What is Account Organisation

Account organisation is the arrangement of campaigns, ad groups, ads, keywords and other targeting methods to improve performance reporting and make change management easier. There is no magic unicorn structure because Adwords accounts vary by industry and company size.

Accounts need to be segregated in an optimum manner which means they are not too small or too large. Too small and less segregated will effect reporting and ongoing optimisation and change management. Too large and making changes take much longer.- and less productive to achieve your advertising goals.

Benefits for Organising Your Adwords account

Good account organisation helps you to make changes faster and target your ads more effectively.

By creating well-structured campaigns by theme, services or product, you’ll get more than just an account that’s easy to manage and to keep organised.

You’ll also have sets of ads and keywords that are directly related to each other, which helps you to improve your Quality Score. With a higher Quality Score, you can get more for your money.

A well-structured account consists of separate campaigns for each of your product lines, general themes, or types of services you offer.

Each of those campaigns, in turn, consists of tightly themed ad groups that focus on one specific product, service or theme. And each ad group should contain specific keyword lists that relate directly to the associated ad text.

With a well-structured account, you can:

  • Determine which ads are creating the optimal conversions (like sales or leads) and traffic.
  • Monitor changes easily.
  • Have better control over budgets and costs.
  • Locate specific keywords quickly.
  • Manage and edit your campaigns easily.

Tips for structuring your account

A good starting point for effective campaign structure is to mirror the website’s structure that is being advertised

By creating campaigns and ad groups around a specific theme, product or service- you can create keyword lists that directly relate to the corresponding ad text and landing pages.

For example, a furniture store’s website is likely to have different sections for each type of product, like bedroom furniture and dining room furniture. The website might also have separate sections or pages for each specific product, like a certain bed or model of table.

Ad Group Best Practises

An ad group contains one or more ads which target a shared set of keywords.

Many advertisers base their ad groups on the sections or categories that appear on their website. Use ad groups to organise your ads by a common theme, such as the types of products or services you want to advertise. Ad Groups should be carefully named to represent exactly the keywords they contain. This helps with reporting and optimisation to improve ROI

Creating tightly themed Ad Groups improves ad relevance which contributes to quality score.


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