A.A. Milne was an English writer and playwright in the late 19th century, moving into the 20th century. Milne is most notably famous for his creation of Winnie-the-Pooh, the children’s book character. However, a quote from him applies directly to the structuring of your Google Ads account.
“Organizing is what you do before you do something, so that when you do it, it is not all mixed up.”
This quote, however simple, sets the tone for how to set up a successful Google Ads account. Inside the platform, if your account structure is not clear and streamlined, you’re going to experience issues like inaccurate data interpretation and diminished ad performance. Therefore, it cannot be overstated — the organization of your ad account directly correlates with your campaign success.
We’ve outline five tips you can implement inside your Google Ads Account that will help improve your efficiency and overall paid media success. The structure of your account all begins with knowing your campaign goals and building around that mission. From the outset, know what your singular goal is: brand awareness, phone calls, form submissions, video views, etc. The more hyper-specific you can be, the easier it will be to layout a useful ad structure.
Tip 1: Be Keyword Specific
“The biggest tip is to be as specific as possible in regards to your keywords and ads. Know your match types and don’t settle for low-quality scores. This should help get you the right results on the smallest of budgets.”
– Spencer Moore, Venta Marketing Campaign Manager
Being specific matters. The better you can zero in on the right keywords, the more likely you are to engage with the right target audience.
Tip 2: Having the Right Ratio
Too much of anything is a bad thing. When structuring your ad account, you need to be picky, but also educated. Too many ad groups, keywords, and ads will dilute your campaign’s ability to hyper-target, in addition to causing disorganization throughout your account groupings.
As a general rule of thumb…
- Max of 7-10 ad groups per campaign
- Max of ~20 keywords per ad group
- 2-3 ads per ad group
Tip 3: Think Through Naming Structure
They say “cleanliness is next to godliness,” well let’s add organization in there as well. This can’t be emphasized enough, your Google Ads account needs to be well coordinated. Act as if you have OCD, and all the i’s and t’s must be dotted and crossed. Your naming structure for your campaigns and ad groups need to be well labeled so that anyone can find and understand their purpose — even if they didn’t have any working knowledge of your ongoing campaign. This just helps streamline your account as you work within it on a daily basis.
Tip 4: Break Campaigns Into Locations
There are large differences in people from state to state and even city to city. Breaking your campaigns into sub-locations offers you several direct benefits. You can now A/B test imagery, copy, etc. with different geographical populations, then compare results. Some target audiences may respond differently to ads even if they are only a few miles apart.
Additionally, this helps you adjust campaign progression on a more microscopic level. Instead of seeing a holistic campaign that is burden by a few poor audiences that in turn bring down results (CPC, CPA, CTR, etc.). By not mass grouping your campaign into one large segment, you can tinker with lower-performing location groups, without hurting results of top-performing locations.
Need to Help With Your Google Ads Account?
At Venta Marketing, we are helping businesses meet their goals head-on. As leaders in the digital marketing industry, we know the ins-and-outs of how to effectively structure any Google Ads account. Contact us today if you are curious about our services!