Tip #2: Correctly Structuring a Campaign

In last week’s blog post, Google Adwords Tip: Define Your Goals, we outlined the first of five steps to create, and run, a successful Google Adwords campaign. This week is the continuum; how to base your campaign’s structure set-up upon those carefully defined business goals.


At the campaign level, options are presented to define target locations, specify time of day and dictate which ads or networks are best suited to advertise on. A daily budget can also be dedicated to each campaign, so structuring correctly in the beginning is more important than ever. Say, for example, your end goal is to build brand recognition. It is best then, to create a campaign dedicated specifically with brand recognition as its sole purpose. The campaign would outline specific brand terms, brand specific ads and target locations needed to expand brand research. As mentioned before, dictating daily spend on brand-recognition would also come in to play.

When designing the remainder of your Google Adwords campaigns, a general best-practice is structuring both campaigns and ad groups the same way a website would be organized. However, unlike creating a general site structure, your campaign organization can become as granular as needed. Additionally, the opportunity to be built out differently based on specified business needs is available.

Take, for example, a website that sells clothes. A general campaign structure may look like this: (campaigns in bold and ad groups not bolded)

Men’s Clothes

  • Shirts
  • Pants
  • Shoes

Women’s Clothes

  • Shirts
  • Skirts
  • Dresses

Creating such a structure allows for the daily budget and tracking of ROI to be dedicated to each separate category; men’s vs women’s. A typical setup will become much more complex than our example, where campaigns may be women’s shirts, women’s pants, women’s shoes (the list continues), with brand or style specific ad groups included for each.

NOTE: Some businesses can only target a specific state, or mile radius of their locations, so the resulting campaign structure may be by state, or by location.

A second general best-practice to follow for new campaigns:

  • Campaign = Group of concepts, or target based on goals:
    • Ladders, Buckets, and Sponges as three different campaigns, or
    • California, Florida, and Texas, as three geo-specific targets
  • Ad Groups = Each concept broken out further within that campaign, such as:
    • Aluminum Buckets
    • Plastic Buckets
    • Steel Buckets

Within each ad group, there should be somewhere between 5-15 keywords, and 2-4 ads to start. Keep it simple, but as exhaustive as needed in the beginning. Research relevant data and make adjustments as needed. Refinement as you go along is always an option; becoming a Google Adwords master isn’t bound to materialize overnight. However, the power of SEM, with a little practice and persistence, is right at your fingertips!

Stay tuned for part 3 of our 5-Tip series!

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