Cracking the Code of AdWords Account Structure (Part 2/5)

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In the last post we covered off on the importance of setting goals & KPIs. Today I’m going to talk about the benefits of structuring your AdWords account in order of achieving the highest possible quality scores.

Once you have got your goals down pat, it’s time to move on to “fun” part… The dreaded set up.
When it comes to setting up an AdWords account, creating campaigns can be a lengthy process. You may feel stuck on where to even begin. But there’s no need to freak out, building out an account structure is not as intimidating as it may seem.

The aim of the game is to make sure your ad shows up when someone searches for what you are advertising. The best way of doing this is by gaining a high quality score. Your quality score is how Google rates you. A high quality score means a high ad position on the search results, and lower cost per click prices.

To get the best quality score possible, you will want to set up your account so that all relevant keywords are grouped into a single AdGroup, with a matching ad that leads to a relevant landing page.

For example:
Imagine you are an ecommerce site that sells all types of hats. Let’s focus specifically on caps. The caps that you sell come in all types of shapes, sizes, colours and brands. Rather than just having 1 campaign named “Hats,” with “Caps” as an AdGroup, you would set up a campaign called “Caps.”

You would then break out the different types of Caps by AdGroup. Your AdGroups under the “Caps” campaign may look like:

– Sports caps
– Men’s caps
– Women’s caps
– Boy’s caps
– Girl’s caps
– Nike caps
– Adidas caps
– Etc.

Each of these AdGroups would contain a very similar, targeted group of keywords, with a matching ad. For example, A keyword you may use for the ad group “Sports caps” may be: Cheap Sports Cap, With an ad that may look something like this:

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Having a proper account structure not only allows your ads to be triggered by relevant searches, but it also helps you keep track of your account and optimize easily.

An important thing to keep in mind is that location targeting, budgets, languages and your bidding options can only be set up at a Campaign level, therefore, if you want to target separate locations, you will need to create separate campaigns to do so, this cannot be done at an AdGroup level.

When it comes to structuring your account, don’t be afraid of having too many Campaigns & AdGroups. At the same time, keep in mind that the more campaigns & AdGroups you create, the more your budget has to spread. Always have enough AdGroups to allow for you to be very specific and organized. Yes, it may take a little more of your time to begin with, but in the long run you will thank yourself for it.

Be sure to have a read of our AdWords keywords post, where we’ll cover off the pros and cons of different match types and how to discover the best keywords to use for your account.


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