Google AdWords Series: Organizing Your AdWords Account

How to perfectly organize your AdWords account: Campaigns, Ad Groups, Ads, Keywords, etc. A skincare website is used as theoretical example.

Here I would like to start a series of posts on Google AdWords for SEM beginners. The first article is on how to organize your account in a most convenient and logical way.

AdWords Account

Unless you own an extremely large website, like a virtual marketplace,  it makes no sense to create multiple accounts for the same website. However, do use two different accounts if you want to run AdWords on two websites for the sake of the right conversion and traffic tracking.

In case you want to manage several accounts centrally, you can set up a My Client Center account that allows managing multiple accounts and run reports from one place.

Campaigns

Use campaigns as the most general way to organize your ads and keywords in an account.  You can set up a separate budget for each campaign, provide separate language and location settings, select the type of campaign (search, display or both), etc.

Theoretically you can run up to 10 000 campaigns using one account. However, to begin with, I would not recommend setting up more than 3-5 campaigns. What is the best way to structure the campaigns?  One of the simplest ways is to look at the products or services you offer — what major categories do they fall into?  It may be helpful to look at the categories of your website, but you may think of other ways as well, for example different customer segments you want to target.

Example: Miseya.de offers cosmetic/skincare products from the Dead Sea. The campaigns may be grouped according to the product type – facial creams, facial cleansing, body care, shower & bath products, hair care. Another way is to look at the functionality of the products – products for oily and acne-prone skin, anti-aging products, psoriasis  treatment, etc.  It is even possible to group products by the main ingredient – aloe vera products, pomegranate series, olive oil and honey series, etc.

All in all, it is best to think about the campaign structure that allows for best and fullest grouping of products or services you want to advertise. You can also set up campaigns that are limited in time, e.g. summer or Christmas season. These campaigns will be an addition to the main groupings.

Ad Groups

Ad groups include the keywords and the ads. If the campaign is a general way of grouping, think of an ad group as a way to get more specific and deeper into the search behavior, i.e.  a campaign will contain several ad groups.

Example:  We  want to set up a campaign Facial Care for the Miseya.de website. Ad groups will be advertising one product, e.g. pomegranate firming cream (recommended for simplicity) or several closely related products, e.g. eye care, oily skin products, dry skin products (the landing page may be the product category page).

Keywords

An ad group will include a list of related keywords, as well as  negative keywords.  Mostly a list of 20-30 keywords will work.  I will provide more detail and advice on the keywords in my next posts.

Ads

Good ads include the relevant keywords and contain a text motivating the customer to click and proceed to your landing page.  You can create 3-4 ads for an ad group and test which does the best.

Remember that setting up a clear and concise structure of your AdWords account will save you a lot of time, effort and even money (in terms of the money you pay for clicks and the costs of each conversion) in the future.

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Author: Elena

I acquired a BA degree in International Business with a specialization in Marketing from Nuremberg Technical School and a parallel degree from Leeds Metropolitan University. In 2013-2014, I worked in the field of performance and conversion optimization with an IT company and then was employed in content marketing. In 2016, I went back to working with Web Analytics and gained additional experience in project management. During this time, I received an Award of Achievement in Digital Analytics from the University of British Columbia (Canada). Currently, I am employed in Online Marketing. My areas of specialization include online marketing strategy, content creation, web analytics, conversion optimization and usability.

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