Eleanor Finch
Campaign organization is a critical aspect of advertising, with Google Ads and PPC campaigns being the most common. Google Ads are organized into three layers: accounts, campaigns, and ad groups. Each ad group contains a set of similar keywords and ads, with the keywords in the ad group matching the theme. Campaigns are structured with a specific B2C advertising goal or purpose in mind, and budgeting is set at the campaign level. PPC campaigns, on the other hand, involve structuring ad groups with targeted keywords and landing pages, and budgeting can be shared across campaigns. Both Google Ads and PPC campaigns aim to increase relevance and performance by serving ads to the right audience.
| Characteristics | Values |
|---|---|
| Campaign structure | PPC budget estimating, ad groups, search term reports, text ads, ad copy testing |
| Budgeting | Set at the campaign level, with a shared budgets option to disperse a daily budget across multiple campaigns |
| Ad groups | Groups of ads targeted at a set of related keywords; each ad includes a landing page |
| Keywords | Themed and closely related to the ad copy |
| Ad copy | Should reflect the intent of search queries |
| Brand campaigns | Perform differently from non-brand campaigns as users are already familiar with the company, products or services |
| Non-brand campaigns | May be organized based on sales funnel stages, conversion action type, product or service type, or geographic targets |
| Google Ads structure | Organized into three layers: accounts, campaigns, and ad groups |
| Google Ads accounts | Include all information about the business and PPC ads, such as account name, time zone, billing information, and language |
| Campaigns | An overview of the ad, often tied to a specific B2C advertising goal or purpose |
| Ad relevance | Ads that are more relevant to searchers have a higher chance of click-through, affecting the Quality Score |
| Quality Score | Depends on expected click-through rate, ad relevance, and landing page experience; a higher score means paying less for keywords |
| Apple Search Ads | Include brand, category, competitor, and discovery campaigns, each focusing on a different keyword theme and using specific ad group, match type, and bidding strategies |
| Discovery campaign | Focuses on reaching a wider audience and mining for popular search terms to add as keywords |
| Single Keyword Ad Groups (SKAGs) | A common campaign structure with two campaigns using the same keywords but different match types, usually exact match and broad match modified |
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Campaign budgeting
For example, in a political campaign, expenses can range from advertising to staff pay and fundraising events, so budgeting is crucial to ensure funds are used wisely. Similarly, in a marketing campaign, budgeting is essential to ensure ads are displayed at the right time to the right audience.
When creating a campaign budget, it is important to first determine your finances and resources. For instance, in a political campaign, you could research the financial reports of previous campaigns in your area to understand how much winning campaigns have raised and set a similar fundraising goal. You could then build your spending budget around the expected funds. Alternatively, you could first map out all your projected expenses and then set a fundraising goal to cover these costs. This approach provides a more precise budget but may result in an unrealistic fundraising goal.
In a marketing campaign, budgeting is also set at the campaign level, with the option to disperse a daily budget across multiple campaigns. Keyword Planner tools in Microsoft Advertising and Google Ads can help estimate the cost-per-click (CPC) for keywords related to your business, providing a sense of the budget required to meet your goals. Google Ads are organized into three layers: accounts, campaigns, and ad groups. Each ad group contains similar keywords and ads, with each ad including the landing page users are directed to after clicking. Ad groups are critical to ensuring ads are relevant to the keywords and search queries of potential customers.
Overall, campaign budgeting requires careful planning and consideration of expenses, resources, and goals. By understanding the costs involved and the funds available, campaigns can be structured and optimized to achieve the desired results.
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Ad groups
When creating ad groups, it's essential to choose a narrow theme and build your ad groups around it. This means that within an ad group, you'll have multiple ads with similar targets or objectives. For example, if you're advertising cameras, you can create an ad group for digital cameras and another for compact cameras. Each ad group will have its own set of keywords that are closely related to the theme. By organizing your ads this way, you can better target potential customers who are searching for specific products or services.
The keywords you select for each ad group are crucial. These keywords will determine when and where your ads appear. When someone searches for a term that matches your keyword, your ad is more likely to be displayed to them. It's also recommended to have your ads mention at least one of your keywords in the headline, as this reinforces the relevance of your ad to the search query. This technique can increase the chances of your ad being clicked, as people tend to perceive it as more relevant to their search.
Additionally, it's suggested to have at least three ads in each ad group and to use optimized ad rotation. This allows Google's system to automatically rotate your ads, showing the most relevant ones to potential customers based on various signals like keywords, search terms, devices, and locations. By leveraging ad groups effectively, you can improve the performance of your campaigns and better serve ads that resonate with your target audience.
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Keyword planning
Once you have a list of potential keywords, you can start organizing and grouping them. Ad groups should have a narrow theme, and each group should have keywords related to that specific theme. For example, if you sell shoes, you wouldn't want to group "high heels" and "running shoes" in the same ad group. Each ad group should have a clear focus, and the keywords within it should be closely linked to the ad text and landing page.
After creating ad groups, you can start incorporating them into your campaigns. You can either add them to your Saved keywords to organize them later or add them directly to ad groups within existing campaigns. It is important to consider the match type and whether you want to create a new campaign or add them to an existing one. Additionally, you can use the Keyword Planner to get forecasts and estimates on the performance of your chosen keywords, including search volumes and costs.
When creating your ad campaigns, it is important to consider the structure and organization. Each campaign should have a specific goal or purpose, and you may have multiple campaigns running simultaneously. The way you organize your campaigns will help platforms like Google better understand the themes in your account, allowing them to serve your ads to the right audience. This, in turn, can improve your Quality Score, leading to a higher ROI.
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Campaign types
Brand Campaigns
Brand campaigns are targeted at users who are already familiar with the company, products, or services. These campaigns aim to reinforce brand awareness and loyalty among existing customers. Brand campaigns are typically structured separately from non-brand campaigns, with distinct budgeting, management, and reporting processes.
Non-Brand Campaigns
Non-brand campaigns target a new audience that may not be familiar with the brand. These campaigns focus on introducing the company, products, or services to potential new customers. Non-brand campaigns can be organized based on various factors, such as sales funnel stages, conversion action types, product or service types, or geographic targets.
Search Campaigns
Search campaigns leverage search engines like Google or Bing to reach potential customers. These campaigns use targeted keywords and ad groups to match user search queries. Search campaigns aim to provide relevant results to users actively searching for products or services, making them a powerful tool for driving targeted traffic.
Display Campaigns
Display campaigns utilize visual elements such as banners, images, or videos to attract attention. These campaigns can appear on various websites or platforms and are often used to build brand awareness or promote specific products or services. Display campaigns can be set up through platforms like Google Ads or social media advertising tools.
Video Campaigns
Video campaigns leverage the power of video content to engage and captivate audiences. These campaigns can include promotional videos, product demonstrations, testimonials, or storytelling ads. Video campaigns can be distributed through online video platforms like YouTube or social media channels like Instagram, Facebook, or TikTok.
Social Media Campaigns
Social media campaigns utilize platforms like Facebook, Instagram, Twitter, or LinkedIn to reach and engage target audiences. These campaigns can include a variety of content types, such as text, images, videos, or interactive elements. Social media campaigns allow for targeted advertising, leveraging user data to pinpoint specific demographics or interests.
The specific types of campaigns used will depend on the nature of the business, the goals of the campaign, and the platforms being utilized. By combining different campaign types and tailoring them to the target audience, organizations can effectively structure their marketing efforts to achieve their desired outcomes.
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Campaign performance
Firstly, the way you organize your campaigns will help platforms like Google better understand the themes in your account. This means that your ads are more likely to be served to the right audience, increasing the chance of click-through. This affects your Quality Score, which is based on your expected click-through rate, ad relevance, and landing page experience. A higher Quality Score means you pay less for the keywords your competitors’ ads also compete for, resulting in a higher ROI.
Secondly, when structuring campaigns, it is important to consider the budget. Budgets are set at the campaign level, and you want to have enough budget to ensure your ads can run throughout the day or during the times of day you set for them. The Keyword Planner tools in Microsoft Advertising and Google Ads can help you estimate how much budget you need. If you want all your ads to share a budget and target the same locations, you can use one campaign. However, if you need to use a different set of campaign settings, such as budget or location targeting, create a separate campaign. For instance, if you sell clothing, you may want to set a different budget for shirts and trousers, and so would create a separate campaign for each.
Thirdly, when structuring campaigns, it is important to consider the keywords and ad groups. Ad groups are groups of ads that are targeted at a set of related keywords. Each ad group should be connected to the goal of the campaign. The keywords should be themed, and the ad copy should be closely related to the keywords in the ad group. For example, a retailer that sells several types of shoes would not want to have “high heels” and “running shoes” in the same ad group. Each ad group should include the landing page that best relates to the keywords. Within a particular ad group, you'll want to choose keywords that are closely linked to your ad text. You can also use the optimize setting to optimize your ads for clicks in each individual auction using signals like keyword, search term, device, location, and more.
Finally, it is important to consider the different types of campaigns. For example, Google Ads suggests four campaign types: brand, category, competitor, and discovery. Each campaign type focuses on a different keyword theme and uses a specific ad group, match type, and bidding strategy. The first three campaign types will drive your core performance, so they should be monitored closely. The discovery campaign can be used to identify effective keywords that can be added to the other campaigns.
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Frequently asked questions
First, define your advertising goals. Next, set an ad location and budget. Start with the highest priority campaign and work your way down. Separate campaigns by keyword themes.
Google Ads are organized into three layers: accounts, campaigns, and ad groups. Each ad group should contain a set of similar keywords and ads. You can create ad groups for each type of product you sell, with keywords closely linked to the ad text.
A lab-grown jewelry brand organized its ad campaign structure by creating separate ad groups for different products and target audiences. For example, Ad Group A was for US – Women – Tennis Bracelets – Increase Conversions, and Ad Group B was for US – Women – Diamond Necklaces – Brand Awareness.
It is recommended to organize your campaigns and ad groups as you create them. Reorganizing later can wipe out valuable data and affect ad performance. You can also use tools like the Keyword Planner in Google Ads to estimate how much budget you need.
