Google ads are one of the most successful form of digital ads for advertisers and brands who want to reach out to their prospective audience.
One very big advantage of Google search ads is when a user is searching for something that means he has a high intent to either explore more or he wants to move up and ahead in the sales funnel.
For example, if a user is looking for “Buy Nike Tshirts online” that means he wants to explore the Nike Tshirt range which is available online at various ecomm players and possibly wants to buy them.
Now before we jump right into how many ads should be implemented per ad group, lets have a look at the Google ad structure first for those of you who are just new to Google ads.
Google Ads starts with your account, then comes the campaign where you define the objective and settings, then comes the Ad group where you define the targeting and finally comes the keyword and the ads.
Now let’s get back to the question of how many ads you should have in one single ad group.
The answer to this question that you should have at least 2-3 ads in one ad group, however, it completely depends upon which industry, geography are you targeting, what are the typical CTR rates there, what is the money and budget you are spending, whether the industry is fiercely competitive industry or relatively a lower competition one.
This rule (of having 2-3 ads in one ad group) has a few exceptions, such as when you have a low-volume campaign or when you are doing A/B testing on your ads.
If you have a low-volume campaign, adding more ads can be beneficial because it increases the chances that an ad will trigger to show.
However, Google recommends having at least two ads in an ad group in order to get enough data to effectively evaluate performance and optimize.
There is another strategy that you can test out which is having one ad for every specific keyword.
This way, you can test different headlines, descriptions and display URLs.
For example, if you sell blue t-shirts, you might want to try two ads that differ only in their descriptions.
One ad might read “Buy a blue T-shirt today” and the other “Find the perfect blue T-shirt.”
If you run two ads at once, we’ll automatically rotate them to see which one is more effective.
The better your ads perform, the more often they’ll show up on search results pages.
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