When we think of digital advertising, some of the first words that come to mind are “campaign”, “ad groups” or “ad sets”. In this post we are going to take a closer look at “Ad Groups”. We will focus on what an “Ad Group” is, and why is it needed? I’m an advertising technology developer, so I want to go into details and explain these terms for you, from a technical perspective.
Let’s start with both Facebook and Google, who have developed a very similar campaign and advertising structure: Every campaign should have one or more ad groups (ad sets) which contain specific ads.
Here’s an example; An owner of a fashion brand that has just received a new autumn/fall shoe collection from Italy. To advertise this collection, they are likely to create a campaign with the name “Trendy Shoes from Italy Fall 2021 Collection”. This campaign will have a specific goal and most likely that goal will be to generate conversions or sales.
Once the campaign has been created, they will have to create ad groups in every channel, and then within the ad groups create the actual ads. This business owner could create two “Ad Groups”, one group for running shoes, and another one for classic sneakers. Inside these groups, they would create specific ads relevant to each group.
This process might be over-complicated because even though the logical structure between Facebook and Google is quite similar, the settings inside differ a lot. Please check out the following table:
|Campaign||The campaign determines the overall budget, advertising period and the campaign goals.||Campaign objective; Conversion, Awareness & Consideration. Buying Type and Budget.|
|Ad Groups||An ad group contains one or more ads that have the same audience interests and keywords. E.g., if you are advertising vehicle parts, ads can be combined into the following Ad groups: transmission, engine, chassis, tyres.||In FB, an Ad Set contains: bidding type, budget on ad group level, audience settings, and placements. Ads are also divided into ad groups as Google does it.|
|Ads||Creatives: Copy, image, video, links.||Creatives: Copy, image, video, links.|
As you can see in Google and Facebook, an advertiser will have to design the Ad structure: combine ads in different ad groups, set up bidding strategy and choose the campaign goals. This can be extremely complex and time consuming – especially if you have a business to run.
How Adline Simplifies The Ad Group Process
In Adline, we make the ad creation process as simple as possible. Hence, we’ve decided to merge or combine both Facebook & Google’s ad structure into a single, standardized interface. All the heavy logics are hidden “under the hood” and automated by our own algorithms.
This way, all you have to think about is: Create a campaign with an overall budget, set the targeting options (demographics, keywords and audience interests). Then, you can create ads superfast using our creative studio.
To summarize, with Adline it is no longer a requirement to spend time learning where to find the same settings in the different platforms. Most of it is either simplified or automated.