January 21, 2024

Google Ads Account Structure: Best Practices for Organizing Your Campaigns and Ad Groups

Google Ads requires a well-structured account with campaigns, ad groups, keywords, and ads to effectively reach a target audience, control costs, and achieve advertising goals, through utilizing various features such as targeting options, budget and bidding, ad scheduling and rotation, and A/B testing for optimization and performance measurement.

Google Ads is a powerful advertising platform that allows businesses to reach a large audience through targeted ads. One of the most important aspects of Google Ads is the account structure. A well-structured account can help businesses achieve their advertising goals while minimizing costs and maximizing returns.

At a high level, a Google Ads account is made up of campaigns, ad groups, keywords, and ads. Each of these components plays a key role in the success of an advertising campaign. A campaign is a set of ad groups that share a budget and targeting options. Ad groups contain a set of ads and keywords that are related to a specific theme. Keywords are the search terms that trigger an ad to appear, and ads are the actual advertisements that users see when they search for those keywords.

A well-structured Google Ads account can help businesses achieve their advertising goals by making it easier to organize and manage their campaigns. By organizing their campaigns into logical groups, businesses can more easily track their performance and make adjustments as needed. Additionally, a well-structured account can help businesses control their costs by ensuring that their ads are only shown to users who are likely to be interested in their products or services.

Understanding Google Ads Account Structure

Google Ads is an advertising platform that allows businesses to display their ads on Google search results pages, YouTube videos, and other websites that are part of the Google Display Network. To effectively manage advertising campaigns on Google Ads, it is important to have a good understanding of the account structure.

Account Level

The account level is the highest level of the Google Ads account structure. At this level, users can manage all of their campaigns, ad groups, and ads. The account level is where users can set up billing information, manage user permissions, and link to a manager account.

Campaign Level

The campaign level is where users can create and manage individual campaigns. A campaign is a group of ad groups that share a common marketing objective. Users can set a budget for each campaign, select the geographic location where ads will be displayed, and choose the devices on which ads will be shown.

Ad Group Level

The ad group level is where users can create and manage individual ad groups. An ad group is a group of ads that share a common set of keywords and a common landing page. Users can set bids for each ad group, create ad copy, and add ad extensions.

To summarize, the Google Ads account structure consists of the account level, campaign level, and ad group level. Each level has its own set of features and settings that allow users to create and manage effective advertising campaigns. By understanding the account structure, users can more efficiently manage their campaigns, keep their ads relevant, and maintain a high Quality Score.

Creating Effective Campaigns

When creating a Google Ads campaign, it is important to consider various factors to ensure that the campaign is effective. Here are some key considerations to keep in mind:

Campaign Types

Google Ads offers several campaign types, including search, display, app, video, and shopping campaigns. Each campaign type has its own unique features and targeting options, so it is important to choose the right type for your business goals.

Targeting and Audiences

Targeting and audience selection play a crucial role in the success of your campaign. Google Ads provides various targeting options, including location, language, demographics, interests, and behaviors. Additionally, you can create custom audiences based on specific criteria, such as website visitors or customer lists.

Budget and Bidding

Setting a budget and bid strategy is an important part of creating an effective campaign. You can choose from various bidding strategies, such as cost-per-click (CPC), cost-per-thousand-impressions (CPM), or cost-per-acquisition (CPA). Additionally, you can set a daily budget for your campaign to control your spending.

Ad Scheduling and Rotation

Ad scheduling and rotation are important factors to consider when creating your campaign. You can choose when your ads are shown to users based on specific days and times. Additionally, you can choose how your ads are rotated, such as evenly or optimized for clicks or conversions.

By considering these factors and making informed decisions, you can create effective Google Ads campaigns that drive results for your business.

Optimizing Ad Groups and Keywords

Ad groups and keywords are the building blocks of a successful Google Ads campaign. In this section, we'll cover some best practices for optimizing your ad groups and keywords to improve your campaign's performance.

Keyword Research and Selection

Keyword research is a critical step in creating a successful Google Ads campaign. It involves identifying the words and phrases that your potential customers are searching for and then selecting the most relevant and valuable keywords to target in your campaign.

To conduct keyword research, start by brainstorming a list of potential keywords related to your product or service. Then, use keyword research tools like Google Keyword Planner or SEMrush to identify additional keywords and estimate their search volume and competition.

When selecting keywords to target in your campaign, it's important to focus on those that are most relevant to your business and have the highest potential to convert into sales or leads. Consider the intent behind each keyword and choose those that are most likely to attract customers who are ready to make a purchase or take another desired action.

Keyword Match Types

Once you've selected your keywords, it's important to understand the different keyword match types available in Google Ads. These include:

Using a combination of these match types can help you reach a wider audience while still ensuring that your ads are relevant to the searcher's intent.

Ad Group Organization

Organizing your ad groups effectively can help improve the relevance of your ads and increase your Quality Score. A good rule of thumb is to group keywords together based on a common theme or topic.

For example, if you sell running shoes, you might create ad groups for different types of shoes, such as trail running shoes, road running shoes, and minimalist running shoes. Within each ad group, you can then target a specific set of keywords that are relevant to that theme.

By organizing your ad groups in this way, you can create more targeted ads that are more likely to resonate with your target audience. This can lead to higher click-through rates, lower costs per click, and ultimately, a better return on investment for your advertising dollars.

Enhancing Ads and Landing Pages

Creating a well-structured Google Ads account is just the beginning. To get the most out of your budget and achieve your advertising goals, you need to enhance your ads and landing pages. This involves crafting compelling ad copy, utilizing ad extensions, and optimizing landing pages.

Writing Compelling Ad Copy

Writing ad copy that resonates with your target audience is crucial to achieving a high click-through rate (CTR) and quality score. Start by identifying your unique selling proposition (USP) and incorporating it into your ad copy. Use strong action verbs and clear calls-to-action (CTAs) to encourage clicks and conversions.

It's also essential to tailor your ad copy to the specific keywords you're targeting. Include the keyword in the headline and description, and use ad customizers to dynamically insert relevant information like location and price.

Utilizing Ad Extensions

Ad extensions provide additional information about your business and can significantly improve the performance of your ads. Location extensions, for example, allow you to display your address and phone number in your ads, making it easier for customers to find and contact you.

Callout extensions enable you to highlight unique selling points, while call extensions allow customers to call your business directly from the ad. Utilizing ad extensions can improve your CTR, increase conversions, and ultimately drive more revenue for your business.

Optimizing Landing Pages

Landing pages are where customers land after clicking on your ads, and they play a critical role in determining your conversion rate. Optimizing your landing pages involves ensuring they are relevant to the ad and the customer's search query, have a clear and compelling headline, and a strong CTA.

Additionally, the landing page should load quickly and be mobile-friendly. Use A/B testing to experiment with different landing page designs and copy to identify what works best for your target audience.

By enhancing your ads and landing pages, you can improve your CTR, quality score, and ultimately drive more conversions and revenue for your business.

Measuring and Improving Performance

When it comes to measuring and improving the performance of a Google Ads account, there are several important factors to consider. By monitoring key metrics and implementing best practices, advertisers can optimize their campaigns for success.

Conversion Tracking and Attribution

One of the most important aspects of measuring performance in Google Ads is conversion tracking. By setting up conversion tracking, advertisers can track the actions that users take after clicking on their ads, such as making a purchase or filling out a lead form. This information can be used to optimize campaigns for better performance.

Attribution modeling is another important consideration when it comes to measuring the success of Google Ads campaigns. By understanding how different touchpoints in the customer journey contribute to conversions, advertisers can make more informed decisions about how to allocate their budgets.

A/B Testing and Optimization

A/B testing is a powerful tool for optimizing Google Ads campaigns. By testing different ad copy, landing pages, and targeting options, advertisers can identify which elements are most effective at driving conversions. This information can then be used to optimize campaigns for better performance.

Bid adjustments are another important aspect of campaign optimization. By adjusting bids based on factors such as time of day, device type, and location, advertisers can ensure that their ads are showing to the right audiences at the right times.

Account Management Best Practices

Finally, there are several best practices that advertisers can follow to ensure that their Google Ads accounts are set up for success. These include:

By following these best practices and monitoring key metrics such as conversion rate and quality score, advertisers can ensure that their Google Ads campaigns are performing at their best.

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