There are a few different keys to success in PPC advertising. One of them is working to optimise the placement and targeting of ads, but that’s only done through the primary factor: having an organised account and campaign structure within Google Ads itself (formerly AdWords).
While it takes time to set up a good account structure, there are benefits to setting it up to make sure your campaigns and ad groups can run much more smoothly in future. If you have not yet opened a Google Ads account, check out this article How to Setup a Google Ads Account
What is account structure for Google AdWords?
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.
The basic framework of your AdWords account is easy enough to understand. You have your AdWords account, within which you have your campaigns, within which you have your ad groups. Your campaigns are the different objectives that you’re trying to fulfil through your ads, while your ad groups are the different means of fulfilling those objectives, such as using Google’s Display Network or Search Network.
Your account structure is about determining how to best use different ad groups in different campaigns, to make sure you’re effectively targeting the right people for the right purpose in an organised, segmented approach. Without good account structure, it’s easy to find yourself getting confused about the purposes of specific ad groups within different campaigns, and it can make it harder to manage individual ads. For instance, if you want to remove one managed placement from a display campaign or one bad search ad, it’s a lot easier to find it and delete it when you know where to look for it.
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 affect reporting and ongoing optimisation and change management. Too large and making changes take much longer.- and less productive to achieve your advertising goals.
How to set up your account structure for Google AdWords
There are three different levels of account structure, each requiring their own setup. If you have already set up your AdWords account, then you might already have the top layer organised, meaning you only have to focus on Campaign and Ad Group structure, but here’s a guide from start to finish on getting it all set up:
- Structuring your account: This is all primarily done when first setting up your AdWords account, if you haven’t done it already. You simply need to register your account, inputting your email, password, business name, and billing information. You can also input the websites you want to advertise, from which you can build your campaigns.
- Structuring your campaigns: This is where you set up campaigns based on the type of campaign (such as Search Network or Display Network), as well as the purpose of the campaign. For instance, you can set up campaigns based on targeting different locations, as well as campaigns based on branded keywords and non-branded keywords. You also set the budget for your campaign here, meaning that you can create campaigns with different bidding options, allowing you to change budgeting tactics to incorporate features like automated bidding.
- Structuring your ad groups: Under each campaign, you will have a number of ad groups that each contribute to the campaign’s overall budget. While there’s no hard limit, you don’t want to create too many ad groups per campaign as it can make it more difficult to manage and can stretch the budget of the campaign to the point that no ad group is funded adequately enough. A recommended amount is 7-10 ad groups per campaign and 2-3 ads per group. Here, you also set the ad or ad text, landing pages, and the keywords or placements that cause the ad to appear.
You don’t have to lose all the data generated by current campaigns to reorganise your ads
If you have already set up campaigns and ad groups in Google, you don’t need to worry. You don’t have to disrupt your current advertising efforts by setting up your account structure from scratch. You can see all the valuable data generated by past ad groups by switching from the default “All Enable” view on Google AdWords to “All”, which lets you see past results, even of deleted ad groups.
Tips for good account structure for Google AdWords
Hopefully, you understand how your account is structured, as well as how to build the basics of each campaign with a set amount of different ad groups beneath it. But how do you structure your account well?
- Create campaigns based on objectives: The different types of campaigns each lend themselves well to different kinds of marketing objectives and tactics. If you’re looking to target customers looking for your specific products and services, a Search Network Only campaign. If you want to build brand awareness, then Display Network Only campaigns might be the best option. Depending on how crucial different strategies are, this lets you determine how much budget you should lend to the campaign.
- Create campaigns based on your website structure: If your site has different pages for different services and products, you want to make sure that you’re grouping ads directing customers to those options separately. This can help you adjust budgets and ad placements depending on which products are performing best, and help you create ad groups targeting different audiences based on those options. So, a good starting point for an 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 the table.
- Create campaigns based on location and language: Keywords, ad copy, and more are going to change depending on where you’re targeting your ads. If targeting different locations is important to your business, create separate campaigns for different locations, even if their overall goal is the same.
- Name your campaigns appropriately: Your campaigns and ad groups should be organised so that people can immediately understand the purpose of them even if they have never used them before. For that reason, make sure you’re naming them clearly in an easy-to-understand way.
Benefits for Organising Your Adwords account
Good campaign organization helps you make changes quickly, target your ads effectively, and ultimately reach your advertising goals.
Account structure is important because it helps you get better results as a result of easier management, reporting and change updates. It takes some experience across various industries to be confident that you’re building an optimum structure specific to each account. Hopefully, this guide will help you get going from the basics to intermediate in how you organise accounts.
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.
Ad Group Best Practises
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. To learn more check out this article – how to create effective ad groups.
Want help with your AdWords account structure?
Optimising the structure of your account can take time, and it’s best done considering the individual needs of your business and which strategies you need to make use of. At One PPC Agency, we can help you optimise your account structure or help you set up an account from scratch, ensuring that future campaigns are much easier to track and manage. Get in touch today and let’s turn your business into a lean, mean, structured advertising machine.