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A single ad can limit the potential of your PPC campaign, which begs the question: how many ads per ad group is better? The answer is 3 (three). You should have at least 3 ads per ad group so the system can optimize performance and you can also check which ones work well for your audience.
paid advertisingthrives on data, and the more data you get the better. With a strategy based on data collection and analysis, you can test and monitor different ad variations and measure the results to find out what works for your specific business, goals and audience.
In this article, we'll discuss how many ads per ad group is ideal and how you can use Google Ads rotation to get the balance you need in your PPC campaign.
How many ads per ad group should you have in Google Ads?
There are benefits for a single keyword ad group (OTHER), but in general it is recommended to have at least 3 ads in each ad group. By including multiple ads, you can run A/B tests with slight variations to see which ads perform best and which don't. Pick the top performers, pause the rest, and rotate in new test ads.
Data insights into the test items provide the knowledge to optimize your PPC advertising campaigns, which in turn leads to smarter advertising decisions and better results.
You can learn more about ithow to structure a search network campaign.
What is ad rotation in Google Ads?
Ad rotation is a customizable Google Ads campaign setting that automatically rotates ads in your ad group to optimize performanceSearch and Display Networks.
Machine learning allows Google Ads to identify the top-performing ads and serve them more frequently. Alternatively, you can choose which ads you want to show your audience more often and configure settings to determine how often each ad in the ad group is shown compared to every other.
What are the ad rotation options in Google Ads?
It's important to choose the right ad rotation setting as this will determine if yourbest advertisingare shown to the right prospects. Ad automation is all about showing the right ads to the right people at the right time.
So, in addition to figuring out how many ads are shown per ad group, you should also think about which rotation option is best. Let's take a look at your options:
1. Optimize: Prioritize the best-performing ads
With this configuration, Google Ads uses its advanced artificial intelligence (AI) technology to switch andOptimize your ads to get the maximum number of clicks(and conversions if you use oneSmart Bidding-Strategie🇧🇷 In each auction, Google selects and displays the best ads based on a number of contextual signals, including:
- Physical Location and Location Intent
- Ad Features
- browser and operating system
- Keywords and Search Query
- search for network partners
- web positioning
- Website Behavior
- product properties
So how many ads per ad group is best for this setup?
If you have an optimized ad rotation with three or more ads per ad group, you can increase your ad impressions and clicks. The more ads you serve, the better the expected performance because Google's AI has more data when optimizing your ads.
If your top priority is increasing conversion rates, give it a tryintelligent bids, as it allows you to adjust your keyword bids based on the likelihood of conversion. Google Ads then selects the ad most likely to generate that conversion.
How it works?
As the data accumulates, the signals mentioned above will indicate which displays are statistically most likely to produce desirable results. When you use Smart Bidding, ads that Google Ads expects to generate clicks and conversions will be included in auctions more often than others in the ad group.
If all ads in a single ad group are performing similarly, Google will continue to rotate ads evenly.
2. Don't optimize: Rotate ads endlessly
The second possibilityrotate ads indefinitely,rotates all announcements in the group evenly for an indefinite period of time. In addition, each ad participates in an equal number of auctions. The benefit of this is that you have ample opportunity to thoroughly A/B test each ad to identify the top performers.
This gives you more control over how you optimize your ads, making this option a good choice for people who like to do a lot of analyzing and strategizing to achieve their goals.
Depending on how much you spend on your campaign, you can collect manyValuable data to support your decisionsperform best against the ads. With these insights, you can make informed adjustmentsImprove campaign performance.
How it works?
With the "Rotate ads indefinitely" option, the percentage of ad impressions that are served in the ad group is more even than the other ad rotation options. However, since ad quality varies and quality is a key factor in ad ranking, thePercentage of impressionsfor each ad may not be entirely consistent. A high-quality ad may appear on the first page of search results, while a low-quality ad may appear on the second page of search results, thereby reaching fewer users.
3. Optimize for Conversions (Not Supported)
Optimize for conversionswas a legacy setting that relied on historical data and allowed Google Ads to analyze the data and select the ad most likely to convert. The recommended way to optimize your campaign delivery with a focus on conversions is to use Smart Bidding. It is no longer supported. So if you selected it in Google Ads, it will automatically revert to the Optimize setting described above.
4. Rotate Evenly (Not Supported)
rotate evenlyis another legacy configuration that was virtually identical toRotate infinitelyconfiguration discussed above. The big difference was that Google Ads automatically optimized all ads after 90 days.
How to set up ad rotation in Google Ads
If youCreate a new PPC campaign in Google Ads, navigate to "Additional setup" to configure ad rotation from scratch.
However, if it's an existing campaign, you can change your rotation settings by following the steps below:
Step 1:Open Google Ads
Step 2:Choose a campaign
Level 3:chooseSettings > Campaign Settings
Step 4:Then select the campaign you want to change"To edit"in the top menu bar. Select from the drop down menu“Change ad rotation.“
Step 5:Change the setting here and select"Apply"to confirm the change.
Ad rotation vs ad optimization: which is better?
In Google Ads, is the defaultoptimize,then the top performing ads – the ones with the highestKlickrate (CTR)— Shows more often than other ads in the ad group. However, clicks are not a good barometer of success. Instead youwant to increase conversionsin the form of downloads, subscriptions, leads and sales.
With ad rotation, it doesn't matter how many ads you have per ad group, as Google forces all ads to show the same frequency. This can be more profitable as it allows the platform to figure out which ads are best for your goals.
To illustrate, consider the example below where you have an ad group with two ads - Ad A and Ad B. The ads have been set to rotate so that each is shown 2,000 times over the course of a month. Here are the results you could expect:
- Announcement A:2,000 impressions, 3.0% CTR, 60 clicks
- Announcement B:2,000 impressions, 1.75% CTR, 35 clicks
- Total ad group:4,000 impressions. 2.37% average CTR and 95 total clicks
Now what if ads were set to optimize?
In this case, Google selects the ad more frequently because of its higher click-through rate. As a result, this ad generates more clicks. However, it is the conversions that are decisive. You should pay attention to whether these clicks lead to a conversion. Otherwise, you may end up spending more on ads with little moneyimproved return on investment (ROI).
Frequently asked questions:
How many ads should be served per ad group?
Three to five should be implemented per ad group.
Knowing how many ads there are per ad group is only part of the puzzle. Ideally, you should use at least 3 or more ads in each group. In addition, you should prioritize ad rotation, as this feature helps you optimize the quality and performance of your ads through data insights.
Google Ads is all about testing and tracking. Ad rotation allows you to identify the best ads in each ad group and make the necessary changes to drive more and more clicksROI of your PPC campaign.