I would like to return to the basics of Google AdWords management and write about account and campaign structures scoping.
We can define the following stages of AdWords campaign setup:
- Campaign structure creation
- Keywords research and selection
- Match types and bids optimisation
- Landing pages selection in line with QS guidelines
- Ads writing
And in this post I’ll consider the first point: campaign structure creation.
A structure creation is one of the most important stages of planning online advertising campaign. It’s invisible for users searching on Google but it plays a strategic role, providing you with a control arm of budgets and bids.
Talking about the structure I mean the following:
What is the way to define how many campaigns you should create and how many ad groups should be in each campaign? It all depends on the several points:
- product range
- geographic diversification
- semantic core
- networks settings
Let’s consider each point in details.
- Product range
It should be at least one campaign for each product or service. This tactics will give you or your client a possibility to manage budget and other settings to promote one or another product.
Product: Life insurance, health insurance, vehicle insurance, pet insurance
Arranging all products or two of them in one campaign will deprive you of a possibility to reallocate budgets among more and less profitable products. Using this tactics you will help business achieve its advertising goals and manage budget more effectively.
- Geographic diversification
I strongly recommend splitting campaign according to its target regions. At first sight it has no practical sense but it’s only at the first sight. Put yourself in your client’s shoes: each region has its own specificity, even when users from all regions speak one language. In addition, every region can be more or less attractive for business, which results in different advertising budgets.
Business: Rent car
Target regions: London, Manchester, Birmingham, Liverpool
You could create one campaign for all regions because English is common language and eventually all of these regions are parts of one country so there is no need to split the campaign. But let’s have a closer look: your advertisements could be more effective and receives more conversions from one region and less from another, so you should have a possibility to manage your spending according to the effectiveness.
- Semantic core
The scale of your AdWords campaigns is wrapped up in the scale of semantic core: which keywords you use, how many synonyms you include, etc. It is possible to describe everything with synonyms, and we should take it into account. For example, on our case it can be film-movie or car-auto-automobile-vehicle.
Business: Cinema online
Keywords: watch films online for free, watch movies online for free
Both keywords are similar and specific and could be used in one ad group, but it’s not a good idea. The reason is the following: using these two high-frequency keywords in separate ad groups will let you write more relevant ads and adjust headlines to a particular keyword. It makes your ads look more relevant to a user’s query.
- Networks settings
If you plan to launch AdWords display campaigns, you should be ready to set up one more campaign. AdWords gives us the possibility to manage bids for each network, but we still cannot manage budgets. But it could be significant difference in the quality of traffic from each network so it’s necessary to set separate budgets. In addition there could be different approaches to organizing a campaign structure for display and search campaigns.
While planning AdWords account and campaign structures, think about business goals, effectiveness and means to manage budgets. As for me, I prefer the following principle: it is better to use a more detailed structure than a less detailed one.