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Google Ads Tutorials: Account organization

Google Ads Tutorials: Account organization


[light music] Now that you know about Search ads and
how the Google Ads auction works, it’s time to start building your account. In this video you’ll learn how
to organize your account with the right hierarchy of campaigns,
ad groups, ads, and keywords. Google Ads is organized into three layers: Account, campaigns, and ad groups. Let’s go over ad groups and campaigns. An ad group lets you organize
and target your ads. Each ad group contains one or more ads, and a group of keywords
that will trigger those ads. Imagine that you sell kids shoes. You might offer many types of shoes
like sneakers, sandals, and dress shoes. When a customer searches for ‘kids sneakers’, you want your ad to be
relevant to that specific search. You wouldn’t want to show an ad for ‘kids
dress shoes’ or even just ‘kids shoes’ to someone searching for ‘kids sneakers’. However, if your ad reads
‘velcro sneakers for kids’, this would cause your ad to be
more relevant to their search which helps increase your Quality
Score and potential clickthrough rate. Your ad group structure gives you
the ability to be specific and relevant. In one ad group, you’ll include all
of your sneaker keywords. These keywords will only trigger ads
that mention sneakers in their text. You’ll also have a sandals ad group,
with keywords about sandals. These keywords will only
trigger ads that mention sandals. Best practice is to have each ad
group lead to a relevant landing page. This way sneaker ads lead
to sneaker landing pages, and sandal ads lead to sandal landing pages. For the best user experience, you should always aim for the highest
relevance between a customer’s search term, the ad that will be triggered, and the
landing page that the customer will land on. Ensure that your ad groups are tightly
themed based on what you’re selling, and on how people might search for it. Now that you have an understanding
of ad group structure, let’s review campaigns. Your campaigns are used to
organize your ad groups. They give you a manageable picture of how
much you spend on each product or service, and how they are performing. Settings like daily budget, geographical
targeting, and language targeting are set at the campaign level. Consider these settings when
organizing your campaigns. Thinking about our example, the sneakers,
sandals, and dress shoes ad groups would likely sit under a shoes campaign. We want these ad groups to be
under the same campaign, so that you can have a clear view of
how shoes sell compared to shirts or pants. Another reason to structure your campaigns
like this is if you have a separate budget for shoes, shirts, or pants. An optimal account structure
should mirror your website. For example, imagine your website
menu is organized by shirts, pants, shoes, onesies, and accessories. These various product categories
could be your campaigns. Under each campaign you’d have ad groups
specifying the subtypes of these products. If your website is structured like this, you may also consider building
separate campaigns for boys or girls. Each one of these campaigns will then
have separate ad groups for products. For example, girl’s shoes and girl’s shirts
and also, boy’s shoes and boy’s shirts. Both of these account structures work
since they match the website structure and the landing pages
customers will be directed to. Once you have your first campaign set up,
consider creating a Dynamic Search campaign, which helps you capture all relevant search terms
that are not captured by your existing campaigns. This is super valuable since 15% of the searches
seen every day, are new and can’t be predicted. So far, you’ve learned about generic keywords that refer to the product or
service that you’re offering, but it’s also important to create a
campaign with branded keywords. Your brand campaign ensures that your ad shows up
when people search for your business name. This campaign is important to your account, since people might search your business
name once they learn about you. There are many effective
ways to organize an account. Find the balance between an account structure
that enables relevance between search terms, ads, and landing pages, while
simultaneously being easy to manage. For example, managing hundreds of campaigns
in one account can make management difficult, and also isn’t necessary, especially
when using Smart Bidding. Creating tightly themed ad groups
and campaigns that mirror your website, will help you achieve a simpler campaign
structure while keeping ads relevant. Now that you know about account organization,
it’s time to set up keywords in your account. [music continues]

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