Adwords Campaign Structure Best Practices

@Tim | Search

To best manage your business online, Pay-Per-Click Marketing allows you to break up your products and services so you can have full control over what levers you wish to manipulate.  Below is an outside view of what an average account may look like to give you and idea.

Figure 1

As seen in the example above, these are the different levels To best manage your business online, Pay-Per-Click Marketing allows you to break up your products and services so you can have full control over what levers you wish to manipulate.  Below is an outside view of what an average account may look like to give you and idea.

adgroups

As seen in the example above, these are the different levels of an Adwords account.   There are different ways to lay out a campaign, but most importantly, you want to be certain to break out your campaigns, Adgroups & Keywords into the most relevant sections.   So you’re not questioning each layer, here is a brief explanation:
of an Adwords account.   There are different ways to lay out a campaign, but most importantly, you want to be certain to break out your campaigns, Adgroups & Keywords into the most relevant sections.   So you’re not questioning each layer, here is a brief explanation:

Account:  The account level is associated with your email address, or any unique email address you use in order to access the account.  Anything from setting passwords to setting up billing information are also things you can access in this area.

Campaign:  The campaign level is where you’re able to adjust and control your daily budgets and implement items like day-parting, geo-targeting, as well as start and end dates of your campaign.

Adgroup:  The Adgroup level is where you create product/service specific categories and develop Adcopy and Keywords that are closely related to that product/service.  The Keywords you chose will trigger these ads to display when a user conducts a search.  Here you can also adjust your maximum CPC (Cost-Per-Click) for the Adgroup, or on an individual Keyword level.

Within the diagram above (Figure 1), I wrote out a simple layout as if creating an account for a Bike Shop.   Notice how “Trek Bikes,” “Schwinn Bikes,” and “Scott Bikes” each have their own separate campaign.  Within those campaigns, I gave an example of two possible Adgroups in which the shop might sell.  The number of Adgroups you use can utilize are endless.  I personally have managed accounts having well over 50, but keep in mind, not all will perform well.   As your Adgroups are live, you may end up pausing or deleting many that aren’t contributing to your profits.

On the Adgroup level, as mentioned above, you want to create your Adcopy (I would recommend creating at least 2 different ads, maybe even more to test what works) as well as your Keywords.  I feel this is by far the most important section because this is how your target market finds you.  You need to figure out what terms are relevant and profitable for your business as well as the types of ads that will drive users to your site.

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