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

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 AdWords 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 adwords promotional success, implement ads campain 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:

• Keyword Research: Conduct thorough keyword research using tools like Google Keyword Planner and SEMrush to identify high-volume, low-competition keywords relevant to your clients’ business.
• Keyword Grouping: Group similar keywords into tightly themed ad groups to maintain relevancy and improve your Quality Score.
• Ad Copy: Write compelling and emotionally resonant ad copy that highlights your clients’ unique selling points and addresses the needs of their target audience.
• Landing Pages: Optimize landing pages for user experience and conversion rate. Ensure that the content is relevant to the keywords and ad copy, and make it easy for visitors to take the desired action.
• Performance Monitoring: Regularly monitor the performance of your campaigns, ad groups, and keywords. Adjust bids, ad copy, and targeting options based on data-driven insights to optimize your Google Ads strategy.

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:

• Themed Ad Groups: Create ad groups based on themes, such as specific products, services, or audience segments. This will help you maintain relevancy and improve your Quality Score.
• Keyword Match Types: Use a mix of broad, phrase, and exact match keywords within each ad group to capture a wide range of search queries. Make sure to add negative keywords to prevent irrelevant traffic and reduce wasted ad spend.
• Ad Variations: Develop multiple ad variations for each ad group, testing different headlines, descriptions, and calls-to-action. This will help you identify the most effective ad copy and improve your click-through and conversion rates.
• Responsive Search Ads: Utilize responsive search ads (RSAs) to test multiple headlines and descriptions simultaneously. RSAs can help increase ad relevance and improve overall performance.
• Regular Optimization: Continuously analyze ad group performance and make data-driven adjustments to keywords, bids, and ad copy to maximize your clients’ return on investment.

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.