The breakdown works like this:
Campaign about Trucks
-> Fords (Campaign)
-> F150 (Ad Group)
-> Longest lasting truck on the road (Title of ad)
-> Ranger (Ad Group)
-> Explorer (Ad Group)
-> Chevrolet (Campaign)
-> Tahoe (Ad Group)
-> Silverado (Ad Group)
-> $2000 Rebate on Silverado's (Title of first ad)
-> 0% Financing for 48 months (Title of second ad)
With Ad Groups, you can be highly specialized about what you are advertising, and what promotion (or test ad) you want to run.
Without using an Ad Group, I wouldn't be able to separate between the Chevy Tahoe and the Chevy Silverado. Within my Ad Group I can run an ad just about Silverado rebates, or the amount of Tahoe's in stock currently.
Without Ad Groups my campaign would look like this:
Campaign about Trucks
-> Fords (Campaign)
-> Bestselling Trucks (Title of first ad)
-> Rebate on all models (Title of second ad)
-> Chevrolet (Campaign)
-> Rebates available on all models in stock (Title of ad)
You can see, and Ad Group allows you to specialize in a lot of different areas without having to set up a campaign for each keyword set you would like to bid on.
The only downside to Ad Groups is that they take a little time to get set up. You have to first decide how you will set up the campaigns and Ad Groups. As you can see from my example, it was easy, but if you different products that fit into different areas, you'll have to decide how you want to structure your product catalog. I would recommend doing that in a word processor or on a piece of paper, that makes it easy to start over if you don't like the way things are going.
If you haven't noticed, I love Ad Groups, and if you start using them, you'll catch the fever!
