How To Structure Your Google Ads Search Campaigns: Google Ads Account Structure Templates

20 December 2021


Having a solid account structure is the backbone of a successful account on any advertising platform. It allows you to control when, where, and for which searches you want your ads to appear, and how much you spend on different streams of traffic, incoming from your marketing campaigns.

With a well-built account structure, you’ll have:

  • Better quality scores, which means improved results for your ad delivery and lower costs per click/conversion;
  • A high degree of relevancy between user queries and your ads;
  • Organized campaigns that are easy to monitor, manage and optimize. With a cluttered or messy structure, it’s easy to overlook certain details and harm your account’s performance.

We have created different templates to help you build an organized and successful Google Ads account, based on best practices, Google’s recommendations, and insights of our team, with years of experience in the industry.

→ Download Now: Google Ads Account Structure Templates

However, before you dive into all the ways you could structure your account, we’d like to share a few crucial tips and notes to keep in mind before you start working on your Google Ads campaigns:

  1. There are numerous ways you can build and develop your account – there’s no one-size-fits-all solution. In our templates, we provide examples of campaign divisions, based on location, age, keyword match type, etc, as well as more generalized structures you could use. It’s important to know, however, that separations, based on age, location, match type, etc. may limit your data and negatively affect the learning algorithm. And while it’s not impactful for large businesses and accounts, who are working with tons of data on a daily basis, small businesses may benefit from a simpler set-up that focuses on bringing the data together, rather than picking it apart (e.g. Theme or Intent-Based Structure). When in doubt, you can always refer to how your website is built and mirror that structure in your Google Ads campaigns.
  2. Research is a crucial part of building a successful Google Ads marketing strategy. Plan your campaign structure before implementing it in the account: map out the keywords you could use, look up their average costs in the Keyword Planner to make insightful decisions on your bids and budgets, and create a negative keywords list to add to your campaigns; write different versions of your ad copy (you can draw inspiration from customer feedback or see what your competitors are doing) – this way you get a better understanding of your set-up and can easily correct any mistakes, overlaps or discrepancies that may occur.
  3. When planning your campaigns, it’s always useful to develop a good naming convention for easy navigation throughout your account, reflecting your campaign’s theme and which keywords it contains, targeted location or language (if there are several of those), bidding strategy, or any other characteristics that may be relevant.
  4. It’s important to keep testing. Depending on performance, which tends to change and fluctuate throughout the campaigns’ run, the structure you start out with may need to change along with it. To find what works best for your business, you need to analyze the trends and patterns in your campaigns’ delivery and performance and base your decisions on the data you collect. Don’t be afraid to try different approaches, or mix them together if it has the potential to deliver great results for your business.

If you’re looking to boost your Google Ads performance – feel free to reach out! Our experts will be happy to answer your questions and discuss what steps you can take to maximize your Google Ads results.

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