Campaigns in Google Ads

Google Ads keyword-based campaign structure is the most important aspect of driving paid performance in digital marketing at the highest levels of intent. With bad structure keywords compete against themselves, quality scores plummet, bidding and budgeting become erratic and less predictable, among many other cascading issues.

Within our particular market, things like keywords and the best practices can be tricky... but, they don't have to be. Below, the video will walk you through a current set up that we have for a client and some of the most important considerations when making a new campaign.

Remember: creating a new campaign is key when any of our main variables are changing. These include things like: location, time of day for the ads to go out, and budget.

Below are some more Google based resources to make you a campaign creating pro.

Ad Groups

An ad group should have a limited number of keywords, be related to one another, and be relevant to the ads and landing pages. Each one of these items is important but how do we implement these in our clients accounts?

There are many types of ad groups that could be utilized. From Match Type to Query Farming. These all rely on keyword management, a decided scope and understanding of segmentation. All of our accounts are set up in a similar manner. We create a series of ad groups for all of our clients that focus on keywords and segments that we want to focus in on specifically.

These include but aren't limited to things like: locations, recovery based keywords, and so much more.

We utilize a strategy that keeps the total number of campaigns to a minimum so the best way to do this is by using all these different ad groups and styles. Now, we do have a template that we use as a company that will have most of the set up done for you when it comes to initial organization of ad groups. However, you will be responsible for the changes and implementing best practices as we start getting our client's campaigns into an optimal state. Below are some further resources into ad groups provided by Google.

Campaigns & Ad Structure