Ad Group

Ad Groups are targeted by a set of keywords and/or placements and also act as a container for your ads.

Definition

Ad Groups in their simplest terms are containers which hold your ads. These ads are targeted by a set of keywords (search network) and/or placements (display network). Ad Groups allow you to set a maximum CPC for all the keywords it houses giving you more control over how much you bid.Ad Groups allow you to store ads for highly related terms together. Having this control allows you better opportunities to increase your Quality Score based on ad relevance.