A frequent question we encounter at nexus-security is, “How should I organize my account?” We’re here to break it down for you. Consider this your ultimate guide to structuring a Google Ads (previously Google AdWords) account!

Creating a successful Google Ads account is similar to constructing a house - you might start with a blank slate or renovate a dilapidated one. (Sometimes, it’s best to demolish and rebuild an inherited campaign that’s beyond repair.)

This guide presents a five-part approach to building an excellent Google Ads account structure:

• Campaign Level: Establishing the Foundation
• Ad Group Level: Constructing Your House
• Keyword Selection: Interior Design
• Ad Copy: Exterior Aesthetics
• Ad Extensions: Adding a Backyard Oasis Ultimately, you’ll have a well-structured Google Ads campaign that resembles this:

Let’s begin!

Google Ads Campaign Structure: Establishing the Foundation

Campaign type & settings

A solid foundation is crucial. Begin by selecting your tools, which is your campaign type. Ask yourself about your advertising objective. Your answer will determine the appropriate campaign type for your business.

A search campaign is a good starting point for most businesses. However, a call-only campaign is more suitable if your primary goal is lead generation, like an emergency plumbing service. Display campaigns are excellent for raising awareness for new brands or products. You can also utilize multiple campaign types to achieve different goals.

Next, plan your blueprint based on your business structure.

Afterward, consider your campaign settings:

• Location Targeting
• Language Targeting – Consider the languages your customers use
• Bid Strategy – Automatic vs. Manual
• Budget Does your Google Ads account structure outshine your competition? Utilize our free Google Ads Performance Grader today to discover its effectiveness!

Setting your campaign budget

How do you begin? First, understand Google’s ad spending process. Your monthly budget is calculated as your daily budget multiplied by 30.4. Therefore, determine a monthly budget and divide it by 30.4 to calculate your daily budget. Consider how many daily clicks your budget allows based on your estimated CPC (cost per click).

Explore these resources for more comprehensive budget management guidance:

• The Complete, User-Friendly Guide to AdWords Budgets
• Calculating Your Marketing Budget
• AdWordguids Cost Analysis

The Ad Group Level: Constructing Your House

What do ad groups accomplish?

Within your Google Ads account structure, ad groups reside below campaigns. Ad groups:

• Structure each campaign
• Organize by theme
• Manage keyword/ad association

The golden ratios of ad groups

How large should an ad group be? Follow these guidelines:

• Maximum of 7-10 ad groups per campaign
• Maximum of ~20 keywords per ad group
• 2-3 ads per ad group While exceptions exist, these guidelines ensure manageable ad groups for most businesses.

Get the free guide >> The Last Guide to Google Ads Account Structure You’ll Ever Need

Keyword Selection: Interior Design

Now, define your keywords, situated below your ad groups.

Rely on keyword research tools like Google Ads Keyword Planner (available in your Google Ads account) to identify keywords with search volume. You can also utilize free or paid third-party options like SEM Rush.

The essence of effective keyword research lies in intent. Prioritize keywords with clear commercial intent, indicating users’ desire to make a purchase. Keywords with intent often include:

• Qualifying terms like product specifics, brand names, “cost,” etc.
• Location terms (e.g., “used cars Seattle”) Generally, broad terms lack intent, resulting in low click-through and conversion rates and high CPAs.

Keyword match types

Keyword match types determine how your campaign keywords match user search queries on Google. The four match types, from least to most restrictive, are:

• Broad match: Your ad may appear for broadly related searches, including synonyms. For example, bidding on “laptop case” with broad match might display your ad for “computer bags.”
• Modified broad match: This match type is more restrictive; your ad appears only when the search term contains specific words marked with a plus sign, regardless of their order. Learn more about this match type here.
• Phrase match: The search term must include your bidded keywords uninterrupted and in order, allowing for additional terms before or after.
• Exact match: This match type speaks for itself.

Google recently adjusted how exact match keywords function, making them less strict. Your ad may show for reordered keywords or altered “function words,” as demonstrated below:

What are the implications of this change?

• Beneficial for low-volume terms and niche industries
• Potentially problematic for branded campaigns For instance, the brand term “HomeRate Mortgage” now matches the generic “home mortgage rates.”

So, what’s the optimal match type?

It depends on your goals. However, modified broad match offers advantages:

• Wide reach without order or additional term limitations
• Sufficiently restrictive for relevance
• Suitable for 2-3 term keywords
• Avoids single-term keywords

Max CPC bids

Next, set your max CPC bids, indicating your maximum willingness to pay per click. Your Ad Rank, determined by multiplying your Max CPC bid by your Quality Score, influences your ad’s position and cost per click.

A common question when launching a new campaign is, “What should my initial Max CPC bids be?”

Option 1: Automatic Bidding

While nexus-security advocates for Manual bidding’s control, starting a new campaign is a good time to utilize Automatic bidding. Let Google determine your initial Max CPC bids, observe the data to understand click costs, and switch to Manual bidding once you have sufficient data. Guidelines for Automatic bidding:

• Use the “Maximize Clicks” bid strategy, aiming for the most clicks within your daily budget.
• Set a Max CPC bid limit to control the maximum cost per click.

Option 2: Manual CPC

For complete control, opt for Manual CPC bidding from the outset. Determine initial Max CPC bids using metrics like:

• Page #1 CPC
• Top of Page CPC These estimations from Google indicate the cost of ranking on the first page and at the top, offering a good starting point for Manual bidding.

Ad Copy: Exterior Aesthetics

Now, let’s craft your ad copy – the visible part of your “house.”

Remember that Expanded Text Ads (ETAs) are the standard.

Adhere to ETA best practices and follow these dos and don’ts.

Ad copy A/B testing

Testing your ads is vital to identify the most effective text and creative, improving clicks and conversions while reducing costs. Here are some A/B testing examples:

Test keywords vs. creativity

The first ad emphasizes keyword-focused copy, while the second explores a more creative approach. Test to understand your audience’s preferences!

Test price vs. no price

Experiment with including pricing information in your ad.

Specific figures often attract clicks but can also qualify your audience, filtering out those outside your target market (e.g., for luxury products).

Writing conversion-friendly ad copy

Set the stage for conversions with these tips:

• Use self-selecting ad copy – As discussed, pricing information can attract the right audience and deter non-buyers.
• Align your call to action (CTA) with your landing page – Using the same CTA in your ad and landing page reinforces the desired action, increasing conversion likelihood. Notice the consistent messaging between the ad and landing page below:

Ad Extensions: Adding a Backyard Oasis

Ready for an upgrade? Ad extensions enhance your ad’s appeal, boosting CTRs without additional costs (unlike adding a pool!).

Choosing the right extensions

While numerous ad extensions are available, not all suit every account. Here are four valuable extensions:

• Sitelinks
• Callout extensions
• Call extensions
• Location extensions Sitelinks and callouts are generally applicable. Sitelinks provide additional links to your site, offering more options than a single landing page (unless you use static lead capture pages). Callouts add non-clickable text snippets, providing extra ad copy.

Call and location extensions are often beneficial. Call extensions enable direct calls from search results, bypassing the landing page, which is useful for mobile users. Location extensions display your physical business information, ideal for local businesses.

You may find other suitable extensions based on your business type. other extensions you should explore These extensions can:

• Streamline conversions
• Enhance your ad’s visibility on search results
• Improve your Quality Score by increasing click-through rate Don’t launch ads without them!

TL;DR – Google Ads Account Structure, Simplified

Whether creating a new Google Ads account or revamping an existing one, remember these key takeaways for your PPC account structure:

1. Prioritize a strong foundation by focusing on campaign structure and settings.
2. Ad groups, while simple containers, are crucial for managing keyword and ad association.
3. Optimize your keywords: Use modified broad match keywords (2-3 terms each) that demonstrate clear intent.
4. Write conversion-oriented ad copy and test continuously!
5. Utilize ad extensions strategically. Choose wisely and activate them before spending on ads. For a visual guide, watch our walk-through here: