Campaign structure
Google Ads is organised into three levels: account, campaigns, and ad groups.
- Account: An account is associated with a unique email address, password, and billing information.
- Campaign. Campaigns each have a budget and settings that specify where ads appear.
- Ad group. Ad groups contain a group of similar ads and keywords.
Organising your account
Organising your account enables you to serve the right ads to the right customers and track the effectiveness of your advertising.
Keywords trigger ads, which drive customers to web pages. To be successful, your campaigns should demonstrate relevancy throughout the whole process. For example, the keyword ‘television’ should trigger an ad about television and if that is clicked, the website content should also be related to televisions. If the content is not relevant to the keyword or ad, the campaign will not be successful.
Best practices
- Think about your campaign structure before starting. Reorganising your account may negatively affect how your ads perform, as your historical performance data will be lost.
- Create a separate campaign when you need to use a different set of campaign settings (e.g. budget or location targeting).
- Choose a narrow theme for your keywords for each ad group and create ad groups around that theme.
- Use one or more of your keywords in your headline. Ads that include the search term are seen as more relevant and will get more clicks
- Create multiple ads. To hone your message, create at least three ads in each ad group and select optimised ad rotation. Google will alternate between the ads allowing you to see which ads perform best.
