Yahoo! Search Marketing > Yahoo! Search Marketing Help > Sponsored Search > Managing Your Account

Creating an Ad Group

Each of your campaigns is made up of ad groups. Ad groups contain your keywords and ads. When you initially signed up for your Yahoo! Search Marketing Account online, you created one ad group for your campaign. Once you login to manage your account, you can create up to 1,000 ad groups and have up to 1,000 keywords with up to 20 ads in an ad group.

You may want to start with no more than 20 keywords and create at least two ads per ad group in the when you are getting started, and then expand to include more once you have monitored your account’s performance with your existing components.

Keywords in your ad group are paired with the ads you create. This is why it is important to remember that any of your keywords in your ad group could be displayed in the ad(s) you create depending on the searcher’s query and your use of keyword features. If you create more than one ad, your keywords can be displayed in any of your ads since ads are rotated against all of the keywords in the ad group.

An ad that is poorly matched with your keyword can lead to a bad experience for the searcher, as well as impact whether or not your ad is clicked. Your click-through rate impacts your ad’s quality and is a factor when ranking your ad in search results. Ad quality takes your ad(s) and all the keywords within your ad group into consideration.

If your ad group’s keywords are not relevant to the products and/or services offered in your ads, your ad’s quality could be impacted. However, grouping keywords in ad groups by themes, such as product or service type or special offers might achieve high ad quality which could result in a better position in search results and/or a lower bid.

You can create a new ad group by clicking on the "Create Ad Group" button from the Campaign Details page accessed from the Campaigns tab. The Create Ad Group page allows you to:

• Enter a name for your ad group
• Select your distribution tactic

• Sponsored Search displays your ads for search queries related to your keywords.
• Content Match displays your ads on content pages with articles, reviews, news or other information relevant to your titles and descriptions.

• If you select Sponsored Search, you can also select your ad group match type

• Standard: Ads that use the Standard match type are displayed for searcher queries that match your keywords, as well as for singular or plural variations and common misspellings.
• Advanced: Ads that use the Advanced match type are displayed for a broader range of searches related to your keywords, titles, descriptions and/or web content. You ad group is automatically set to use Advanced Match if you have selected the Sponsored Search distribution tactic.

Considerations When Creating Ad Groups

• Think about organizing your ad groups around “themes”, or products or services when you are first creating ad groups.
• As you become a more advanced manager of your search marketing account, you can use “performance” as a gauge for managing your ad groups.

• For example, if you monitored the click-through rate (CTR) of your ad group and found that you have low performing keywords in your ad group you may find it useful to create a new ad group for these lower performing terms and create highly relevant ads to better accommodate these terms.

• Structuring your ad groups in a way that will allow all of its keyword terms to be easily represented by the same ad(s) can help increase the relevancy of your ads and can improve your ad’s quality.

Learn more about Creating Ad Groups.

Learn more about Managing Ad Groups.

Next: Creating and Managing Ad Groups - The Ad Group Details Page