SOP 143: Design a Structured Google Ads Campaign Account
\nDesign a complete structure of how your Google Ad Account will look like for Search campaigns.
\nLast Updated / Reviewed: 02/04/2024
\nExecution Time: 15 - 30 Mins
\nđ Goal: To design a complete structure of how your Google Ad Account will look like for Search campaigns.
\nđ¤ Ideal Outcome: You have a blueprint ready to implement on Google Ads Manager.
\nđ¤ Why this is important: A well structured ad account will help you (and your colleagues) save time, navigate, scale, optimize and make reports for the ad account.
\nđ§ Where this is done A piece of paper, notepad, Google Spreadsheet (template provided below) or Google Draw if youâre presenting to a client.
\nđď¸ When this is done: During the campaign planning stage, before you set up any ad campaigns.
\nđ¨ Who does this: Person responsible for media buying.
\n__â ď¸Prerequisites or requirements: __Research the type of products or services your company (or your client) has, what are the campaign objective(s), the type of campaigns you plan on running, budget, and the type of target audience youâre working with. Getting this information prior will help you design the ad account structure more easily.
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\nMake a copy of this Google Ad Structure spreadsheet template and edit it as you go through the document.
\nGoogle ads is organized into 3 layers: Account, campaigns, and ad groups.
\nAccount â Each account has a unique email, password and billing information.
\nCampaign â Each campaign has its own budget and campaign settings (campaign objective, location targeting, language, audience targeting, and bidding strategy)
\nAd group âEach ad group targets a set of keywords with one or more similar ads.
\nSource: Google
\nAccount Level â Create one Google Ad account for each website (domain) youâre launching ad campaigns for.
\nNote: Google recommends one account for each website but itâs not strictly enforced. The main reason to create separate accounts would be for billing or access purposes. For example managing accounts for different clients (and their website).
\nCampaign Level â This will depend on your objective, business model, product offering and target market. Consider these options:
\nFor businesses with a single product or service to market:
\nCreate at least one campaign for each campaign objective. This campaign structure is recommended if youâre designing a sales funnel for a product. First create awareness, then get them to become a subscriber and finally get them to purchase a product.
\nFor businesses with multiple brands, products (eCommerce) or services to market.
\nIf you offer different products or services. Itâs recommended to create at least one campaign for each product type. Hereâs an example for an ecommerce website selling electronics:
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\nNote: If you plan to create a campaign for each product type AND for each stage of the sales funnel, you may end up with a lot of campaigns. This is fine only if you have sufficient budget across all campaigns (Min. $10-$50/day for each campaign)
\n(Optional) Create a campaign for your own-branded keywords, competitor-branded keywords, and non-branded keywords if bidding on competitorsâ keywords is part of your strategy.
\n(Optional) Create a campaign for each local language spoken if youâre targeting a multilingual country.
\nCreate a separate campaign for people who have interacted with your business (i.e. website visitors, email subscribers, or list of past customers). This is often used in remarketing campaigns.
\nAd Group level
\nFor each ad group, choose keywords that are closely related to the ad copy and your landing page for that ad group.
\nHere are 3 examples of ad groups depending on your business model and objectives.
\nNote: All ad groups are built for a single category of product or service, which is defined on the campaign level.
\nAd groups for an eCommerce product category (Cameras).
\nImportant: The above (and the following) ad group examples are simplified for illustration purposes. Oftentimes it may not be as straightforward as creating ad groups for different product categories. The current best practice is to categorize keywords and ad groups based on a __common theme __(i.e Same keywords or keywords with the same meaning).
\nFrom the illustration above, âDSLR camera for beginnersâ can be an ad group if there are sufficient related keywords and search volume. For example:
\nAd group: DSLR camera for beginners
\nKeywords: âBest used dslr camera for beginnersâ, âbest cheap dslr camera for beginnersâ, âdslr photography camera for beginnersâ.
\nAd copy: âBest beginner DSLRs for new photographersâ
\nLanding page: Entry range DSLR product page.
\nAd groups for features of a software company (Social Media Marketing) .
\nAd groups for marketing agency services (SEO).
\nTip: When you select keywords for an ad group, think of the landing page they eventually visit. Does the core message of the ad copy and landing page specifically relate to the keyword(s)? If not, then itâs better to create a separate ad group for them.
\nTying it all together, your overall account structure might look like the following:
\nThatâs it! You have now designed a structure for your Google ad account. Feel free to make a copy of the Template 045: Google Search Campaign Ad Structure Sheet (web version) and make it your own.
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