The Understated Value of AdWords Campaign Structure

It’s no secret that Google AdWords campaigns hold enormous potential for companies to boost their digital marketing strategy. However, unlocking that potential can prove challenging. The key to a successful AdWords campaign can often be traced back to a factor that many overlook—campaign structure.

Below, Creative Website Marketing examines the different aspects of a Google AdWords account, revealing strategies to help you develop and execute a well-structured AdWords campaign.

First off, marketers must consider the goal of the overall campaign. Are you looking to find customers for your product or service? Increase brand awareness? Drive new visitors to your website? Your goal informs the rest of the structure and settings of the campaign, so it is essential to establish a clear objective before proceeding to the next steps. If a company wants to achieve more than one goal with AdWords, it may be best to create multiple campaigns that focus on one goal each.

Once marketers have set a clear goal, they should consider the additional settings of the campaign. For example, geo-targeting. This feature allows your ad(s) to appear to individuals searching in the geographic area of your choice. Geo-targeting can be as broad as targeting individuals in a certain country, or as specific as targeting individuals searching within a particular postal code.

This feature can expose your ad to the right individuals, helping to make the most of your AdWords campaign. Other targeting options to consider include language, age, gender, and in-market audiences determined by Google Analytics user data.

The next area of focus when considering campaign structure is ad groups. Although it may seem tedious, creating multiple ad groups is often necessary. Breaking ad groups into multiple categories, or themes, allows you to include specific keywords in each ad group that hold the utmost relevance.

Typically, the maximum number of ad groups for each campaign should be 7 to 10, with a maximum of 20 keywords per ad group. Exceptions apply, of course, but for most businesses, these guidelines help ensure a campaign remains manageable.

An important aspect of selecting keywords is considering the intent of the user. For example, imagine the goal of your campaign is to attract new customers to buy your product. Broad keywords, such as the name of a general product like microwave, often do not reflect what a user would search if they were intending to buy the product. Someone who is looking to buy a product would likely include additional details in their search, such as best microwave brands or low cost appliance stores. Keywords that reflect intent to buy often include product details, brand names, the word “cost,” and location terms such as a specific city or the words “near me.”

To determine the most effective keywords for each ad group, keyword research is vital. In addition to Google’s AdWords Keyword Planner, a variety of tools exist to aid in keyword research. Marketers can take advantage of free tools, such as The Free Keyword Planner, or opt for paid tools like Serpstat.

Ad copy is most effective when it exhibits creativity and prompts the user to take an action—while also maintaining relevance to the keywords in the ad group. Ad copy that is concise, creative, and clearly related to the keywords in the ad group are more likely to engage users and encourage them to click on the ad. When landing pages also provide relevant content and compelling copy, this can all lead to improved click through and conversion rates.

After organizing your AdWords account into one or more well-structured campaigns, the next step is campaign management. This process is ongoing, but will be much easier if your campaign structure is sound. Consistently revisit your campaign(s) to see what’s working and what’s not. For example, if the data shows a particular ad isn’t engaging users, try adjusting the copy or replacing it altogether. Keep an eye on keyword efficacy, and review your strategy and performance on a regular basis, such as weekly, monthly, or even daily for businesses that have a high volume of online transactions.

With a solid campaign structure, you will find yourself equipped with a more organized and manageable AdWords account. This gives you more time to focus on fine-tuning and optimizing your campaigns. Thus, well-structured campaigns allow you to maximize your time, effort, and budget—and, as a result, help to improve your overall digital marketing strategy.

To learn more about enhancing your digital strategy or how we can help manage and optimize your paid search campaigns, contact Creative Website Marketing here.  

 

— The Creative Website Marketing Team

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