Planning a Good Account Structure in AdWords
The key to success with AdWords is optimization. You want to run campaigns, get good data from those campaigns, and make decisions about how to improve your efforts. This means making constant changes. Changes in bids, adding new keywords, new ad groups, new campaigns, and many other kinds of changes.
After you run your campaigns for some time and make changes, you’ll find that it can easily become an unmanageable mess. Like planting a garden, if it’s not planned and layed out systematically, it can grow out of control.
As you make a plan for the structure of campaigns and ad groups, remember that one of the key aspects is that it’s easy to manage. It needs to be easy to see the data that will help you make decisions. It also needs to be easy to make changes that only affect the areas you want to be affected.
Another important thing to emphasize is that having a good structure can help you improve quality score. AdWords gives a quality score for every keyword in your account. Better quality scores result in lower costs per click and higher ranking of your ads on the search results pages.
A few popular organization methods
When it comes to account structure, your first decision is how to structure your campaigns. How many campaigns do you need? And how should you separate them?
One way to plan them might be based on your location targeting. If you have different locations that you want to target independently–with independent control–you’ll want to have a different campaign for each location.
Another reason to separate campaigns could be budget. Budget is a campaign level setting. If you want to have a high budget for one part of your business and a low budget for another part, perhaps you want to separate them by campaign.
Another great reason to separate campaigns has to do with whether you’re targeting search or display. From a management and optimization standpoint, it’s always best to keep search advertising and display advertising in separate campaigns, Although AdWords will let you manage both from one campaign, it’s best if you don’t.
Other reasons to separate campaigns could be: language you are targeting, or the bid strategy you intend to use.
When it comes to ad group separation, remember that each needs to have a tight theme. Your keyword should either match or be directly related to what the searcher is searching when your ad is triggered, and your landing page should also be very relevant to that particular theme.
In some cases, you might want to separate your campaigns or ad groups by keyword match type. That is, have all of your exact match keywords in one campaign, phrase match keywords in another campaign, etc. This configuration is often helpful.
One recommended Way to structure your ad groups is to simply mirror your website. If you have webpages on your site that are focused on a particular product or service, you might want to have a separate ad group for each of those products or services.
Some general tips
Some general tips for account structure are:
Avoid having too many campaigns. Consider if a new ad group would be sufficient before you decide to create a new campaign.
Remember that a good account structure is crucial for successful management and optimization. A bad account structure will lead to an unmanageable mess.
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