AdWords Campaign Groups Explained

15th September 2016

More changes are afoot for PPC marketers as Google begins the roll out of a new campaign groups feature that is designed to make it easier to monitor performance across multiple campaigns.

The feature, which was first reported as in a testing phase by the popular online news site Search Engine Land, was officially launched on 06th September. The feature is strictly for monitoring and at this point no management functionality has been added to the system.

 

What Are Campaign Groups?

Campaign groups allow you to package AdWords campaigns (including Video, Display, Search, and Shopping campaigns) into a single campaign group. This allows you to bring together multiple campaigns to monitor their overall effectiveness.  Whilst many marketing agencies have been doing this on behalf of clients for many years, the new functionality will make it easier to extract this information, at least from Google and its associated properties.
Google Campaign Groups

Setting Performance Targets with Campaign Groups

One interesting new feature for PPC users  is the setting of performance targets to help you monitor your advancement towards your goals. Simply tell Google how many clicks or conversions you wish to get, how much you want to spend and the average Cost per Click or Cost per Acquisition that you wish to maintain.

Once the data have been input, Google will automatically show you a single view of how your campaign group is performing against those goals, and what it believes that the outcome will be at the end of the campaign period.

 

Campaign Groups – Monitoring not Management

Like the other settings introduced by this monitoring tool, the performance targets do not automatically optimise the campaigns, but merely let you evaluate your ad performance.

If you wish to learn more about campaign groups and performance targets, Google has provided some useful tips in its Help Centre.