Structure of your AdWords campaign

Once you have created your keyword list you are ready to start to construct your effective Google AdWords campaign. AdWords allows you to group your keywords in a variety of different ways and finding a solution that supports the objectives of the campaign is crucial. The following information is designed to give you all the information you need to consider when creating a suitable structure for your AdWords account.

Dividing your keywords between campaigns or ad groups.

Using campaigns or ad groups to structure your account will depend upon the objectives of your website, webpage and AdWords campaign.

Benefits of an ad group structure:

Using ad groups to structure your account allows you to set individual maximum cost per click amounts, specific advert text, specific landing page URL’s and themed keyword lists.

Benefits of a campaign structure:

Structuring your AdWords account using campaigns will provide the additional advantages of allowing you to set your daily budget independently, target alternative languages and locations, alter the distribution of your adverts and provide alternative timing preferences to each campaign.

When choosing a structure for your account decide whether the additional functionality of a new campaign will allow you to achieve your websites objectives.

Here are some examples of when a campaign structure is advisable:

Targeting different geographical locations

Dividing your daily budget between products and or keywords

Distributing only some of your products or services via the content network.

The structure of your account should remain flexible as alterations may be required when you optimise your account.

Organising campaigns and ad groups in AdWords.

As with the account structure the organisation of your ad groups can be done in a variety of different ways, the structure of your ad groups should again depend upon the objectives of your website, webpage and AdWords campaign.

Below are some common methods of structuring ad groups within an AdWords account.

Products and services:

A website that sells a variety of books may split the campaigns down to children’s books, cooking books, business books, computer books. Ad groups within these campaigns could be split further for example, campaign - cooking books, ad groups - vegetarian, Italian, pastry etc.

Brand names:

Dividing campaigns around individual brand names that you sell and then products within ad groups could be a solution for keywords relating to brands such as Adidas trainers, Puma running shoes etc.

Websites:

If your campaign promotes products or services from a variety of websites splitting them between campaigns will allow you to allocate different settings for each website.

Geographical location or languages:

If your account is effected by the geographical location of your customers it is a good idea to structure your account using different campaigns with different geographical and or language settings. For example a Pizza delivery company may only want to advertise to people 30 miles from their physical store, or supply different adverts to different geographical locations i.e. local telephone numbers.

Seasonal products:

Creating individual campaigns for seasonal variations will allow you to turn on elements of your account when you need to promote the product and pause the campaign at the end of the season. For example, a florist may create a campaign for valentine’s day that is paused on the 15^th Feb.

Structuring your account effectively will allow you more flexibility in managing your keywords, advert copy, controlling budgets, and timing. If you think your account structure could use some changes, you may want to test different configurations until you feel that your account is manageable and helping you achieve your websites objectives.