What makes the structure of a Google Ads account so crucial?
In essence, the structure of your Google Ads account empowers you to manage the triggering, timing, and placement of your ads. Without a properly organized account, it’s akin to driving an inadequately constructed car – risks are inevitable. Being the best digital marketing company in Kochi, remember that a well-structured account will:
- Guarantee that the searches that activate your ads are pertinent to your target audience.
- Lead to improved Quality Scores resulting in superior outcomes & reduced costs.
- Help you stay organized and able to optimize effectively.
If your account is disorderly, you’ll probably become disoriented, your outcomes will suffer, and improving results through optimization will be unattainable. Therefore, it’s important to prioritize organization while setting up your account.
The Six Essential Elements of Structuring a Google Ads Account
In summary, here’s how to structure your Google Ads campaigns. You can either follow them or hire these services from the best SEO agency in Kochi. Let’s see what they are:
- Campaigns: Unless your account is sizeable, you’ll generally have only a few campaigns that revolve around broad themes. Each campaign will encompass ad groups, which will feature keywords linked to your text ads and redirect to your landing page. Typically, it’s advisable to select campaign topics based on how you want to allocate your marketing budget, given that you set up your budget at the campaign level.
- Ad Groups: Beneath each campaign, you’ll establish pertinent ad groups that are much more precise. There’s no suggested count of ad groups to include under a campaign, but it’s generally more feasible to exercise restraint to avoid overburdening your campaign budget across a multitude of ad groups, keywords, ads, and landing pages, which could potentially impede your outcomes. Ad groups feature keywords (it’s advisable to not exceed 10-20), and these keywords will activate your text ads (2-3 per ad group), and then direct users to a pertinent landing page.
- Keywords: Keywords will be categorized under each ad group and are highly significant in regulating the activation of your ad. Whenever someone enters a search term into Google’s search box, it’s known as a “search query,” which is then paired with a keyword that triggers an ad. Each keyword will be linked to a Max CPC, match type, and quality score. Conducting comprehensive keyword research at the best social media marketing company in Kochi helps gain a solid comprehension of match types.
- Negative Keywords: These aspects are often neglected by advertisers, yet they’re essential to establish and enhance to prevent squandering funds on irrelevant searches. This is particularly important if you’re utilizing broad match and/or modified broad match keywords, as you’re more likely to attract completely irrelevant search queries that match your keywords and ads. Continuously expanding your negative keyword list and scrutinizing your search query report (or QueryStream for WordStream users) to identify new negatives is crucial.
- Ad Text: This is the real text that will show up when your ad is activated. Each ad group must have 2-3 ads directing to the same landing page. Adhering to AdWords policies is essential to get your ads authorized, consistently A/B testing your ads over time and effectively highlighting the advantages of your offering to outperform your competition in the search results.
- Landing Pages: Finally, we come to landing pages, which are the pages where each ad directs the searcher (usually a page on your website with an offering or call-to-action). Ask any SEO agency in Kochi most of them will strongly suggest being very deliberate with your landing pages. This ensures that each ad leads to an extremely pertinent page that not only corresponds to the keywords you’re bidding on within that ad group but also to the ad text displayed in the search engine results page (SERPs). Landing page relevance and optimization are vital for achieving success with PPC.
Conduct Keyword Research
To begin, organize each ad group by creating a well-structured list in an Excel document. Next, utilize Google’s Keyword Planner or WordStream’s Keyword Tool to identify relevant keywords for each ad group. Remember to keep the number of keywords per ad group relatively small (no more than 10-20) to achieve optimal results. Although it may seem counterintuitive, bidding on too many keywords can be detrimental, similar to a party that is too overcrowded, making it difficult to get the desired results. Google reacts in a similar way when an ad group contains too many keywords. If you find this all overwhelming to do, connecting with the best digital marketing company in Kochi is the logical option.
Initiate your first campaign
Having spent considerable effort devising a comprehensive list of keywords to organize your Google Ads account, it’s time to take action and construct your initial campaign. Prioritize your campaigns based on importance and begin with the most crucial ones. It’s critical to scrutinize your campaign settings before launching, as even minor errors can result in significant expenses. So, proceed with caution and meticulously review the following elements.
Initiate Your First Ad Group & Text Ad
To effectively launch your campaign, ads are a must (obviously!). Since ads are connected to a keyword list within an ad group, the initial step is to establish a new ad group. Navigate to the “Ad groups” tab and select the red “+Ad Group” button under the “Campaigns” section in Google Ads. Then, use your previous research to title your first ad group, such as “Women’s Tennis Rackets,” if we refer back to our tennis example.
Insert the relevant list of keywords into the ad group
On the same page, you will notice a white box labelled “Keywords” where you should insert the previously generated keyword list. Remember that the list should be concise (no more than 10-20 keywords) and highly relevant to the ad text and landing page where the visitors are directed. Additionally, bear in mind that new keywords are automatically set on a broad match by default. To indicate match types, use the designated punctuation marks such as quotations for a “phrase keyword,” brackets for an [exact match], plus signs for +modified +broad matches, and broad keywords can be added as is.
Generate Multiple Ads
After setting up your first ad group, it’s essential to produce a minimum of two or three additional ads. Having multiple ads in each ad group enables you to evaluate their effectiveness and performance. Although the ads should be similar, you can try varying the wording slightly, such as changing the position of the call-to-action or highlighting a different key feature in each ad. This method enables you to experiment with your ads and identify what connects with your target audience. This is one of the approaches followed by the best social media marketing company in Kochi.
If you are planning to run a Google Ads campaign, its success will largely depend on the structure of your account. To achieve a good account structure, it’s important to dedicate sufficient time to planning and organizing your campaigns, ad groups, keywords, ads, and landing pages. With the right structure in place, your business will be visible to potential customers who are searching for solutions, offers, or services similar to what you provide. What do you think about Google Ads structure? Let us know in the comments.