Skyrocket Your Google Ads Performance: The Definitive Campaign & Ad Group Structure Guide for 2023

Skyrocket Your Google Ads Performance: The Definitive Campaign & Ad Group Structure Guide for 2023
In this article
    Add a header to begin generating the table of contents
    Picture of albert somlith

    albert somlith

    Co-Founder of PPC Ad Editor. I am a leader in digital marketing, specializing in strategic planning, implementation, and optimization.
    Watch Tutorial for PPC Ad Editor
    Create Meta Video Ads For Facebook In 2023 Tips And Examples (1)

    Are you a digital marketing agency looking to create successful Google Ads campaigns for your clients? Look no further! In this comprehensive guide, we will discuss the latest best practices for 2023 and provide you with a Google Ads campaign structure template to ensure optimal results. Whether you’re interested in understanding different Google Ads campaign types or need guidance on the Google Ads campaign setup process, we’ve got you covered. We’ll walk you through the ad creation process, including tips for crafting effective text ads and expanding into the world of expanded text ads. If you’re looking to create ads that stand out, you’ll find insights on using ad builders and video ads. We’ll even delve into advanced topics, such as managing multiple ads with the same keywords within your Google AdWords campaign. For optimizing AdWords head and tail accounts, implement ads campaign best practices, and utilize Display Campaign Optimizer keywords for improved performance analysis. Additionally, explore optional cookies and information controls to enhance user experience while ensuring payment services and meta products are effectively showcased. Embrace similar technologies to provide features that cater to your target audience’s preferences. Get ready to supercharge your advertising efforts and achieve outstanding results with this ultimate guide to Google Ad campaign types and AdWords best practices.

    Why a Proper Campaign Structure Matters

    A well-organized campaign structure is essential for managing your Google Ads account effectively. It allows you to optimize ad groups, track performance, and scale your campaigns efficiently. A strong PPC campaign structure can also help improve your Quality Score, lower your costs, and drive better results for your clients.

    Google Ads Campaign Structure Template

    To create a successful Google Ads campaign, follow this simple structure template:

    1. Account Level: Set up your Google Ads account with a clear naming convention, billing, and location settings.
    2. Campaign Level: Organize your campaigns by business goals, product lines, or target audience segments. Choose the right campaign type (e.g., Search, Display, Video) and set your daily budget and targeting options.
    3. Ad Group Level: Create tightly themed ad groups based on specific keywords or audience targeting. Aim for 5-15 ad groups per campaign for Google Ads, depending on the complexity of your offerings and target audience.
    4. Ads and Extensions: Develop engaging and relevant ads, including headlines, descriptions, and display URLs. Utilize ad extensions to showcase additional information, like callouts, sitelinks, and structured snippets.

    Google Search Ads Structure Best Practices

    Follow these best practices to optimize your Google Search Ads structure:

    PPC Campaign Structure: Ad Group Organization

    Organizing your ad groups effectively is crucial for a successful PPC campaign structure. Follow these guidelines to create well-structured ad groups:

    How Many Ad Groups Per Campaign in Google Ads?

    There is no one-size-fits-all answer to the number of ad groups you should have in each campaign. However, a general rule of thumb is to aim for 5-15 ad groups per campaign, depending on the complexity of your offerings and target audience. Having too many ad groups can make your account difficult to manage, while too few ad groups can result in less targeted and less relevant ads.

    Frequently Asked Questions

     

    What is a Single Keyword Ad Group (SKAG)?
    A Single Keyword Ad Group (SKAG) is an ad group in which each ad is targeted to a single keyword. This strategy can help improve ad relevance and Quality Score, as well as make it easier to optimize ads and landing pages.
    What is a Single Theme Ad Group (STAG)?
    A Single Theme Ad Group (STAG) is an ad group in which all ads and keywords revolve around a specific theme or topic. This strategy can help maintain relevancy and improve Quality Score, as well as make it easier to manage and optimize your ads and keywords.
    Which campaign/ad group structure is best for my business?
    The best campaign and ad group structure for your business depends on your specific goals, target audience, and offerings. SKAGs and STAGs can be effective strategies for improving ad relevance and Quality Score, but they may not be the best fit for every business. It’s important to regularly review and analyze your account performance to determine the most effective structure for your unique needs.
    How many ad groups should I have in each campaign?
    There is no one-size-fits-all answer to the number of ad groups you should have in each campaign. However, a general rule of thumb is to aim for 5-15 ad groups per campaign, depending on the complexity of your offerings and target audience. Having too many ad groups can make your account difficult to manage, while too few ad groups can result in less targeted and less relevant ads.
    Should I use broad match or exact match keywords in my ad groups?
    It’s recommended to use a mix of broad, phrase, and exact match keywords within each ad group to capture a wide range of search queries. However, make sure to add negative keywords to prevent irrelevant traffic and reduce wasted ad spend. Regularly analyze your keyword performance and adjust your match types as needed to improve relevance and performance.
    What are the benefits of using SKAGs or STAGs?
    Using SKAGs or STAGs can help improve your ad relevance and Quality Score, as well as make it easier to manage and optimize your ads and keywords. By focusing on a single keyword or theme, you can tailor your ads and landing pages to the specific needs and interests of your target audience, resulting in higher click-through rates, lower cost-per-click, and better overall ad performance.
    Can I use both SKAGs and STAGs in the same campaign?
    Yes, you can use a combination of SKAGs and STAGs in the same campaign. For example, you could create SKAGs for high-volume, high-competition keywords and STAGs for more specific, long-tail keywords. Just make sure to regularly review and optimize your ad groups and keywords to ensure the best results for your business.
    What is the best way to organize ad groups in a complex campaign?
    For complex campaigns, it’s recommended to use a hierarchy-based ad group structure. This involves organizing ad groups into categories, subcategories, and so on, based on specific products, services, or target audience segments. This can help maintain relevancy and improve Quality Score, as well as make it easier to manage and optimize your ads and keywords at scale.
    How can I optimize my ad group structure for mobile devices?
    Mobile optimization is crucial for modern Google Ads campaigns, as more and more users are accessing ads from their mobile devices. To optimize your ad group structure for mobile, make sure to use responsive ads that adjust to different screen sizes, optimize your landing pages for mobile devices, and focus on mobile-specific ad formats like call-only ads and mobile app promotion ads.
    What are some common mistakes to avoid when structuring Google Ads campaigns and ad groups?
    Some common mistakes to avoid when structuring Google Ads campaigns and ad groups include having too many or too few ad groups, using irrelevant or broad match keywords, creating generic or low-quality ads, neglecting landing page optimization, and not regularly reviewing and optimizing your account performance.

    Structuring your Google Ads campaigns and ad groups effectively is crucial for achieving the best results for your digital marketing agency’s clients. By following the best practices and guidelines outlined in this guide, you can create high-performing Google Ads campaigns that drive success in 2023 and beyond. Utilizing campaign objectives and Google ad sets strategies, such as creating separate ad campaigns and separating ad groups, allows for better control and optimization of your advertising efforts. Consider ad structures like multiple ad groups with one or more ads to target specific audiences and achieve your SEM campaign structure objectives effectively. Ensure your campaigns adhere to editorial guidelines by Google Ads to maintain compliance and avoid potential issues. Additionally, leverage Google Display benchmarks 2019 to benchmark and optimize your campaign performance. Building a simple PPC structure with a performance max structure in mind can streamline your campaign management process and improve overall efficiency. When it comes to writing Google Ads, remember to craft compelling ad descriptions that resonate with your target audience and encourage clicks. Embrace responsive search ads to dynamically adapt to user queries and improve ad performance over time. Don’t forget to implement AdWords optimization techniques regularly to keep your campaigns performing at their best. If you’re running app campaigns, ensure to use appropriate ad formats optimized for app promotion to maximize your campaign’s effectiveness.

    Share on Facebook
    Share on X
    Share on LinkedIn
    Navigating Google Grant accounts demands attention to crucial requirements. Compliance is key—adhere to Google's policies rigorously to avoid grant suspension. Optimize campaigns for relevance and quality to make the most of the $10,000 monthly budget. Track performance metrics diligently to refine strategies and demonstrate impact effectively. Mastering these essentials ensures nonprofits maximize the potential of their Google Grant accounts, making a significant difference in their missions.

    Get all of our updates directly to your inbox.

    Sign up for our newsletter.