad group, it’s going to take you quite some time to get to statistical significance or
to get to a winner for that particular ad. So what you might want to do is we like to
look at between 150 and 200 clicks that go to those specific ads to determine a winner. Once that happens, we’ll take the losing ad
out and we’ll throw a new one in and either change up the headline or the description
again, just like we showed you. Now if you have a larger budget where maybe
you’re getting 150 or 200 clicks a month to an ad group, or even half of that, we might
run three ads. But remember, when we run those ads, we are
only testing headlines. We might test three headlines or we’re only
testing descriptions. Otherwise, you will never know what is causing
one ad to win over another. But for most ads, most of you should only
be running two ads per ad group. Now the free tool I talked about is what we
call our text ad generator. This actual tool saves us hours when we are
building out campaigns. This tool will allow you to go in and create
multiple ads per ad group extremely quickly because you are doing it all on one spreadsheet
and it will basically duplicate descriptions. It could duplicate headlines. There’s a video that shows you exactly how
to use it with the actual spreadsheet itself. I’ll put a link in the description below. So if you liked this video, do us a favor,
hit the like button below and subscribe to us. Hit the little bell icon so you’ll be notified
of when we release new videos each and every week. And if you like more Google ads training,
over to the right hand side, you’ll see some of our Google ads set up and optimization
videos. Thanks so much for watching. We’ll see you next time.

5 thoughts on “How Many Ads Per Ad Group in Google Ads… and Why | Adwords

  1. What other questions do you have about Google Ads / Google Adwords? Let us know in the comment section below. We'd love to get more ideas from you about what kind of content you'd like us to create!

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