It is essential to structure your Google Ads account and campaigns in order to achieve good results and increase your chances of success in the field of Pay–Per–Click (PPC). Your campaigns on the search network must be intrinsically linked to your go-to-market (GTM) strategy and your marketing strategy.
A proper structure will firstly allow for increased visibility of performance, and secondly control over the allocation of the ad spend budget. This approach is put forward through our Google Ads agency service and we invite you to discover it here below.
Campaign structure
Structuring your Google Ads account allows you to better manage and optimize your PPC campaigns. A good structure allows you to obtain more conversions at the lowest possible cost. To create a proper structure, be inspired by your website's information architecture.
It is important to have several campaigns in your Google Ads account. For example, let's say you own a swimwear store, you could have a separate campaign for XYZ brand swimwear and another campaign for ABC brand.
When naming your campaigns, think about the audience and the campaign's goals. You can give your campaigns clear, logical names that make them easy to identify and understand at a glance. For example:
Quebec - Women - XYZ Swimsuit - Increase Conversions
Benefits of structuring your account strategically
- Allows for better management in terms of optimization and budget:
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- The budget is set at the campaign level;
- In this example, if the demand for ABC jerseys is higher than for XYZ jerseys, but XYZ jerseys convert more, it will be possible to optimize the budget on the campaign that converts the best, hence the importance of separating the campaigns.
- Allows you to better respond to user demand (segmenting):
- By segmenting into several groups of ads, you can be more precise in the titles of your ads and therefore generate better click-through rates, as well as redirects to specific pages to maximize conversion.
- In this example, a user looking for XYZ swimsuits could, for example, see a PPC ad with a title mentioning the query “XYZ swimsuits” and could arrive directly at a page where all swimsuits of this respective brand would be presented to him.
- Helps improve quality score:
- With product specific ads, you will have better click-through rates which will improve the quality score of your keywords.
Our agency specialized in digital marketing accompanies you in this process.
Ad Group Structure:
Keep these parameters in mind when structuring your account:
• Maximum of 7-10 ad groups per campaign;
• Maximum ~20 keywords per ad group;
• Only 2-3 ads per ad group.
User intent is an important consideration when creating ad groups. Ideally, you should have separate ad groups for keywords with purchase intent (Bottom of Funnel - BOFU) and keywords without purchase intent (Top of Funnel - TOFU).
For example, if you offer IT consulting services, with expertise in CRM, keywords such as "CRM consultants Montreal", "CRM experts", "IT services in Montreal" represent a purchase intent. Conversely, the keyword "CRM" is different, as the searcher may simply be looking to educate themselves on CRMs, but may not be interested in finding consultants to implement a CRM.
Also, avoid using too many keywords in each ad group so you don't spread yourself too thin and lose focus. You can use a single keyword and its variations.
Keyword Structure
There is no need to structure the keywords in Google Ads as they are already structured at the ad group level.
That being said, there is still a lot to think about when doing keyword research and selection. Keep these points in mind when researching new keywords for your PPC campaign:
• Choose keywords with high search volume and low competition.
• You may also choose keywords with high competition and find that these keywords can convert, but their CPC may be high.
• Make sure you have a list of negative keywords to filter out irrelevant clicks.
Over time, you can continually refine your keyword list in addition to creating a negative keyword list to create highly effective campaigns that attract quality traffic that is more likely to turn into leads and conversions.
A similar logic of audience segmentation by keywords is used in an SEO strategy to specify the segmentation of website content.
