The right Google Ads campaign structure is extremely important. It forms the foundation of your Google Ads campaign. Building a campaign without structure is like building a house without a foundation: doomed to failure. So, that structure could use some extra attention.
In a nutshell, with a good Google Ads campaign structure, you ensure that search queries and the ads they trigger are relevant to your audience, thus making it more likely that your prospects will click through to your website.
With a good structure, you get a better quality score, which basically indicates the extent to which you are valued by Google - and that high rating is, of course, what you are going for. You get better results for a lower price and your ROI skyrockets.
The structure ensures a well-organised campaign, giving you the best results in both the short and long term. You can measure your results and easily adjust and optimise your campaign based on your structure, to ensure the best performance at all times.
The 10 key components of your Google Ads campaign structure
1. Campaigns
Set up several smaller campaigns within your Google Ads campaign. Each campaign consists of different ad groups, keywords and texts that connect and link to a certain landing page. Determine the different subjects of your campaigns according to the breakdown of your marketing budget
2. Advertising groups
You link specific ad groups to each campaign. You can link as many ad groups as you want, but it is advisable not to overdo it. If you spread your budget over several groups, keywords and landing pages, this could actually harm your results. Sometimes it is better to target your budget to a smaller number of ad groups.
3. Keywords
Keywords determine how and how often your ad is 'triggered'. When someone types in a search query, this 'search query' is linked to a keyword, which in turn is linked to an ad. Each keyword has a maximum CPC, match type and a certain quality score. It is extremely important to do thorough keyword research and adjust your keyword strategy on an ongoing basis.
4. Negative Keywords
Something that is often overlooked are the 'negative keywords'. These are keywords or combinations that are related to your business or product, but are not relevant in terms of increasing your customer base. By excluding these negative searches, you prevent your ad from being shown to people who are not in your direct target audience. Creating a list of these negative keywords is an important part of your campaign structure.
5. The ad text
Before you start your campaign, you should think carefully about what you place in your ad. Your offer should be clear and your ad should answer your target audience's search question. Highlight the benefits so that the 'searcher' clicks on your ad, not the competitor's. Adhere to the Google Ads guidelines and use A/B testing to test the effectiveness of ad copy.
6. Landing pages
The landing page plays an important key role within your Google Ads campaign structure. On your landing page, a visitor will or will not proceed to enquiries, purchases or contact you. To ensure yourself a high conversion rate and the highest ROI, your landing page must be conversion-oriented. The text should be written in a sales-oriented way and your page should contain the right elements to drive conversion. Make sure your landing page connects flawlessly with your ad text to draw the (viewer) to the next stage within the customer journey.
7. My Client Center
Make use of MCC (My Client Centre), which allows you to manage multiple AdWords accounts. This is especially useful when you manage several websites for which you have deployed AdWords. Create one dedicated Google Ads account per website. MCC offers you many insights and you can easily keep track of statistics and the number of conversions. This way, you keep a good overview and can continue to optimise your campaigns.
8. Exact campaigns
With an Exact Campaign, ads are triggered the moment a prospect types in a specific search query. The moment you carefully choose the keywords, phrases and questions, you make sure your ad is shown to those prospects who are most likely to click on your ad and make enquiries or purchases.
9. Broad match modifier
With the Broad Match Modifier, you take it a bit 'broader'. That is, searches that are related to the 'chosen' search terms in a relevant way also trigger the ad. Think, for example, of searches with a spelling error, the plural or in which a synonym is used. This way, you avoid letting some important and relevant potential customers slip through your fingers.
10. Remarketing Lists for Search Advertisement & remarketing
With RSLA and remarketing, you 'remarket' certain audiences. Target groups that are already involved with you as a company or your website in some way. With RLSA, you can make sure you rank even better in Google for these specific target groups. With remarketing lists, you make sure that your ads cannot be missed on other pages where this engaged target group visits, for instance by using the Google Display Network.
Need help with your Google Ads campaign structure?
Ask us for advice without obligation. The Fully Bookers is happy to help you set up a perfect structure for your campaign.
