- Account Structure
- What Are Campaigns
- Organizing Ad Groups
- Picking The Right Keywords
understanding the structure of Your Ads
why your account structure matters
Before getting started on your Google ads and running your first campaign, there are some things you need to know. For instance, it’s a must that you understand how the account is structured. It’s important that you know how to organize your ad groups and find the best keywords. These things can make or break your campaigns. In this short post, I’ll go over your basic account structure and why it matters.
Your AdWords account structure consists of Account, Campaign(s), Ad Groups, Ads, and Keywords. You have one AdWords account. Within that account, you can either have one or multiple campaigns. It depends on your budget, target location, and marketing objectives. Within in each Campaign are your Ad Groups. In turn, your ad groups house different keywords and ads.
Imagine you are building a beautiful house. You know exactly what should go inside it and how it should be built. Your campaigns are like a house. It sits in one location and houses all of your important stuff – keywords and ads. People use their campaigns for different purposes, but generally, campaigns are broken down by geographic location. If you’re targeting a group of people in Portland and Sherwood, you would use two different campaigns targeting those areas. One campaign would be focused on people in Portland and the other on Sherwood.
There are different ways you can set up your target locations within your campaign. You can either target by city, county, zip code, or radius. What targeting you should choose is based on your objective.
In a campaign, you can also set what you want your daily budget to be. If you wish to spend $3,000 a month, your daily budget would be $100/day. The exact amount you wish to spend needs to be carefully calculated before you set it. In another post, I go over how to calculate your budget.
A campaign lets you choose the demographics and audience types you want to target. For example, you could target people with degrees or who make above a certain income. You can also choose to exclude certain groups of people too. For example, if you sell luxury men’s fashion, you probably wouldn’t want to target people with low income. Be careful when setting demographics that you don’t exclude or block out too much.
If a campaign is like a house, then Ad Groups are the rooms in the house. They’re each a little unique and contain furniture and items relevant to that room’s purpose. Ad groups are built on themes. For example, if I was a realtor selling homes, I would have ad groups dedicated to Selling Homes, Top Realtors, Buying Homes, Commercial Real Estate, Residential Real Estate, and other services I offer.
Each ad group contains a set of keywords and ads relevant to that group’s theme. Some keywords could be “Best realtors in Portland”, “Portland top realtors”, or “Real estate agent near me”.
Your ads are probably one of the most important things in your account besides keywords. Writing compelling and relevant ads is how you increase your click through rate and decrease cost. It also brings more people to your site which means more conversions. The secret to writing winning ads is strong call to actions, relevant headlines to the user’s search term, and unique copy.
You can do many cool things with your ads to set you apart from your competitors. If you offer more affordable services than your competitor, don’t be afraid to put your price in your ad. When you have a big sale coming up, Google has an option to put a countdown timer in your ads. You can also dynamically insert the user’s search phrase into your headline copy, but be careful with this option.
No keywords are created equal. That should be written in stone somewhere. Each ad group has a set of keywords related to its theme. If an ad group’s theme is selling homes, then some keywords might be “sell my house now”, “realtor to sell my house”, or “how to sell my house”.
There are 5 different types of keywords: Broad Match, Broad Modified, Phrase Match, Exact Match, and Negative Keywords. I’ve gone over these match types thoroughly in another post. Understanding and knowing when to use these match types is important. Generally speaking, Exact match will give you the most control and cost the most. Broad Match gives you less control and is the cheapest.
Keywords are the most important part of your account. They determine on what searches your ad will appear on. By using relevant keywords, your ads will only show to users you want to reach.